We’ve all been there. You’re cruising through a sales call, and then… boom! Hesitation comes along and derails the whole train. You know what I mean? Everything was going great; they were nodding along, asking good questions, agreeing it will solve their problem and then... dun dun duunnhh!

They suddenly need to “think about it.”

And you felt it, didn’t you? That little internal panic.

"What did I miss?  Did I say something wrong?  Did I push too hard?  Maybe they’re just not ready?"

The Reaction Extremes (and How to Find the Middle)

The challenge I’ve observed is that too often when it happens, salespeople either back off completely (hoping the prospect will magically convince themselves) or they push harder (which only makes the prospect dig their heels in further).

Neither of these drastic ends of the approach spectrum work well, or consistently. Pushing them often leads to buyer’s remorse and you know what that means: returns, cancellations and refunds (oh my!)

And yet on the other end of the spectrum, backing off completely means your prospect is left alone with their doubts, sometimes leading them deeper into decision paralysis instead of action. Or worse, you risk becoming the forgettable option they never revisit. (We talk about effective follow-ups to make sure this doesn’t happen here.)

What I think is most important for you to take away from this post about hesitation is that, like objections, it’s not a no and it’s not a rejection of you.

Sure, sometimes it absolutely is an escape route. More often, in my experience, it means they just have some lingering uncertainty they need to process or some input they need from an outside source (like a blind spotter!). And uncertainty is something you can work with, especially when you’ve been using empathy throughout the conversation.

So today, we’re going to talk about why prospects hesitate, what’s actually happening in their minds, and how you can guide them through it without feeling pushy. No, we are NOT going to say, “well, what do you need to think about,” because eww! 

 Why Prospects Hesitate (And What It Actually Means)

Like objections, hesitation is not rejection. It’s rarely even about you. Instead, it’s a signal that your prospect is working through something internally and they need some time to process, compare, evaluate. Some people are just more analytical than others! And instead of fearing it, I want you to get curious about it.

Think about the last time you hesitated before making a purchase. Maybe you weren’t sure if it was the right time, or you were weighing whether you should invest in something different first, or whether you believed you’d even use it. (ask me about my collection of adult colouring books!)

Your prospect is going through the same thing. They might not even be consciously aware of what’s holding them back, but something is making them pause and that’s where your curiosity comes in.

If we know that most of the time, hesitation doesn’t mean they aren’t interested, and instead means your prospect has unanswered questions, unresolved doubts, or competing priorities, then we have some room to explore, with their permission. As always, your role isn’t to convince them, but to help them gain clarity on what’s truly important to them.

There are three core reasons why prospects hesitate:

1. They don’t fully believe in the solution yet. They get the logic, but they haven’t emotionally committed to saying yes. Buying is an emotional decision.

2. They have an internal roadblock (fear, doubt, or self-trust issues). Sometimes, it’s not about you at all; it’s about their belief in themselves.

3. They don’t feel urgency. They know they have a problem, but they don’t feel enough pressure to solve it right now. Using my empathy opening can help you understand this near the beginning of the conversation. Knowing early let’s you approach the whole conversation as an exploratory mission, knowing a decision will come later and that takes a huge load of pressure to close off your shoulders.

When you can identify which of these is at play, you can more easily respond with empathy and clarity, rather than defaulting to simply backing right off or pushing harder.

So how do you figure out which one it is? Here are some ways to tell:

• Don’t fully believe in the solution yet:

If your prospect keeps asking for more details about how it works, or if they seem stuck on comparing your offer to other options, they may need more emotional buy-in. Example: You explain how your program helps clients get results, and they respond with, “That sounds great, but I’ve tried similar things before and didn’t see success.” This tells you they aren’t fully convinced your solution is different or effective enough for them.

•  Have an internal roadblock (fear, doubt, or self-trust issues):

Sometimes the hesitation isn’t about your offer at all—it’s about them. If they say things like, “I’m not sure I can commit to this right now” or “I don’t know if I’ll follow through,” they may be doubting their own ability to get results. Example: You walk them through your proven system, and they nod along but then say, “I just don’t know if I have what it takes to succeed.” In this case, they trust you but don’t fully trust themselves. 

• Don’t feel urgency:

If they say, “This sounds perfect, but I need to wait a few months” or “I just have a lot going on right now,” then the problem isn’t that they don’t see value, it’s that they don’t feel the need to act now. Example: You outline how your service solves their problem, and they say, “I love this, I just need to get through the next quarter before making a decision.” This tells you urgency is missing, and you can either respect that and establish an agreed-on follow-up plan, or sometimes I refer back to a time earlier in the conversation where they said it was urgent and ask to explore what changed for them during the conversation.

