The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Who are your noncustomers?
Who are the people who could use your product or service, but buy neither
from you nor your competitors? These are people who are not even in the market
at all. In reality, the noncustomers are the greatest untapped market for your
products or services. If you can identify them and find a way to get through to
them, you can often create sales where no sales exist and where there is little
competition or price resistance.
A Huge Untapped Market
Often these people are the “late adaptors” in the market, those who wait until

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Often these people are the “late adaptors” in the market, those who wait until
a new product or service has been tested and proven by the majority of buyers
before they risk buying. When a company finds a way to tap into this huge late-
adaptor market of noncustomers, it can often surpass all its competitors.
Three examples come quickly to mind: the fax machine, the personal
computer, and the cell phone. In each case, only a few people were willing to
take a risk on this new technology. In their earlier versions, they were often
large, clumsy, and inefficient. The first cell phones often required a briefcase to
carry them around.
But once these three innovations had been accepted by businesspeople and
used in offices, the dam began to crack. Suddenly the noncustomer entered the
market by the millions. Today even children have computers, fax machines, and
cell phones, which they are constantly upgrading with newer, better, faster, and
cheaper versions. What were once early-adaptor markets have become
multibillion-dollar worldwide markets. How might you apply this to your
product or service?
The Nonvoter
Here is another example. The biggest noncustomer in our society today is the
person who does not vote. The nonvoter, if he could be motivated to vote for a