Will Your Client Buy? How to Spot Prospects Who Never Convert

By Benjamin Laker

Recognizing the signs of an unreliable prospect early can save you time and resources. Here’s how to spot potential clients who are unlikely to buy.

Every potential client represents an investment of your most limited resources—time and attention. But not all prospects are created equal. Some will turn into valuable long-term customers, while others will waste your time and never commit. Recognizing early signs of an unreliable client can save you from frustration and ensure you focus your efforts on those who are serious about doing business. So how do you know if a client is likely to buy or just stringing you along? Here’s how to tell.

Gauge the prospect’s level of engagement

The most immediate way to assess a client’s reliability is through their level of engagement. A serious client will actively participate in discussions, ask pertinent questions, and seek clarity on your offering. They’ll want to understand how your product or service addresses their pain points, and they’ll be engaged with you every step of the way. Their responsiveness is typically swift, and they don’t hesitate to follow up on emails or schedule meetings.

On the other hand, an unreliable prospect might be inconsistent with their communication. They may take days or weeks to respond, postpone meetings without explanation, or give you vague, noncommittal feedback. When you’re chasing after someone for a response or repeatedly trying to reestablish contact, it’s often a sign that they aren’t fully invested in the conversation—or, worse, they’re simply not that interested. Ask yourself: Do they make an effort to stay engaged, or are they only responding when prompted? If the latter, they could be more unreliable than they let on.

Assess their sense of urgency

Clients with an urgent need for your product or service are usually far more likely to convert. They’ll have a specific problem that requires immediate attention, and they’ll make that clear early on in your interactions. Whether they’re on a tight timeline or under pressure to resolve a business issue, serious prospects will express a desire to move quickly. You might hear language like, “How soon can we start?” or “We need to solve this by X date.” These are strong signals that the client is motivated and ready to move forward.

An unreliable prospect, by contrast, won’t exhibit the same urgency. They might express interest, but when it comes time to take the next step, there’s hesitation. They’ll push timelines into the future or claim that they need more time to think things over, without providing any specific reason for the delay. This lack of urgency can indicate that the client isn’t prioritizing the purchase or, worse, that they’re never planning to move forward. As a rule of thumb, when clients are serious, they’re not only engaged—they’re also eager to get the ball rolling. If you’re seeing signs of apathy or casual interest, they may not be worth your time.

Clarify decision-making authority

One of the most frustrating experiences in sales is dealing with a client who doesn’t have the authority to make purchasing decisions. Serious clients usually have the power to buy or are closely connected to someone who does. If your prospect consistently refers decisions to higher-ups or is unclear about who will make the final call, this could be a red flag.

Early in your conversations, it’s essential to ask about their decision-making process. Questions like, “Who else will be involved in the decision?” or “What steps do we need to go through for final approval?” will help you gauge whether you’re speaking with the right person. A reliable client will know the internal steps and timelines needed to make a decision, and they’ll give you clear information about the approval process.

Unreliable clients, on the other hand, tend to be evasive or ambiguous about who holds the decision-making power. If they repeatedly tell you they need to consult someone else but never seem to progress, they may be wasting your time. Without clear authority or a transparent decision-making process, it’s difficult to determine when or if they’ll move forward.

Track their progress through your sales process

A reliable client will move through your sales funnel with consistency. They’ll ask questions, review proposals, and discuss pricing in a timely manner. Even if the process takes time, there will be clear forward momentum. Each stage of the sales process brings them closer to committing.

Unreliable clients tend to stall. They may show initial interest and even engage in preliminary discussions, but when it’s time to progress to more concrete steps—such as signing a contract or reviewing a proposal—communication slows down. This stalling can leave you in a state of uncertainty, unsure whether they are genuinely interested or simply keeping you as an option.

It’s important to recognize these delays and question whether the client is truly ready to make a decision. If you’ve sent a proposal and the client isn’t getting back to you or keeps delaying follow-up meetings, this could be a sign that they are unreliable and unlikely to close the deal. Track how quickly and smoothly they move from one step to the next in your sales funnel; any unusual delays may be worth questioning.

Trust your intuition

Lastly, trust your instincts. Over time, many small-business owners develop a sense of when a client isn’t going to follow through, even if they can’t point to one specific behavior. If something feels off, it probably is. While data and specific actions are important, don’t ignore your gut when it comes to evaluating prospects. If a client is giving you mixed signals or you feel that they’re not fully committed, it may be better to walk away and focus on more promising opportunities.

Ultimately, not every lead will convert into a sale. But by recognizing the signs of an unreliable client, you can save yourself from wasted time and effort. Understanding their level of engagement, assessing their urgency, clarifying their decision-making power, and tracking their progress through your sales funnel can help you identify whether a client is serious or just keeping you on the line. In business, knowing when to walk away can be just as valuable as closing the deal.