Making Buying Decisions

So why do buyers object when they're ready to buy?

Most people object to a selling proposal even thought they are interested in buying. it's human nature. The lesson to learn is that not all objections are as bad as they first appear, and most can be resolved.

So why do buyers object when they're ready to buy? Most are simply looking for reassurance from the salesperson; they want to feel like they are making good, thoughtful, reasonable decisions, and they don't want to think that they are being hasty or foolish. They know that they will start questioning themselves soon after they make the purchase.

You may have heard some of the terms associated with this phenomenon, such as buyer's remorse and cognitive dissonance, the feeling of tension that arises when you keep two conflicting thoughts in mind simultaneously. When you make a decision to buy, especially when spending a slot of money, you may experience a sense of disequilibrium. Part of you feels good about the purchase, but part isn't so sure.

It's not a comfortable feeling. Professional buyers are also subject to these feelings, so to protect themselves and feel like they are doing the right thing, they object--even when they may be ready to buy.

ACTION POINT: Get comfortable with the uncomfortable feeling of objections.