Jeffrey, When a client says he or she is “still reviewing their options,” I know you say that’s the result of their [inability] to see the value in my product or service. But how should I respond to this objection without pushing the customer away? Thanks, Gladys
You are correct that the customer has not seen enough value to select you. And, in fact, I don’t believe you are in first position. Otherwise they would have given you more words of encouragement.
When this or any other stall occurs, you have to be prepared to communicate on a more direct level the customer with something that might evoke more truth and more respect.
Before I get down to the specifics, I want to make sure you understand the big picture – the strategy of what to do from 30,000 feet – so you can eventually get down on the ground and get to battle. Battle for the order, battle against your competition, and battle to gain the customer.
Start your thinking here:
• Ask as much as you dare. Asking questions allows you to gain information that might lead to a sale much quicker than you giving a sales pitch about why you’re the greatest.
• Blame yourself for their indecision. To the prospective customer you have fallen short of communicating value, even though you’re certain that you’re the best choice. Be prepared with a list of your best value offerings, and ask to meet in person to go over it.
• Get clarity and clarification of the customer’s present status. When the customer says they’re still considering other options, obviously you need more information in order to determine exactly where you are, and exactly what to do next. The only way to get this information is to ask them directly.
• Be certain you’re in the top three choices. If you are not No. 1, No. 2, or No. 3 on the present list of potential vendors, there is no way to even win this business.
• What are the options beyond price that are part of the consideration. If price is the only option, you need to know that. If there are other elements that are being factored in the sale (terms, split order, speed of delivery, quality of product, reliable service), you need to know that too.