There is only one possible reason for lost sales and that is that salespeople have failed to defeat the customer. The problem that the solution is designed to solve may not be appreciated by the customer. Maybe they don't see enough daylight between their solution and that of the competitors. In order to prove their solutions will help them win, salespeople break out their tools. When all else fails, they dial up the fear, uncertainty, and doubt to get the customer to believe they are going to miss out. Research shows that the techniques aren't as effective as they used to be. They can be counter productive to the goal of getting the customer off the fence. A new framework should be applied to situations where indecision is the biggest blocker.
If you ask any salesperson, they will tell you that they are 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, we found that between 40% and 60% of deals end up lost to customers who express their intent to purchase, but fail to act. Customers will often go through the entire sales process, consuming valuable seller time and organizational resources, only to end up not crossing the finish line
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