Where opportunities actually go.
WHAT THE COMMONEST OUTCOME IS
No decision, rather than a competitor winning.
WHY
Doing nothing is the default, and it requires no justification.
WHAT THAT MEANS
Your real competitor is inaction.
WHAT DEFEATS INACTION
Urgency the buyer feels, not urgency you assert.
WHERE URGENCY COMES FROM
The cost of the problem continuing.
WHAT TO ESTABLISH
That cost, in their words, early.
WHAT ELSE LOSES DEALS
Not reaching the decision-maker A champion with no influence Unaddressed risk Process that took too long Poor follow-up
WHY FOLLOW-UP SPECIFICALLY
Deals die quietly between conversations.
WHAT TO DO ABOUT RISK
Address it explicitly: what happens if it does not work.
WHAT REDUCES PERCEIVED RISK
A trial A phased commitment References A clear exit
WHY EXITS HELP
Ease of leaving makes entering easier.
WHAT TO DO AFTER A LOSS
Ask what decided it.
WHY ASK
The stated reason is frequently different from your assumption.
WHAT TO RECORD
The reason, per deal.
WHAT PATTERNS IN THAT RECORD REVEAL
What to change in the process, not in individual deals.
