The first time a client buys from you is for both of you, a journey into the unknown.

They hesitate between desire and fear.   Between the desire to get to where they want to be and the fear that you might not get them there.   Or that you might.

You hesitate between the desire for the chance to prove what you can do for them, and the fear that you will actually have to do it.

A good way to overcome the hesitation is to take a test drive together.   Show how you will look after them on the journey, demonstrate the value you will deliver, let them see what it feels like to be travelling with you beside them.  Help them to experience your promise first hand.

If you can take them a little nearer to their goal, there’s a good chance they’ll ask you to complete the journey with them.  If not, at least you’ll know now that you aren’t the right travelling companion for them.