"I have to think about it."



Every salesperson dreads these words.

But they're actually an opportunity—if you know how to respond.

The Transactional Trap:

Most salespeople immediately discuss price, terms, features, and benefits when prospects hesitate.

This makes everything transactional. Logical. Easy to postpone.

The Transformational Shift:

Instead of defending your price, reconnect them to their real goal.

Real Example:

Customer wants a mural for their child's bedroom. Their goal: "Creating a soothing, safe-feeling environment for Tom's better sleep and emotional well-being."

When they say "I need to think about it," most salespeople discuss mural features or pricing flexibility.

The Transformational Response:

"You say you need to think about it—what specifically?"

"The price of the mural and your program."

"We have a disconnect. This isn't about the mural. This is about creating a soothing, safe-feeling environment for Tom's better sleep and emotional well-being. That's what this is about. You don't have to think about that, do you?"

Why This Works:

You're connecting your solution to their deepest motivation—not the surface-level purchase.

Business Efficiency Through Emotional Connection:

When customers connect emotionally to outcomes, price becomes secondary to results.

The Implementation Process:

1. Discover their #1 goal related to your product/service
2. Use their specific language when describing outcomes
3. Always get names of important people involved
4. Redirect price objections back to transformation

Revenue Growth Through Purpose:

Customers buy transformations, not transactions. When you focus on their desired outcome, you command premium pricing.

Financial Performance Benefits:

Transformational selling:

• Reduces price objections
• Shortens sales cycles
• Increases closing rates
• Improves customer satisfaction

The Emotional Anchor Strategy:

Throughout your sales process, anchor everything back to their stated goal. Features become benefits. Benefits become transformations.

Profit Margins Through Value Focus:

When customers focus on transformation rather than transaction, they're willing to invest more for guaranteed outcomes.

Cash Flow Management Impact:

Transformational customers pay faster because they're emotionally invested in results, not just contractually obligated.

The Strategic Framework:

Every objection is an opportunity to reconnect prospects with their transformation goal.

"This isn't about [product/service]. This is about [their stated outcome]."

Business Optimization Through Meaning:

The most successful businesses sell meaning, not products. They facilitate transformations, not transactions.

Earnings Improvement Through Connection:

When you connect your offering to customers' deepest goals, price resistance disappears because the value is personal and emotional.

What transformation are you really selling?