The cost of no-decision buyers - what it means for sellers

The true cost of No-Decision buyers

First and foremost, these buyers consume a huge amount of time and energy. Sales teams may spend weeks or even months nurturing a deal, only to have it slip into silence. That’s time that could have gone toward more decisive prospects.

Stalled deals skew forecasts, create uncertainty in meeting sales targets, and disrupt business growth projections. This impact can also trickle down to morale. Salespeople who repeatedly face indecisiveness can start to lose motivation and confidence, especially when their pipeline appears full but nothing moves forward. Sales cycles get longer, resources get stretched, and planning becomes more difficult. Over time, this eats into productivity and momentum across the entire team.

Two key types of No-Decision buyers

Research from The Jolt Effect by Matt Dixon and Ted McKenna reveals that 40–60% of deals are lost not to competitors, but to inaction. These no-decision buyers generally fall into two categories.

Some are simply indifferent. They don’t see a compelling enough reason to act. They may not feel the pain point acutely or believe the solution will make a significant difference. For these buyers, it’s crucial to build a strong business case. Sellers should focus on return on investment by using tools that clearly demonstrate both the value of a new solution and the tangible cost of doing nothing.

Others stall due to fear of failure. These prospects recognise the potential value but hesitate because the stakes feel too high. They may worry about implementation challenges, internal resistance, or even the personal risk of making the wrong decision. In these cases, sellers need to simplify the decision. Reducing perceived risk, offering phased rollouts, and sharing social proof can help buyers feel more confident in moving forward.

Why buyers get stuck

Several factors can push buyers into no-decision mode. Fear of change is common, especially in organisations where disruption is seen as risky. If the return on investment isn’t crystal clear, hesitation often follows. Internal bureaucracy can also slow progress; when multiple stakeholders are involved or approval chains are long, deals can suffer. And, of course, competing priorities can shift focus away from a purchase, even if interest remains high.

Turning indecision into action

So how can sellers respond?

It starts with emphasising value, not just product features, but real business outcomes. Clearly articulating the financial impact of your solution helps make the case for change. Tools like the Shark Platform are instrumental in this process, enabling sellers to present a data-driven ROI that has been discussed and agreed with the customer.

It’s also important to surface objections early. When concerns are addressed proactively, they’re less likely to become deal-breakers later. Engaging key decision-makers from the outset ensures momentum isn’t lost to internal bottlenecks. And whenever possible, create urgency by framing the cost of doing nothing, whether it’s lost efficiency, missed revenue, or falling behind competitors.

A structured sales process ties all these strategies together. With the right tools and approach, sellers can guide hesitant buyers toward clarity and commitment.

Conclusion

No-decision buyers are a challenge, but not an insurmountable one. By understanding the different forms indecision can take and responding with empathy, insight, and the right strategy, sellers can turn stagnant deals into wins. At Shark Finesse, we provide the tools to build persuasive business cases that drive confident decisions.

Ready to move more buyers from indecision to action? Get in touch with us today.