There will be times in this business when you feel like giving up on a client, a lead, or an agent. Maybe they’ve ghosted you. Maybe they seem uninterested. Maybe it feels like you’ve tried everything and nothing is sticking.

Before you walk away, I want you to pause—and think about how you respond to salespeople.

Buying decisions are rarely instant. People move through different stages before they’re ready to commit, and it’s not always a straight line. There’s curiosity, hesitation, research, more hesitation—and then finally, action. But who they choose to do business with in that moment often comes down to one thing: who’s in front of them when they’re ready.

Let me give you a simple example.

When I walk into a store, I usually know what I want. But I don’t always know where to find it. A salesperson approaches and asks if they can help—and what do I say?

“No, I’m just looking.”

Total lie. I am looking, but I’m not ready to talk. I might ask a few questions. I might even learn something new. But I may not buy right then. And when I do finally buy that item, it might not be from that same store or person. It will be from whoever shows up at the right time.

Same goes for social media. I once watched a girl pitch a product in my feed for months. She was great. But when I finally decided to buy, a different person was promoting it—and I bought from her instead. I felt bad, but I couldn’t even remember the first girl’s name.

She wasn’t in front of me when I was ready.

So how does this apply to you?

If you’re not consistently showing up for your clients and referral partners, someone else will. And when that prospect is finally ready to commit, it won’t be you they remember—it’ll be the person who stayed top of mind.

That’s why consistency is everything. Sales isn’t about forcing someone to take action before they’re ready. It’s about being there when they are.

That means:

Asking good questions.
Finding out their pain points.
Understanding what matters most to them.
Sending helpful, relevant information.
Showing up where they are—whether that’s on social media, in person, or with a thoughtful follow-up.

And let’s be clear—this isn’t just about sending another email. Nobody’s reading emails like they used to. You need to connect. Show your face. Pick up the phone. Comment on their posts. Find real ways to stay engaged.

And when you start to get discouraged, study your own buying behavior. Watch how you make decisions. Look at the relationships you value. You’ll see that you often don’t choose the first option—you choose the one that’s there when you’re finally ready.

Don’t take silence as rejection.
Don’t take ghosting personally.
And most of all—don’t give up.

Stay in the game. Stay consistent. Stay visible.

Because someone is always waiting in the wings to take your spot.