Every business exists to sell something and without sales, all businesses would certainly die. Whether you’re selling goods, products or services, the whole idea of succeeding in business is to find customers who will gladly give you their money in exchange for that thing you’re selling. Every year, hundreds of businesses close down around the world because they couldn’t make enough sales to keep the business going. Although there are several reasons why businesses fail, this article reveals 5 of the most common reasons why customers may not be buying enough of your products or services. It is my intention that you will find something in this article that will change the way you sell your products and attract more customers to your business. These 5 reasons you’re about to find out were first revealed by Zig Ziglar, the great American sales and motivation guru. With some common sense, I have adapted them to the context of doing business in Africa. If your business suffers from poor sales, I have no doubt you’ll find this article very useful.