Harvey walked into a golf club for the first time.
He didn’t know the lingo. Didn’t know what clubs he needed. Didn’t know if he should even commit to a membership.
All he knew was that he wanted to play, and he wanted to be around successful people who played. But he also didn’t want to look amateur around the successful players. He needed to impress them if he wanted to talk business with them.
He wandered into the pro shop, where the professional greeted him and asked how he could help.
Harvey hesitated.
He mumbled something about being interested in golf and maybe a membership, but he wasn’t sure where to start.
Now, this is the part that matters:
The professional didn’t pounce. He didn’t pitch clubs or try to push a membership.
Instead, he asked.
- What got you into golf?
- What are you hoping to get out of it?
- Do you want to unwind or get competitive?
And when Harvey revealed he wanted to connect with high-net-worth people, the professional listened.
He didn’t try to oversell. He recommended not buying clubs yet. Instead, he suggested a membership with access to rental gear, free coaching, and exclusive club meetings.
So what he did was repeat what Harvey said and followed with questions, helping summarise Harvey’s goals. He validated Harvey’s fears by informing him he’ll have access to training. He explained how the membership will meet his exact needs and recommended the next step, including throwing in a bonus tour and discount. What he did was outline smart options!
The result?
Harvey walked in confused but walked out signed up with clarity, confidence, and excitement.
Because the professional made him feel understood, gave him clarity, and built a relationship based on trust with him.
That’s what you do when a buyer is on the fence. And mind you, if a golf professional can do it, why can’t you as a sales professional?
Let’s break down exactly how to do it:
1. Read what they’re not saying
Just like Harvey, your prospect might say they’re interested, but their hesitation will show up in tone, pacing, or body language.
You have to catch those cues and name them gently. For example, if a buyer keeps saying “this all sounds good” but their voice drops or they fold their arms, that’s a signal. Don’t gloss over it. Address it:
“I’m picking up on a bit of hesitation. Mind if I ask what’s holding you back?”
Say it with empathy, not pressure. It shows you’re paying attention and that you’re confident enough to go there.
It’s not pushy, it’s perceptive. And it builds trust.
Harvey was nodding, being polite. But that didn’t mean he was ready. And too many salespeople hear:
“This looks good.”
“We just need to think it through.”
…and assume the deal is done.
It’s not.
Instead, ask:
“What would stop this from moving forward today?”
or
“What else needs to be true for you to feel confident taking the next step?”
Those are the questions that uncover real blockers, and help you find the root of their uncertainty. You can then erase that uncertainty and guide them towards the purchase.
It’s what the pro shop professional did, whether he realised it or not:
- Summarised Harvey’s goals
- Outlined smart options
- Listened without jumping in
- Validated his fears about overcommitting and ability to play well
- Explained how the membership met his exact needs
- Recommended a next step, with a bonus tour and added urgency with a discount
SOLVER is a structured way to move a buyer from stuck to sorted, without sounding like a pushy salesperson.
Plus, following this framework helps ensure that your prospect doesn’t end up on the fence in the first place.
4. Patience is also key
If Harvey wasn’t ready, the right move wouldn’t have been to push. It would’ve been to advise him, share helpful information, and lock in a date to revisit it once he had more clarity.
That’s what you should do too.
Try:
“If now’s not the right time, no problem. Shall we set a date to revisit this when X happens?”
You stay in control. They feel respected. Everyone wins.
The bottom line?
When someone’s on the fence, and you push… You run the risk of losing them.
Instead, guide them with empathy, curiosity, and confidence.
The best salespeople don’t just talk.
They listen, clarify, and lead.
That’s how you help your prospect of the fence, and guide them to say yes that they mean.
So next time you’re in this situation, remember Harvey and the professional in the pro shop.
