How many times has a prospective client stalled a sale by saying, “I need to do more research before we’re able to make a buying decision?”
Before you get violently ill from that flashback, take a breath and allow me to help you understand what triggers this need for prospective buyers to seek out more information.
So what exactly what triggers “I’ll Think About It!?!”
Keep in mind there are some legitimate reasons such as “I need to talk it over with my significant other.” Or perhaps your prospect communicates they need to reassess their priorities because they have other goals to consider. Both of those are legit so empathize with them and ask questions.
Our job with “sales” is to move our product or service onto the “top” of their priority list.
So keep in mind when you hear “I need to do more research before we’re able to make a buying decision” … essentially that’s another way of the prospect saying that “they have an ‘Information Disconnect’ that exists between what you’ve communicated about your product/service” and what they understand. A disconnect makes your prospect immediately assess how he/she sees you aligning with their priorities. This misalignment instantly leads them to skepticism and worse—confusion. And what would you do if you were in their shoes? I’ll bet you’d do nothing, nada, zero, zilch. Status-quo baby! You’d probably go elsewhere to see if there’s a vendor who makes it easier. Ummmm.
I humbly introduce the concept of “Information Disconnect” and we’ll discuss what causes clients to delay making a buying decision from YOU at the point-of-purchase.
All too often this “Information Disconnect” exists because you the seller knows a lot about your product/service. You know all the features, benefits, functionality, fit … but unfortunately—your buyer knows or understands very little.
I’ll bet your products are so detailed that the customer is having a hard time absorbing all the “data dumping” you’re sharing with them. So when the customer is overwhelmed, they will say “I’ll Think About It” because they’re trying to reconcile their “crazy-busy” schedules with the info you just laid on them. Your “pitch” seemed so complicated that now they’re bringing the word “change” into the equation. “Change” means work and that adds to their load.
It’s a natural response.
Think of it this way …
Imagine if you were twice the physical size of the client you were standing next to … the size difference between you represents just how how much knowledge & information each of you possesses on your specific product/service. Size represents what’s relative to what you know—twice as much—versus what your buyer doesn’t know—half as much. Can you now see the visual “Information Disconnect?” You, the seller has all this data, and they, the buyer, feels helpless.
What if during your presentation, you simplified the info so the prospect gets it and you are able to look them right in the eye? You’re on the same level … the same “sight line” … get it?
So you must move them away from “Information Disconnect” to “Information Connect.” Give your prospect just enough information to allow them to make a decision immediately.
When you can simplify your information to the point where your customer and you are at the same “sight line,” they will get it and you will be in total alignment. You’re no longer looking down upon them.
It’s all about simplify, simplify, simplify!
How exactly do you do that?
Two quick options.
1) Use everyday common language.
Jargon, technical terms and acronyms automatically trigger the human brain toward “buyer’s remorse.” It happens when the customer does not understand. They become uneasy. And quickly it’s “exit stage left!”
2) Use analogies or examples to help illustrate the information exchange.
Use visuals, a “how-to” demo or drawings to help layout your product/service. The more you know about your prospect, the better you can understand how they receive information best.
When the customer gets it, you’re moving closer to being in alignment with them.
At the end of the day, it always comes down to the “secret sauce.” And exactly what is the recipe?
It starts and ends with T-R-U-S-T!?!
TRUST is your defense against “Information Disconnect” and misalignment.
Help your prospect to understand enough … not all, but enough data to move them from “I’ll think about it” to “How soon can we get started?”
AGAIN! What’s the “gap filler?”
Employ our sales advice and it will certainly help you overcome “Information Disconnect,” thus removing “I need to do more research before we’re able to make a buying decision” from the equation.
We’re JC Marketing Communications—
wishing you a very blessed week!