As part of our B.I.N.G. Sales Toolbox Series, today’s discussion topic was Objections that Put You Off: Overcoming the Let Me Think About It Objection.
If the actual wipe board notes shown with this post aren’t legible enough (which I’m sure they’re not,) let me see if I can recap our meeting.
If you’ve been in sales more than 5 minutes, you’ve encountered the “let me think about it’ objection.
First, a little meta frame. Studies show that in relationship selling, consultative selling and other non-one-call-close sales situations, you can expect to get 8 ‘no’s before making the sale. That’s reassuring to know, especially if you’re in your first year of your sales career.
‘Why is that?’ you ask.
Because typically in your first year of selling you don’t know if why your not getting lots of sales is due to the economy, your approach, your product, your offer, your company, or any other relevant factor.
It’s reassuring to know it’s normal to get this objection. Any ineffectiveness in dealing with this objection is also a just phase your going through. That said, let’s get past our first year faster.
Another helpful meta frame is that everybody buys from somebody, but not everybody buys the way you sell. So, the key to long-term success in sales is to embody this insightful presupposition…
Communication is the response you get.
Meaning, how the customer responds to you is in large part a result of how you are communicating your message. Which means you can improvise, adapt and overcome.
The next thing is to assess whether the prospect has been fully qualified as a potential customer. You must, for efficiency sake if nothing else, figure out if ‘let me think about it’ is a real objection or just a smokescreen intended to reject your offer less contentiously than a flat out ‘no’.
If your prospect is not fully qualified, move on. If the prospect is fully qualified, then the following were volunteered as effective responses to “let me think about it.” The following aren’t rebuttals as much as they are just gathering more information for clarity.
- Is that your polite way of saying no?
- Do you really want me to call you back? (if you have doubts)
- Appreciation [for the substance and honesty of the objection]
- Naturally [statement that normalizes the objection and the situation surrounding it]
- On the
- Table [reiterate the issue at hand]
- What do you need to think about?
- A.A.A. aka Triple A
- Bonus suggestions (for a ‘soft sell’ approach) not presented during meeting.
- Ignore the objection the first time, at least, and move forward as if it’s a smokescreen intended to just give them a little breathing room.
- Acknowledge their legitimate need for pause. “Of course.”
- Cool. Just so I know how to pick up where we left off, “what is the one thing stopping you from getting what you want today?”
- The classic Feel Felt Found rebuttal: “I know how you feel… Other have felt the same way… What they found is that if they X, they were able to Y and feel better about their decision.”
- Pro Tip: Use a softener e.g. “If you wouldn’t mind saying – what part of my offer, specifically, do you need to think about?” More examples coming in a future B.I.N.G. Lunch ‘n’ Learn.
- Recap for them one last time the features, advantages and benefits of your product/service that they have acknowledged match their buying criteria.
Lots of your competitors won’t ask a follow-up question or venture a single rebuttal for fear of loss. Loss of face. Permanent loss of a prospect. Loss of pride. Loss of an opportunity. These are all normal …and irrational.
Qualify your prospects as much as they are qualifying your offer. If they truly aren’t interested and this is a real objection, why would you want follow up with them anyway?? Better to learn this early.
If they truly are interested, then you’d be remiss if you didn’t set the stage for the next logical step.