Sales trainer Tom Hopkins has his students memorize this technique word for word in his three-day boot camp sessions, and I personally feel if you do not commit this one close to memory you simply are not serious about the sales profession.

"I want to think about it" or “I want to think it over" are the most common objections a salesperson will encounter, regardless of the product offering.  In the best of situations, under the most ideal conditions, you will hear these at least 50 percent of the time so start committing this close to memory right away!

The prospect says,  "I want to think it over" for three reasons:

    • It’s a Brush Off:  Now swallow your ego and accept the fact that this prospect doesn’t want what your offering. Many times you are told, "I want to think it over," because it’s a nice way for him to send you on your way without hurting your feelings.  The average salesperson is so vain he actually believes the prospect wakes up in the morning and goes to bed at night thinking over his offer.  But in reality when the salesperson calls back two or three days later, sure of a sale, the prospect doesn’t even know who he is.

Now lets suppose you are working with a genuinely interested prospect and he tells you "I want to think about it."  This is what is occurring with the interested prospect that is hesitating.

    • Buyers Remorse in Advance:  At the moment of closing the prospect experiences tension.  The tension is a fear of making a mistake, buying the wrong things, paying too much or even being criticized by friends.  These fears cause him to back away at the moment of closing and say, "I want to think about it."
        • Financial Resources:  He tells you he wants to think about it because of the price of the item or service.  Don’t be fooled, the only reason in most cases, he tells you "I want to think about it" is because he wonders if he can or should be able to afford your offer.

      The problem with "I want to think about it" is it’s a broad statement, not narrowed to any one specific concern.  You are not down to the final objection and have nothing concrete to overcome.  If you will follow this procedure, you will move beyond the vague generality of "think about it" to the final objection.

      Prospect:  I need to think it over.

      Super Achiever:  That’s fine, obviously you would not take the time to think about it unless you were genuinely interested, would you?  (Remain silent and wait for his reply.)  This question confirms he is genuinely interested.)

      Prospect:  Yes, I definitely will be giving it the consideration it deserves.

      Super Achiever:  Outstanding!  Just to clarify my thinking, what phase of the offer is it you will be considering?  Is it my company?

      Prospect:  No, your company’s reputation is sterling.

      Super Achiever: Is it my service?

      Prospect:  No, your service is outstanding, and you have performed beyond the call of duty.

      Super Achiever:  Mr. Prospect, I sense you hesitating, do you mind me asking if it’s the money?

      Rest assured if you have gotten him this far, and he is genuinely interested, in most instances it will be a money issue.

      Here is the I Want to Think About It Close":
      Super Achiever:  That’s fine, obviously you wouldn’t take the time to think about it unless you were genuinely interested, would you?  Since you are genuinely interested, I can assume you will give this careful consideration.  Just to clarify my thinking, what phase of the offer will you be considering?  Is it my company?  Is it my service? I sense your hesitancy, do you mind my asking is it the money?

      Here is the key.  Prospects do not think about your offer after you leave.  They do not review your literature and product information.  What they do is move on with their lives!  The time to nail down the sale is at the end of your presentation when you have identified their needs and clearly presented your services as the solution to their needs.

      Remember the critical instruction.  After you ask a closing question, remain perfectly silent and allow her time to answer.

      Check back this week for the “Invitational” Closing Technique…

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