Solving for "The Friction"

The most common challenge I’m facing right now is helping prospects move past the hesitation to implement a solution that could genuinely transform their business. 

Recently, I encountered a recurring scenario: a prospect acknowledged that their current process isn't working and admitted they need a change, yet they still deferred our project until August to "try something else." Despite providing a detailed action plan that addresses their specific pain points, I often face these unexplained delays, which frequently lead to momentum stalling and the dreaded ghosting phase. 

By his own admission, the content on his website was not converting website visitors into customers. Part of the plan was to rewrite the content trying to hit three critical factors: SEO optimization, AI optimization (aka GEO), and conversion based content. He was open to a more robust website but resisted making the required changes to the content. With much resistance, we agreed to leave the content as is and implement the SEO & GEO strategy. Still he resisted and decided to put it off till August.

Another objections was my payment structure. I sent him an email offering to make an exception and make it more flexible so that we put that barrier out of the way (not something I wanted to do since I got burned for doing this before, but I figure I try it one more time). He opened the email about 7 times as seen in my tracking process, but he never responded. I sent him another email to see if he is open to considering the modified structure and move forward now rather than August, so now it’s a wait and see. Either way, the goal of the email is to stay in the loop.

If I get no response, I will send him an occasional email between now and August which will include recent updates such as changes in search and success stories of those who dove right in and the positive return they have experienced. No sales emails, pure stories, udpates, and proof of performance.

​@Damien-XocialGong  This is such a real scenario, thanks for taking the time to share this so openly on the Community. Definitely a strong learning moment for anyone reading this.

You handled this really well. You identified the problem clearly, built a plan around his actual gaps, and even went the extra mile to remove barriers. When someone still delays after all that, it’s usually not about timing, it’s about readiness to change.

The contradiction stands out: acknowledging the issue, but resisting the changes needed to fix it. That’s a tough spot, but also a common one.

I like your approach of staying in the loop without pushing, sharing updates, proof, and real outcomes keeps the relationship warm without feeling salesy. Often, that’s what brings people back once the “try something else” phase runs its course.

Overall, this just reinforces the value you’re bringing, you’re not just offering a service, you’re helping shift thinking. And that doesn’t always happen on the first try.

​@Abesh.Sengupta thank you for sharing your feedback. I appreciate how you summarize my points and add your take. It will be interesting to see where this goes. Only time will tell. I will either win it or lose it, and what he experiences in his business moving forward is the direct outcome of his choices. There is phrase that an experience like this reminds me of, “Life is a harsh teacher. First comes the test, then comes the lesson. Cherish your life”. 😃

Oh that’s a great way to look at it and honestly, that mindset will keep you grounded either way.

You’ve put the right options in front of him, even adjusted things on your end, and now it’s truly his call. The August decision will say more about his appetite for change than anything else.

That line you shared fits perfectly here, sometimes people need to go through the “test” themselves before the lesson lands. 😃

​@Abesh.Sengupta so I did get a response (the positive) to my follow up email. Despite agreeing that he liked my hybrid payment structure (the negative) to accommodate his concerns, he still decided to push it till August. His competitors (the reality) are absolutely fine with that. They will reap the rewards of his procrastination. He’ll be playing catch up even further down the road (the harsher reality) because it’s likely his competitor are already adapting to the latest online visibility trends, in this case GEO and the rise of agentic marketing.

While traditional SEO often takes three months to gain traction, GEO is a completely different ball game, it provides the speed that SEO has traditionally lacked. Ironically, I’ve managed to rank businesses on page one for local search simply because their competitors are still stuck in the era of AOL, cold-calling, and manual outreach. It really highlights how much of an advantage businesses have when they choose to act now rather than wait.

The upside: It appears he will actually become a client down the road, because he actually took the time to respond.

As business owners, the best thing we can do is paint the picture. They have to be willing to make the move. Move past the prospect and keep the pipeline filled so there are always open opportunities and some ready to take action. 

Great insight ​@Abesh.Sengupta. The best sales conversations happen when we understand the customer's friction before pitching a solution.

In my experience, one of the biggest challenges today is cutting through the noise and generating qualified opportunities while maintaining trust and meaningful engagement.

​@Damien-XocialGong 

This is a great update, and honestly, getting a response is already a positive signal. Even though the timeline hasn't changed, the fact that he took the time to review your proposal, consider the revised payment structure, and respond tells you that the conversation is still very much alive.

