Another objection issue is the smokescreen objection, “I want to think about it;” “I want to see what the competition has;” or “I’m not sure about this yet.” In other words, they are saying to you, “I’m not sold yet.”

Welcome their statement and let them feel good about it with a settlement like, “I understand you feel this is a big and important decision.” Then immediately follow that statement with something like, “Let’s review the important points of the product to see where your concern is, exactly.”

Now you should go back over the main product features and benefits, plus any points that seemed important to this prospect. With each reviewed point get their buy-in with a trial closing statement like, “You really liked the idea of saving money with the 7.,5hp motor, didn’t you?” Or, “You liked that Jenny air compressors are made in Somerset, Pennsylvania.” 

Once you have reviewed all the important features and benefits, it’s time to close the deal with an easy logical conclusion. “Mr. Prospect, we have been through all the important features and benefits of this compressor, and you agreed that they all will meet your needs. Let’s get this unit delivered and installed so you can move on with running your business, okay?”

And remember – be quiet. It may seem like two lifetimes, but let the prospect think and respond before you say anything.