bring it up early-treat it like a video's hook, not the end card. If you wait until closing, you're scrambling for a thumbnail when the algorithm's already decided.
Give two paths: the express lane with higher fees, or the slow road with better margins. frame each with realistic timelines, the way you'd compare a six-figure ad spend vs a test campaign. Then ask point-blank: speed, cost, or stability? that's the north star. align the solution to whatever they value most, and suddenly it's not a fire drill-it's a strategic fork in the road