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Selling Tactics
Why Information Technology Sales Fail to Close
By Gary Walker, Managing Partner, CustomerCentric Systems, LLC

Four major reasons why prospects elect to do nothing and what to do about it..

Picture this: It's the middle of the month and you are reviewing your company's sales forecasts. For about the eighth month in a row, you see the same prospect you've seen lingering for months. This is the same prospect you authorized the multiple "four-legged" sales calls, prototyped the "must have, or we won't buy" reports and hosted a full day visit at your corporate headquarters. Your company has put a lot of time and expense into selling this account. You call your sales rep to determine what needs to be done in order to insure that this prospect closes this month. He informs you that the prospect has decided to continue to do business as usual. The opportunity has been lost to 'No Decision'.

If you have experienced this scenario, you are not alone. One of the chief concerns among senior sales executives in today's competitive high tech market is their frustration with the large number of qualified sales opportunities that are lost to 'No Decision'. Our research shows that between 60 and 80 percent of all losses are due to 'No Decision.' That's more losses to 'No Decision' than to any single named competitor.

Below are four major reasons why prospects elect to do nothing:

1. No Goal
Business executives don't authorize the spending of large sums of money just to be the proud owners of whatever it is you are selling. In our CustomerCentric Selling

Gary Walker is managing partner of CustomerCentric Systems, LLC ( ), in Littleton. He can be reached at

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