I Want to Think About It

Has your customer ever said this to you at the point of making a decision?

If you simply conclude the sales presentation at this point, you have almost no chance of making the sale at any point in the future. First of all, rarely will anyone actually ‘think about it’. Secondly, the importance of making a decision declines exponentially after the sales presentation.

The good news is that this kind of stall usually indicates mixed feelings. The customer has enough positive feelings about your product to warrant the time and energy spent up to this point in the sales process. The only problem is there is something stopping them from going ahead with your suggestion.

Common reasons for such stalls are:

·         Need for justification. They like your suggestion but not making a decision is always easier than going forward.
·         Not emotionally involved in the decision. People make decisions based on emotion with just enough logic to justify that the decision is not a mistake.
·         Hidden objection or concern. Often a customer will stall rather than admit to not understanding a portion of your presentation.
·         No hurry. Why make a decision today if putting it off until later has no negative consequences.
·         Legitimate stall. Sometimes there are legitimate reasons to put off a decision. In this case, set the next appointment or action and continue to provide support and build credibility.

What do you do?

·         Show understanding. It is normal to want to put off making a decision. Your job is to help the customer work through their barriers.
·         Build on the benefits. Focus on the benefits of your suggestion or the loss of such advantages if not utilized.
·         Satisfy negative issues. Ask questions to uncover any hidden objections or thoughts and address them to customer’s satisfaction.
·         Rebuild the emotion. At this point in the sales process, emotion may have been replaced by logic. Help the customer remember why they were talking to you in the first place and focus on their reasons for needing your suggestion.