I guarantee you that one of your worst feared objections in sales is “I want to think about it,” isn’t it?
Why does it seem like all sales people fear hearing the “I want to think about it” objection from their potential prospect?
Because it isn’t really an objection is it? Or is it? They haven’t really said “No,” have they? But they haven’t really said “Yes” either, have they?
So the weak sales rep can breathe a sigh of relief and believe that the client will definitely get back to them with a yes tomorrow and the so called experienced rep will make the excuse that it wasn’t really an objection so there was nothing they could have done to overcome it. While the Professional Closer goes to work and starts to find out exactly what it is the clients want to think about.
Which ever one you are, let’s look at this “objection” in the latter tense, as Professional Closers; after all if you didn’t want to become a Professional Closer in sales, you wouldn’t be reading this, would you? So what can you do in this situation to be better prepared for it?
Firstly we have to look at the reasons why people say “We want to think about it.”
The first and most common reason you will get about the: “I want to think about it” objection is that you gave them too much information to think about right away. An old sales saying that is extremely relatable is “If the cow doesn’t moo, don’t feed it.” What this is saying is that you should only give them the information that they ask for. There is no point in telling them how efficient the air conditioning is on this particular model of car if they live somewhere where it snows for six months out of the year. They will be more sold on the amazing traction the electronic 4X4 system gives them when driving on snow and the fact that by pointing the key through the kitchen window and pressing a button while they’re finishing their morning coffee, the seats heat up and the all windows defrost automatically.
Do you get the idea? You can always add the air conditioning in as an additional benefit for when they drive down south for their summer holidays while they’re signing the purchase agreement. The other main and obvious reason you will get “I want to think about it” is you haven’t sold them yet.
So to recap: “I want to think about it” really means, you’ve given me too much information and I’m confused. Or, I don’t have enough of the relevant information so I’m not sold yet.
By keeping it simple and only feeding the cow when it moos, you will always be dealing with: “I don’t have enough information yet” It’s always easier to add the benefits of your product bit by bit than take something away once you’ve given them everything up front.
The lesson this week is: “Don’t feed the cow till it moos!”
