The period that it takes them to make a decision is the perfect time to do the convincing. This is where your article should do the work.
For example, you run a hair salon business and you provide services related to hair care. Your article then should share information on the more important aspects of hair care rather than talking about your business per se. Talk about the latest hair trends, hair styles, ways to enhance the health of a person’s hair and tips to avoid damaging the hair through constant bleaching and use of harsh products. People will then naturally see you as the expert and look to you when they decide to purchase.