MANY PROSPECTS don’t like saying, “no.” Other prospects don’t feel confident enough to say, “yes.” Even though these prospects have different motivations, they both are likely to try to stall the sale, often without sharing strong reasons why they can’t move forward. If prospects don’t voice outright objections, you can’t overcome their concerns. Many prospects stall by asking for more time, saying, “Give me a call back in 90 days,” or, “Let’s wait until after an upcoming milestone is behind us. I’ll call you then.” However, when a prospect tries to stall the sale, make it your first priority to uncover the root reason why he is asking for more time. First, validate the prospect’s hidden objection by saying, “I hear you. This is a big decision, and I want you to be confident.” Next, consider this simple open ended question posed as a statement, which generally garners a pretty candid response: “Tell me more about your hesitation.” If you’re using a consultative sales approach, remember that your objective is not to manipulate prospects into buying, of course, but to identify the true objection and help each prospect toward a decision that is in his best interest — even if that decision isn’t buying from you. Once the real objection has been unearthed, if you still feel confident what you’re offering is in your prospect’s best interest, there are several ways you can steer that prospect toward the right decision. For example, if the objection is fear of change, then ask what’s at stake. What opportunities would the prospect lose if he just maintained the status quo? If the objection is concern about the time commitment needed for the change, respectfully ask if he anticipates having less to do in the future. If the prospect is struggling to believe you can deliver on what you’ve promised, be prepared to prove it. Back up your claims with research, testimonials from clients that will matter to your prospect, relevant referrals that will vouch for your company, or case studies. Even if the prospect discloses that he doesn’t have sole decision-making authority, you can still work together to brainstorm approaches to collaboratively sell the idea up the ladder. If you are simply not able to overcome your prospect’s real objection, let him off the hook. Remind him how important it is that your customers are 100 percent certain about moving forward with your company, and that the last thing you want a customer to have is buyer’s remorse. You’ll create longer-lasting relationships as a result.
