Positioning with April Dunford cover image

Overcoming Customer Indecision and Challenging Conventional Sales Wisdom with Matt Dixon

Positioning with April Dunford

CHAPTER

The Cost of No Decisions

40 to 60% of the time, you're losing a no decision. It's getting worse right before our eyes, just given the uncertain economy that we find ourselves in. We tell salespeople go back and dial up the FOMO. You got to use a FOMO play to get the customer up the fence. This is true of our customers and it takes a lot to get them to change.

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