The Pre-Close or Trial Close

6 Tips from the Sales Toolbox to Overcome Indecision in the Sales Process

Let’s be honest, sales professionals—wouldn’t you prefer it if your customer simply placed an order after you briefly and concisely explained the product benefits? That is rarely how it works, however, and certainly not in the IT industry with its broad range of complex products requiring extensive explanation.

On the other hand, this is actually a good thing. As a skilled sales professional, you undoubtedly possess market value that would be significantly diminished if infallible, one-size-fits-all formulas truly existed. Instead, you need a well-stocked toolbox from which you can select the right tool at the right time using your expert knowledge.

Here, we would like to present several techniques that have proven useful during specific moments of stagnation in the sales process—techniques we can summarize under the concept of the pre-close or trial close.

First, an example: A passionate runner in a sports shop is faced with a choice: choose a comfortable, air-cushioned running shoe, or opt for another model that is less technical but has a color they prefer. What will they do? If the air-cushioned shoe is not available in their favorite color, they might leave the store without making a purchase. An attentive sales representative will sense this and say something like: “When you run, what matters more to you: the style, or protecting your ankle joint?” And with that, they likely have the customer hooked.

In the realm of software and IT products, this is often even more critical. Whether positive or negative, every alternative carries risks. If the customer says yes, they must handle the pros and cons and risk having chosen the wrong product. If they say no, their requirements remain unaddressed. It is entirely natural for them to hesitate. At this exact moment, they are just as receptive to a gentle nudge in the right direction as the runner in the sports shop.

How Do I Recognize This Moment?

The most prominent sign of such a situation is indecision:

The customer…

• does not look at you directly.
• tilts their head slightly forward/downward.
• stops asking questions.
• makes non-committal remarks: “Well…“, “So…“, “Yeah…“, “Hmm…“

You as the sales representative…

• become impatient.
• feel uncertain, at a loss.
• feel as though you have already explained everything.
• grow nervous, wanting to avoid making a mistake.

Sales representatives often sense that the deal is hanging in the balance, and that is usually the case. In this situation, it is naturally important not to make a mistake; however, the biggest mistake is undoubtedly doing nothing at all.

Your customer now needs support from your side to help them make their decision. It is also possible that one of their objections has not yet been addressed satisfactorily. They are not yet ready to close, and pushing them to do so now would likely be counterproductive.

What can I do in this situation?

Work your way toward the close by testing the customer’s readiness to buy. Depending on what is triggering their hesitation, there are various methods you can apply:

1. Too many alternatives: Simplify the choice.

If you have presented more than two options, it may be overwhelming. Reduce the complexity of the decision. Ask which options your customer liked best and narrow them down to two if possible. Then proceed to #2.

2. Two alternatives: Inquire about priorities.

Ask what your customer likes about each individual option, and then compare the two advantages using the “What is more important to you…” formula, similar to our example. This enables you to uncover more about the customer’s buying motives while moving them closer to a decision.

3. Alternative provider: Do not fear direct comparison.

Ask: What do you like better about our solution compared to XY’s? You can also explore the competitor’s advantages this way, and then proceed with #2. As an added bonus, this method strengthens your positioning against competitors.

4. The customer’s expectations exceed their budget or are unrealistic:
Secure incremental “yeses”

Summarize what you have already agreed upon and what the customer appreciates, and ask them to confirm:
“Mr. Müller, the interfaces with your management software and payment systems match your requirements precisely, correct?“
“You can also customize the landing page entirely according to your needs, isn’t that right?“
With each incremental “yes” you receive, your chances of securing an overall “yes” and winning over the customer increase.

5. Vague hesitation: Ask open-ended questions.

If the reason for the hesitation is not easily identifiable, asking open-ended questions always helps. Use questions starting with who, what, where, why, or how so that a simple yes or no is not sufficient and the customer must provide more detail. This gets the dialogue moving again.

• What are your thoughts on our solution so far?
• What do you like best about it?
• If we implement all your requirements, what would the next steps look like?
• How does this align with your budget?
• How does this meet your expectations?
• Why should we continue this conversation?
• What additional questions do you have?
• What specifically will your decision depend on?

6. Across all mentioned scenarios: Anticipate the close.

• Assuming you were to purchase today—when would you need delivery?
• Assuming you decide on our product today—what would be your next step?
• Imagine our solution was already deployed in-house—what would change as a result?

Questions like these stimulate the imagination; your customer envisions the finalized purchase along with its benefits. At the same time, you learn what they expect to achieve. Listen attentively and mirror their wording when it comes to the final close.

These are several valuable tools for a successful sales conversation, particularly during moments of stagnation when the only pending step is the customer’s decision.

However, multiple decision-makers are sometimes involved, and the situation can be more complex, especially in larger projects. Click here for another article offering tips to overcome stalled sales processes.