In our latest blog from Debbie Barrow of specialist training provider Virada, we look at how best to respond to that “I’ll think about it” customer.

How many times do you hear a customer say at the end of a sales interaction “I’ll think about it”? And how many of these customers come back?

Objections often seem to be the most challenging part of selling. But the worst objection, is the one you never hear. It’s that dreaded: “I’ll think about it.”

It usually leaves you wondering… “What are they going to think about?” or “What stopped them from buying it?” or “What could I have done differently?”

After hearing “I’ll think about it”, salespeople often use approaches such as offering to put the product to one side, providing a business card or telling the customer about limited stock. There is nothing wrong with these approaches, but these alone don’t uncover what the customer is really thinking about.

Sometimes a salesperson will ask: “Is there any other information I can give you?” But closed questions like this often lead to the customer saying: “No, I’m fine thanks.” Then you’re at a dead end.

Pushy approaches such as: “What do you need to think about?” or “What are you going to think about?” are equally best avoided.

However, there is a simple four-part question which usually uncovers what the customer is really thinking. Check out these three examples:

Customer: “I want to think about it.”

You: “I understand. Can I ask, what are your thoughts so far?”

Or

Customer: “We’re going to look around.”

You: “I can understand that. Can I ask, what are your thoughts at this stage?”

Or

Customer: “We’ll go for a coffee.”

You: “That’s fine. It’s good to talk things through. Can I ask, what are your thoughts at the moment?”

Let’s explore why this four-part question is so effective. “I understand” helps to build trust. “Can I ask” softens your question. “What are your thoughts” encourages the customer to tell you one or more thoughts. “So far” shows the customer that you accept that they’re still processing their decision.

Deliver this question slowly, to give the customer the chance to think. Use a warm, curious voice tone and relaxed body language to make them feel at ease.

The aim here is not to be pushy or add pressure. In fact, it’s the opposite. Most customers will feel comfortable to tell you what they’re thinking as they “think out loud”. This creates clarity for them and for you.

Their answer, or maybe their objection, helps you to personalise your approach. Perhaps you can now provide a solution or show a different product. Alternatively, the customer might love the product but simply wants time to process their thinking. And that’s okay.

Next time you hear a customer say “I’ll think about it”, if you don’t know exactly what their final thoughts are, ask the four-part question. You’ll be amazed at how easy and effective it is. And you’ll spend less time wondering what the customer was really thinking.