“A Decision Not to Make a Decision Is a Decision”

In David Mattson’s book, “The Sandler Rules,” he addresses 49 principles of selling. Rule #4 states, “A Decision Not to Make a Decision Is a Decision.” This means that even though sometimes customers say that they’re not ready to decide, it is important to dig down and figure out exactly where the customer is with their decision. Sometimes customers say they’re not sure because they’ve already decided they don’t want to buy, but they feel bad saying that. If a customer still acts interested even when they’re not, it can end up being a waste of time for the sales person and a frustration for the customer. Therefore, it’s important to delve into a customer’s lack of commitment and figure out whether to stay in contact with a customer or whether it is time to move on.