// Sales
No Decision
The most common loss reason in B2B: the buyer doesn't pick a competitor, they just don't buy anything.
In depth
Industry research puts no-decision losses at 40–60% of all lost enterprise deals. The root cause is almost always weak qualification of pain and impact, the buyer never built a strong enough internal case to fight for budget. Beating status quo is the real competitor.
Related terms
Discovery Call
The first substantive sales conversation, where qualification, pain and process are established, not product pitched.
Gap Selling
Keenan's framework: sell the gap between the buyer's current state and future state, quantified in business impact.
MEDDIC
A B2B qualification framework: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion.