The challenge is that all budgets are locked down and the business owner is unwilling to take money from their marketing budget (or any other budget) to put towards analytics.
It would help to know what types of business owners you are targeting ie what sector are they in (real estate, retail, insurance, etc). I'd pay attention to your approach to offering your services to them. Are they really challenged at the moment? If it is just a budgeting issue with securing business, then maybe its time to re-hone how you are presenting digital marketing / analytics services to them. I believe this is the problem. Feel free to contact me if you would like to explore these areas together. It's a positive they are in an open dialogue with you at this point. Just try to pivot your game.