Imagine you are single (maybe you are and it is not hard to imagine). You
decide, “Hey, It’s Friday night! I’m single and want to mingle!”
So you get to the local hot spot, and you see someone who is pretty attractive.
Because this is a singles spot, they are single, you are single; this is a safe
assumption. Should you walk up to that attractive person and say, “You’re
single, I’m single. You’re attractive, I like attractive people, let’s get
married!” How would that work out?
So you don’t put those plans into play. But, you do find someone whose form you
are warm for, and apparently they kind of like you too as they agreed to go on a
first date. So now, do you bring that ring with you just in case? After all the
date may go really, really well!
The point is this: many times in sales we go for the one and done close. When,
many times, it simply takes longer. By taking longer, you have a better chance
of actually closing the sale when you may have shut down what could have been an
otherwise productive sale. We sometimes get over zealous which costs us in the
Imagine in the sales process that we currently have in place if we were to add
the ingredient of patience to further the discovery process. Many sales
processes in the past have in fact been impatient and rushed for the simple fact
that consumers change their mind and with time allow doubt in their purchase to
set in. Question: if the consumer purchased your product and doubt set in after,
would you have a solid sale? True you would have the sale, but what kind of
re-order or referrals would you expect from someone who had this self doubt.
Further, their skepticism of what you do before and during would be off the
Arguments can be made on either side of this discussion, but the fact remains,
that we need to proceed at a pace that is conducive to the prospect and take
them step by step in that process as they do not buy near as often what we sell
on a regular basis. In other words, we do it all the time, they don’t. While it
becomes second nature for us to understand and assume the next steps, we need to
clearly state those next steps to the consumer.
There are a few things to understand about the purchase from a client’s point of
view. Their frequency of purchase and amount or cost of purchase are big factors
in their potential hesitancy. By taking things slower, you have a better chance
of them getting to the point of decision faster and firmer.
If I could wave my magic wand and change the way most wedding professionals
approach their sales process, I would do this: get them to read their prospect
and firmly move them in a direction that they would say yes or no. “I want to
think it over!” is not an answer and not a response that is productive.
Brides hesitate to purchase your products and services for typically one or more
of four reasons:
1. They truly cannot afford it (and do not want to admit it)
2. They don’t have the trust that you can perform as they need you too
3. They have to confer with another influencer (mother, father, butcher,
4. They simply don’t know how to make a decision and get overwhelmed in that
When you take things slower or at the pace the bride is willing to go (I don’t
say go at her pace as she will stop; go as quickly as she will allow but not
making her feel rushed) you will get her to the point where she is a yes or a no
and then be able to move to the next prospect quicker, with the end result being
more potential bookings because you have put more through the process.