Podcast Summary: The $100 MBA Show

Episode: MBA2678 Q&A Wednesday: Why Do My Customers Seem Very Interested But Don't Buy?
Host: Omar Zenhom
Date: September 17, 2025

Episode Overview

In this Q&A Wednesday episode, Omar Zenhom answers Brenda’s pressing sales question: “Why do my customers seem very interested but don’t buy?” Drawing from over 20 years of business experience, Omar unpacks the difference between genuine buying intent versus simple interest, examining the four main barriers preventing “interested” leads from converting into paying customers. He then delivers actionable strategies to address each obstacle so listeners can boost their conversion rates. The tone is direct, practical, and empathetically honest—Omar offers no-fluff, psychology-backed business insight throughout.

Key Discussion Points & Insights

1. Interest vs. Intent—The Critical Distinction

[02:20]

• Interest does not equate to intent to buy.
• “Interest is cheap. It costs the buyer nothing to say nice things. But buying, on the other hand, that costs money. It also costs you trust, commitment...it’s risky for them.” — Omar Zenhom, [02:55]
• “I’m interested” can mean anything from politeness to “maybe someday” or “I’m not ready right now.”

2. The Four Reasons Interested Customers Don’t Buy

Omar breaks down the barriers:

• A. Lack of Urgency ([03:40])

  • If there’s no reason to buy right now, people wait indefinitely.
  • Offers with no deadline or clear, specific outcome make actionless delay too easy.
  • Solution: Add urgency—limited-time bonuses, clear deadlines, scarcity, penalties for waiting.
  • “You’ve got to make waiting the enemy.” — Omar Zenhom [04:41]

• B. Lack of Clarity ([05:00])

  • The golden rule: “A confused mind never buys.”
  • If prospects aren’t 100% clear on what they get, why it matters, or how it works, they won’t commit.
  • Solution: Use dead-simple language, spell out the “after” picture, focus messaging on outcomes.
  • Example: For a journaling course, highlight how five minutes a day leads to more peace, creativity, and better mornings.
  • “Confusion is the enemy of conversion.” — Omar Zenhom [06:10]

• C. Lack of Trust ([07:15])

  • Buyers fear your offer is unproven or that you can’t deliver the results.
  • Solution: Share proof—testimonials, numbers, success stories, endorsements from colleagues.
  • Even if new, use testimonials about your character or work ethic from anyone who knows you professionally.
  • “At the end of the day, they want to see someone like them who got a result.” — Omar Zenhom [08:20]

• D. Wrong Offer, Wrong Moment ([10:32])

  • Sometimes, the offer isn’t right for that customer’s current stage or needs.
  • A complex or high-ticket product may overwhelm beginners; they may need foundational content or a starter product first.
  • Solution: Know your audience well—offer products suited to their stage, use language that matches their understanding.
  • “The more you know who you’re serving, the more you’re going to know what to serve them.” — Omar Zenhom [11:25]

Three Tactical Steps to Convert “Interested” into Sales

[13:00]

1. Follow Up with Purpose

   • Don’t just check in. Offer value with every follow-up: let them know about limited spots, invite questions.
   • “Just checking in is not helpful... Give them a gentle nudge and a chance to ask questions.” — Omar Zenhom [13:16]

2. Send a Personal Video

   • Record a quick, personalized video (using Loom or similar) addressing the recipient by name and speaking directly to their situation.
   • Personalization “builds trust very fast and separates you from everyone else” — Omar Zenhom [13:50]

3. Audit Your Sales Message

   • Ask three people unfamiliar with your offer to review your pitch—if they can’t clearly explain what it is, how it helps, or who it’s for, simplify your messaging!
   • “If they can’t answer these clearly, it’s not them, it’s you.” — Omar Zenhom [14:23]

Memorable Quotes & Moments

• “Interest is a spark, but closing the sale, that’s your responsibility.” — Omar Zenhom [14:49]
• “Your job...is to make it easy, and obvious, and low-risk to say yes.” — Omar Zenhom [14:44]
• On handling rejection: “By the way, a ‘no’ is a sale. It’s okay for you to get a no...and that no is often ‘not now’ or maybe later or I can’t afford it.” — Omar Zenhom [15:04]
• Reference to Boiler Room: “They’re either going to sell you on why they’re not going to do it, or you’re going to sell them on why they’re going to do it.” — Omar Zenhom [14:52]

Timestamps for Important Segments

• 02:20 — Introduction to the difference between interest & buying intent
• 03:40 — 4 reasons interested people don’t convert (urgency, clarity, trust, offer fit)
• 05:00 — Importance of clarity and simple messaging
• 07:15 — Trust-building strategies for new and established businesses
• 10:32 — Matching the right offer to the customer’s stage
• 13:00 — Three actionable tactics to convert interest into sales
• 14:44 — Mindset: Why a “no” is also valuable

Final Thoughts

Omar’s episode offers a concise psychological primer for anyone frustrated with “polite” prospects and stagnant conversions. His actionable advice is grounded in empathy for prospects’ fears, business realities, and smart communication—making this a must-listen (and must-read!) for entrepreneurs ready to turn “I’m interested” into “I’m in.”