Chapter 5

What do non-buyers know that buyers won't say?

Người từ chối biết điều gì mà người mua không nói?

The chapter's question

For people who looked but did not buy, why did they not buy?

Big idea

People who say no tell you more than people who say yes, and they are asked far less often.

In this chapter

  1. Part 5.1

    Finding the Ones Who Left

    How do I reach people who did not buy?

  2. Part 5.2

    Three Common Reasons

    What are the three most cited reasons?

  3. Part 5.3

    Who They Chose Instead

    Which solution do those who did not choose me usually choose?

  4. Part 5.4

    Which Reasons Are Fixable

    Of those three reasons, which can marketing fix?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Who Actually Buys is free to read right here.

Read in Conan School

Chapters of Who Actually Buys

  1. 1.Is my customer profile fact, or the boss's opinion?
  2. 2.Can ten conversations beat a thousand surveys?
  3. 3.Do they buy the product, or the moment?
  4. 4.After the interviews, does anyone read them?
  5. 5.What do non-buyers know that buyers won't say?