Handling Stalls: “Let me think it over.” Part Two

A crafty old sales associate once asked me this question: “Do you know the only objection that can’t be overcome?” The only objection you cannot overcome is the objection you never get to hear. With stalls the customer offers no particular reason for hesitating. If she has an objection, she isn’t telling us what it is. 

A mere “Let me think it over” can turn a sale from a seemingly ‘sure thing’ to a transaction in serious jeopardy. Stalls are by far the most difficult yet reoccurring element in finalizing a sale. Unfortunately, very few salespeople know how to handle these exasperating stalls and customers know it!  

Many salespeople think of “stalls” and “objections” as different words for the same thing. They are not! Stalls and objections are both things you may hear after you have asked for commitment, but a stall is a delay of the sale for no given reason. An objection is a specific reason not to buy. With a stall, the customer is trying to push back her decision, and too often, customers will think themselves out of a purchase until a skilled salesperson knows how to close them.

In the last issue we discussed the nature of stalls and what causes them. We also learned how to eliminate stalls before they happen. Still, they happen to the best of us. As a starting technique, we developed some specific questions that may help reveal a true objection after stalls happen. As one example after hearing a stall ask, “That’s completely reasonable. Curiously though, what are some of the issues that are important as you evaluate your decision?” Next, we learned that if there are no discernable objections, we may be able to move forward by asking for a minor decision which will eventually carry the major decision. 

The probing techniques explained in part one are usually all that you need to handle stalls. If after some basic probing, suppose your customer stays committed to her stall: “I still want to think about it.” Or “I want to shop at more than one store.” … “This is the first place I’ve shopped.” … “Let me check with my husband.” Or, my favorite put-off, “Thanks for your time. I may be back.” (Sound familiar?)

Ah, but all is not lost. The solution: We must review every possible concern. She is still hesitating about something, and we must uncover the true concern because customers who “may be back,” most often, do not come back.

With a stall, the important thing is to do a review by asking probing questions that might reveal what is really stopping her from making a decision. In this process, she may realize that there really is no concrete reason she is holding back. Either way, you need to find out her dilemma before she leaves because again, too often, there is no later. 

Remember, we are looking for a true objection that we may have overlooked, or she is still pondering. Consider the most common stall, “Let me think it over.”  First:

1. Cushion (Empathy)

When you cushion, you “soften” her stall. Many people skip this step, but it is probably the most important shift transferring an unclear setback of a sales transaction to an order. Cushioning is merely recognizing what the customer states is important. It encourages dialog and communication. It builds the customer’s self-esteem and puts you on her side. Cushioning, in this case, is acknowledging the reasonableness of the particular stall to the buyer.

In this situation (a stall), when a buyer states, “I want to think it over,” support her concern by saying something like: “That’s completely normal, if I were going to make an important buying decision such as this, I would want to be sure as well.” (I.E. The cushion.) Quickly Next:

2. Bridge (More empathy.)

           “But before you leave, let’s review what we have discussed because I want to be sure we have covered everything that may be concerning you.” Without pause move right into:

3. Summarize and get agreement. (Color, style, and quality)

• “Is this the right color you need to meet your décor?” (Be Silent, and if the color isn’t exact, you need to create more choices, or your competition might!) Next…
• “Do you feel that this texture and style is right for your home?” (Be silent and wait for her answer.) Next…
• “Are you convinced this product will perform (Quality) based on your needs and budget?” (Silence.)

It is essential that you be silent after each question! “Silence is golden.” It is your most powerful weapon. You have thrown the ball in her court and she must hit it back. The longer the silence only means she is considering your question very carefully. Be patient and do not speak until she answers. 

It is also important that if you get a positive response that you use supporting discussion between each of these questions so not to make the customer feel drilled. “I agree. I think that is an excellent choice and it ties in nicely…” These sustaining statements demonstrate empathy towards your customer’s concerns - not pressure. Too much pressure creates resistance and the greater the pressure, the greater the resistance to buy.  

If she answers, “yes” to all question listed above and if there are no concerns:

4         Trial Close - Move the process along.

 ·         “Well everything seems to be in order. Let’s get this started with a measure. If you change your mind about anything we can always revise your choices.” Or,

·        “I am sure you are excited about getting this new floor in your home! Let’s check stock and we can set up a tentative installation date for our installers.” Or,

·         “Well let’s do it! Or “Let’s get started.” When could we measure? Or,

 ·        Well if everything is just the way you want, let’s go ahead and write this up in order to preserve the sale price. (Simply, expect the sale without being too presumptuous!)

Note: A trial close is a test to determine the buying temperature of the customer. They are normally questions that assume ownership or ask for a minor decision regarding the product. The customer’s response will tell you whether they are ready to move forward. In this case we are asking for a small decision that will move the closing process along.

Suppose, however, she remains committed to the stall: “I still want to think about it.” All is still not lost. We must continue reviewing every possible concern. She is still hesitating about something and we must uncover the true objection. Here are some additional questions held back as ammunition to uncover her stall.  First:

5. Cushion and bridge again.

“I appreciate how you must feel. I would want to be sure as well. Obviously, you wouldn’t take the time to think it over unless you were seriously interested, but somehow, I wonder if I’ve missed something (or just to clarify my thinking…”) Without pause move right into:

6. Continue your review and get agreement on store reputation and finally price.

• “Do you have any questions about our store or the quality of our installations?  Is that a concern for you?”  (Silence.) Next…
• Is it something I said? (Translated: Is it me?) Next…
• (Softly, some people are sensitive here.) “Mrs. Jones is it the money? (Price) Did you have a different budget in mind?” (Silence.) Next…
• “Mrs. Jones, did you see something somewhere else that you preferred?” (Silence.)  

