Best Response To “I Want To Think About It” Objection

Written by Sean McPheat | Linkedin thumb

Thinking businessman“I want to think about it…” may be the most popular objection in the world, and still causes many sales people a lot of grief and substantial income. The reason behind the objection is usually that the sales interaction did not successfully inspire a sense of urgency in the prospect. As I have said before, you need to address and nullify most objections during the sales process or interaction and long before you ask for the order.

However, I know the “Want to think about it…” objection still haunts many professionals, so allow me to give you one little gem that can help you close a few more sales, even if you waited until the last minute.

You Have BEEN Thinking About It
Before I give you an example, I want you to understand the concept. In answering this objection, you want to help the prospect realize that they have already BEEN thinking about it, and for a long time.

Essentially, you want the prospect to understand that he or she has thought about, desired and sought the benefits your product or service offers, long before you ever came along. The prospect always wanted those benefits; always wanted the results that your product delivers.

Which Vehicle
Your next step is to help the prospect also understand that while they have been thinking about the benefits, the exact vehicle, method or tool that would help them achieve and receive those benefits, is what they did not know of, and that is what they really need to think about.

Value, Affordability, Competition
When you successfully accomplish the first two steps, you turn the “think about it” objection into one of value, price or competition, which you should be able to handle.

Here is a generic example, and as always, remember, this is a hypothetical example and is in no way meant as suggested script. It is the idea and the concept that I want you to digest.

Selling advertising and marketing services to a small business owner

Prospect – “Like I said, it looks great, but I really need to think about it.”

Sales Person – “Steve, you’ve already thought about it. In fact you have BEEN thinking about this for years.”

Prospect – “What are you talking about? I just met you and found out about your services.”

Sales Person – “Steve, you told me you opened up the store, what was it…11 years ago? Is that right?”

Prospect – “Yeah. Last month made it 11 years.”

Sales Person – “Then Steve, you have been thinking about this for at least 11 years. For 11 years you’ve been thinking about becoming the biggest most successful Widget maker in this area, haven’t you?”

Prospect – “Uh, well yeah…”

Sales Person – “Steve, from the very day you opened the doors, you wanted to get ALL of the business in your doors. You wanted to capture the largest possible share of the Widget market that you could get, didn’t you? I mean from DAY ONE, you wanted to become NUMBER ONE in the Widget industry, outshining all of your competition, isn’t that right?”

Prospect – “Well, of course…”

Sales Person – “Steve, our products and services do nothing less than help you get what you have always thought about getting, and help you do what you’ve been thinking about doing for the last 11 years.

What I am saying Steve, is that you have been thinking about these issues, these benefits for years. The only thing you may not have known was what was the best vehicle, the best and most cost efficient method or tool to help get you there. Does that make sense?”

Steve, there are only two issues that you do have to decide on, and they are, number one:

Do you really believe that our ExecPlan Service will actually help you get those things you’ve been thinking about? “

(Note: If the answer is NO, maybe, I don’t know or anything but a resounding YES, then guess what? That’s right; you blew it in the sales interaction somewhere. Go back to what you missed, to what you failed to help the prospect understand, and take it from there. If the answer is yes…”

Prospect – “Oh yeah! Like I said, I think it’s a great plan…”

Sales Person – “Well Steve, it sounds like the main thing you really want to make sure of is if the plan truly is the best value for the money, and if you can really afford to make the move today. Does that sound more like what you want to ponder?”

Another important thing to understand about this close, is that often, the main thing the prospect needs is that rekindling of their dreams.

Husband and Wife
“Sharon and Mike, you have been thinking about this for years and years. The very day you bought this home and began to start a family, you already thought about providing your children with the very best home environment and education that you could. You have been thinking about making sure they stay in the best of health. The day little Mike was born, you vowed then and there to make sure he would have…”

You get the idea.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of David Castillo Dominici at

450 sales questions free report


Originally published: 23 March, 2012

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