11 Factors That Influence Buying Decision

Selling transformational work isn't easy.

When your offer goes deep into identity, healing, growth, or personal change, it's not just a transaction. It's a decision people have to feel their way into.

I work with coaches, healers, and experts in life transformation who are brilliant at what they do. They have amazing results. Their clients shift, grow, and come back for more. But getting new people to say yes? That's where things often slow down.

And most of the time, it's not because there's anything wrong with the offer itself. It's just that something isn't landing. Something's missing in the way it connects with the people who need it.

Over the past few years, I've seen the same patterns come up again and again.

And I've found some specific things that need to click before someone is ready to commit, especially when the work is emotional, personal, or life-changing.

If people are resonating with your message but not taking the next step, this will help you understand why.

Let's start with the most fundamental one:

1. They have the problem you solve

Some people already know they're stuck. They feel it in their body. They're tired of second-guessing themselves or repeating the same cycle over and over. These are the "ready now" clients.

But others? They're not fully aware something's off.

They've just been surviving. Tolerating the stress. Normalising the struggle.

That doesn't mean they're not a good fit. It just means they need some help seeing the problem.

And that's your job.

Use real, grounded language. Talk about what it feels like to be in the thick of it. When someone sees themselves in your words, that's when things shift.

"Oh… that's me."

2. They feel like you really get them

Not just the surface stuff like "feeling stuck" or "lacking clarity", but the real emotions underneath.

The fear of failing (again).

The exhaustion from holding everything together.

The quiet voice saying "I know there's more for me… but I don't know how to get there."

When people feel seen on that level, they lean in. That's where trust begins.

3. They see you as credible and experienced

They want to know they're in good hands. That doesn't mean you need a PhD or 10,000 Instagram followers. It means they want to know:

• You've lived this work (or helped others through it)

• You understand the journey they're on

• You've got a clear, grounded way of supporting them

Share your story. Mention results. Let your lived experience speak for itself.

4. They see proof that it works

People don't just want to hope your offer helps, they want to see that it has.

That might be:

• A client's before/after story

• A screenshot of a message they sent you

• A moment of breakthrough you helped facilitate

Even if you're newer, start collecting little moments of proof. Those small wins build big trust.

5. They believe your approach is different

If someone's tried things before and nothing's stuck, they'll be cautious.

They're asking:

• "What makes this different?"

• "Will this work for me?"

• "Is this just another thing I'll bail on?"

Be clear about how you work and why it matters. Show them what makes your process feel doable, human, and not just another copy-paste method.

6. They feel a connection with you

People buy from people they feel aligned with.

That connection might come from your tone, your values, your story or just how real you are when you speak.

Let your personality come through.

Share what matters to you.

Let them feel like "Yes. I want to work with someone like this."

7. They trust the process and feel safe saying yes

People don't need all the details, but they do need to know what to expect.

When your offer is vague or feels a bit too "floaty," it can trigger hesitation.

Help them feel safe by explaining things clearly:

• What happens after they sign up

• How the support works

• What the journey looks like, step by step

Also: simple things like payment plans, onboarding emails, or a check-in call can go a long way in building that sense of security.

8. They feel a reason to act now

Even if someone wants your offer, it's easy to tell themselves "I'll do it next month... when I have more time... when things settle down."

So your job is to help them prioritise the change, not pressure them into it.

You can create urgency by:

• Offering limited spots

• Adding a bonus that expires

• Tying the transformation to a season or moment in their life

• Showing the cost of staying stuck

I always recommend my clients to use real urgency, not just surface-level stuff like “limited spots”,  but something that actually speaks to why now matters.

9. You've addressed their biggest objections

They might not say it out loud, but here's what they're thinking:

• "What if I fail again?"

• "What if I waste my money?"

• "What if this is just like the last thing I tried?"

These fears are normal. And they don't mean they're not ready, they just need reassurance.

Talk about these objections openly. Show that you get them and how your offer supports them through that resistance.

10. They can imagine life on the other side

People need to see what's possible. They need to picture themselves waking up excited again, feeling calm in their body, trusting their next step, or finally showing up fully.

Use simple, sensory language. Help them imagine what life could feel like after working with you. When they can see it, they're more likely to believe it's possible.

11. You're showing up where they are

Even the best offer won't land if no one sees it.

You don't need to be everywhere but you do need to be somewhere consistently. Whether it's Instagram, email, a podcast, or collaborations… your message needs to meet people where they already are.

Show up. Share stories. Speak to the real things they're thinking about. That consistency builds recognition and eventually, trust.

When all these pieces come together, people don't need convincing, they feel ready.

If you are an expert in life transformation who's ready to attract more aligned clients and you want a system that helps you do it without chasing or guessing - come join The Conversion Growth Club.

It's where we turn connections into conversions, without compromising your values or burning out.

 Click here to learn more