From Maybe to Yes

Mastering the art of overcoming customer hesitation.

All right, sales pros, we’re about to tackle one of the sneakiest obstacles that can sabotage your deals: customer inaction. If you’ve been in sales long enough, you’ve probably heard the same old story about how the status quo is your biggest enemy. But here’s the plot twist – it’s not just the comfort of the familiar that’s holding your customers back. There’s an even bigger culprit at play: their own hesitation to make a move.

That’s right, folks. In a sweeping analysis of more than 2.5 million sales interactions (yes, you read that right – million), studies show that up to 60% of potential deals don’t fall through because of a competitor. No, they slip away into that frustrating abyss of “no action.” We’re talking about customers who give you all the right signals, string you along through the whole process, even take your products for a test drive, and then … nothing. Zip. Zero. Nada. They just freeze up.

Imagine this: You’ve invested countless hours and resources into wooing this prospect. You’ve shown up for every meeting, jumped through every hoop, and maybe even worked late to keep them happy. And just when you think you’re about to cross the finish line, they pull a disappearing act. What gives? That’s where the danger of customer inaction really hits home.

For decades, we’ve been taught that if a deal goes south, it’s because we didn’t do enough to shake the customer out of their comfort zone. Maybe they didn’t fully grasp the problem you’re solving. Or perhaps they couldn’t see how your solution stood out from the rest. So, naturally, we ramp up our efforts. We hit them with all the evidence, testimonials, ROI calculators, and even a bit of anxiety, doubt, and hesitation (ADH for short) to light a fire under them. We show them what they could lose by not making a change today.

But here’s the twist: All those tried-and-true techniques? They’re not just losing their effectiveness – they’re actually working against you. Yep, studies show that by focusing too much on toppling the status quo, you might be driving your customer deeper into indecision.

It turns out that the real issue isn’t just their comfort with the status quo. It’s something much stronger – their fear of taking the wrong step, something we’ll dub inaction bias. This little devil is the tendency to do nothing because the risk of making a wrong decision feels too high. And surprise, surprise – this inaction bias is a much bigger hurdle to clear than just getting them to see the light of your solution.

But here’s the kicker – detecting this kind of hesitation is no easy feat. Customers will openly discuss their attachment to the status quo, but inaction bias? That’s a different story. It’s driven by deep-seated fears that your customers might not even realize they’re struggling with. This form of hesitation is almost everywhere. Studies indicate that 87% of sales opportunities are bogged down by moderate to high levels of customer inaction. And it’s a deal killer – the more it’s present, the more your win rate takes a nosedive.

And as if that’s not bad enough, the drivers of this hesitation are only getting stronger. More options, more information, and greater risk make today’s buyers more paralyzed than ever. By clinging to the old playbook of hammering away at the status quo, salespeople might be making it worse. The very techniques you’ve been taught to use might be the ones sinking your deal.

A new playbook

But here’s where it gets interesting. Some top-notch salespeople have already figured out how to combat this problem. They’ve developed a new playbook, one that’s all about tackling customer hesitation head-on. And the best part? They did it all on their own, without any formal training.

Here’s a quick rundown of what these high performers are doing differently:

• Assess the level of hesitation: These pros aren’t just sizing up customers based on whether they can buy; they’re also gauging whether they’re capable of deciding. From the first conversation, they’re on the lookout for signs of hesitation that could derail the deal. If they spot high levels of indecision, they’re not afraid to cut their losses and move on.
• Make strong recommendations: Instead of leaving the choice up to the customer, these reps step in and say, “This is what’s best for you.” They know that too many options can overwhelm a customer, so they take charge. And the result? Their win rates soar.
• Control the exploration: Top salespeople know that endless requests for more details can only make the customer more anxious. Instead, they build trust by showing their expertise and guiding the customer toward a decision.
• Minimize perceived risk: Finally, these reps close the deal by finding creative ways to reduce the customer’s perceived risk. Whether it’s a flexible contract or a satisfaction guarantee, they make it easier for the customer to say “yes.”

Now, here’s the jaw-dropper: The difference in win rates between these high performers and the average reps is staggering. While everyone does okay with confident buyers, when hesitation kicks in, the top performers are closing deals at double or even triple the rate of their peers.

So, if you’re tired of losing deals to “no action,” it’s time to change the game. Focus on your customer’s ability to decide, not just their ability to buy. Be the guide they need, limit the overwhelm, and give them the confidence to move forward. Do that, and you’ll turn those wishy-washy “maybes” into a solid “yeses” faster than you can say “closed deal.”

Brian Sullivan

CSP, is the founder of PRECISE Selling and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit him at preciseselling.com.

Assured Actions

Studies show that 56% of those “no action” losses are due to customer inaction, while only 44% are because they’re stuck on the status quo. In other words, your customers are more worried about making a mistake than they are about missing out on what you’re offering.

Photo credit: istockphoto.com/Ralf Hahn; istockphoto.com/Zmaster