---
title: "The Waiting Tax"
url: "https://books.joshbraun.com/4/forsale/125/the-waiting-tax"
---

**THE WAITING TAX**

You’ve been there.

Your prospect tells you they have a problem you solve.

But they don’t buy.

Why?

Storytime.

My shower head drips every 2 minutes.

It’s a problem, but it’s not that intense.<BR>
It’s no big deal.<BR>
I can make progress. <BR>
I’m getting the job done.<BR>

If you tell me it costs $650 to fix it, I wouldn’t buy.

Why?

I have limited resources.<BR>
So do you. <BR>
So does everyone. <BR>

There are other problems that are higher on my priority list.

But that’s not what happened.

I called Nick, a plumber.

Here’s Nick:<BR?

“The cartridge which controls water flow is worn out. I can replace it for $650. Okay, here’s what you’re up against. The persistent leak can cause water damage, leading to mold, grout damage, and mildew growth. If that happens, you’re looking at around $1600, which includes the inspection and cleaning mold from tiles and grout. It’s up to you.”

A few minutes later, I gave Nick my credit card.

Why?

Nick illuminated the waiting tax, the cost incurred by delaying the resolution of an issue. 

In other words, Nick twisted the knife. :-)

The more it’s bleeding, the faster you drive to the hospital. 

Then Nick surrendered control so I could decide what to do. Autonomy is a basic human need.

What does it cost your prospect to wait?