Most People Quit Early
In a recent study, it was discovered that 48 percent of all sales calls end
without the salesperson trying to close even once. The salesperson meets with
the prospect, talks enthusiastically about his product or service, shows him the
written information, and dazzles him with reasons to buy. Then, when the
prospect has been completely overwhelmed with his charm, enthusiasm, and
verbal agility, he takes a deep breath, sits back, and says, “Well, what do you
think?”
This almost automatically triggers the response, “Well, I’d like to think it
over.” The prospect says he wants to talk it over with his boss, wife, cousin,
brother, uncle, sister, partner, board of directors, banker, accountant, and
whoever else he can think of. “Could you call me back later?”
Prospects Don’t Think It Over
One of the important secrets of success in sales is for you to understand and
accept that people don’t “think it over.” The minute you walk out of the
prospect’s office or home, he or she forgets that you ever lived.
Have you ever gone back to see a prospect a week later, after you thought you
had a fantastic sales conversation and he was thinking it over? Some salespeople
have the vanity to believe that this prospect has gone home and has been
thinking about their product or service twenty-four hours a day. They think he
turns it over in his mind and talks about it with everyone he meets. He thinks
about it and dreams about it, just waiting for you to come back.
Then, when you visit the prospect a week or two later, you are amazed to find
that he has forgotten your name, your product, and everything else. He doesn’t
remember who you are or what you sell. He has not been thinking about you or
your product or service at all.
People don’t think things over with regard to products or sales. These words
are a polite way of saying, “Good-bye forever.” When they say to you, “Let me
think it over,” they are announcing to you that the interview is over and that you
have lost your entire investment of time and energy in this prospect.
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