Confused customers are often just waiting for someone to give them permission to buy.

Here’s an example: My friend Wendy looked at a ring in a local jewelry store for a few weeks.

She’d walk by the store and peer at it through the display window. She mentioned it to me a few times and said she was not sure if she should buy it, because it was a little more than she might typically pay for a ring.

But she really loved it.

She went in twice to try it on. It looked and felt great! But she did not take out her wallet.

Still undecided, she called a friend. The well-meaning friend gave rational advice: Only buy it if
it goes well with something you already own.

Unconvinced, Wendy called me to ask my advice. I have learned over time that many people who say they want advice are actually seeking permission to do what they already want to do.

Figuring that was the case, I told Wendy she should get it because she wants it, and it doesn’t need to match anything else she owns.

She bought it and loves it!

Being on the other side of jewelry making decisions gives insight into why people buy. If a prospect or customer of yours is hesitant, don’t let them just walk away. Ask probing questions to get at the heart of the indecision. Sometimes, they’re just seeking permission.

Those confused customers are often just waiting for permission to buy.

That permission can come from you!