I Need to Think About It
“I need to think about it” ….have you ever had a customer say that to you? If you’ve been in sales for any length of time chances are pretty good you’ve heard it. It’s a normal reaction but if you’re hearing it a lot…that’s not normal and you may be giving your customer too much to think about.
On today’s show discover:
- …one of the most common reasons customers don’t buy;
- …how to avoid giving your customer too much to think about;
- … and a proven method for overcoming the “I need to think about it” objection.
The Downfall of Civilization
A colleague once told me he felt the downfall of civilization would someday be traced back to crayons. (an odd idea but he certainly had my attention) You see at one time there were just a few colors. Red, Green, Blue, Yellow….but now there are too many to choose from. In fact, Crayola crayons come in 120 colors including 23 reds, 20 greens, 19 blues, 8 yellows and more…
It’s kind of the same with TV isn’t it? When there were only 3 channels you picked one and watched what was on. Now, you spend 30 minutes looking through the available options without ever watching a show!
But wait a second…we like having more to choose from so how will all these choices lead to the downfall civilization? (I don’t know but I do know that too many options can hurt your sales numbers).
Too Many Options Can Hurt Your Sales
According to a Columbia University marketing experiment more choices may bring customer in, but fewer choices encourages them to buy.
A brief of the experiment:
- 24 Flavors of Jelly on display to Sample = 60% of people who walked by stopped to try some but on 3% purchased.
- 8 Flavors of Jelly on display to Sample = 40% of people who walked by stopped to try some but 30% purchased.
When there’s too much to consider they can become confused and paralyzed….rather than make a decision many will say “I need to think about it” and walk. Your job, as a salesperson, is to sift through the clutter for your customer and help simplify their decision. The best way to do this is to spend time understanding their specific needs and wants before showing them the features and benefits of your product.
You know your product has 35 amazing features but if you “shotgun” all those features and blast your customer with too much information; they might just tell you they ‘need to think about it”. On the other hand when you take the time to get to know your customer, learn what they need and learn what they want you can narrow those features down to 2 or 3 that really hit home!
By finding the features that are most important to your customer you increase your chances of making the sale and decrease the chances you’ll hear “I need to think about it.”
Today’s One Two Punch
Limit options to close more sales
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