Navigating Uncertainty: Ways for Entrepreneurs to Keep Moving Forward When Customers Are Reluctant to Buy

Is there uncertainty in the economy? It sure seems like it, based upon buying behavior. According to the news: layoffs, inflation, interest rates going up, and unstable markets are reality. Fact or fiction, it is the way many buyers feel. It does seem consumers are worried about the economy and are cautious with their money. They are spending less, and businesses are delaying plans. I'm seeing it every day with my buying audience and many of the people in my network are facing similar experiences.

For entrepreneurs, it can feel like every buying decision by our clients is on hold. However, there's a bright side: challenging times bring real opportunities. We just have to recognize what we can and can't control.

Even when things are uncertain, people still need solutions; they're just more careful with their how they move forward with making purchases. This means we need to offer better value and build deeper trust.

You can't overcome financial worries by pushing harder. You need to engage smarter, so we have to do a better job of uncovering pain points and areas that our buyers are emotionally struggling related to our offerings. This is the core foundation behind the Askology Method, which is based on a simple concept: the best way to sell is by asking the right questions. Asking questions is natural and a primal form of communication. However, it's important we find a way to focus our questions. So Askology leverage four distinct question types to help you get the information you need to drive deep engagement and earn trust. Those questions types are leading, investigative, empathy and instigating questions.

When people are unsure, they appreciate feeling understood, not pressured. Start with thoughtful questions to build trust and understand their real concerns:

• “What’s your biggest worry if you move forward now?”
• “How are current market changes affecting your goals?”
• “Where do you feel restricted, and how does that impact your objectives?”
• "You recently closed a location. How are you managing your client workload with few resources?"

Questions like these show you care and give customers the chance to find their own solutions. It's not manipulative; it's about demonstrating leadership. This is where Assumptive Selling comes in. Once you know their needs, assume they’ll want a solution to their problem—because why wouldn't they?

Offer options that position you as a trusted advisor instead of a pushy seller. It's about the difference in saying: “Do you want to move forward?” versus: “Based on what you’ve told me, I’ll include the fast-start option to help reduce your downtime.” The first seems unsure; the second exudes confidence and leadership and it's likely addressing their real pain points. In this example, they are fearful of making a purchase because their downtime costs them money and they are worried about cashflow. 

In tough times, people seek certainty. You don’t have to be the cheapest option; you just need to be the clearest, most confident, and most dedicated to their success. Economic uncertainty is real. But so is the opportunity to rise above the chaos, lead with genuine value, and build lasting relationships. So, if your clients are pausing, don’t worry. Stay curious. Be confident. Keep asking those better questions.