It’s not uncommon for a prospect to say, “I can’t afford that” or “We don’t have the budget for that” when it’s decision time. The truth is, many organizations don’t specifically budget for coaching—and most of our individual clients don’t either. And we know that budgets are getting tighter in this economic climate.

But that doesn’t mean people won’t find the money to work with us—if our work feels essential and the value we bring clearly exceeds the investment.

And yet, most coaches hear those words and immediately think, “Game over.”

The reality? Sometimes prospects use money as an excuse. In those cases, yes, it is a “game over” moment—because what they really mean is, “I don’t value this enough to choose to pay for it.” They’re uncomfortable telling us the truth, so they hide behind the money excuse.

If you want to find out whether “I can’t afford this” or “I don’t have the budget” is an excuse or a genuine concern, try asking:

• “If you did have the budget, would you move forward?”
• “If money wasn’t an issue, would you say yes?”

Then listen closely—not just to the words, but to their tone and enthusiasm.

If they respond with something like “Absolutely!” and sound genuinely excited, it likely means they value the work but don’t feel they can afford it right now.

If their response is more lukewarm—“Sure,” “Probably,” “Yeah…”—they may be using this as a polite way to say no. In that case, it’s time to move on.

But if they do want to work with you and it’s genuinely a financial challenge, the game isn’t over—not yet. It’s an opportunity to get curious and explore further, if they’re open to it. Here are some questions that can help:

• If you continued on this journey without my support, what would it cost you in terms of time, money, and energy? What’s your probable ROI (Return on Investment)?
• Let’s compare that to working together. What would it cost in terms of time, money, and energy, and what’s your likely ROI?
• Is there a potential opportunity cost to not doing this work right now?

As you navigate these questions together, it will become clear whether the ROI of working with you is undeniable—or whether the risk of going it alone is simply too great.

Sometimes, these conversations help a prospect realize they need to find the money—either because the reward is so compelling or the cost of not working together is too high.

Of course, there will still be prospects who aren’t ready to make a big financial investment. They might say they want to try it on their own first. That doesn’t mean game over either.

This is where follow-up becomes powerful. Ask if it’s okay to check in with them in a few months, and make a note in your calendar or CRM.

When you follow up, treat it as a meaningful moment—not just a casual “Hey, just checking in.” Instead, ask thoughtful, specific questions based on your last discussion:

• What progress have you made since we last spoke?
• Have you overcome the challenges we discussed?
• Have you bridged the gap between where you were and where you want to be?

Resist the urge to immediately ask them to have a follow up call at this point. Just be curious.

If they have made progress, celebrate them—Woot Woot! If it feels like there’s more to explore, invite them to hop on a call and see if the time is right to work together. At the very least, they’ll know you’re genuinely invested in their success—whether they hire you or not.

If they haven’t made progress and are still stuck in the same challenges, offer your support. Invite them to a call and see if you can help. Come from a place of service.

When you reconnect with a prospect who hasn’t made progress on their own, they often quickly realize they need support to move forward. These are the clients who are usually most eager to begin—and make up for lost time.

The reality is, many prospects simply aren’t ready when you first connect. I estimate that 30% of my clients were prospects for at least six months before taking the plunge. The key is staying in meaningful dialogue so that, when they are ready, they turn to you.

I’m curious—what will you do differently in your prospect process after reading this? I’d love to hear! Please comment below!