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What I am getting via online appointments is the "this looks good, can you send me the quotes that I am seeing on my screen, and I will look them over with my spouse/later/next week", etc.
This is a "polite" no, which is usually attributable to a mistake further back in the process.
If you've gone about it correctly, this should be automatic.
My guess is that you are not getting enough soft facts. You've got to qualify them ("Under what circumstances, if any, would you make a change?")
Get little commitments from them along the way to a) make them DO something, and b) test.