Your biggest competitor

According to an article in Harvard Business Review, approximately half of all B2B deals result in the buyer doing nothing.

What does that mean? When you are at a party, and someone asks who your biggest competitor is, it is not a company. Your biggest competitor, by far, is “doing nothing.”

Most of your sales are not lost because of price, or because you haven’t found PMF (product-market fit), or because your company cultures don’t match.

They are lost simply because the buyer decided to do nothing.

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