Have you ever had a prospect tell you, "I need to think it over?"
- What does "let me think about it" mean?
- Figure out what's going on.
- Give people permission to say "No."
Nancy made a follow-up call to a prospect who had previously requested some information from her. Her intention was to have a brief conversation, qualify the opportunity, and schedule an appointment if that was appropriate. The prospect revealed that he'd received and read the information - and was "very interested." But, he added, he needed a bit more time to "digest" what she'd sent him before deciding on an appointment.
Nancy agreed to get back to him in a week.
The procurement committee said that they were ready to make a decision and granted Rich ninety minutes to present his proposal. Rich explained the details supporting each point of his proposal. He addressed each and every committee members concerns. He answered all of the questions that came up and received what he believed to be a nod of approval after each answer. He asked if there was anything else they needed to see or hear from him. They all said "No" -and they all commended him on the thoroughness of his presentation. You already know where this is leading, don't you?
Rich didn't. He felt quite 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 Rich within a week or so when things calmed down.
Do you suppose Nancy obtained the appointment? After all, the prospect was very interested." What about Rich? Did he get the sale? They all said he'd been very thorough, and they all promised to "think it over."
When you request an appointment, attempt to close a sale or ask a prospect or customer to take any other course of action, you are asking for a decision - a commitment to do something or not do something. In short, you are asking for a "Yes" or a "No." You are not after anything in between those alternatives.
When a prospect decides not to decide - when a prospect gives you a "think-it-over," in whatever form that takes - the odds are high that you have been treated to a convenient disguise for a "No."
Prospects may rationalize the (apparent) 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. Offering you a "think-it-over" is usually an effective strategy for avoiding a potentially uncomfortable social situation.
Key Takeaway for Avoiding "I need to think it over"
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 what they tell you with some form of "think-it-over."
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 the answer is going to be "No" - the prospect isn't going to grant you an appointment, your customer isn't going to buy the latest promotion, the prospect isn't going to become your next customer -wouldn't you want to know sooner, rather than later?
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