In 60 Seconds
The Indifference Engine
- •The Myth: 'Customers didn't buy because they hate my brand or prefer the competitor explicitly.'
- •The Reality: Customers didn't buy because they didn't think of you (Mental Availability) or couldn't find you (Physical Availability).
- •Indifference vs Rejection: True rejection (boycotts, hate) is statistically negligible. 99% of non-buyers are simply indifferent.
- •The Fix: Stop trying to 'change minds' about your quality. Start trying to 'be present' in their buying window.
- •Practical Barriers: Is your phone number clickable? Is your form easy? Did you answer? These physical barriers kill more sales than 'Brand Purpose' ever created.
Marketing teams love to analyze "Brand Sentiment." They worry about "Negative Perception."
But the data from the Ehrenberg-Bass Institute is clear: Nobody hates your brand. Nobody cares enough to hate your brand.
The Illusion of Choice
We think customers sit down, compare A vs B, and make a "Choice" based on deep values. In reality, customers are "Satisficers." They buy the first thing that is "Good Enough" and is Available.
Rejection vs. Non-Selection
If you have 1% market share, the other 99% didn't "reject" you.
- 60% didn't know you existed.
- 30% knew you but forgot you in the moment.
- 9% couldn't find your phone number.
- Maybe 1% actually disliked you.
Removing Friction (Physical Availability)
Your job is not to be Loved. It is to be Easy.
- Speed: If you don't answer the phone in 3 rings, that is a Physical Barrier.
- Visibility: If you aren't in the LSA 3-Pack, that is a Physical Barrier.
- Simplicity: If your quote takes 2 days to generate, that is a Physical Barrier.
[!TIP] The Audit Do a "Walk the Store" audit of your own business. Call your own number. Fill out your own form. How hard was it to give you money? That is why you are losing sales.
Read Next in This Hub:
- Why Buyers Forget - The neuroscience.
- Physical vs Mental - The two pillars.
Related System:
- Local Visibility Systems - Remove the barriers.