I try not to focus on the why people "don't", I rather focus on the "why they do!". People buy from
people for 2 reasons: Like and Trust. It's that simple. People like value, but have to trust where their money is going. Nordstroms is the epitome of sales-by-service. Not the cheapest by far, but the next chance you get, walk in the store. You will leave with something. Every other store I've been in, "I'm just looking" is an acceptable objection. Not at Nordstroms. When you say that to them, they ask "For What?" then it's on!
Up until I relocated to Houston from Detroit in 2010, I sold Yellow Page & Yellowpages.com advertisement for AT&T. If you think that's hard, get this: It was mostly over the phone. To the Midwest!
AT&T prides themselves for investing in training, training and more training. I'm so glad I kept all my handouts, powerpoints, pdf, charts, notebooks and videos. I'm finding it to come in handy.
We sell a service people purchase, and there is less competition than other industries. Compared to plumbers, mechanics, dentist, painters, landscapers, etc - selling should be easy as shooting fish in a barrel.
People won't trust you if you don't present yourself as an industry expert, have the b&a pics to prove it, or if you don't LISTEN to what they say they need.
Don't think like a contractor! When we see a dirty exterior, we all know they need it. But why???
Speaking of why...