Ask any salesperson and they’ll tell you that they’re far more likely to lose a deal to “no decision” than to the competition. In a large-scale study of more than 2.5 million recorded sales conversations — spanning both transactional and complex sales — we found that anywhere between 40% and 60% of deals today end up lost to customers who express their intent to purchase, but ultimately fail to act. These customers will often go through the entire sales process — consuming valuable seller time and organizational resources, perhaps even engaging in extended…
