What do we call the concerns or reasons a customer has for not making a purchase?

The term that describes the concerns or reasons a customer has for not making a purchase is "objections." In the context of sales and marketing, objections are often seen as barriers that prevent a customer from proceeding with a transaction. They can stem from various factors such as price, product features, service issues, or even personal preferences. Understanding these objections is crucial for sales professionals, as it allows them to address the customer's concerns effectively and tailor their approach to alleviate these issues.

For successful sales strategies, recognizing objections allows the salesperson to position their product or service in a way that counters these concerns, ultimately leading to a higher likelihood of closing the sale. Addressing customer objections is a key component of building trust and rapport, which is essential in any sales relationship.