These insights come from our webinar Winning When It’s Crowded, where Brian LaManna, Enterprise AE at Gong, joined Rory Sadler, CEO at trumpet, to discuss how to stand out in crowded enterprise deals. Watch the full webinar here.
Why enterprise deals stall and how to prevent no-decision outcomes
In our latest webinar Winning When It’s Crowded, Brian LaManna, Enterprise AE at Gong, and Rory Sadler, CEO at trumpet, unpack one of the biggest killers of enterprise deals: indecision.
Brian makes a point many sellers forget. When a deal falls through, it’s frustrating for you. But for the buyer, the stakes are far higher.
“They’re the ones with more on the line in every deal.”
If you lose an opportunity, you likely have other deals in motion. If they advocate internally for your solution and it fails, it impacts their credibility, their brand and their internal equity.
In enterprise environments, the risk isn’t just financial. It’s political.
Why deals stall
Indecision often isn’t about product gaps. It’s about risk. Buyers worry about:
• Championing the wrong solution
• Wasting time and internal resources
• Making a visible mistake
When sellers respond to competition by listing features or attacking alternatives, they increase that risk instead of reducing it.
De-risk the decision, not just the product
Brian’s advice is clear. Stop defaulting to “here’s why we’re better.” Instead, focus on:
• Showing a clear plan
• Demonstrating how your team will support implementation
• Giving buyers a structured path forward
This is where Digital Sales Rooms and Mutual Action Plans matter. Not as a content hub, but as proof that there is a solid, thought-through plan behind the purchase.
Enterprise deals don’t fall apart because buyers don’t like your product. They fall apart because the decision feels unsafe.
The best sellers win by making the decision feel safe.
FAQ
Why do enterprise deals end in no decision?
Because buyers perceive internal risk. If they’re unsure the decision will succeed, they pause rather than commit.
How do you reduce buyer indecision?
By presenting a clear plan, structured next steps and visible support beyond just product capabilities.
Is competition the real problem?
Often no. The bigger issue is perceived risk and lack of internal confidence.
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