Sales Coach Christine Harrington
I need to Think about it

“I Need to Think About It” Objection. How to Handle this.

I Need to Think About It” Objection. 

Everyone seeks certainty, especially when buying. Buyers want to be certain their decision is the right decision….you do too when buying.

Are you getting the best price?

Can the product or service deliver as promised?

And there’s a multitude of other questions that pop into the buyers’ mind. Of course, the questions can vary due to products and services.

BUT “I need to think about it” is a universal response (no matter the product or service) when uncertainty is present. Sort of like the universal retail response…”I’m just looking”

Some sales gurus argue that “I need to think about it” is nothing more than a buyer lying to the salesperson. They believe the buyer states this lie in order to get out of the sales process.

I wholeheartedly disagree.


“I need to think about it.” Should follow a question from you

”Can you share with me what exactly do you need to think about? I may be able to help answer your concerns.”

I wholeheartedly disagree with this as well.

Manage the Objection vs. Overcoming the Objection

The tired sales phrase “overcoming objections” makes me cringe.

In my mind, I see a salesperson wrestling with the buyer to get them to buy.

Instead…focus on alignment. Manage the objection.

When I say “manage” the objection, I don’t mean manage the buyer….I mean manage YOU, the salesperson!

The higher the dollar amount of the sale, the greater the certainty your buyer needs to say yes.

If you’ve gotten the sales appointment, there is an interest. Right?

So when you’re hit with the buyer’s response “I need to think about it”…

There’s no need to follow up with the abrasive question

”Can you share with me what exactly do you need to think about. I may be able to help answer your concerns.”


Because the buyer’s response already gives you the biggest clue…the buyer is uncertain.  Align your response to the buyer’s uncertainty by helping the buyer to become certain. It’s your fault as the salesperson if the buyer feels uncertain…if the buyer feels like he has to “lie” as sales gurus profess…that’s the SALESPERSON’S fault!

My Assumption in this article:

I’m assuming you are talking to the right decision maker. If you are not, you may get the “I need to think about it” response.

How to move the buyer to certainty.

I’ll state the obvious first, put yourself into the buyer’s shoes. What will help you become certain?

Perhaps the price is higher than the buyer anticipated. The buyer may not reveal this to you, because he or she may feel embarrassed that they cannot afford your product or service. Or perhaps the pricing is outside their departmental budget.

It’s just easier to say “I need to think about it.”

If the buyer cannot afford your product, you’ve got only one alternative. Reprice taking away product services, if you have that option, or walk away from the sale and do a better job next time qualifying the buyer.

Align with the buyer.

Says this:

“You know, when I’m buying a large ticket item I need to think about it too. Will you be available on Wednesday afternoon? I’ll give you a call and see if any additional questions surface. Is that fair?”

Aligning with the buyer shifts the energy of the conversation. If the buyer is saying “I need to think about it.” He’s pulled up his wall.

If you say, ”Can you share with me what exactly do you need to think about. I may be able to help answer your concerns.”

His wall gets stronger because you just challenged him.

When you agree with him, you’re saying …Yeah, me too. I’m with you on that. His wall starts to slip down because he feels you understand him.

This week during your sales appointments, start to listen for subtle objections during the conversation. Look for ways to align with the buyer’s responses. Then look for ways on how to provide certainty.

Now go sell something!

If you find yourself needing short-term help, did you know I offer a fee-based one-time sales consultation service? This is for the sales professional or sales manager that has a specific sales problem to discuss or needs help on improving team performance. If that’s you, check out my one-time sales consultation service here. Choose “Schedule Now” tab then “Sales Consultation”. 

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