In sales, we often think of a decision as a clear “yes” or “no.” But here’s a truth many sales professionals overlook:
A decision not to make a decision is still a decision.
We all make choices daily — what to have for lunch, whether to go to the gym, or even whether to say hello to a passerby. But in the sales world, decision-making is rarely that straightforward.
The Hidden Danger of "Maybe"
When it’s time to decide, how often do you actually hear a direct “yes” or “no” from a prospect? More often, you’ll hear:
“Let me think it over.”
“Can I get back to you in a week?”
“I’m not sure.”
“Maybe.”
“I need to sleep on it.”
Sound familiar? These aren’t harmless delays — they’re decisions to avoid deciding. And indecision can stall your pipeline, waste valuable time, and create unnecessary follow-up cycles.
Why Prospects Delay Decisions
Human nature often pushes us to postpone tough choices. We convince ourselves that we need more information, more time, or more reassurance. But here’s the key question:
Is the delay based on a legitimate reason, or is it hesitation in disguise?
Prospects face the same struggle. Your role is to guide them toward clarity — even if the answer is “no” — so you can keep momentum moving forward.
Helping Prospects Commit
One of the most effective ways to break through indecision is the third-party story technique. This approach allows prospects to see themselves in another customer’s situation, helping them process their hesitations more objectively.
Here’s an example:
“Bob, I understand there’s a lot to consider here. I worked with a client who was in a very similar position. He was excited about the solution we discussed, but when it came time to move forward, he hesitated because of a past bad experience. After revisiting his budget and priorities, he realized that his hesitation was rooted in a situation that had nothing to do with this one. Once he recognized that, he moved ahead confidently — and never looked back.”
Bottom Line
In sales, “no decision” isn’t neutral. It’s a choice to delay — and delays can quietly derail deals. By recognizing indecision for what it is and guiding prospects past it, you’ll help them make the right choice faster… and protect your sales pipeline in the process.
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