Eliminate “Think-It-Over” from Your Selling Opportunities
It seems that salespeople have been forever plaqued by a prospect’s need to “think-it-over.” This leads to longer than necessary selling cycles, which in turn, creates anxiety and frustration for the salesperson…….not to mention the salesperson’s company or employer.
While salespeople will, from time to time, find themselves dealing with someone who truly is an indecisive individual, there are a number of things you can do to minimize the average prospect’s desire to “think-it-over.”
Develop the habit of establishing an “up-front” agreement with the prospect that a decision will be made at the end of the appointment. This decision will not always be a buying decision. Before an initial appointment, for instance, you may agree to decide if there is a fit between what the prospect needs and wants and what you can provide and then decide whether the prospect will be taking the next step in the selling process. By establishing this agreement, you give prospect’s “permission” to tell you if they don’t see a fit or they are truly not interested in your product or service.
Identify the stalls, objections, and put-offs that, in the past, prevented you from obtaining a buying decision. During future selling opportunities, deal with these elements before you make your closing presentation. If you can’t eliminate these potential roadblocks “up-front,” they won’t magically disappear when it’s time to close the sale. Instead, these roadblocks, give rise to “think-it-overs.” Find out what the prospect is “thinking over.” It could be a money issue, a timing issue, or a question about whether your product or service is the best-fit solution.
Prospect’s buy for their reasons, not necessarily your reasons. Make sure that you are asking appropriate questions early in the selling process to not only discover what aspects of your product or service the prospect wants, but exactly why he or she wants it. Then, when you make your presentation, you can focus only on those features and benefits that address those issues. Avoid the temptation to “stack the deck” with additional features and benefits, perhaps in an attempt to show added value. Asking the prospect to focus on all the features and benefits will only lead to confusion and a “think-it-over.”
Check your timing. The purpose of a presentation is to obtain a buying decision. Determine the prospect’s time frame for making a decision. Make sure that you are presenting at a time when the prospect can and will make the decision. When it comes to presentations, “the early bird” doesn’t get the worm. Even if the prospect liked your presentation, the best he or she can say to you is”maybe” – a first cousin to “think-it-over” – if there are others waiting to present after you.
Take a “no” instead of a “maybe.” Successful salespeople understand the importance of collecting “yeses” and “nos.” “Yes” means they closed the sale and they are on the way to the bank – they get to collect their commission. “No” means they closed the file and they must uncover another selling opportunity. Salespeople who have a fat “pending” file nor are they usually motivated to do what it takes to fill the selling pipeline.
If you follow the above strategies, the only one “thinking anything over” will be you – deciding whether to invest any more time with a prospect or to close the file and move on. You will be better able to identify real selling opportunities, your selling cycle will be shorter, and you will “go to the bank” more often and usually with more to cash to deposit per trip to the bank.
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Hints to Beat Procrastination
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