The Two Biggest Reasons People Don’t Buy

In my over 3 decades dealing with buyers ranging from individuals to SME owners and senior executives in large organizations, two common reasons for NOT buying stand out.

The first is the status quo. People don’t like change and will often do anything to avoid it.

The second is avoiding risk.

If anything, the latter is more likely to trip you up in sales.

Think of risk in terms of buyer’s remorse. That feeling you get wondering if you’d made the right decision.

The greater the purchase price, the more likely it’s going to occur.

And this is regardless of perceived value!

None of us want to feel we made a bad decision.

We always buy what feels like the lowest risk.

Risk isn’t just about money. It’s about the potential cost if a decision goes wrong. It’s the emotional, social, and professional fallout if a choice backfires. The lower the risk, the easier it is for customers to say yes, regardless of price.

How Risk Affects Buying Decisions

Every time you ask a prospect to say yes, they take on some level of risk. The key question in their mind is: What happens to me if this goes wrong? If the answer involves major headaches, they hesitate—or go with the safer option.

Obviously there are levels of risk.

Buying an ice cream in a flavour you’ve never tried is a small risk. The consequences are a few dollars.

Buying a car, house or an organisation wide IT system are orders of magnitude greater.

So the upshot is understand the level of risk – both organisational AND personal is for your buyer and take steps to mitigate them.

Here are 4 ways of doing so.

4 Ways to Make Buying Less Risky

Build Trust
People buy from those they trust. Strong relationships reduce risk, making it easier for customers to choose you—even at a higher price.
Show Social Proof
Testimonials, case studies, and referrals reassure buyers. Seeing others succeed with your product lowers their fear.
Offer Hands-On Experience
Free trials, demos, or site visits help customers feel confident in their choice.
Provide Safety Nets
Guarantees, warranties, and flexible contracts make buying feel risk-free, increasing conversions.

If you’re struggling to close deals because prospects hesitate, you need to figure out if it’s a future value or future risk issue.

Which comes down to how well you understand your potential buyer’s thinking, first by developing a level of trust and then asking the right questions (and getting truthful replies).

Something I work with my clients to achieve.

Principal Author: Rashid Kotwal

If you’d like my help to close more high value deals, reach out. Contact me on 0414 913 334 or visit my website https://revealedresources.com/