Even though
salespeople often believe that prospects will need time to think
a decision over, the reality is that (most of the time) they
don't. A "think it over" is nine out of ten times just a polite
way of saying no. Unfortunately, the salesperson believes that
the prospect needs time to decide, accepts the "think it over",
and leaves thinking, "I got one!"
This myth is so
prevalent because it is so tempting to believe. If we think
people just need some time to decide, then we don't have to
force ourselves to ask the tough questions in order to get them
to make a decision. This enables us to fool ourselves into
believing that the deal is right around the corner. Prospects
rarely need time to make a decision after we have made our
presentations; they usually know what their answer is. As the
salesperson, our job is to persuade them to tell us the decision
and their reason for it -- even if the answer is no.
Sure, there are instances where prospects need some time to make
a decision. If you feel you've run into one of those instances,
be sure that you know all the reasons they have for needing more
time. People often do need more time because they have other
quotes coming in, they have to speak with another decision
maker, or they have to finalize the budget, etc. Almost every
valid reason for a "think it over" can be negated if a
salesperson deals with these reasons before attempting to get a
final decision from the prospect.
If someone needs more
time, you need to know specifically why they do, and when you
can expect a final decision. A belief that a prospect needs time
to decide often evolves from when a prospect says, "This looks
good. I need a few days to review this information and then get
back to you. I think it might be a good fit." The salesperson
then leaves, feeling comfortable in the knowledge that the deal
is a few days away. But what the prospect is more likely saying
is: "The answer is no, but if I tell you no, you will continue
to badger me with questions and presentations. If I tell you I
need some time, you will leave and I can hide from you."
Don't allow yourself (or your prospect) to believe in the "think
it over." The only one of the two who will usually think it over
is you, the salesperson! Ask some follow-up questions to the
"think it over". Nurture the person. (As a general rule, if you
are nurturing and the prospect becomes upset, most likely he is
not telling you the whole truth.) If you handle the situation
correctly, both you and your prospect can get to the heart of
the matter and come to some concrete decisions. Even if the
answer is a "no" for good reasons, at least you know that and
don't have to waste your time following up. Don't believe that
prospects always need time to decide – usually they just need a
little help from you to tell the complete truth.
Sandler Systems, Inc. All rights reserved.
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