If your prospects don´t purchase, don´t blame them. They aren´t stupid. You´ve failed somehow in connecting with them to the point they felt compelled to purchase. Your offering may be wrong, it may be packaged incorrectly, you may be incapable of relaying the benefits.
A quick example.
I attended a workshop series on business excellence recently that was embarrassingly unattended. The host of the workshop expected far more people to attend. Faced with a lack of attendance, he decided to open and close the sessions with blaming the people that weren´t there, accusing them of not caring enough for their success to have attended.
Think about this"?¦people didn´t attend a workshop that´s supposed to build their business and the host accuses them of not caring enough about their success because they didn´t attend. What!? Is it possible people didn´t attend because they thought "to hell with this, I don´t care if I´m successful or not?" It´s not very likely.
It´s most likely people didn´t attend because they don´t find sufficient value in the information discussed. Could it be that as great a value as the host believes he offers, the prospective workshop attendees decided otherwise? It´s most possible and probable.
The morale to this post is don´t blame your prospective customer if they don´t buy; don´t blame your customer if they never buy again. If you get rejected in mass, look internal and search for the reason you´re loosing your audience. Make sure you´re meeting expectations, evaluate your pricing against market norms, test your offering against the needs of your market"?¦but never, ever blame your customer.
By the actions they take, your customers tell you most everything you need to know"?¦