We have all been there, and it is the most frustrating experience in sales. You have been cultivating this customer for weeks, maybe months. You have consulted and questioned and listened and offered great solutions. You have even negotiated a price and terms that the customer seemed to be happy with. And then ? nothing. Nailing down a closing becomes more like nailing Jello to the wall; nothing seems to stick. You can’t get a definite yes; you can’t even get a definite no. All you seem to be able to get is vague excuses, half-promises, and an invitation to call back in a couple of days. That’s when you know you are dealing with a condition I call “purchase paralysis.”
Purchase paralysis isn’t actually a specific condition; it is more a state of mind that can occur in your customer as the result of any one of several different problems. The challenge you face is to identify which problem you are dealing with and implement the appropriate solution that will unfreeze your customer and get him to sign on the dotted line. As always, your best way to proceed is to continue to ask respectful, patient questions until you gain the insights you need to propose something that your customer might find helpful. More than likely, you will find the reason for his paralysis falls into one of the scenarios below:
Fear of failure – Some customers may like the product and the offer, but they are afraid that once the deal closes something will go wrong and they will either lose money or look bad to others. In such cases, do whatever you can to provide assurances that this transaction is safe in every way. Provide a robust list of references (real customers, not shills), offer research and other data from third-party sources that can be easily corroborated. In extreme cases, offer to deliver, install and activate the service or product for no money up front, so that the customer can test-drive the deal without fear of incurring unacceptable risk (it would be reasonable to charge a small, non-refundable fee for such a service in some cases).
Offer Decision Incentives – Some customers are born procrastinators. They may be looking for a better deal, or they may be very busy and not have the same sense of urgency about getting the deal done as you have. In such cases, you can create a sense of urgency by offering discounts or bonuses or extra options that can only be obtained if the deal is closed by a certain date. Setting a deadline can often be just what the doctor ordered to cure purchase paralysis.
Safety in Numbers
Occasionally, you will discover that the customer is unwilling to accept the responsibility (or the blame) for making this decision, especially if this is a significant purchase in a corporate setting where a misstep could have ramifications throughout a department or a division. The best way to counter this fear is to find out if there are other people your customer would like to bring into the loop. There is safety in numbers, even in corporate procurement. Adding this step may seem like only another delay, when in reality it will result in speeding everything toward the decision you need.
Pick Any Color, As Long As It Is Black
Some customers are can become overwhelmed by too many choices. These days, we usually think we are increasing our ability to be competitive by offering our customers numerous ways to customize their orders – colors, styles, features, pricing, terms, etc. For some people it is just too much; they begin to obsess over all the options and can’t be sure they are getting it all right. Try taking some things off the table, or packaging them into Silver, Gold and Platinum plans. Standardize relationships between purchase volumes and length of contracts. Do whatever you can to help your customer stop looking at all the trees and focus on the forest.
Be On The Lookout for Negotiation Tactics
There is always the possibility that your paralyzed purchaser is actually a savvy negotiator. He may be playing the part of a conflicted, tentative customer when what he is really doing is stalling in hopes that you will try to woo him into a decision with a lower price. Lowering your offer should be the last option you try, and maybe not even then. It is always better to wait for the buyer to ask for the discount if he wants one, if for no other reason than the fact that it protects you from making your offer lower than you need to.
Paralyzed purchasers can become valued customers if you handle them with patience and respect. Keep the lines of communication open and don’t push them to meet your expectations. The name of the game here is trust. If they learn to trust you now, they may become willing, eager customers for years to come.
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September Sales Quick Tip of the Month – Active Listening Creates Opportunities
Sometimes our enthusiasm for our product or service can become our biggest obstacle. In our rush to make a customer aware of all the wonderful features and functions of our product, we overwhelm him with information that he doesn’t need to know yet. It is so much better to lead with questions instead of promotions. Open with a simple question like, “What could I do today that would help you the most?” and then listen carefully. Let the customer describe his needs and his situation. Don’t assume you understand what he means. Clarify his comments and get the customer to confirm your insights before you proceed with any offer. The more listening you do, the more likely it is that the customer will talk himself right into doing business with you.
