Turning a Soft Decline into a Learning Opportunity

We’ve all been there: you send a comprehensive proposal with a high price point and scope, and then you get the dreaded soft decline. Your prospect isn’t ready for that level of work just yet. It's frustrating, but it’s also a learning opportunity—especially when you adopt a "always-learning" mentality.

I recently had a client reach out with a soft decline, asking, “What can we learn from this?” My response? A few key insights that can help refine the proposal process and avoid losing opportunities down the road.

1. Use the Goldilocks Approach

One of the biggest lessons here is the Goldilocks approach—offering the right-sized proposal that fits the client’s needs just right.

In this case, the prospect wasn’t quite ready for such a large project. How do we address this? By providing options. People like choice, and it helps them feel more in control of the process.

Instead of offering a one-size-fits-all proposal with a large price tag, break it down into different tiers or options that better match the prospect’s readiness and budget. Here are a few hard-hitting questions to ask during the discovery phase that can help clarify where your prospect stands:

• "How quickly are you looking to get started on this?"

• "Are you shopping around or are you ready to make an investment?"

• "Based on what we’ve discussed, we’d expect this project to start at X. Is that an investment you’re ready to make?"

• "What have you already explored for this challenge and/or considered leveraging?"

These questions will help you gauge how serious the prospect is and what they are looking for, allowing you to tailor your proposal to better suit their needs.

2. State Your "Starting At" Price Early

Don’t leave a call without stating your "starting at" price for the project. Even if the client says they don’t have a budget, chances are, they still have a number in mind—it’s just not being shared upfront.

If you’re met with hesitation, don’t be afraid to offer a mid-tier price to gauge their reaction. This gives you valuable insight into whether they’re truly ready for the level of service you're offering or if you need to adjust the scope.

For example:
"Our services typically start at $X for this type of project. Does that feel like a range you’re comfortable with?"

Once you get a reaction, you’ll know exactly how to adjust the proposal. If they seem hesitant, it’s a signal to offer more affordable options or scale back the scope to meet their current needs.

3. Simplify the Scope (Or Don’t Send It at All)

Instead of sending a detailed, overwhelming proposal right out of the gate, simplify the scope. A lengthy proposal with a large scope can feel intimidating to prospects who aren’t ready to commit to such a big project.

Here’s an example of how to approach this:

"It was great to meet you yesterday! Based on what we discussed, we'd love to put together a formal proposal for you. We can either start with XYZ or begin with X & Y to keep things smaller. Would you prefer we start with a small project? Alternatively, we can provide options for a scaled approach."

This gives your prospect a clear understanding of their options and the opportunity to choose a more manageable starting point, making it easier for them to say yes.

Soft declines don’t have to be the end of the road. They can actually be an opportunity to learn more about your prospect’s needs and refine your approach moving forward. By applying the Goldilocks approach, stating your starting price early, and simplifying the scope of work, you’ll be better positioned to meet prospects where they are—and ultimately, secure more wins.

When you keep learning and adapting, even soft declines can turn into valuable stepping stones for growth.