Your Customer Decides When Its Time To Buy

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Your Customer Decides When Its Time To Buy

Encourager-In-Chief: March 22nd, 2022

Timing is everything.

Salespeople often get frustrated waiting for prospects to make up their mind whether or not they are going to buy. However, that is the privilege of being a prospect. Prospects get to decide when they want to buy; if they want to buy; and from whom they wish to buy. As salespeople, our job is to respect their prerogative.

Did you ever have a customer whom you were sure needed exactly what you sell? Yet, he took his sweet-old time to finally decide to go with you. I know it happened to me more times than I care to remember. However, I remember one of my clients showing me a product which mildly intrigued me, but that I didn’t bother to rent until two years later.

It was designed to help me improve my blood circulation and my overall health. In my mind, it was expensive and I was unsure of its value. I knew I would not receive instantaneous results and I wasn’t sure if the price he wanted was justified.

However, two years later, I found myself with some digestive issues and some serious back problems. I decided to give it a try. I could tell how surprised the seller was that I had finally made the decision to rent his product. But the reality was, I was waiting for the right time for me to give it a shot.


One of the most important lessons any salesperson needs to remember is that customers buy for their reasons and on their timetables. Frequently, I’ve heard people say, “I know you wanted me to take the Sales Academy last year, but I know I just wasn’t ready to do it. Now, I can give it my full cooperation.” Trust that when it’s the right time for your customers to buy, it’s the right time for you to earn the sale.

Let me hear from you.


(This excerpt is taken from the 5-part series The Sales Academy.) I encourage you to click here to register for the spring 2022 Sales Academy Running on five consecutive Friday mornings beginning on Friday, April 22, 2022 through May 20, 2022 from 9 AM to 12 noon Eastern Standard Time at the Comfort Suites in Manheim, PA. This program will also available through live streaming.

Good timing is invisible. Bad timing sticks out a mile.
- Tony Corinda.

Let me hear from you!