Handle I need to think about it

1. When they take the blame

Here this stall is listed under the last kind of blame: the prospect blames themselves. SOP 99 — Classify an objection, section 5, also lists "let me think about it" under trust, and flags the two listings. The kinds of blame, and the onion of blame they sit in, are on SOP 99.

The belief underneath. I avoid buying your thing because I'm scared of making a mistake.

Two forms. When qualified prospects point the finger at themselves, their avoidance comes in two basic forms:

1. They know you can solve their problem, but they do not like how your product goes about it. Their own preferences about features or details are to blame.
2. They get scared around new things, or they have tried to solve this problem before and failed.

Either way, they use their fear of a bad result as a way to avoid the decisions that can actually get them results.

What you do about it. Help them decide by explaining that a past failure should never make them miss a chance at future success. Not deciding is the biggest mistake there is. Avoiding it guarantees they stay the same, and that is not where they want to be.

What it sounds like. You have probably met some very common avoidance tactics: "I need to think about it", or "I'll call you tomorrow with my card."

How to answer. There are a bunch of ways:

• help them understand effective decision-making;
• lay out the pros and cons of waiting;
• ask about their past experiences and preferences, and see if you can clear up anything that confuses them.

You only need a few answers you feel comfortable with. That is said to come from testing 100s of things. The answers differ in their rhymes and reasons, but they all do the same thing: they motivate a decision. The rule on how many closes to know is SOP 100 — Run the reason close, section 5.

Your job. People hate making decisions. So your job is to show them that avoiding the decision is the biggest mistake there is. More than that, it does the opposite of what they want.

2. Flag: which examples go with which form

The two flavors of self-blame are also given, with examples:

1. Their own preferences. "I'm scared of new things. I'll stick with what I know even if it fails. I messed this up before, so I'll mess it up again."
2. Rushed decisions. "I don't know how to make a decision."

The examples under the first flavor match the second form in section 1: fear of new things and a past failure. The first form in section 1 is about disliking features or details.

• Read by the form descriptions, fear and past failure are the second form. The cost: the examples given under "their own preferences" no longer belong to it.
• Read by the flavor list, fear and past failure are preferences. The cost: the second form in section 1 has no flavor of its own, and rushed decisions have no form.

This page does not settle which reading is right. This page carries the rushed-decision closes. Closes for their own preferences are SOP 112 — Handle I don't like this specific thing.

3. What the rushed-decision stall sounds like

• "This is happening too fast."
• "I can't make a decision right now."
• "I'm not sure I want to do this."
• "Let me think about it."

As with every close, first repeat them back and agree; that is SOP 100, section 2.

4. What would make it a no?

What you say. Totally understand that you want to think it over. If you don't mind me asking, what would make this a no?

When to use it. It is especially useful for people who seem to be indecisive. Try to get them to decide on what makes it a no.

What to do with the answer. If they cannot decide what makes it a no, or the reasons they give are weak, point to the idea that they are simply unsure. That makes them like the other customers you have sold.

5. Don't repeat the same mistake that got you here

What you say. I truly don't want you to feel any urgency. But do you think maybe you're in this spot because you've put off deciding? Then ask whether it would be a bigger mistake to make the same decision again.

6. How much has not deciding cost you?

What you say, in order.

• Totally understand. May I share something I told someone yesterday that helped them see the decision differently? Wait for the nod.
• I think the question isn't what it costs you. It's how much it has cost you not to decide, up to this point. The cost of inaction.
• When we look back on our lives, we never regret what we did. We regret what we didn't do: the chances we let pass.
• Think about every year you've already lived when you could have had this improvement. Isn't that worth starting as soon as possible?

7. Another year of almost

What you say, in order.

• I hear you. Can I share something our company's leader told the team that changed how I see taking action? Wait for the nod.
• No one wants another year of almost. Do you?
• Spell it out: another year of almost reaching your goals; of almost earning 10k a month; of almost building the team you wanted; of almost letting your spouse retire; of almost moving into the neighborhood you wanted; of almost being able to pay for the kids' sports, instead of not being able to because you can't afford it.
• If you're tired of another year of almost, we can't keep doing what got us here for another year, because we'll get another year of almost. And I'm pretty sure that's not where you want to be.
• So how about a "this is my year" kind of year, for a change?

The 10k a month is one of the script's examples. Use goals that fit your prospect.

8. It doesn't take time to decide, it takes information

What you say, in order.

• It opens: I think that's wise.
• They are not going to go home and stare at the wall wondering whether to do this program.
• Then what they have to do instead: the car, groceries, cooking, soccer practice, laundry, all these things.
• Then a moment with an old pair of jeans, and the reaction: crap.
• So let's just make it now. Deciding does not take time. It takes information.
• I'm the only source of information you've got, so let's talk. I'm here to help.

The worked picture is a fitness one; put your own prospect's day in its place.

9. The game-plan close

What you say, in order.

• I totally get why you'd hesitate. Mind if I share something that might make you feel better about it? Wait for the yes.
• Has anyone walked you through how to decide on a program like this before? No? I can walk you through it right now, so you know you made the right decision.
• There are three things we need to understand.
• Do you think this will help you get closer to your goals? Yes or no? They will say yes.
• Do you have access to the money to get started? Yes or no? They will say yes. If they say no, ask whether they know someone who has access: resourcefulness beats resources. Then: In the real world, if I offered you a luxury sports car right now for five thousand dollars, you'd find the money. If your landlord needed ten thousand dollars from you for back rent and payroll, you'd find the money. So find the money, and let's do it. They will say yes.

The third thing is not established on this page. Resourcefulness as a close in its own right is SOP 105 — Handle time and resourcefulness objections.

10. This isn't a fast decision

What you say, in order.

• I understand you don't want to decide fast. Have you thought that maybe this isn't a fast decision at all?
• In a way you decided this years ago. You're only acting on it now.
• You've come this far already. You saw an ad. Clicked. Opted in. Set time aside. Showed up for the call.
• You did all this because it's important to you.
• You don't want to stop digging now. All the best stuff is ahead!

11. What this page does not decide for you

• Which examples go with which form of self-blame (section 2). This page does not settle which reading is right.
• The third thing in the game-plan close. Not established on this page.
• The order to try them in. Not established on this page. SOP 100, section 5, has the stacking rules. The main-concern close is another answer to this stall; it is SOP 101 — Run the general closes, section 2.

12. The checklist

Moment	What you do
They blame themselves	Show that avoiding the decision is the biggest mistake
"Let me think about it"	Ask what would make it a no
Weak or no reasons	They are simply unsure, like the customers you have sold
They keep delaying	Don't repeat the mistake that got you here
Cost of waiting	How much has not deciding cost you?
Goals not reached	Another year of almost?
"I'll think about it at home"	It takes information, not time; let's talk now
No method to decide	The game plan: will it help? can you get the money?
"This is too fast"	You made this decision years ago; you've come this far

13. What this page does not cover

When the prospect blames their own preferences, turn to SOP 112 — Handle I don't like this specific thing. The guarantee closes for a prospect who cannot decide are SOP 106 — Run the guarantee closes.