Which questions from your prospects and customers scare you the most? If you are like most startups or small business owners, you will probably answer:
1. How much does it cost?
2. Can I get a discount?
3. Why should I choose you and not your competitor?
4. Can you provide a guarantee?
While these customer questions can be intimidating and sometimes difficult to overcome, they all have one positive thing in common – your prospect is giving you a signal that he or she is interested in buying from you — but here’s the catch, they need you to help them overcome their objections.
They have already started to think about trying your product or service but they are just unsure about (at least) one aspect. For that reason you can can take those questions as a sign that a sale is (in fact) still possible.
In contrast, the question that should frighten you more than any other–because it is by far the worst one that you get from your audience–is “Can I have some time to think about it?”
Why Thinking is Counter-productive for Customer Acquisition
Thinking is counter-productive to deciding and moving customers along your purchase path.
Whenever you put your prospect into a position where they have to access the thinking part of their brain, you will not get a decision. Thinking takes place in one part of your brain — the neocortex. It is where your spatial reasoning and conscious thought (subjectivity and awareness) resides.
Let’s examine what went wrong once you hear a customer say, “I need some time to think about it.”
Thinking and your Customer’s Brain
The neocortex is the largest part of your brain. It is the last thing that forms in the womb. Your neocortex figuratively lights up when we listen to music, look at colors, speak, read and process numbers. If you ever hear people talking about right vs. left brain thinking, they are talking about the neocortex. In a nutshell – this part of your brain hosts your thinking capabilities.
So when your customer says “I need to think about it” this part of the brain is firing up and looking for data.
Neuromarketing research has revealed that thinking uses tons of brain energy and prolongs the decision making process. Therefore, if you want to drag out the process of getting your customer to decide or haggle on price, you want to make sure that your customer has to us this part of their brain. Make sure you give your customer lots of big words, numbers, graphs, lists of features and benefits, talk about your competitors and how you stack up next to them – and your customer will not decide!
Instead, your prospect will do a whole lot of thinking, thus take up more of your valuable time and energy in the sales process.