No Decision Isn't Just a Sellers Problem

In professional sales, no one likes No Decision as the outcome of a long evaluation cycle. You spend months, sometimes years navigating all the information that needs to be delivered and the people that need to consume it. Both sides spend a ton of time in meetings that never seem to end.

ROIs are processed. The vendor is chose. Everything seems like it's a go. And then it isn't. The seller is rightfully dumbfounded and a little lost and likely in some trouble with leadership.

But the seller isn't the only one that suffers.The buyer suffers too because their problems persist. They just spent a lot of time navigating the organization and bringing people together to make the decision to change or to solve a problem. When the evaluation results in a No Decision, the buyer has to move forward having to endure what is a real problem.

Why do we settle for this when the answer is staring us all right in the face?