Choose a familiar situation
Customer interest is not the same as a buying decision.
Several conversations have taken place. The customer likes the idea, but nobody can explain the business consequence, a meaningful deadline, or how the organization would make and approve the decision.
- The customer keeps saying “later”
They appear interested, but there is no clear reason to act within a particular timeframe.
- The problem is known, but its business impact is not
There is a plausible need without a clear account of what would change for the business.
- Everyone is positive, but nobody knows how the decision will be made
Multiple contacts are involved, without an agreed decision route or evaluation criteria.