Ultimately, hesitation is just the brain’s way of hitting the pause button before taking action. When you recognize what’s happening beneath the surface, you can meet your prospect where they are, provide clarity, and help them take that next step with confidence.

That’s why hesitation and objections are the perfect time to tap into your empathy, and shift your mindset. When you make the shift from seeing hesitation as rejection to recognizing it as part of the decision-making process, everything changes.

Instead of feeling like you’re stumbling for a way to keep the conversation going or trying to force a decision now before they leave, you feel like the guide your prospect needs. By validating their concerns, asking the right questions, and offering clear next steps, you help them move past uncertainty and toward a confident decision – when they’re fully ready, even if that’s not today!

The Mindset Shift: Hesitation = An Opportunity to Lead

Let’s explore that mindset shift. I’ve suggested that instead of hearing hesitation and assuming, “they're not interested”, I want you to reframe it as:

“They need more clarity. How can I help them feel more confident about making the right decision for them?” And how do I approach it with compassion?

Think about it like this: Imagine you’re at a restaurant, scanning the menu. You see two options that sound great, but you can’t decide and your friends are just agreeing they both sound amazing. Your server stops by to check if everyone is ready to order, sees you're deliberating, and... Take a moment and reflect on these two possible ways the server could approach it and decide which one you prefer for yourself: 

"Take your time, let me know when you’re ready." or

"Oh, if you're between those two, I'd recommend this one because it's the most popular and always gets rave reviews."

Good sales conversations work the same way. Your role isn’t to pressure them into a choice; it’s to help them feel confident in the one they make. And when you can recognize hesitation as part of the natural buying process, it shifts how you respond.

Instead of panicking or feeling rejected, you feel comfortable leaning in with curiosity. What’s really going on beneath the surface? Is it fear of making the wrong choice? A lack of clarity on the next steps? Or simply a moment of overwhelm?

In these moments, think of yourself as a consultant, not just a seller. Your job isn’t to push them, it’s to ask the right questions that bring their real hesitations into the light. Often, when a prospect voices their hesitation out loud, they start to work through it on their own. Your confidence in this moment reassures them that they’re in good hands. That’s why staying confident is beneficial for you and for them.

Also, keep in mind that hesitation doesn’t always mean doubt—it can mean the prospect is genuinely weighing their options. Some people process decisions externally, so voicing their hesitation is just part of how they get to a ‘yes.’ The more you see it as a normal step in the process, the more natural and confident you’ll feel in guiding them through it as well.

3 Ways to Honour Hesitation Without Losing the Sale

We know hesitation is just part of the process, so let’s talk about how to guide prospects through it without making them feel pressured.

1. Speak to the hesitation with curiosity, not pressure. 

❌ “Okay, no problem, take your time!” (leaves the prospect in indecision) 

✅ “I understand, Carl. It’s a big decision and it’s normal to want to feel absolutely certain. Are you open to talking about what’s coming up for you.” (creates space for clarity) 

2. Ask questions that uncover the real reason for hesitation. 

❌ “What else do you need to know?” (too vague, a little rude, and still often leads to “I’ll think about it”) 

✅ “I totally respect wanting some time to process and consider your options, Louise. Is there anything specific that’s making this decision feel tough for you right now that I might be able to help you think through?” (guides them to pinpoint the real issue) 

3. Help them connect their decision to their bigger goals.

❌ “It’s up to you, no rush!” (reinforces lack of urgency)

✅ “I understand, Tina. We talked about a lot today and I understand needing to process it all and consider your options. May I bring us back to what you shared with me about why you started looking into this and what it will mean for you to help you weigh your decision?” (guides them to emotionally invest in taking action)

Feel the difference? You’re not pushing them. You’re guiding them.

Recap: Lead With Confidence, Not Fear

Hesitation isn’t a bad thing. It’s an opportunity. When a prospect hesitates, they’re telling you, I need help or time to make this decision. It is a cue to step in as their guide, not their convincer.

 ✅ Reframe hesitation for yourself as uncertainty, not rejection.

✅ Stay curious, not reactive. 

✅ Guide them through clarity, don’t pressure. 

When you can approach hesitation with confidence, you don’t just close more sales, you build more trust and create a buying experience your prospects actually enjoy.

Recommended for you:

📽️ Price Objections: I need to think about it – (video) A subtle and empathic approach to dealing with hesitation in a sales conversation.

📃Buying is an Emotional Decision – How to lean on empathy in sales conversations to support your prospect’s decision-making process.

📝The Confidence Loop: How to Build Sales Confidence Without Faking It – Building confidence that doesn’t feel fake or arrogant so you can guide the conversation