7.4 Dealing with "Delaying" Tactics

Previous page: 7.3 Getting Incremental Commitment

7.4 Delaying with "Delaying" Tactics.

Two main reasons for delaying a buying decision are common:

(a) the customer cannot make up his mind whether to buy or not. (b) the customer cannot decide whether to buy your product or that of a competitor.

The customer's procrastination is very often due to the salesman's poor presentation of the benefits! It is time to summarise and restate these. This also opens up an opportunity to get the customer's "incremental commitment". Let's deal with the two situations outlined above:

(a) "I appreciate your problem, Mr Prospect. It's a big decision. Can I suggest we summarise all the ADVANTAGES to you of having our equipment, and also all the DISADVANTAGES. This might help to clarify the situation for both of us."

Always start with the "Advantages". It is unlikely that many disadvantages can be found at this stage. In any case, you don't have to help him identify them! Each time an ADVANTAGE is identified, make sure the customer agrees it, thereby building the incremental commitment.

well, it looks certain to me that this is right for you, Mr Prospect. Don't you agree?

(b) "Both our equipment and our competitor's are extremely good Let's summarise the benefits of each."

This time, your knowledge of the competitor's products is vital, because you are selling the difference in benefits - not the "detail".

Make sure all the GOOD differences are highlighted in your favour. You do not have to point out the competitor's good points. Let the customer do that, but make sure that each point can be matched by one of your own.

Next page: 7.5 If the "Summary" Doesn't Work