JAJT
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After they agree to do business, I send them to my website to pick which instrumentals they want so we can proceed further. They turn to ghosts after this.
With the process you just described, going to your website and picking something is the first part of the process that requires "work" from your client.
Everything up to that point was easy talk - what do you do, how much does it cost, etc...
You're asking them now to invest time in coming to a decision, and that's always where things fall apart. Maybe you have too many options. Maybe the site isn't as clean as it could be. Maybe your clients want YOU to figure it out for them. Maybe what you offer isn't what they expected.
Have you tried an onboarding process yet? This is HUGE in understanding where your problems are.
Next time you get a "hot" client, get them on the phone and give them the login and password (or whatever), screen share their screen, and talk them through the first use. See how they react. Answer their questions. Show them how it works. You'll see exactly where you lose them and will have a great idea of how to fix it.