“I need to think about it.”

Unfortunately, in its many forms, this simple objection stops salespeople dead in their tracks.

I need to think about it.

This objection can take on many forms.

• I need to check with my wife
• I need to check with my accountant
• I need to talk to my bank
• I need to check on insurance
• I don’t make snap decisions
• I just started looking
• And many others.

The “I need to think about it” objection is not the real objection. It’s not that the prospect is trying to mislead you or throw you off the scent. They may not even realize what their hesitation is. Let’s explore that.

The prospect has already spent at least SOME time thinking about it.

If the prospect has taken the time to engage a salesperson, whether in person, by telephone, online chat, etc., they are ready to move forward if the answers to the questions they’re asking adequately addressed their concerns.

Let’s say that you’re selling a software solution that shows a restaurant’s menu on computer monitors, and you’ve been given the opportunity to sit with the decision-maker of this restaurant. After your presentation, the prospect tells you that your product is interesting and that they need to think about it.

The prospect has successfully used this objection before, and previous salespeople were sold on his objection.

When faced with his previous “let me think about it” objections, other salespeople likely did any one of the following:

• Gave him a brochure.
• Offered to follow up after he’s had ample time to “think about it.”
• Offered to put together a complete proposal so he could make an informed decision.

Then the salesperson called, emailed, visited, and persistently attempted to follow up while the restaurant owner avoided him. The prospect considered the initial meeting a waste of time and the follow-up annoying, giving him more clutter to clean up in the form of brochures, emails, text messages, mail, proposals, etc.

The previous salespeople and their poor attempts to overcome the “let me think about it objection” have simplified your job. This “think about it objection” has worked so well in the past that the prospect isn’t prepared for you, the well-educated, professional salesperson’s ability to uncover the real objection.

It isn’t about thinking about it. It’s about something else. What is it?

People buy stuff in the modern world. That’s what people do every single minute of every day of their lives.

People buy stuff in the modern world. That’s what people do every single minute of every day of their lives.

They bought the house they’re sleeping in.

They bought the mattress they’re sleeping on.

They bought an alarm clock that wakes them up.

They buy the clothes they wear.

They buy the food they eat for breakfast.

They bought the car they drive to work in.

They bought their job. (I look forward to your emails questioning this statement.)

They bought the coffee they drank on their morning drive.

They bought every single thing that makes their activities throughout the day.

How much “thinking about it” do you think your prospect did before they bought these things?

If your prospect needs to think about it, there’s something else going on there. Uncover the real objection. Here are some possibilities of what may actually be going on:

They don’t understand it but don’t want to tell you that.

They don’t believe they can afford it but don’t want to tell you that.

They don’t see the value but don’t want to tell you that.

They don’t think it will be a benefit but don’t want to tell you that.

There is a lack of trust in you, the company you represent, and the product you sell, but they don’t want to tell you that.

To sell this prospect, you need to be better than the salesperson who left a brochure, sent a proposal, and followed up until they gave up.

The fastest and most direct way to uncover the real objection can be done with these simple statements:

You:    Think about it?

Prospect:    Yeah, this is a big decision. I don’t make snap decisions.

You:    I get it. You can absolutely do that. If, after you think about it, the answer is “no,” what would be the reason you said “no?”

It may take more questioning, but the prospect will eventually tell you their real objection. It, of course, could be any of the things listed above. But now you know what you’re up against and can attempt to address that objection.

Do not accept “I need to think about it” as the real objection. The prospect has thought about it. Thought is instant.

Trust me; your prospect wants to buy. He needs you to help him believe.