Reason 1) FEAR OF LOSS.
Who wants to be criticized for making a “dumb” purchase. Consumers ego’s are “sensitive”

Reason 2) LACK OF TRUST.
Consumers must know they can trust your business BEFORE they buy from you

Reason 3) LACK OF COMFORT.
We all have “feelings” we dont quit understand. If they dont have the right vibe- nada

Reason 4) SOLUTION DEFICIT.
Do they truly think your produt/service addresses their problem…”I have a problem?”

Reason 5) LACK OF NEED.
Guy’s like Dave Ramsey help them realize and ask themselves…”do I really need this?”

Reason 6) LACK OF QUALITY.
People have higher expectations today. Does your product ooze quality?

Reason 7) LIFESTYLE CONFUSION. 
Consumers have “image” that they project to others. Do YOU match their image?

Reason 8 ) BAD HISTORY.
Do consumers have previous bad experiences that they compare you to & you must overcome?

Reason 9) PREFERENCES.
They’re just “not that into you.” They like another brand better.