Caveat: It is essential that you not create a long pause between the bridge and the supporting questions or you are liable to get, “Oh, just the whole thing,” and you cannot handle the “whole thing.” Next:

7. Ask for the order (trial close) again. (If there is no resistance or objections.)

“Well it seems like everything is in perfect order. Let’s at least get the process moving so you won’t have to come back later!”  Please come sit down and I will set the measure up for you free of charge. 

Ok, suppose she even still says no. It happens. You might reply, “Well, we have covered all the basics that I can think of; I am just confused about what is concerning you? (Remain silent and wait for a genuine objection!)

The last time this happened to me (she still says no) the woman said to her husband: “I like that, at least we got total agreement on every point.” The next day they came back in and bought! They may have shopped some more, but likely nobody achieved total agreement on all important issues.

This technique, done discreetly, naturally and disguised in such a way that the customer does not feel cross-examined, will be sensed by the customer as genuine empathy for her needs and concerns. Again, always embellish her answers slightly after each question to support her decision and then ease into the next question. Hopefully, you will reduce any concern to the ludicrous; or better yet, you will receive an authentic objection that can be resolved with corrective information using suitable product knowledge or design skills.

If this technique seems like a lot to memorize, the sequence is really based on the order most customers make buying decisions in home furnishings: color, style, quality, store reputation, and finally price. They are only worded differently.

So, let us consider some other common stalls and how to launch them with the cushion and bridge. After that just adapt to the same progression as above.

Stall: “This is the first place I’ve shopped” or “I want to shop around some more.” 

1. Cushion: “I understand why you might want to shop around since it is a big commitment.”

2. Bridge: “But before you leave, I want to be sure we have covered everything.” (Just follow the same steps above.)

Stall: “Let me check with my husband.” Cushion: “Excellent! That’s completely reasonable. Bridge: “Sometimes when I am trying to make a decision, I like to check with my spouse as well. But, before you leave, I want to make sure we have covered everything…”

Stall: “Thanks for your time. I may be back.” Cushion and bridge: “Wonderful, and I am glad to have been of help, but before you leave I just want to make sure we have covered everything…” Next: Just like before:

3. Summarize and get agreement. (Color, style, and quality.) 

4. Trial close. (If there are no objections.)

5 Cushion and bridge again. (If she holds to her stall)

6 Summarize and get agreement. (Use ammunition questions of reputation and price.) (Either we get a true objection, or it becomes a reduction to the ridiculous.)   

7. Trial close just like before. 

Caution about samples: You may think checking a sample out is a solution to a stall. In truth, loaned samples are a desperate tactic for salespeople who do not know how to handle these situations. If you have not uncovered her true concern, taking a sample home rarely solves the problem especially since you will not be there to answer her undisclosed concerns. For example, how often have you seen customers drop off samples via her husband or children to avoid a conversation that should have taken place before she left your showroom. If she is not sold, loaning a sample out does little.

Know when to stop. Again, over doing these techniques can hurt you! While this entire sequence of diffusing stalls may be revealing and often useful, you cannot use this entire sequence on every customer. These techniques, despite sound efforts, are by nature hard to disguise, lengthy, and sound self-appreciating. If with certain customers your continuous questions make her feel hammered or manipulated, you will likely destroy any chance that she will return irrespective of your earlier attempt to develop a trusting relationship. 

If your customer begins looking irritated, you might counter, “Mary the last thing I want to do is make you feel pressured; it’s just that I am trying to figure out how to help you and meet your needs. When somebody tells me… (stall) it makes me wonder if I have done my job thoroughly. Besides, with a measure we can determine any unforeseen problems and you can change anything about your choices if you feel the need to. Of course, it’s entirely up to you.” Listen and respond.

Keep in mind, there are also times when a stall may simply signify a legitimate and sincere precondition to produce a final sale. With just some basic probing and intuition, it is sometimes best to let her go ahead and ‘think it over’ or whatever she believes she must do. Not everybody makes a decision or buys the first time in your store. She may truly need to ‘check with her husband” or feel the obligation to ‘shop around’ as a prerequisite to everything. If you have built rapport, covered all concerns, your customer will be much more likely to return to you rather than your competition. (But don’t categorically count on it.) 

Of course, sometimes there is no real objection. Some customers are just afraid to make a decision. So, rather than explaining her insecurity, she may delay the sale with a stall, thus taking the effortless way out. Regardless, it is important to at least do some type of basic review without making the customer feel ‘coaxed’ or hard-pressed into a decision.

Stalls are a selling nightmare for salespeople who do not know how to manage them – and even for those of us who do. Stalls occur because we have missed something. Of course, the best way to avoid stalls is to prevent them before they happen. We do this by getting agreement on all important points during the normal sales conversation. Nonetheless, realize that about 20% of your business will, in fact, result because of a returning customer. So remember, never irritate or antagonize your ‘be-backs.’ Keep in mind too, some customers are going to get away. As good as we become, we will never sell everybody; this is a selling truth. 

Good selling to you.

Buddy Wisdom

Buddy Wisdom has more than 35 years of wholesale and retail sales experience. He is the author of Selling Retail Floorcovering - A Humanistic Approach. Find out more at: www.lulu.com/shop/buddy-wisdom/selling-retail-floorcovering-a-humanistic-appropach-a-complete-10yr-write-over/paperback/product-22165170.html