Responses to the Sales Objection, “Now’s Not a Good Time”

We’ve all been there — you’re chatting with a prospect and are picking up strong buying signals. You’re ready to close in on the sale, but as soon as you make an attempt, you hit a brick wall.

“Now’s not a good time to buy. Let’s talk about this next month.”

It’s the line no salesperson wants to hear, especially during the current economic downturn. Prospects often use objections like timing to try to stall associates or push them away altogether.

Timing-related objections can be particularly difficult to navigate — add a global pandemic into the mix, and the process of tactfully landing a sale is that much harder. Still, it’s important to always communicate with empathy while also standing your ground. Below, we offer suggested responses to win over prospects who say, “now’s not a good time.”

Response #1: “What’s holding you back?”

Asking open-ended questions is a great way to get prospects talking (more on this subject here). Once you learn more about their reason for delaying or backing out entirely, you can better understand their point of view and more effectively combat any hesitation.

Response #2: “Are you hesitant to sign up because of budgetary concerns?”

Money has been tight for everyone during the pandemic, and truckers are no exception. In a world where we’re all closely examining our budgets, adding value is more important than ever. Once you get the conversation about money started, consider asking one of these follow-up questions:

  • Can you afford a ticket right now? Likely, the answer is no. Remind prospects how TVC Pro-Driver is known for getting drivers off with minimal to no points on their records. Protecting truckers’ commercial licenses keeps money in their pockets. 
  • Could you be saving more on fuel? Most people have reduced their mileage because of the pandemic — but not truckers. Pro-Driver’s Fuel and Shop Discount Program helps drivers save a weekly average of $0.48 per gallon. In an economic downtown, every little bit of money saved can make a huge difference.
  • Could you benefit from health care savings? Staying healthy is a priority now more than ever. Through the WellCard Health Program, drivers enjoy pre-negotiated provider prices as well as 24/7 virtual access to board-certified physicians. When a trucker’s primary care physician is in Pittsburgh, but they’re currently stuck in Poughkeepsie, discounted virtual access to a doctor can literally be a life-saver (not to mention lessen strain on the wallet).

Providing details on these popular cost-saving benefits might just help you close the sale.

Response #3: “What are your other priorities right now?”

Especially during the current global health crisis, you never know what might be going on in someone’s life. Use empathy and a thoughtful tone to dig into what is currently most important to your prospect. Simply talking through the Pro-Driver benefits which might be more pertinent to them could convince them to sign up.

Response #4: “What’s going to be different next month/quarter?”

Though nobody can predict when the economy will bounce back, it’s still important for your prospect to evaluate whether concerns around budget, timing, priorities and goals will be any different in the future. This will better help you determine when and how to follow up, as well as adjustments to make to help seal the deal. Asking this question will also weed out potential customers who are just trying to stall to get you off their case.

Response #5: “Why?”

Sometimes the simplest responses are the most effective. Instead of trying to convince your prospect there’s no time like the present, ask them this straightforward question to catch them off guard — in a good way. Once they’ve provided some context, you can more clearly decide the best way to move forward.

Try mixing and matching these responses to create a winning strategy for closing sales — but don’t forget to be flexible and understanding, especially as we all grapple with the COVID-19 crisis. Now, when timing-related objections arise, you’ll be better equipped to address them head-on.