Don’t you hate when you run ads, get the call, set the appointment, run the lead, price the job, and present the offer, but your prospect needs to “think about it”? Egads. No close, no sale.
In your mind (and this “projection” is another problem altogether), they’re doing all that “thinking” while dialing up competitors and/or their drooling, semi-employed brother-in-law with a pipe wrench.