What’s the actual reason that stops them:

If you’ve ever tried closing a deal with a business that’s struggling but still refuses to take action, you know the frustration. Especially in marketing strategy services, getting a client to confirm the deal can feel like an endless loop. Even after the fifth revision of your proposal, they’re still thinking about it.

But why does this happen? Why do low-performing businesses, like cafes, nightclubs, fashion studios, and gyms, hesitate to hire an expert even when they know they need help? Let’s break it down.

1. They Know They’re Struggling, But They’re in Denial

Many small businesses live in a cycle of “we’re not doing great, but we’re not shutting down either.” They acknowledge the struggle but refuse to believe they need external help. Instead of hiring an expert, they tweak things on their own, hoping for a miracle that never comes.

2. They Fear Spending Money (Even When It’s an Investment)

Low-performing businesses often see marketing as an expense, not an investment. Even if your strategy could bring them 5x their current revenue, all they see is the upfront cost. The irony? They’ll continue to spend money inefficiently on things that don’t work, rather than investing in a structured plan that could save their business.

3. They Want Instant Results Without Commitment

The idea of a quick fix is tempting. Many business owners want results now, but when they realize that marketing strategy takes planning, testing, and consistency, they hesitate. They prefer to believe there’s a magical shortcut rather than committing to a process.

4. They’re Emotionally Attached to Their “Vibe”

Nightclubs, cafes, fashion studios, and gyms often revolve around a “vibe”—a unique identity the owner has crafted. When you suggest a marketing strategy, they feel like you’re asking them to change what makes them special. In reality, you’re just helping them communicate their vibe to the right audience, but convincing them of this takes time.

5. They’re Afraid of Accountability

Bringing in an expert means they’ll have to face the truth about why their business isn’t growing. Some owners would rather stay in their comfort zone, blaming the economy, competition, or “bad luck” instead of acknowledging that better marketing could make all the difference.

6. They Delay Until Nothing Happens

These clients don’t explicitly say no; they just keep postponing the decision. They’ll say they need more time, more reviews, or another discussion with their “team” (which may just be a group of friends giving unqualified advice). Eventually, the deal fizzles out, and they go back to struggling in silence.

So, How Do You Deal With This?

• Frame marketing as an investment, not a cost. Show them real-world examples of businesses like theirs that saw results after implementing a solid strategy.
• Create urgency. Let them know that waiting too long means losing customers to competitors.
• Offer a “test run.” A small starter package can help them experience the value of marketing before committing to a full strategy.
• Don’t chase too hard. Some businesses are simply not ready. Know when to walk away instead of wasting time on a client who will never say yes.

Final Thought

If a business refuses to act despite knowing they need help, it’s not your job to convince them forever. Some owners will never move past their hesitation, and that’s okay. Focus on those who are ready to grow, and let the rest figure it out (or not) on their own time.