You send the estimate. The customer seems to like your work. They ask a few good questions, and say they’ll get back to you later that afternoon.
Then, silence.
A week goes by. You know they had a deadline, so you figure you didn’t win their business.
You assume someone else offered a lower price or better terms.
Surprisingly, your customer may still have the same leaky faucet, outdated website, empty office wall, or unfinished vacation plans.
You know who won the business?
“Maybe later” did.
When customers postpone a decision, lowering your price or explaining why you’re better than another business may accomplish very little.
You need to understand what makes waiting feel easier than moving forward. Remember Newton and the law of inertia? It applies to purchases too and while a body at rest tends to stay at rest, a potential customer, without the right provocation, keeps their credit card in their pocket and stays at rest as well.
Here are six ways to help customers overcome purchase inertia and take the next step.
1. Find Out What "Later" Means
“We’re going to wait” can mean several things: money is tight, the timing feels wrong, another person needs to approve, or the work behind buying, implementing, or changing appears to be too much.
Each requires a different response. Before offering a discount, ask:
“What would need to change for this to become a good time to move forward?”
And you don’t have to wait until they walk out of the showroom/business to ask them. That question gives customers room to explain without defending their decision.
If they’re waiting until after a busy season, ask whether you can reconnect then. If they’re worried about disruption, explain how you manage it.
If the purchase simply doesn’t fit their budget, respect that (but know they probably won’t share that one with you).
You can address a specific concern. You can’t do much with a mystery.
2. Make the Cost of Waiting Visible
Customers can see your price. They may have a harder time seeing what postponement costs them.
A business owner might delay replacing a confusing online booking process while answering the same scheduling questions every day. A homeowner might keep putting off organizing a garage while paying for storage elsewhere.
And think of all the people who have put things off over the past six months waiting for “prices to drop” only to find out they’ve risen exponentially. Oops!
Help customers connect their current frustration to a practical consequence.
Ask, “How much time does your team spend working around this each week?” Or explain, “Scheduling before your busy period gives us time to complete the work while fewer customers need access.”
Use the customer’s circumstances and facts you can support. Avoid dramatic predictions. The goal is to help them evaluate timing with more information.
3. Shrink the First Step
Sometimes customers want the outcome but dread the project.
A new website means gathering photos and writing copy. Hiring a bookkeeper means finding records. Booking family portraits means coordinating everyone’s schedules and clothing.
Your customer sees homework.
Make the first step smaller and explain exactly what it involves:
- “Send us your current website address and your three biggest frustrations.”
- “Bring last month’s statements. We’ll identify what else we need.”
- “Choose your session date first. We’ll send a simple preparation guide."
Review your own buying process. Does someone have to complete a lengthy form, create an account, or make several decisions before getting help?
Remove the unnecessary hurdle this week.
4. Show What Happens After Yes
A customer may hesitate because they can’t picture what comes next. Will the project consume their week? Will they need to chase you for updates? Will unexpected charges appear?
Add a short “Here’s what happens next” section to your estimates, product pages, or follow-up emails.
For example:
“Once you approve the estimate, we’ll schedule your installation, confirm your selections, and send preparation instructions. Your appointment should take approximately two hours.”
Include what you need from the customer, the expected timeline, and how you handle changes.
A useful testimonial can help here, too. Not just any testimonial. Look for feedback that describes the experience: easy scheduling, clear communication, or help choosing the right option. Those details address the work customers may fear.
5. Give Them an Honest Reason to Act
Real timing can overcome buyers’ inertia easily. Seasonal demand, order deadlines, appointment availability, and preparation time can all give customers a reason to decide.
Be specific:
“To have these ready for your December event, we’ll need approval by November 10.”
That gives someone useful information for planning.
Skip countdowns that restart and “last chance” offers that return every week. If you have no genuine deadline, offer a convenient next step: two available consultation times or a clearly defined starting option.
Customers need a reason to move forward that survives a second look.
6. Follow Up With Something Useful
“Just checking in” asks customers to revisit a decision without giving them anything new. It can also be irritating for the customer.
Instead, answer a likely question, share a relevant example, or reduce uncertainty:
“You mentioned being concerned about downtime. Here’s how we completed a similar project while the business stayed open.”
Or ask directly:
“Would it help to revisit the scope, reconnect next month, or close this out for now?”
Give people an easy way to respond, including an easy way to decline.
Here’s a surprising sales tip. Sometimes a potential customer drags their feet so long you may feel the need to “take them off the list.” When you communicate this in a nice way like, “It seems to me like maybe you’re not ready (or this isn’t a good time for you). How about I remove you from my call (or email) list. If things change, you can let me know.” You might be surprised how many people
resists the idea of “being dumped” and they’ll beg you not to remove them.
Putting a Stalled Sale to Work
For your homework this week, choose one recent inquiry that went quiet. Review what you sent through the customer’s eyes. Can they see the benefit, understand the process, and take one manageable next step?
Then improve one thing before your next inquiry arrives. “Maybe later” is a powerful competitor. It wins whenever doing nothing feels easier. Give your customer one clear, useful step they can take today and give them a reason to do it.
Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of the award-winning book, The Glinda Principle, rediscovering the magic within.
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