The top two buyer concerns at the end of the buying process are risk and price. A loss to no decision is normally the result of buyer risk and cost concerns. Normally this decision is based on one or more of the following concerns:
- Will the proposed capabilities even solve our business issues?
- Can the capabilities be implemented successfully or cost effectively?
- Is this the best use of the funds with the highest potential value?
In all three cases, the underlying reason is poor value justification. Sellers who’ve failed to adequately address any of these concerns increase buyer risk. Since avoiding buyer risk is a critical component of making a buying decision, sellers should work hard both to show quantified value and mitigate risk toward the end of the sale cycle.