As a B2B sales professional, you’re no stranger to the hurdles that can arise during the sales process. From navigating timing concerns to addressing pricing hesitations, objections can stand in the way of closing a deal. And one of the more common objections, “now is not a good time to buy”, can take some smart questions and creative problem solving to overcome.  

In this article, we’ll uncover what this objection means and some powerful questions that you can use to tackle it head-on and keep your sales momentum going strong. 

First things first, why do they say that?  

It could be a number of reasons – budget, other priorities, or doubts about your product. We’ve found the primary reason to be that the buyer believes that your product is a “nice to have”, not a “must have”. It’s up to you to create a sense of urgency. 

So how can you respond effectively to accelerate the sales process?  

With every objection, first make it clear that you hear their concerns (i.e. I completely understand, I appreciate your honesty, etc.) and acknowledge that many of your customers have taken time to consider the product or solution before ultimately making the decision. Then you can follow with some strategies to understand and address unspoken concerns:  

1. Try the “Take-Away”: “It sounds like maybe you’re not interested in our product.” At this stage, the prospect will either say “No, I am”, at which point you can dig in to find out what’s holding them back, or “You’re right, I’m not interested”, at which point you can dig in to find out what is troubling them.  

2. Challenge Respectfully: Ask “What will change in the next month, quarter, etc.?” Then, remind them of the problem that they told you that they had. Reinforce how your solution fills that pain point. Why wait to solve this challenge?   

3. Ask Why: This simple, open-ended question might encourage them to share budget, resource, timing, internal resource, or concerns more freely. Then you can address their real challenges head on.  

4. Be Direct: “Is there anything that’s concerning or troubling you?” Is timing really the issue, or are they not fully convinced of the value of your product? Uncover underlying issues and invite them to express any additional concerns or objections they may have. 

5. Ease Concerns: Ask “What can I change to help you feel more comfortable moving forward now?” This opens the door for constructive dialogue and identify adjustments to alleviate their hesitation or tailor the solution to meet their needs. 

6. Be a Partner: Ask “How can I help? How can I make this easier for you?” If you believe that the prospect is ready to move forward, but is working against internal obstacles, asking how you can help can open a dialogue to understand what the prospect is up against, and allow for joint problem-solving to get the deal done. 

Try experimenting with these approaches. As you get more insight, it will allow you to adjust the conversation, to acknowledge and alleviate their concerns, offer options, highlight the benefits that meet their needs, or create urgency and give them a reason to buy now.  

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Ready to conquer objections and drive sales success? Contact Unthinkable Voices today to learn how our persuasive video solutions can empower your sales team and accelerate deal closure.