Let’s say you have been invited to a corporate event but the football game is on and you don’t really want to miss it. What do you do?
You justify to yourself that missing one event is not going to jeopardise your work commitment and really, no-one will mind one absence.
This is what psychologists call cognitive dissonance. Two thoughts in conflict and you choose the one that creates no internal conflict.
Most salespeople don’t recognise cognitive dissonance and see it as a deliberate stalling technique. The fact is, the client reacts this way often due to feeling under pressure by the salesperson, which they see as a challenge to their beliefs and identity as a person.
Be mindful that often when people are faced with too many choices, they become paralysed and do nothing at all.
So, what do you do when you recognise this indecision in a prospect?
Be mindful that often when people are faced with too many choices, they become paralysed and do nothing at all. If you see that the client is in two minds about choosing an agent, make it easy for them to say yes to you by giving them reasons to go with you. Build value by informing the client of three key things you do better than anyone else.
Here are things you can do to overcome clients’ indecision
1. Don’t provide too many options or choices. Two to three is all you need.
2. Provide examples or situations which enhance your image in the eyes of the client. This will make the client comfortable in associating with you. This is yet another reason why top agents win more business; because their client sees their self-image being validated or enhanced by association.
3. If you see that the relationship isn’t a good fit for you, make it easy for them to say no. Be upfront about it. You will find it liberating and you will gain confidence in this new-found freedom of not needing a deal.
Be aware that everyone’s decisions are influenced differently, so a standard script will not work for everyone.
The dual benefit here is
- you make it easy for the client to make a decision by taking all the pressure off them, and
- they will consider you an ally rather than someone with the unpleasant association of putting pressure on them. The result is you’ll either be a favourable choice in this transaction, or if not this time, they’ll reach out to you in the future.
We are now moving into the area of understanding the psychology of the client. Be aware that everyone’s decisions are influenced differently, so a standard script will not work for everyone. You require a high level of awareness to sense and see the change in the client and listening skills to be able to tailor your response to their key requirements.