learn, easy to use, and very effective in increasing your closing ratio dra- matically. Here are the steps, in order: 1. Listen to the reach-out (objection). 2. Give a softening statement. 3. Rephrase the reach-out into a question, then tie it down. 4. Answer it. 5. Close. The following is an example of how to use this five-step process. Prospect: “We want to think it over!” Step 1 (salesperson): Listen, then pause for a moment.


Step 2 (salesperson): “I understand how you feel! Many people I work with feel the same way. As a matter of fact, I’ve been in this situation and felt exactly the same.”


Step 3 (salesperson): “And you prob- ably have several questions you still need to have answered before you can make a decision. Isn’t that correct?” Prospect: Yes, that’s right!” Step 4 (salesperson): “Let’s make a


list of some of them!” (At this point take out a small piece of paper and list the questions the prospect gives


SELLING TIP


Handling Procrastinating Prospects When dealing with a prospect who is delaying, there are two things you can look at: • Your own attitude toward the hesitant client • The various techniques you can use to find out why your client procrastinates The moment you realize you’re dealing with a pro-


crastinator, start shifting gears and respond by caring. Avoid controlling the buyer. Let’s say you hear the familiar, “I’ve got to talk to my boss about it.” You could say, “Of course you do. What are some of the things you would talk to him or her about?” Agree with the prospect and establish trust. Sales psychologists suggest that the more you try to control a procrastinator, the more you increase the resistance to make a decision. Giving up your preoccupation with control and success helps you create an open space for the buyer to step in and reconsider your proposal. The most difficult comment many salespeople


8 | JULY/AUGUST 2025 SELLING POWER © 2025 SELLING POWER


VIDEO: BURSTING THE BUBBLE: CHRIS CABRERA’S ‘UNICORN FALLACY’


you.) Then say, “Which one of these is actually the one that’s keeping you from going ahead?” (This is the one to eliminate for the close.) Note: If the prospect has a lot of negative responses, you haven’t done your qualifying job effectively. Go back and qualify the wants and needs again, then continue by answering the one question.


Step 5 (salesperson): The close: “You really do like this, don’t you?”


Read through the above example several times to yourself, then practice it on a friend or relative. The more you practice it, the more comfortable you will become. The five-step strategy should become automatic when a prospect reaches out to you with: “We want to think it over,” “It’s too much money,” “We want to see more,” or, “We want our parents to take a look before we make a final decision.” 


stumble over is, “I’ve got to think about it.” The reason it’s difficult to handle is because of the things you may be secretly telling yourself about the situation, such as, “He has no right to be so unreasonable,” or, “What did I do wrong?” Your job is not to blame anyone. Many salespeople


respond to “I’ve got to think about it,” with, “Is there anything I have not covered that you would like to know?” That’s a self-defeating question. Next time you hear, “I’ve got to think about it,”


respond with, “What are some of the issues you want to think about?” or, “I see that this is a difficult deci- sion for you. Would you be able to share some of the reasons for and against buying at this time?” This ap- proach will give your prospect a chance to open up. If you want to sell to a procrastinator, you need to be supportive and reassuring. Your attitude will make or break the sale. If you are too eager, your customers will feel pushed and will be persuaded to resist you to stay in control. But if you use an open attitude, show empathy, and ask questions designed to un- cover the resistance, you will be able to turn procras- tinators into buyers.


– GERHARD GSCHWANDTNER


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43