I can’t tell you the number of times my brother would come back to our office and tell me that he had sold a remodeling job. My response was always the same “Show me the check.” And, of course, we didn’t have one. We only had a promise.
Soon after he left the prospect’s home life would happen. Indecision would creep in and they would find a hundred reasons not to do the project. And it would die. Because time kills deals.
Over the years, we heard hundreds of reasons about why they changed their minds. Some were more real than others…
- Grandma got sick and we need to go stay with her
- We talked to so-and-so and they said it wasn’t a good idea
- We’re going to wait until I get my Christmas bonus check
- We decided to do it ourselves
In sales and marketing, our biggest obstacle is the status quo. People are more comfortable doing nothing than making a decision. That’s why time works against us.
[Quick side-note – Here’s another one that drives me nuts. “He wanted to give me a check today but I told him I’d get it later.” ARGH! Take the money!! Tomorrow they may change their mind. Always – always – ALWAYS- take the money.]
In the online world it’s important to make it easy for your customers to buy. If they’re ready to buy today don’t make them wait through 5 more emails before you give them an offer. If they’re on your website don’t make them click through three pages to get to the order form. (Maybe online the saying should be “clicks kill deals.”)
When a prospect says “yes” be ready to jump on it and go. Don’t give them time to talk themselves out of it.