They Don’t Think About Buying From You

It was a great week, Keith! Lots of leads and many solid appointments.” It was John, one of my clients, reporting in on the results of a home show he participated in last weekend. John owns a construction business that focuses on high-end kitchen remodeling. He had a booth at the big home show they have in his area twice a year. It pulled in about 40 leads for him, which he was excited about.

“So, how many of these appointments have you already gone on?” I asked.

“About 10,” he responded. “And I have another 10 lined up for next week.”

“And how were the results on the 10 appointments you went on?”

“Lets see,” John began as he started flipping through the leads he ran this week. “I sold three, so I was excited about that and yes, I did use the process you gave me and it worked great, thanks. One person I had to reschedule when I got out to their home; a personal emergency, two people said ‘No’ and four of the people I met with I have to get back in touch with next week.”

“Great work! I applauded. Considering his stats were more like zero out of 10 when I met him, closing at about 35 percent or one appointment out of three is a noticeable improvement since he started coaching with me just two months ago.

“I’m curious. While it’s great you got a ‘No’ out of the one person, what about the other three that’s causing you to have to engage in another time-consuming step in your selling process? I know how much you appreciate hearing ‘No,’ since it’s saved you a considerable amount of time, now that you’re no longer following up on people who will never be buying from you in the first place.”

“Well,” John started, “They each said they needed to think about it.”


“And I did what we discussed; I drilled down their concerns to the lowest common denominator. The one thing.”

“Really? And what was their ‘one thing’ that they needed to think about which was getting in the way of the sale?”

Silence. I took John’s silence as agreement that he needed to drill down further to uncover the core reason as to why those four prospects couldn’t make a decision.

“So, you see how I’m not hearing the core objection, John? Reason being, ‘I want to think about it’ is not an objection. [As if they are going to schedule a formal meeting time to sit and ponder this decision.] Sometimes the real objection is several layers deeper. That’s where you’ll find the one core concern that’s getting in the way of them buying from you. And typically that one thing is: money, time, fear, you/your product, other estimates, they just don’t want it or some variation of these. ‘I want to think about it’ is the language that cloaks these other real obstacles which you need to overcome with them.”

“OK, I see that but how do I do that?” John asked.

Here are a few of the questions I shared with John that you can use when you hear a prospect make the statement, “I want to think about it.” Take these questions and infuse them into your question bank the next time you hear it.

Otherwise, you’re leaving an appointment that you’ve just teed up for the next company to walk in and sell.

  1. I understand wanting to think about it. May I ask, what else do you need to consider in order to make this decision?
  2. How do you typically make a decision like this?
  3. What part of what we’ve discussed so far are you still not 100 percent comfortable with and is still in question for you?
  4. May I ask, what else do you need to weigh in order to feel confident this is the right solution for you?
  5. It’s great to hear you are that interested. Based on what I’ve shown you, can you share with me what you’re most excited about?

Keith Rosen, mcc, An speaker, master coach and author of many books and articles, Keith Rosen is a leading authority on coaching people to achieve positive change. To contact Keith about coaching or training or receive his free newsletter; 1-888- 262-2450,