You finally get a promising lead. They said they were interested. You followed up with all the right information, even threw in a discount. And then, crickets.
Or maybe you posted a thoughtful piece of content aimed at your ideal client. You spent hours on it, got some likes, maybe even a few shares – but no new inquiries.
You can’t help but wonder what you’re doing wrong. The offer is right, the messaging feels good, and you know you’re speaking to the right people.
But what if it’s not the right time?
For small business owners, this is one of the most overlooked elements in marketing: timing. You can have the perfect audience, the best product, and clear messaging, but if your potential customer isn’t ready, your effort might feel like it’s going nowhere.
Here’s how to recognize when you might be talking to the right customer at the wrong time, and what to do about it.
The Customer Journey Matters More Than You Think
Let’s zoom out for a second.
One of the best ways to understand your customer’s mindset is through the Trail to the Sale™ framework that maps out clear stages in the customer journey: Awareness, Consider, Compare, Evaluate, Sell, Supersize, Serve, and Send.
Each stage represents a specific mindset your customer is in:
- Awareness is when they discover your business or realize they have a problem you solve.
- Consider is when they start exploring whether you might be a good fit.
- Compare is where they weigh you against other options or competitors.
- Evaluate is when they try a low-stakes offer or sample your work.
- Sell is the purchase stage.
- Supersize is when you offer an upsell or add-on.
- Serve is the post-purchase experience or after-sales customer support.
- Send is when you encourage happy customers to share their experience to others.
We break this all down in Episode 106 of My Weekly Marketing on how this simple shift in perspective can completely transform your marketing momentum.
For a deeper breakdown of how this customer journey works in practice, check out our blog on How the Trail to the Sale™ Can Help You Market Your Business.
Why does this matter? Because too often, we talk to someone in the Awareness or Consider stage as if they’re ready to buy, and that disconnect can push the right people away simply because it’s not the right time.
Signs You’re Pushing Too Soon
If you’re not sure whether you’re moving too fast, look out for these signs:
- People engage with your content but don’t take the next step.
- You get ghosted after an initial inquiry.
- You have high website visits but low conversions.
- Leads tell you they’re interested, but they “need to think about it”.
These aren’t signs that something is broken. They’re signs that you may need to adjust your timing or approach.
Real-Life Timing Isn’t Always In Your Control
Beyond the marketing funnel, there’s also this great big thing called real life.
Someone might love what you do, but be dealing with something behind the scenes such as an unexpected expense, a personal setback, or a busy season in life. They’re the right customer, yes, just not right now.
Put yourself in the buyer’s shoes. Imagine reaching out with genuine curiosity, saying you’re just exploring your options. But the business keeps pushing even after you’ve explained where you stand. How would you feel? Dismissed? Pressured? Like your needs weren’t really heard?
You wouldn’t want to be treated that way. And chances are, your potential customers don’t either.
Pushing too hard in these moments can feel tone-deaf or even drive them away. What they need instead is space, support, and an invitation to come back when the timing feels right.
Change the Way You Follow Up
Now, here’s the thing; you don’t need to overhaul your entire marketing strategy. Often, it just takes a small shift in messaging.
Instead of:
“Sign up now before it’s too late!”
Try:
“When you’re ready, here’s how to get started.”
Instead of:
“Only 24 hours left to enroll!”
Try:
“This offer will be around for a bit. Come back when it fits your pace.”
This approach builds trust. It tells your audience that you’re considerate and you’re here to help, whenever they need you.
Keeping Your Business Top-of-Mind
Just because someone’s not ready now, doesn’t mean they won’t be in a week, a month, or six months. That’s why staying visible and helpful is the way to do it.
Here are some low-pressure ways to stay on their radar:
- Nurture emails with value-packed content such as tips or resources.
- Instagram stories that show your personality and behind the scenes process.
- Blog posts that speak to their stage of readiness (like, “What to Know Before Outsourcing” or “How to Tell if You’re Ready for a Website Redesign”).
- Free resources that allow them to stay in your world without pressure.
You don’t have to sell constantly. You just have to show up consistently.
You also don’t have to manually track where everyone is on your journey. A few systems can help you stay organized and relevant:
- Segment your email by behavior (clicks, downloads, etc.). Send more intentional follow-ups based on interest.
- Set reminders in your CRM to follow up in a month if someone said “not now”/
- Create sequences that start slow (educational) and ramp up as the subscriber engages more.
These tools allow you to meet your customer where they are, not where you want them to be.
Give People Time, But Be Prepared
Here’s something we’ve learned: customers don’t all think, decide, or buy the same way.
That’s why having a clear strategy for each stage of the customer journey is so helpful. Our freebie, the Trail to the Sale™ Marketing Playbook, is a roadmap that shows you exactly what to do at each step of your marketing process, so you can meet your audience with the right message at the right time.
Because if you want your marketing to really work, it’s not just about who you’re talking to. It’s about when.
Your marketing might not be falling flat. It might just be a little early, and that’s okay.
Stay consistent, keep showing up, and be ready.
Because when your customer is ready, they’ll remember who was there all along.
