Decision Purgatory Part 2
- May 25
- 2 min read
Your potential client has gone into witness protection.
Last week we talked about Decision Purgatory. The place proposals go when things get busy, budgets get complicated, and the person who was so excited to move forward suddenly goes completely dark.
Sometimes the only way to get someone out of witness protection is to make sure they have everything they need to feel safe and prepared to make the decision you're asking of them.
So what does that actually look like?
Follow-up that actually does something. The kind that continues the conversation, answers questions before they are asked, and reminds your potential client why they wanted to move forward in the first place. Here is how to build a simple toolkit so you are never staring at a blank screen wondering what to say next.
Before you send your next proposal, think through these four categories and draft one email for each. You do not need to send all of them. You just need to have them ready.
Answer the FAQ before they ask. What are two or three questions your clients almost always have after receiving a proposal? Price breakdowns, timelines, what is and is not included? Write an email that addresses those directly. It shows you understand their hesitation and removes a reason to delay.
Tell them what comes next. After they say yes, what actually happens? Payment, a kick-off call, document collection? Walk them through the immediate next step so the path forward feels clear and easy rather than unknown and overwhelming.
Share a client story. A short, specific example of someone you helped and what changed for them. Not a testimonial. A story. This is a quiet reminder of the thing they recognized they needed when they first reached out to you.
Make it easy for them to bring others along. If there are other decision makers involved, give your contact something simple and clear they can forward. You are not just selling to one person anymore. You are helping them sell internally on your behalf.
None of this is complicated. But it does require you to think through your sales process before the silence starts, not during it.
The fortune is in the follow-up. But only when the follow-up has something worth saying.
Go build your toolkit.
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