Why Your Clients Can’t Make Up Their Minds—And What You Need to Do About It

From Instant Clicks to Never-Ending Loops

Once upon a time (read: pre-pandemic), buying decisions were deliciously predictable. A client wanted something, did their research, weighed their options, made a choice, and—voilà—transaction complete. It was the golden era of the linear buyer’s journey—a clean, efficient process, not unlike booking a first-class ticket with a clear departure time and destination.

Then? The world shut down, and so did rational decision-making.

Suddenly, clients weren’t following a step-by-step process. They were staring at their walls, impulse-buying coaching packages, and redesigning their entire living rooms between Zoom calls. Decisions were made in milliseconds. No long-winded comparisons, no carefully curated pros and cons lists—just raw, beautifully reckless consumerism.

But the pandemic didn’t just fast-track buying habits. It rewired them.

Now, post-pandemic?

The same people who once hit ‘Buy Now’ faster than you can say “limited-time offer” have become the most indecisive, over-analyzing, commitment-phobic clients we’ve ever seen.

They don’t just buy. They meander. They loop back. They open 47 tabs, close them, re-open them, take a break, consult the stars, journal about it, then start the process all over again.

The result?

The buyer’s journey is no longer a highway. It’s a labyrinth.

And if that weren’t enough? Your road as a service provider isn’t smooth anymore either.

Before, you had room to breathe. Now? It’s crowded. The same once-spacious path where you built your business is now filled with competitors all fighting for the same overly-cautious clients who take longer than ever to make a move.

So, what’s the game plan?

In a World of Options, Your Only Job Is to Be The Only Option

Here’s the reality: If you are merely considered, you are already losing.

Because the modern client isn’t looking for another ‘great’ choice. They’re looking for certainty. They want to feel so assured in their decision that they don’t have to second-guess it. Your job? Make them feel that way—fast.

The businesses that win aren’t the ones screaming for attention. They’re the ones so effortlessly positioned that no one even dares to compare them.

How to Cut Through the Chaos and Make the Decision for Them

• Stop Competing—Start Owning

  • If you look, sound, and feel like everyone else in your industry, guess what?

  • You’re going to get lumped in with them.

  • Your brand should feel so distinctly you that choosing someone else would feel like choosing a knockoff when the original is right there.

• Make the Decision So Obvious, They Feel Smart For Choosing You

  • Clients hate feeling uncertain. So don’t let them.

  • Your online presence—your website, messaging, entire vibe—should be so dialed in that hesitation feels ridiculous.

• Own Your Authority So Boldly, It Feels Like a No-Brainer

  • No more tiptoeing around your expertise. Be unapologetically certain about what you bring to the table.

  • Confidence is contagious—when you own it, they’ll trust it.

Final Thought: The Market Is Crowded—That’s None of Your Concern

Yes, the client’s journey is now an exhausting maze. Yes, the competition has quadrupled overnight. But that’s their problem.

Your job? Make your presence so undeniable that the winding road stops at your door.

You don’t need to be the loudest. You just need to be the one they don’t dare to walk away from.

And that? That’s how you become the only choice. If you would like to become the only choice, you have to start honing in on what makes you unique.

But it is easier said than done because it is hard to put into words since it is so natural to you.

"Attention to detail and great client experience" are not necessarily being different because it sounds just like anyone with a business card. If you want to hone in on your onlyness factor, I have a complimentary guide that uses a fun way to "excavate" what makes you different and helps you write your differential statement. Click here to download.

Smiles,

Fab