Course: The Decision Process, Step 2:

Exposing “The Cost of Doing Nothing” (Eliminating Sales Activity That Has No Chance to Succeed)

Did you know that your biggest competitor is not another lawyer or solution-provider?The most frequent winner is “no decision.”  That’s right.  In roughly 30% of supposed selling opportunities, nobody wins. Believe me, no firm or lawyer has a 30% market share.

You’ve been there.  After all your work, all the calls, research, favors called in, meetings, presentations, proposals, follow-up and expense, the prospect goes dark and silent.

What happened? The prospect decided not to decide.

Why?  Because they could. 

People only make the decisions they MUST make.  The perceived impact of a problem determines whether or not the company must make a decision or not. If the cost of doing nothing is unknown, or deemed acceptable, you have no chance to get hired, and you’ll waste a lot of time and effort on meaningless follow-up.

This course is an interactive simulation. You’ll learn by doing as you manage an avatar through a series of “say/do” decisions to progress, choosing from among five responses. For each response, you’ll receive immediate video coaching explaining why that choice was or wasn’t optimal.


This is the second of three core components of the Decision Process, which we encourage you to experience in sequence. However, if you're in the middle of a live sales opportunity and you haven't conducted the Cost of Doing Nothing process, you should apply it immediately.  

If you're not in the middle of an active sales opportunity, before going through this simulation, you should first master Step 1) How Your Door-Opener Affects the Company You’re Talking With. After that, experience this simulation, Step 2) The Cost of Doing Nothing, followed by Step 3) Stakeholder Alignment.

Don't waste your time trying to get hired to solve a problem unless the cost of not solving it is unacceptable. This is Step 2 of a 3-step decision-facilitation process.

Step 1: Learn the Company-Specific Flavor or Your "Door-Opener" Problem

Step 3: Stakeholder Alignment

Learning Category: Sales

Converting Opportunities into Clients (Getting Chosen)

In 30% of selling situations, “No Decision” is the winner. That’s because it's rare for either buyers or sellers to have a reliable decision-making process. The resulting frustration leads to “decision fatigue” that causes buyers to abandon the effort.  By providing and facilitating a reliable decision process, you deliver great value long before you’re hired -- and raise the odds of getting hired.

Lawyers have managed to get found for a long time (though haphazardly), but few have a reliable process to help those who find them make smart, well-informed, self-interested decisions, quickly and confidently. The “Getting Chosen” courses teach you how to focus on facilitating a decision reliably in a way that clients prefer, thereby earning trust and preserving access.