Definitive Ways to Deal with Indecision

I have never considered myself indecisive. But, when I bought a condo in December, and then a new toilet to update my bathroom, it took me almost a month to make that purchase. I visited several stores to see the products in person, researched multiple brands online, read reviews and then more reviews. (Side note: Online reviews for toilets can be wild.) There were so many choices, I was afraid to make the wrong one so I held off. (A common issue, as you probably know, and the subject of the book The Paradox of Choice: Why More Is Less, by psychologist Barry Schwartz.)

Does that make me a nightmare customer?

In researching this column, I found that only 20% of adults are considered indecisive, according to research published in the North American Journal of Psychology. That seemed very low to me, so I kept on Googling to find a higher number that I could latch on to and say, “See, it’s not just me and a few other people.” But, that 20% was reported over and over. I guess it’s reassuring to you home improvement pros that 80% of your potential customers likely will have no trouble making decisions.

This makes me wonder about the small(er) percentage of clients who want a new bathroom or windows or siding but just can’t sign on the dotted line. What’s stopping them?

I reached out to some of this year’s 40 Under 40 winners (see p. 24) to get their opinions and hear their solutions for handling indecisive customers.

What the Pros Say

Hillary Erickson, director of performance marketing, System Pavers, references the problem I faced. “Indecision often stems from too many choices.” Her solution: provide curated recommendations so customers have fewer decisions to make and a design mock-up to help them visualize a project so it feels manageable.

David Rosser, president, Leafguard, says indecision often is the result of presentation errors. “The customer is telling you they don’t trust you, believe they have a problem that needs to be solved, or that your product is the right one for them.” If indecision is an ongoing issue, he says it’s time to scrutinize your processes.

Noah Jackson, co-founder, Premier Home Pros, says that when his customers face indecision, he asks targeted questions to reaffirm goals and breaks up the project into manageable pieces. “Patience is key; I let them process without pushing...guiding but not deciding for them.”

Austin Killian, co-founder, Home Genius Exteriors, understands people hesitate because they lack clarity and wonder what else is out there, so he focuses on educating customers. “A great company provides clear information—samples, before-and-after images, renderings—and is fully prepared to make recommendations,” he says.

Evan Perez, sales manager, Contract Exteriors, helps overwhelmed clients by reconfirming their decisions, making sure they’re 100% committed to the project, the timeline, and the company. “Once they reaffirm these points, the decision becomes simple...focusing on what they’ve already decided removes uncertainty and helps them confidently move forward.”

Emily Lewis, general manager, Veteran’s Choice Contracting, makes sure customers know she’s on their side because that makes them more willing to move forward. And she explains different financing options and phased approaches. “I prioritize trust, education, and tailored solutions to guide customers toward the best
decision for them,” she says.