“We Need Time to Think”
The Death Sentence You Can Prevent
Every salesperson has heard it, “We just need some time to think about it.” It sounds reasonable, even respectful. Most reps nod, thank the prospect, and promise to “follow up next week.” But more often than not, that follow-up goes nowhere. The deal didn’t die because the buyer lost interest. It died because the salesperson believed waiting was normal. The truth is, buyers rarely need more time. They need more clarity, more confidence, and more urgency to make a decision.
Why This Belief Limits You
The belief that “giving time” is good manners is one of the most expensive habits in sales. Here’s why it limits performance:
- It gives control of the process to the buyer.
- It stretches sales cycles, making forecasting unreliable.
- It signals hesitation, which reduces buyer confidence.
When a salesperson allows a deal to stall, it’s often not because the buyer needs time, but because the salesperson hasn’t earned the right to ask for a decision. According to Objective Management Group, only 31% of salespeople are strong at “closing and gaining commitments,” and most struggle because they accept delays as normal buying behavior. (OMG, 2024 Global Data)
Shifting to a Supportive Belief
Supportive Belief: “I can get my prospects to make decision.”
This belief isn’t about pushing people. It’s about creating clarity and confidence so that a buyer can decide when they should, not when it’s convenient. Great salespeople recognize that indecision is almost always a symptom of uncertainty. Instead of backing away, they step in to help the buyer find their footing. When you truly believe you can help buyers decide, you act differently. You ask stronger questions, confirm priorities, and remove doubt before it becomes an excuse.
The Framework: How to Move from “Time to Think” to “Time to Decide”
- Clarify the Decision Process Early
Ask, “Who needs to be involved in the final decision, and what does the timeline look like?”
When you know their process, you can guide it. - Identify What’s Missing
Most “need time” moments mean something is unclear. Ask, “What’s holding you back from deciding today?” or “What else do you need to feel confident moving forward?” - Neutralize Fear of Regret
Many buyers delay because they fear making the wrong choice. Show them what “staying the same” really costs. Unmade decisions are still decisions. - Create a Decision Event
Define a next step that requires commitment, even if small. “Can we schedule a review meeting to finalize?” moves things forward faster than “I’ll check back later.”
Real-World Example
A SaaS account executive shared that 40% of his pipeline was stuck in “thinking about it.” We asked him to stop accepting that phrase. Instead, he started asking, “When do you expect to decide?” and “What’s the biggest concern holding you back?” In one quarter, his stalled deals dropped from 40% to 15%, and his forecast accuracy improved by 28%. He didn’t pressure anyone. He simply created an environment where decisions happened on time.
Key Takeaway
“Time to think” isn’t a valid objection; it’s a request for your leadership. When you help buyers decide with clarity and confidence, you shorten cycles, improve win rates, and build trust. Belief drives behavior. When you believe you can get prospects to make decisions on time, they often will.
This is one of the 24 core Sales DNA beliefs built on the EOS framework. Inside the Strategic Sales Council, leaders and professionals work through real conversations where deals stall, learning how to identify the belief behind the behavior and replace hesitation with clarity. The Council isn’t about pressure. It’s about progress.
