How to Handle Every Type of Client Response and Keep the Sale Moving

Every salesperson knows that not all client responses are created equal. Some prospects are enthusiastic, while others are skeptical. Some even ghost you entirely. One of the biggest challenges worldwide that business to business salespeople have shared with us over the past 15 months is: “I wish my clients would FINALLY make up their minds and buy!”

Every delay and objection can cause you frustration in sales. Here’s the truth: every response (even a “no”) is an opportunity if you handle it the right way. Here are five common client responses and how to move past them to close the deal.

1. The ‘Let Me Think About It’ Client

What It Really Means: “I’m not convinced yet” or “I don’t see enough urgency.”

How to Move Past It:

Instead of leaving the decision in limbo, or worse still, “waiting for them to come back to you”, gently push for clarity: - “I totally get that, what specifically would you like to think about?” - “Is there anything holding you back from moving forward right now?” - “When would be a good time for us to reconnect on this?”

If they’re genuinely undecided, help them by summarising the key benefits and potential risks of not taking action.This past point is where many B2B salespeople come unstuck: they don’t like to ask the client to evaluate the costs of inaction, or the costs of not making a positive change.?

2. The ‘I Need to Talk to My Manager/Board’ Client

What It Really Means: Either they don’t feel confident enough to advocate for your solution, or they’re using this as a polite exit.

How to Move Past It:

Your job is to turn them into your internal champion: - “Of course! What key points do you think will be most important to them?” - “Would it help if I put together a short summary or jumped on a quick call with them?” - “When do you expect to chat with them? I’d love to follow up after.”

This way, you stay in control of the next steps rather than waiting indefinitely. For large capital purchases there are clear processes they follow such as submitting proposals to CAPEX teams. However, for others this is often a client stalling technique.?

3. The ‘We Don’t Have the Budget Right Now’ Client

What It Really Means: This can be a real budget issue, but often, it just means they don’t see enough value yet.

How to Move Past It:

?Focus on ROI rather than cost: - “I completely understand. Can I ask if budget weren’t an issue, would this be a no-brainer for you?” - “What’s the cost of not solving this problem in the next 6-12 months?” - “We have flexible options, would you be open to discussing ways to make this work?”

If the budget is a real constraint, explore phased solutions, payment plans, or a trial period to get them started.?

Another way to stimulate a client response is to ask: “If you had the budget would you buy from us?”... if they say no, you have objections to handle. If they say yes, you can ask them what they like about your solution and build the conversation from there.?

4. The ‘Just Send Me an Email’ Client

What It Really Means: They don’t want to commit to a conversation, or they don’t see enough value yet. Some clients use email as a barrier to minimise your sales influence over them!?

How to Move Past It:

Your response should turn that email into a next step: - “Absolutely, I’ll send you the info, but just so I tailor it better, what’s the #1 thing you’d like to see there?” - “Would it be helpful if I highlighted a case study that’s relevant to your industry?” - “When would be a good time to follow up after you’ve had a chance to review?”

If you had worked hard to agree with them when you’d be following up, you can sometimes avoid this semi-common push back. If they really refuse a conversation, they’re likely a low-priority lead. Set a follow-up but don’t waste too much time.

5. The ‘Ghosting’ Client (No Response at All)

What It Really Means: They were interested, but something pulled their focus elsewhere. It doesn’t always mean they’re not interested, it just means you haven’t re-engaged them properly.

Now, I have to comment that some salespeople almost delight in saying how much a client is “ghosting” them. We dislike this mentality with a passion: why celebrate bad behaviour? Instead of trying to act cool, using ‘with the times’ words, re-double your efforts to get the communication moving again.?

How to Move Past It:

Change up your follow-ups: - Send a value-driven message: “Hey [Name], I came across this [article/case study] that reminded me of our chat—thought you’d find it useful.” - Use humor or a pattern interrupt: “Did I lose you to inbox overwhelm? Let me know if you’re still interested, or if I should stop bugging you.” - Create FOMO: “We have a few spots left for [X offer]. I would love to make sure you don’t miss out.”

A mix of persistence and value-driven outreach can revive cold prospects. You can also get inventive and call their closest colleague or even manager to then leverage that call into restarting a conversation. Either way, don’t give up.?

So what can we learn from all this?

Every client's response is a stepping stone…not a roadblock. The key is understanding what they really mean and responding in a way that keeps the conversation moving forward. The more you have a planned and thorough sales process, like we teach in our Sales Mastery Academy, the easier it is to keep in control.?

Which of these responses do you deal with the most? Let me know in the comments or email [email protected] for more information.