Some consumers LOVE your business. These are the people who actively seek out your company, who make multiple purchases, and who evangelize for your brand on internet forums and beyond.

Unfortunately, only a fraction of any given company’s customer base behave in this manner. A good amount of consumers might be indifferent toward your business; perhaps they haven’t heard of your company yet, or they’ve made a small purchase but are unsure if they’re going to continue to patronize your organization. Still other consumers are flat-out reluctant to spend money on your product or service.

For one reason or another, occasionally qualified leads don’t want to spend money on a product or service that would benefit them. Here, we’ll explain how ambitious professionals can market their business to a reluctant audience and close more deals as a result:


Before a consumer can purchase a product, they have to understand it first. Consumers may have an unfounded negative perception of your product or service. These perceptions might not be fair, but they may exist all the same.

For instance, people may be wary of same day testing centers or news magazines because of rumors or misinformation spread about them online. Your job is to cut through the noise and explain how your business operates and what you do on a daily basis. Fight fiction with fact. Remember, a little transparency can go a long way toward earning consumer trust.


Everyone loves to get something for nothing. As such, professionals looking to reach new customers should incentivize association with their brand. Give consumers who are on the fence a good reason to patronize your company, and, odds are, they’ll do so. Promotions, sales, and special offers are all classic, but effective sales/marketing techniques.

Partner With Established Brands

More and more, businesses in connected industries are partnering up to cross-promote. This is a tremendous way that companies can connect with new consumers and bolster their reputation at the same time. By teaming up with an established brand that has lots of clout, you inherently send a strong message to consumers who may not have appreciated your business before.

Give it Time

Just because a qualified lead doesn’t convert on the first contact, it doesn’t mean that the lead has “gone bad.” Rather, it makes sense to continue to pursue qualified leads who haven’t converted yet and to be patient with them. This will help you eliminate questionable marketing expenses and ensure that you’re only dealing with customers who have the potential to become excellent customers. Patience isn’t just a virtue –– it’s a necessity for small businesses.