Scripts: The Frozen Shopper

A “decision freeze” can be expected in most selling situations. In many cases, it comes up because the buyer can’t find a reason to make a quick decision. The customer wants your catering, but you have to give a reason they need to buy it today.

This is a great time to remind your buyer of the advantages your catering holds for them — remind them that they need to make a quick decision because others are also looking to book for the same date. Creating urgency can help you overcome the “decision freeze.”

“Sarah, it’s natural for you to think about what you want to do before you make a decision. However, I’d like to suggest some important things to consider that might show you why postponing your decision might not be the best step to take.”

“Ms. Weaver, I understand that deciding what caterer to use is a very big concern for you. The majority of my clients have had the same concerns that you now have. With your permission, I’d like to share with you what I’ve told other clients about what I call “decision freeze.” In this way, you might get a better understanding of what others have done when they found themselves in the same situation that you now find yourself.”

“Ms. Weaver, as I mentioned earlier, you are free to hold off your decision, but I need to make it clear that our ballroom may not be available much longer.”

During a “decision freeze,” you can help the buyer—and yourself—understand what the hesitation is all about. It’s your job to make the buyer aware of their real concerns.

“Ms. Weaver, let’s take a moment and discuss what some of your concerns might be. This way we both might be able to better understand what information I need to give you so you can make a final decision.”

As you listen to your buyer, be sure to note anything that might be considered positive. If they mention your “good food,” that’s positive. If they mention the beautiful new carpets in your banquet space, that’s positive. If they mention your professional concern, that’s positive.

Now take those positive thoughts and bring them back to the table. Get your buyer to realize that the opportunity to capture them for the guests (and for the buyer’s peace of mind) is now.

Selling catering is selling handholding and the avoidance of embarrassment. It’s selling your concern, love and skills to the buyer.

Overcome “decision freeze” with your enthusiasm and by understanding the buyer’s emotions.