Episode 51: Cure For The "DO NOTHING" Virus

58% of potential deals in B2B today end in what is being referred to as "No Decision." The buyer/buying committee chose to keep things as is. We call this "status quo bias." Buyers are risk averse, so it appears easier and less risky to not spend the money on your product or solution. But you did such a great job 'pitching' -talked about all of the great benefits we could provide-why didn't they buy? Because you did not effectively help the buyer see the risk of inaction. Because you didn't spend enough time discussing the current state, and the ramifications/the impact of not dealing with the challenges the buyer currently faces. Dan is back in the studio to talk about his CURE for the DO NOTHING VIRUS. Don't miss it!