Gitomer: A golden sales opportunity
Friday, July 25, 2014 6:00 AM
When customers say, “I want to think about it” or “I need some time to think it over,” it’s one of the most frustrating expressions a salesperson can hear. You feel helpless, or if you’ve been poorly trained, you lapse into some manipulative dialogue that proves you’re both a crappy salesperson and you’re only there for the money.
There’s a better way.
I’m about to give you the ultimate response to “I want to think about it,” one of the oldest sales stalls known to mankind.
The paradox of “I want to think about it” has always been that the salespeople want to make the sale right away, and the customers have not yet seen the value or the reduced risk in doing business with the salespeople.
And often, the customers have already made up their mind, but do not want to share that with the salespeople. The salespeople get frustrated and blame the customers for their inability to decide, rather than taking responsibility for their own lack of sales ability and lack of preparation.
REALITY: Stop blaming. Start taking responsibility. Be prepared (Boy Scout motto) for the objection way before you get to the sales call.
Here is what to say, here’s what to offer, and here’s how to offer it.
You say: “I’m an expert at what I do. You’re an expert at what you do. Let me share with you the questions you need to ask yourself, and ask of others, as you think about it.” These are questions way beyond “How much is it?” and “When do I really want to start?”
Hand over a list of questions about the intricacies and the value of your stuff. For example, if you’re selling information technology services and data protection, here’s a list of questions that you might want to ask:
Mr. Prospect, here are six things you need to think about as you’re deciding:
1. How much is your data worth?
2. Who is protecting your data daily?
3. How much spam do you get? How much time do you spend dealing with it? What is your time worth?
4. What happened the last time you lost data?
5. What is a business heart attack to you?
6. What’s the difference between 99 percent guaranteed up time and 100 percent guaranteed up time? It’s 3.65 days of downtime. What is the extra 1 percent worth?
You hand the questions to the customers and read the questions out loud, and then ask them, “Would you like to think about these questions by yourself, or would you like to think about them with me?”
Keep in mind, you are the expert. The customers are depending on you for answers that they cannot create for themselves. Whether you’re selling life insurance, refrigerators, accounting services, new cars or a million-dollar home, most likely the customer is making a purchase one time, but for you it may be your thousandth time to make the presentation. It’s critical that you transfer confidence, not just information.
“I want to think about it” is your GOLDEN OPPORTUNITY to give value, prove value, make the prospects think about themselves and their options, and still have an opportunity to make the sale.
THE SECRET: You must prepare for the “I want to think it over” stall BEFORE you make the sales call. You have to positively accept the stall when it occurs. The more positive you are, the more surprised the prospects will be. And you must present my solution in EXACTLY the manner I have described above.
You are in complete control when you’re prepared. REALITY: This solution will NOT work all the time, BUT it will work. How often it works will be determined by how often you try it. The more you prepare for it, the better you will become at overcoming.
Wanna try it? Or do you wanna think about it? Your choice.
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