Everything suggests that the deal is on track.
Days pass, you send a follow-up message, and there’s no response. You follow up again, and they say they’re still analyzing it. Another week goes by, and now there’s a new priority in the company. Suddenly, the conversation goes cold. They didn’t choose another option. They didn’t go with the competition. They simply did nothing.
And here’s the real obstacle: it’s not that your proposal isn’t good—it’s that the client doesn’t feel enough urgency to take action.
Why Doesn’t the Client Move Forward?
Because change requires effort. And in most cases, even when the problem is obvious, the easiest option is to postpone the decision. “We can still manage with what we have,” “Now isn’t the best time,” “Let’s revisit this later.”
This is the well-known status quo—the feeling that even if the current situation isn’t ideal, making a change could be more costly or risky than staying the same.
The real challenge in consultative selling isn’t just demonstrating the value of your solution—it’s breaking that inertia and helping the client move forward.
How to Help the Client Break Free from the Status Quo
One of the most common mistakes is focusing only on the benefits of the solution. But if the client feels they can delay the decision without consequences, they most likely will. Instead, you need to help them see the cost of doing nothing.
If the problem persists, how much time, money, or resources are they losing? If their team wastes two hours a week on inefficient processes and they have 50 employees, that’s 400 hours wasted every month. If their company is losing revenue every month because their current strategy isn’t effective, can they really afford to keep waiting?
Many times, the real blocker isn’t a lack of interest but the perception that implementing the solution will be complex and/or costly. If the client believes that change will be difficult, they’ll likely try to avoid it. This is where you need to reduce friction: Can you offer a pilot program? Implement it in stages? Provide hands-on support to make the transition as easy as possible?
Another key factor is social proof. Showing that other similar companies have already made the move creates positive pressure and reinforces the idea that change is necessary. If their competitors are evolving and they’re not, sooner or later, that will have an impact.
Finally, it’s important to understand that sometimes the first step isn’t for the client to buy—it’s for them to make a decision. Before selling the solution, you need to ensure they are committed to solving the problem.
If a client isn’t moving forward, it’s not always because they doubt your proposal. Often, it’s simply because the fear of change is greater than the need to solve the problem. And this is where the consultative seller truly makes a difference—not by pushing, but by helping the client see that staying the same is not an option.
How many times have you lost an opportunity—not because of the competition, but because the client never made a decision?
Share your thoughts in the comments! And if you’d like to learn more about this or other consultative selling topics, feel free to reach out to us.
