B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
31%
31% -- share of sellers reporting build vs buy objection frequently for tech sellers (2026)
31 percent of surveyed sellers reported that deals frequently stall because customers believe they can build solutions internally.
- Informal LinkedIn poll conducted by the author
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
31%
Unit
Percentage
Data Vintage
2026
Entity
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
Ian Koniak
Primary
Tier B
https://iankoniak.com/how-to-sell-when-customers-say-we-can-build-it-with-ai/ ↗
Source Article
How to Sell When Customers Say “We can Build it with AI” - Ian Koniak
How to Sell When Customers Say “We can Build it with AI”
Over the past few months I started noticing something interesting in my coaching calls with tech sellers. Deals are stalling not because of competitors, pricing, or procurement.
Customers are now saying: “We are evaluating building this oursel…
Original Research
Ian Koniak
· Original study ↗
Methodology
Author's LinkedIn poll of sellers on whether deals stall because customers believe they can build solutions internally with AI
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
tech sellers: 31% share of sellers reporting build vs buy objection frequently. Source: Ian Koniak (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/sellers-build-vs-buy-objection-frequent-2026
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<blockquote cite="https://lighthousedata.io/data/sellers-build-vs-buy-objection-frequent-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- share of sellers reporting build vs buy objection frequently for tech sellers<br><small>Source: Ian Koniak (2026) · <a href="https://lighthousedata.io/data/sellers-build-vs-buy-objection-frequent-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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