Stalling
Customers
Imagine watching
a particularly indecisive customer shopping for a car. This customer
wants to test drive every mid-size sedan available on the market…
American, German, Japanese… all of them. While he’s at it, he decides
it wouldn’t hurt to review the owner’s manuals. After scores of
research, he still can’t make up his mind. What if it’s not the
right car? Is there a better car out there? Do I really need this
car right now? The decision-making
process for this type
of customer can be exasperating – particularly for the person
who is doing the selling!
All of us have
dealt with this type of customer. The person simply has a difficult
time making a decision. They may feel that they haven’t evaluated
enough companies, they aren’t sure if the product is exactly what
they need or simply can’t make up their mind. They can be
risk-averse and, oftentimes, they suffer a great deal of anxiety
in trying to make a decision. So can you!? This can be particularly
tough for the sales professional who has to deal with the stalling
customer.
One way to avoid
being in this situation is to build up a sufficient
level of urgency. Some customers just won’t make their mind
quickly and, as surveys have found, often lead sales reps without
a sale. They may need a helpful nudge or need to be aware of the
limited availability
of a product, service, offer or pricing. Stalls can mask some
underlying
anxiety. As is often the case, questioning can help you determine
the root cause of the customer’s
indecisiveness.
Customer: “I don’t know… I’ll need to think this
over. I have your information will get back to you.”
Sales Rep: “What is it that you need
to think over?”
“Did I not provide what you
were looking for?”
“Was there something that
needed to be done to make a decision?”
“May I ask what makes you
uncertain about the proposal?”
Customer: “I’m not sure that this
is exactly what we’re looking for.”
Sales Rep: “I can completely understand your concern.
In fact, we faced the same situation with American Bank and Trust.
They felt the same concern about our ability
to follow-through. Yet, they had an opportunity
to speak with one of our others customers
and found out that our service was truly the best of breed. After
the pilot program, they selected us to roll out an initiative on
a nationwide basis. Would it help if I had my contact at American
Bank and Trust call you to explain the benefit they received in
working with us?”
You want to
get the customer to keep moving along… don’t
let them stall. If they continue with their stall, the proverbial
car battery is dead and they’re 200 miles from the nearest station.
Jump start them and get them back on their way, preferably heading
straight towards a decision
to work with your company.
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