Last week, I found myself sitting with the question:
What’s the one decision I’m not making, right now?
Then I listened to Paul Fuller, CRO of Membrain, talk about sales trends heading into 2026.
One data point stopped me cold:
61% of deals lost aren’t lost to competitors. They’re lost to indecision.
That statistic put my own reflection into sharper focus.
Because the same thing that stalls deals often stalls us.
Not a lack of options.
Not a better alternative.
Hesitation.
It reminded me of a lyric from Rush’s Freewill:
“If you choose not to decide, you still have made a choice.”
Indecision often isn’t about the decision itself.
It’s about the consequences attached to it.
Our job is to help buyers make those consequences visible and manageable.
The most helpful question in a stalled deal is:
“What feels risky about moving forward?”
Lynn