When confronted with a decision, challenge, or risk, humans instinctively react in one of three ways—Fight, Flight, or Freeze (Fright).

Customers do the same in sales conversions.

Fight: They challenge everything. The pricing, the features, the competition. They negotiate hard and won’t buy unless they win the deal.
How do you respond? Back up claims with data, show proof and let them feel in control.

Flight: They ghost you. No calls, no replies. They vanish into the “Let’s revisit next quarter.”
How do you respond? Give them a low-stakes way to move forward instead of an all-or-nothing decision.

Fright (Freeze): They stall. Endless discussions, internal approvals, “We’re interested, but…” emails.
How do you respond? Too many choices create decision paralysis. Simplify the ask and create urgency.

A successful salesperson helps the customer to respond when they choose to react.