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Donna Siegel
Donna
Siegel

When Customers Hesitate To Buy Your Product Or Service

In the ideal sales cycle, you move through a series of steps from rapport and questioning to presentation and close. In the real world, of course, few sales cycles are this clean. There is "buying hesitation." So you need sales strategies for those times When Customers Hesitate To Buy Your Product Or Service?

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Your sales process seems to be working perfectly. You asked questions and uncovered exactly what the customer is looking for. As you described your product's features, the customer continued to nod and ask "buying questions." Then suddenly, the customer's manner changes completely. He seems to stop listening to what you are saying or stops holding up his end of the conversation, which he was so actively involved in just a few seconds ago. Some customers begin signaling they want to be anywhere else by looking at their watches or saying, "I've got to go." What they are actually telling you is that something is missing that will help them say yes to the purchase. As soon as you see some of these signals of hesitation, it is time to get busy uncovering the reason.

Buying Hesitation Reason # 1: Missing Information

It could be that customers are missing some important piece of information to make the decision. Without that piece of information, they are just not going to buy the product, no matter how much they want it. For example, maybe you have just spent time demonstrating the clarity of the picture on one of your television sets, and the customer has really seen the difference between this set and the other ones on display. However, if the customer doesn't know that television is going to fit in her living room cabinet, she's not going to feel comfortable buying that television.

As a salesperson confronted with this situation, you have to help the customer recognize that she has all the details she needs to make an effective decision. Begin by reviewing the major points you have covered about the product and its suitability for the customer. In the television example, you might say, "You mentioned you wanted a very clear picture. The set we have been looking at has a larger screen than most of the other sets in the same size range. The manufacturer has also developed a special pixel-enhancing technology that makes the image crystal clear." And then, before continuing, ask the customer if there are other pieces of information she needs to make a decision. After hearing all the reasons why the product meets her needs, she is most likely to tell you what the remaining piece of information is that she needs to make the decision.

Buying Hesitation Reason # 2: Afraid Of Making A Mistake

Sometimes, customers just won't make that decision to buy because they are afraid of making a mistake. It can be far better not to make a decision than to risk making a mistake. If you feel from the customer's words or body language that there may be some fear of making a mistake, you need to deal with that fact immediately by reducing the level of fear.

Financial products are often subject to this type of hesitation because customers are concerned with the risk of making a mistake -- even if there is very little chance of that happening. If the decision seems too big for the customer, help that customer find a decision he can feel comfortable making. For example, if you are talking to a customer about the purchase of a one-year CD, and you get the feeling the customer is reluctant to tie up the money for that length of time, suggest a shorter time frame (six or even three months). Or if you can't substitute another product, go over the ways the customer can get out of the decision if he were to find it not to be a good one. In this way, you are removing his barriers to decision making.

Buying Hesitation Reason # 3: No Incentive To Act Now

Sometimes, everything seems just right, but the customer still doesn't want to make the decision to buy. You've answered all her questions. You've demonstrated all the features of your product. You and the customer have agreed that the product meets her needs. Yet there is still a hesitation to buy. The problem could just be timing -- there is no force pushing the customer to buy right now.

If you sense the customer just doesn't feel the need to buy right now, here are some strategies for helping the customer move on to the decision to buy:

Ask the customer to tell you why this product meets her needs. Let her tell you why she should be buying now. When she hears her own words, the customer often will recognize that there is no good reason for the delay. You act as a sounding board, helping the customer to think through all the reasons she was hesitant to buy.
Create a sense of urgency by presenting an incentive for an immediate purchase. Sometimes, you have a great incentive provided to you by your employer -- a sale or some other incentive with an expiration date. Other times, you can create one of your own by promising some additional service that you can provide yourself that is considered desirable by the customer.

Donna Siegel is a senior partner at SeaBird Associates Inc, an author and consultant in the areas of sales management and sales coaching.