Pushing Potential Customers Off "The Fence"

You've gone over everything: the scope, the schedule, the costs. It's all been laid out, but your client is still wishy-washy about the final decision. 

Maybe they're not sure if the price is right, and they're waiting on other estimates. Maybe they need to run it by their spouse. Maybe something in their gut is telling them to hold off. There are millions of possible reasons for why they're indecisive, but in many cases, you won't get a solid answer unless you ask some probing questions. 

Even so, it's important to be wary. This is sensitive territory, and you'll need to tread lightly to avoid burning any bridges. The following queries can help you find out more about which factors are influencing your client's decision – and, by the same token, which uncertainties you should be addressing. 

1."What are your thoughts on the job?"
This simple starter could open up Pandora's Box of questions and concerns. Because the wording is intentionally vague, it allows for a variety of responses, relating to anything from price to scope to external pressures. Of course, some clients will require further prodding or more direct questions before they open up. If this type of client sounds familiar, see below. 

2. "What are the things you usually consider when choosing a contractor?"
Asking about the aspects that typically drive your client's selection process can provide useful information about how you should approach this particular sale. If this customer's priority is finding the lowest price, you might attribute their hesitation to the cost of the project. Perhaps they're mainly looking for someone they can trust. If this is the case, you'll want to think about how you can improve the client-contractor relationship. 

3. "How did things work out with the last contractor you hired?"
Often, reservations about a job stem from lingering feelings regarding a past project. If things went badly last time, your client is naturally going to fear a repeat situation. Find out if there were any issues with their previous contractor. Show your sympathy and explain how you'll work to avoid a similar outcome. 

4. "How do you feel about the price?"
If cost hasn't yet been mentioned as a potential dealbreaker, but it seems the client is still harboring some doubts, you may want to ask a pointed question about the price and their thoughts on it. What is their initial reaction? Is there something about the cost that's keeping them from saying "yes"? 

5. "Does the price seem reasonable to you?" 
This is similar to the previous question, but slightly more specific. By asking whether they think the price is reasonable, you can get a feel for how the customer assesses the cost relative to the scope of the job. You can also find out if they've gotten estimates from competitors. Check out our blog for more information on overcoming the price objection. 

6. "Do you feel like our company would be a good fit for the job?"
What is the client's perception of your company so far? What have they heard from friends and/or review sites? Does their impression of your company, your team, and your values match up with their expectations for the project? Knowing the answers to these questions may give you some details about why the customer is having trouble taking the next step. 

7. "What's got you on the fence?"
If all else fails, ask the question flat-out. Those who were reluctant or unclear in answering the above questions might respond more willingly to directness. Give it a go and ask them candidly what's keeping them from making up their mind. 

Ultimately, the customer may only tell you so much. If these questions don't do the trick, it's best to just let the client mull it over and get back to you. At the very least, you've given them some things to think about, and these considerations might eventually help them in reaching a verdict.