When it comes to your product or service, it’s safe to say that if a prospect has both no desire and no money for it, then she isn’t going to buy, is she? Having said that, though, what if you’ve confirmed that the prospect really does want what you have to offer, and that she can afford it as well?
Do these two things automatically guarantee the sale? In other words, does this mean that the prospect will definitely buy from you?
Not necessarily.
“Why not?” you wonder.
Well, because there’s third reason why people won’t buy from you: They’re simply not in a hurry. Or, to put it another way, it doesn’t matter to them whether they buy today, next month, or even next year for that matter.
And that can be frustrating, especially when you truly believe in the merits of your offer, and you want your prospects to take action for the sake of their own best interests. So, since you firmly believe that your prospects are losing out on the value and benefits they’d gain if they don’t buy from you, and you feel a definite sense of loss for them, then getting them interested enough to take action today is your major goal. And with that said, here’s a way to help your prospects get off the fence.
If the person isn’t convinced that she should act today, say, “You know, Jill, as I look at your situation, perhaps you’re right. Maybe you should wait. But on the other hand, I’ve found that the only problem with waiting until everything is just right before you take action is that there’s rarely a perfect time to do anything. For instance, if you wait until all the traffic lights are green before you head for your vacation, you’ll be stuck at home for the rest of your life, won’t you? In fact, Napoleon Hill, author of the bestselling book Think and Grow Rich, wrote, ‘ “Old Man Procrastination” stands within the shadow of every human being, waiting his opportunity to spoil one’s chances of success. Most of us go through life as failures, because we are waiting for the “time to be right” to start doing something worthwhile. Do not wait. The time will never be “just right.” ’ ”
Then, you continue by saying, “In addition to this, the Chinese philosopher Lao Tzu wrote, ‘A journey of a thousand miles begins with a single step.’ Now, we both agree that your ownership of this product begins with the decision to acquire it. Well, actually, the only decision you need to make at this time is whether or not you can handle the initial investment, and you’ve already mentioned that this isn’t a problem.”
Finally, you conclude by asking the prospect, “So, since you want it, can you think of any good reason why you should not, at this very moment, treat you and your loved ones as well as you deserve to be treated?”