Why Good Deals Still Die: The Costs of Inaction
Sometimes the risk of action is more significant than the rewards of success. In these cases, sometimes, the best course of action is to take no action at all. How do you navigate this as a seller?
Carter Cathey
10/13/20251 min read
A CEO once shared that if he rejected 100% of the sales pitches he received, it would be the right decision for his business 95% of the time. This highlights a crucial point: action can often be riskier than inaction.
Similarly, a VP of Marketing mentioned that while my deal wasn't substantial enough to earn him a promotion, it was significant enough to risk his job if it went wrong. Again, this underscores the idea that action carries inherent risks.
In sales, particularly when introducing a disruptive product rather than simply replacing a competitor, this concern is prevalent. Many companies advocate for experimentation and risk-taking, yet few genuinely celebrate failed attempts or bets that do not yield results.
While many salespeople excel at competing against established rivals, many struggle to address the option of doing nothing. What are the consequences if a prospect chooses inaction? What opportunities do they miss? How does this decision impact their business? Where will it create challenges for their team? Where will it incur costs?
Inaction is a formidable competitor that must be acknowledged alongside traditional competitors. Sales teams should develop battle cards and conversation strategies to effectively address this frustrating competitor: the choice to do nothing.
Where have you encountered this challenge? How have you successfully navigated it