Why They Didn’t Buy: The Untapped Power of Rejector Research for Understanding Lost Customers

The Hidden Side of Buyer Behavior

In the high-stakes world of business, we often focus on the customers we win. But what about the ones we lose? The truth is, understanding why someone didn't choose your product can be far more illuminating than understanding why they did. At Revelare Insights, we specialize in uncovering the hidden patterns behind consumer decision-making—especially those quiet, unspoken moments when a prospect walks away.

A Manufacturer's Wake-Up Call: When "Maybe" Becomes "No"

Let us take you behind the scenes of a recent rejector research project we conducted for a leading manufacturer of tractors and utility vehicles (UTVs). For privacy, we'll refer to them as "Client X." This brand had invested heavily in marketing, product development, and online quote generation, yet they were experiencing an alarming drop-off in conversions. Customers were browsing, clicking, and even visiting dealerships—but not buying.

They needed answers. Fast.

What We Set Out to Discover

The project was commissioned to answer six critical questions:

1.     How were buyers first becoming aware of Client X?

2.     Did they visit a dealership?

3.     Why did they initially consider Client X?

4.     Why did they not ultimately choose Client X?

5.     Which competitors won their business?

6.     What could be done to win them back in the future?

Interviewing the Ones Who Got Away

We conducted 102 interviews with prospects who had visited Client X’s website and requested quotes but went on to purchase a competitor’s product or abandon the purchase altogether. The research combined web-based and telephone surveys for deeper insights. Each response brought us closer to reconstructing the buyer journey.

Insights that Changed Everything, What We Learned:

·       Nearly 50% of prospects who visited the website also visited a dealership. That was encouraging - interest was real.

·       Top reasons for considering Client X included family/friend recommendations, online research, and perceived good value.

·       But the reasons they didn’t purchase were more revealing: many were still undecided, found prices too high, or got better deals elsewhere.

·       Competitors who won the sale often did so based on price and perceived value, followed by stronger brand reputation and better product features.

·       Customer experience at the dealership was a deal-breaker for many: lack of follow-up, poor service, and confusion around financing turned interest into frustration.