When a prospect is uncertain and can’t or won’t make a decision, it’s usually because they’re afraid of making a bad decision. At this point, you have three choices:

1. Drop your price and hope that they change their mind.
2.Try to convince them that it’s not a bad decision.
3. Become very interested and ask, “You can’t decide?” Listen attentively. They will tell you why they feel this way.

Your best choice is always #3.

As you’ve already built a bond of trust, they will commonly tell you about this fear or uncertainty. As you know, it’s not possible for you to change their mind; only they can do that. So just let them tell you more about it and listen attentively.

If you are patient and remain sincerely interested, eventually they’ll start to recall one time when they did make a good decision. Let them tell you about this and other times. You’ll begin to build up their certainty in themselves (i.e. change their own mind) so the present decision is not so fearful.

Listen carefully, customers will tell you how they can be closed and still be smiling.

Daniel Jacobs, 10/15/17

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