What stood out to me is something many of us encounter in sales: people don't always move when the business case makes sense; they move when they're personally ready to make a change. Sometimes those two things don't happen at the same time.

I also like your point about painting the picture. At the end of the day, our role is to help prospects understand the opportunity, the risks of standing still, and the potential outcomes. The decision itself has to come from them.

The good news is you've positioned yourself as a trusted advisor rather than just a vendor. When August comes around, he'll remember who took the time to understand his business, adapt to his concerns, and stay engaged without applying pressure.

And your final point is spot on: keep the pipeline moving. Some opportunities need time, while others are ready to act today. The key is not letting one prospect slow down the momentum you've built elsewhere.

Looking forward to hearing how this one develops over the next few months!

​@Sinchu Raju  I completely agree with this. Understanding the friction is often what separates a meaningful conversation from a transactional one.

I also think that in a world where buyers are constantly being approached from every direction, trust has become one of the strongest differentiators. The professionals who take the time to listen, understand the context, and add value before asking for anything in return are often the ones who stand out.

Generating opportunities is important, but generating the right opportunities while building credibility along the way is where the real impact happens.

​@Abesh.Sengupta ​@Sinchu Raju I actually didn’t pitch him to begin with; he reached out seeking help from the start. Our conversation began naturally, and when he asked what I do, I shared stories of prospects who transformed their lead generation by first identifying why they were previously missing the mark. He recognized his own struggles in those stories and asked if I could assist him.

I asked for his website and company name to see if he was actually discoverable by his ideal customers, and once I generated a report, the gaps became clear. Before I even ran the report, he mentioned he was getting traffic but zero conversions. I explained to him that content creation is often fragmented. Some writers focus purely on writing, others on SEO, and some on conversion focused content, but few possess all three skills. I also introduced him to the latest challenge: optimizing for LLMs (GEO) so the business gets surfaced by AI. That educational approach is what ultimately led him to ask about costs. I mentioned to him that l couldn’t give him a quote until I had all the details and that is what I ended presenting to him. It was during the presentation that he mentioned he had written the content and didn’t want to change it. Basically, he’s in love with his writing style. He’s the content creator but simply that. He doesn’t understand the dynamics in writing that content to achieve the other three. I’ve come across others like him who designed a website, loved what they created, but it wasn’t getting them the results they wanted, so despite showing the data, focusing on the education side of things, they like him cling to their creation and sort of seem to have separation anxiety and letting go of what is, in order to have what they want. It’s very psychological. So the challenge is to get them to divorce what is not working and marry into what will. They recognize the problem, but the refuse to let go.

So as you mentioned, previously Abesh, he hasn’t said no, and “nd honestly, getting a response is already a positive signal. Even though the timeline hasn't changed, the fact that he took the time to review your proposal, consider the revised payment structure, and respond tells you that the conversation is still very much alive.” 

He’s almost ready for the divorce and the new marriage, but his claim of a previous financial obligation is likely a real barrier that I must be patient to overcome and go for the win.

Thank you for sharing the additional context. What stands out to me is that this wasn't a traditional sales situation at all. He recognized the challenge, reached out for help, and invited you into the conversation. That's a strong signal in itself.

I also think you've highlighted a challenge many consultants face. Sometimes the obstacle isn't identifying the problem; it's helping someone let go of a solution they've personally created. When people invest a lot of time and effort into their content, website, or process, changing it can feel far more personal than the data suggests.

From what you've shared, he understands the traffic-to-conversion gap, engaged with your recommendations, discussed pricing, and continued responding. To me, that suggests this is less about seeing the value and more about timing, priorities, and readiness to make a change.

The financial commitment may very well be a genuine factor, but you've already positioned yourself as a trusted advisor by leading with education and insight rather than a pitch. Continuing to stay in touch with relevant updates and success stories feels like the right approach.

At this stage, I still see this as an active opportunity. The foundation has been built, and sometimes prospects simply move at a different pace than we'd like. It'll be interesting to see how things develop as August approaches.

​@Abesh.Sengupta, this is definitely an active opportunity, and it will be interesting to see how things unfold in August. While my past experiences often show that delayed action can lead to stalled deals, this situation feels unique since he is actively investing in another solution to solve his current problem. 

The outcome will be critical: if he sees a decent return from his current efforts, he may no longer view my proposal as a necessary investment. In the meantime, I’m continuing to nurture the relationship by sharing occasional updates on industry shifts, such as the latest changes in Google search and emerging AI trends, to keep the conversation relevant and stay top-of-mind.