A decision NOT to make a decision IS a decision.
When we think of the word “decision”, we might associate it with the words “yes” or “no”. Or, we might equate it to the simple decisions we make every day: what we eat for lunch, what we choose to wear, or whether or not we stop to say hello to a passerby.
Now, let’s think about making decisions from a sales perspective for a minute. Considering that the decision is a big part of the sale, how often do we hear a straight “yes” or “no”?
In some scenarios, it might be pretty easy for a prospect to choose to buy quickly or to disqualify themselves. More often than not, though, we may hear these phrases when it comes to decision time:
“Let me think it over.”
“Can I get back to you in a week?”
“I’m not sure.”
“Maybe.”
“I’ll give you a call on Tuesday.”
“I need to sleep on it.”
We probably have not only heard these (or similar things) when it comes to decision-time, but used them, as well. When faced with a tough decision, sometimes human behavior pushes us to put off making it.
What’s important to realize here is that a decision not to make a decision is a decision.
In some cases, it makes sense to assign a next step before making a final decision, but does it always? It’s important to ask ourselves whether we are making the decision not to decide because we really have a legitimate reason to do so.
So, how can we help our prospects do the same thing? One tactic I find helpful is using a “third party story”. By helping prospects understand what other people have done in their shoes, they may reach the conclusion that they actually can and should make a final decision on something sooner than they think. Remember, a decision doesn’t have to be (and shouldn’t always be) yes!
A third party story might sound like this:
“Bob, I understand that there’s a lot to consider here. I have a client who found himself in a similar situation not too long ago. We discussed the problems he was having, and he looked forward to the solution we discussed.
After thoroughly reviewing his budget, we figured out that it made sense for him to move forward. When it came time to pulling the trigger, he recalled a past situation where he had buyer’s remorse. He ultimately decided that he was being haunted by a past situation that had nothing to do with this one. Instead of spending more time dwelling on that, he decided to move forward.”
