Practical Sales Training™ > How To Convert > Excuse Suggestion
What is Excuse Suggestion?
Excuse Suggestion is a communication technique where you offer a possible explanation for a buyer’s hesitation so they feel comfortable revealing the real reason.
Instead of forcing the buyer to admit the issue directly, you gently suggest a possible excuse.
For example:
“Sometimes when people hesitate at this stage it’s because they’re comparing a couple of options, or they’re not sure about timing. Is it something like that?”
By offering an explanation first, you remove the social pressure of the buyer having to say it themselves.
This makes it easier for them to confirm the real issue.
People often avoid stating objections directly because they do not want to appear negative, difficult, or confrontational.
Excuse Suggestion lowers that barrier.
It gives the buyer permission to be honest.
How does Excuse Suggestion work?
Excuse Suggestion works by reducing the psychological discomfort people feel when they have to disagree, reject something, or admit a concern.
Many buyers soften their objections by saying things like:
“Let me think about it.”
“We’ll come back to this later.”
“It sounds interesting.”
These responses rarely explain the real hesitation.
The buyer may actually be worried about price, timing, risk, internal approval, or whether the solution will work.
But saying that directly can feel uncomfortable.
Excuse Suggestion solves this by providing the buyer with a socially safe explanation.
Instead of asking a direct question like:
“Why aren’t you buying?”
You offer a plausible reason yourself.
For example:
“Sometimes when people pause here it’s because they’re unsure how this would fit with their current setup.”
If your suggestion is correct, the buyer will usually confirm it.
If it is not correct, they will often correct you and reveal the real reason.
Either way, the conversation moves from vague hesitation to a clear objection that can actually be addressed.
How can you use Excuse Suggestion?
Excuse Suggestion can be used at several moments during a sales conversation, particularly when the buyer seems hesitant but has not clearly explained why.
The key is to suggest the excuse in a neutral, non-judgemental way.
When a buyer says “let me think about it”
Instead of accepting the response and ending the conversation, you can suggest a possible reason.
For example:
“Sometimes when people say that it’s because they want to compare a couple of options first. Is that what’s happening here?”
This gives the buyer an easy way to confirm the real situation.
When a deal stalls unexpectedly
If a conversation started positively but suddenly slows down, Excuse Suggestion can reopen the discussion.
For example:
“Sometimes when conversations pause like this it’s because the internal approval process is more complicated than expected.”
This signals that hesitation is normal and removes pressure from the buyer.
When buyers seem uncomfortable raising objections
Many buyers avoid discussing price, risk, or internal politics.
Excuse Suggestion can surface these concerns safely.
For example:
“Occasionally people worry about how their team will react to a change like this.”
If that concern exists, the buyer will often acknowledge it.
When you sense hesitation but cannot see the reason
Salespeople often notice subtle hesitation before an objection is spoken.
Excuse Suggestion allows you to explore that hesitation without being confrontational.
For example:
“Sometimes at this point people are unsure whether this will deliver the result they need.”
That statement opens the door for the buyer to explain what they are really thinking.
The research
Psychological research shows that people are more willing to admit hesitation or disagreement when a socially acceptable explanation is offered. Studies in communication psychology found that providing a “face-saving” explanation allows individuals to respond more honestly because it removes the perceived risk of embarrassment or confrontation.
Source: Brown & Levinson Politeness Theory
Example
In
See also
