When someone says “sounds great, but I don’t have the time”, they are being polite. It actually doesn’t sound that great.

Everyone has the same amount of time. We all get 24 hours a day, and 7 days a week. If I tell you I don’t have time to do your program, I actually mean I’m not willing to prioritise it over these other things I’ve going on.

It’s the same with money. When someone can’t afford it, or doesn’t have the money, there may be something else going on. If it was important enough in most cases people will find the money.

People buy based on two things.

Value and trust.

If they didn’t buy, either they didn’t see enough value, or you haven’t established enough trust.