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.