If you've been in sales for a while, you've probably encountered the occasional tough sell – that customer who seems interested, but for some reason isn't signing on the dotted line. You’ll be better able to make a sale when you understand why your customer is waffling. Following are three reasons customers might delay the deal.


Some people are uncomfortable talking about money, but with a little prompting, they might open up. When a customer is hesitant to make a purchase, ask if the price is a concern. If it is, you may be able to offer an affordable alternative. Explain to budget-conscious customers what opportunities exist for upgrades down the road.


Maybe your customer is just one of many decision-makers, but that may not be apparent right away. In your early discussions with prospects, make sure you understand who must sign-off on purchases. You can educate your key contact to be, in a sense, a salesperson. Give that person the information they need to inform other parties about your product, and offer to reach other to other decision-makers, if it seems appropriate to do so.


You may be under pressure to meet a certain quota, while your customer has no need to buy your product or service by a deadline. That means the sale that’s so important to you may be at the bottom of your customer’s to-do list. If a customer seems interested but isn't responding to you in a timely manner, there are a few approaches you can take. See if you have any wiggle room to offer a special time-sensitive deal – perhaps a discounted introductory rate, or a perk that’s available for a limited time. And always make sure your sales process is as simplified as possible. Busy people appreciate a straightforward approach that doesn't require them to read a lot of emails or sales material. Read more about how to turn prospects into conversions, in our white paper, “4 C’s of Sales.”