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The Tragedy Of “No Decision Made”

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Depending on the research you read and believe, the number of buying journeys ending in “No Decision Made,” is around 50-60%.

Think about what that means. Sure, we’re disappointed–it’s a lost opportunity for us. We may have invested a lot of time, resource, and energy in competing to win the decision from the customer buying team.

But the real tragedy is the lost opportunity for the customer.

The tragedy of “No Decision Made,” is the customer has failed to achieve their goal. They have failed to solve their problem. They are missing opportunities they sought to attack.

Think about what the customer undertook to get to the point of making no decision.

They recognized a need to change, they saw an opportunity, they had a dream, they realized there may be problems.

They committed themselves to a change–perhaps acknowledging the costs of doing nothing were likely to exceed the pain of the change.


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