B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
40%
40% -- deals lost to buyer indecision for sales deals (2024)
Between 40 and 60 percent of sales deals ended with buyers who intended to purchase but did not act.
- Reported as a range between 40 and 60 percent
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2024
Entity
Sample Size
2,500,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Matthew Dixon and Ted McKenna
Primary
Tier B
https://joinways.app/blog/5-mistakes-event-venues-cost-clients-fix ↗
Source Article
5 Sales Mistakes Costing Event Venues Clients | Joinways
The merge field on the quote template prints {{event_name}}. A birthday file and a 180-seat offsite both received that string.
The five sales mistakes that cost event venues clients sit in ordinary files. Same treatment for every inquiry. A copied quote. Silence after Send. A lost file with no reaso…
Original Research
Matthew Dixon and Ted McKenna
· Original study ↗
Methodology
Study of more than 2.5 million recorded sales conversations; midpoint of 40-60% range used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
sales deals: 40% deals lost to buyer indecision. Source: Matthew Dixon and Ted McKenna (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/buyer-indecision-40-60-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/buyer-indecision-40-60-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- deals lost to buyer indecision for sales deals<br><small>Source: Matthew Dixon and Ted McKenna (2024) · <a href="https://lighthousedata.io/data/buyer-indecision-40-60-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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