Fear of Failure in Decision-Making

56% of no decision losses in sales are due to customers' fear of failure when making a decision. Customers may see value in change and feel the pain of the current situation, but when it comes to decision-making, they are hesitant due to the fear of making the wrong choice. This fear is not limited to B2B sales but is also prevalent in personal consumer decisions, as seen in the example of taking months to decide on buying a MacBook. The three main drivers of indecisiveness in prospects are lack of information, fear of change, and lack of internal alignment within the customer's organization.