A job well done
The procurement committee said that they were ready to make a decision and granted Dean 90 minutes to make his presentation. He explained the details for each point of his proposal. He addressed each of the committee member's concerns. He answered all of their questions and received a nod of approval after each answer. He asked if there was anything else they needed to see or hear from him, and they replied "no" and commended him on the thoroughness of his presentation.

Here it comes
Dean felt very positive about his presentation. Confidently, he asked for their decision. After some mumbling amongst themselves, they announced that they needed some time to "think it over" and promised to get in touch with Dean within a week or so.

What do you think? Did Dean get the sale?

A decision not to make a decision is a decision
When you request an appointment, attempt to close a sale, or ask a prospect or customer to take some action, you are asking for a decision - a commitment to do something or not do something. In short, a "yes" or a "no" and nothing in between those alternatives.

When a prospect decides not to decide, i.e., he gives you a "think-it-over," in whatever form it materializes, it is most often nothing more than a convenient disguise for "no." Prospects rationalize the indecision as a means of "protecting" you - letting you down slowly and not hurting your feelings. More likely, the prospect is protecting himself from having to explain a "no" decision. It's a means for avoiding a potentially uncomfortable situation ... for him.

Tell me "yes" or tell me "no"
When asking prospects or customers for a decision, let them know in advance that a "yes" is desirable, but a "no" is OK. That's right; a "no" is OK. When you give prospects permission to say "no" and make it very clear that "no" is OK, they are less inclined to disguise it with some from of "think-it-over."

Sooner or later ... you choose
When interacting with prospects and clients, your objective is to uncover the truth, even if it's not something you want to hear. After all, if it's going to be "no" - the prospect isn't going to grant you an appointment, your customer isn't going to buy the latest promotion, or the prospect isn't going to become your next customer - wouldn't you want to know sooner rather than later?

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