video1.0<iframe src="https://www.loom.com/embed/50d742524ac84bef83b700bb8c1df906" frameborder="0" width="1280" height="960" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>9601280Loomhttps://www.loom.com9601280https://cdn.loom.com/sessions/thumbnails/50d742524ac84bef83b700bb8c1df906-0542a69422d91604.gif172.214This Loom explains why buyers often do not make a decision and how to reduce hesitation by improving positioning and message alignment. It notes that 40 to 60% of qualified deals end with no decision, often because buyers cannot see a real difference and fear choosing incorrectly, supported by a “jolt effect” study where more than half of frozen buyers wanted to change but were terrified. The author argues that fear is not the problem and suggests running a simple Word for Word test to see whether the homepage and sales hero messaging say the same thing as competitors. It concludes that buyers are 2.8% more likely to close a quality deal when reps and the website communicate the same message, and a high similarity signals a leak to fix.