Overcoming “I Need To Think About It” Objection
How many deals have slipped through your fingers because a customer said, ‘I need to think about it’? It’s one of the most common and frustrating objections sales professionals face. For dealerships, every stalled sale represents not just lost revenue but also wasted time and effort. But what if you could turn this hesitation into action?
In today’s fast-paced automotive market, customers walk into showrooms armed with research, having already completed up to 80% of their buying journey online. This means sales consultants need to operate at the top of their game, following a structured process that leads buyers confidently to a purchase. Unfortunately, when steps are skipped, the dreaded “I need to think about it” objection is almost inevitable.
This article delves into actionable strategies to overcome this challenge. With insights from renowned F&I trainer Gerry Gould, we’ll explore modern techniques designed to guide customers seamlessly from indecision to confident commitment.
Key Takeaways
- Understanding the psychology behind “I need to think about it.”
- Why following every step of the sales process is critical.
- Techniques for probing to uncover real objections.
- How to engage customers in meaningful conversations to close deals.
Why “I Need to Think About It” Could Be Killing Your Deals (and How to Change That)
The phrase “I need to think about it” isn’t always as straightforward as it seems. For many buyers, this statement serves as a placeholder for deeper concerns, such as:
- Doubts about the vehicle’s value or suitability.
- Uncertainty regarding finances or timing.
- The need for external validation, such as a spouse’s opinion.
When sales consultants hear this objection, they often fall into the trap of using outdated tactics, like the 3Ps (Person, Price, Product) or the 3Ms (Money, Machine, Me). These approaches rely on pressuring the customer into revealing their reasoning, which often results in resistance rather than resolution.
The modern approach requires empathy, patience, and a structured process that keeps the customer engaged. By addressing concerns directly and transparently, you can replace hesitation with clarity, building trust that moves the sale forward.
Proven Strategies for Handling “I Need to Think About It”
Step 1: Follow the Entire Sales Process
Success starts long before the objection arises. The key is in following every step of the sales process, from the meet-and-greet to the price discussion. Skipping steps—especially the needs assessment—can leave customers with unanswered questions or lingering doubts.
Questions to ask during the needs assessment:
- “What research have you done so far?”
- “What inspired you to visit our dealership today?”
- “What features are most important to you and why?”
- “What other vehicles are you considering?”
These questions not only establish a rapport but also provide valuable insights that help you tailor the presentation to the customer’s specific needs.
Step 2: Conduct a Compelling Vehicle Walkaround and Test Drive
One of the most critical stages of the sales process is the vehicle walkaround and test drive. This is your opportunity to highlight the vehicle’s unique features while addressing the customer’s priorities.
The “spaced walkaround” method:
- Safety: Demonstrate features like airbags, lane-assist technology, and crash-test ratings.
- Performance: Highlight horsepower, handling, and fuel efficiency.
- Accessories: Show off custom options, infotainment systems, and upgrades.
- Comfort and Convenience: Point out ergonomic design and ease of use.
- Economy and Dependability: Emphasize warranty coverage and resale value.
During the test drive, pay attention to the customer’s reactions. Afterward, ask targeted questions like, “What did you think of the ride?” or “On a scale of 1 to 10, how does this car meet your expectations?”
Step 3: Probe with Open-Ended Questions
When faced with “I need to think about it,” the worst thing you can do is respond defensively or dismissively. Instead, turn the objection into an opportunity for dialogue.
Effective probing questions:
- “What other vehicles are you considering?”
- “When you test drove the other vehicle, how did it compare to this one?”
- “What’s preventing you from moving forward today?”
These questions not only uncover the real reason for hesitation but also position you as a trusted advisor who genuinely wants to help the customer make the right choice.
Step 4: Address the Real Objection
Once the customer has shared their concerns, it’s time to address them head-on. Whether the issue is financial, logistical, or emotional, your goal is to provide solutions that eliminate roadblocks.
Examples of real objections and responses:
Objection #1: “I need to check with my spouse.”
- Response: “That’s a great idea. How about we call them now to share the details together?”
- Response: “I understand. What kind of deal are you looking for? Let’s see if we can make it happen today.”
- Response: “What’s holding you back? Is there something we can do to make you more comfortable with your decision?”
Practical Tips for Overcoming Objections
- Avoid Defensive Reactions: Respond with curiosity rather than frustration.
- Role-Play Scenarios: Practice handling objections with your team during training sessions.
- Leverage Digital Tools: Use platforms like Product Prep to access scripts, tips, and real-world examples.
FAQs
1. How can I prevent this objection from arising in the first place?
Follow every step of the sales process, especially the needs assessment.
2. What if a customer truly needs more time?
Provide a clear follow-up plan and ensure they leave with all the information they need.
3. How do I handle comparisons with competitor vehicles?
Highlight the unique benefits of your vehicle while addressing their specific concerns.
4. Is it okay to push for a sale after hearing this objection?
Focus on understanding their concerns first before encouraging a decision.
5. What if the customer says they need to check with someone else?
Offer to include that person in the conversation immediately.
Conclusion
Handling the “I need to think about it” objection isn’t just about closing a sale; it’s about building trust and delivering value. By following the steps outlined in this article—conducting a thorough needs assessment, leading an engaging presentation, and probing with the right questions—you can turn hesitation into confidence and indecision into action.
By the way, you’re invited to check out our world-class F&I training program where the average F&I Manager increases their PVR by over 30% in the first month. You’ll have access to 100+ hours of training videos personalized to your weaknesses. Plus, you get exclusive access to see Gerry Gould LIVE twice per month to ensure you continue to grow your skillset and income. Come join a community of the top F&I Managers in the country and the #1 F&I Training in the world. For $149 you can pay that off with one extra deal we’ll personally teach you in the first week of training.