FREE E-BOOK
Why Buyers Lie Through Omission
Buyers don't lie. They filter.
The reasons buyers give for walking away aren't always the reasons behind their decisions. This 46-page guide explores what buyers leave unsaid, why internal feedback often misses it, and how incomplete evidence can lead to costly revenue decisions.
- The five reasons buyers leave the real story unsaid
- Why your reps, CRM notes and call recordings all miss it
- What believing the wrong story costs, especially in PE-backed companies
- How to get from hypotheses to the actual root cause
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What's inside
Where the Truth Gets Lost
Chapters 01–05Why buyers filter what they tell you, the five reasons they leave things unsaid, and why reps, CRM notes and call recordings all miss it.
The Cost of Believing the Wrong Story
Chapters 06–08How buyer explanations harden into company facts, how the wrong diagnosis drives the wrong investment, and what that means for PE-backed companies.
The Evidence Behind the Decision
Chapters 09–10Why buyers tell an independent interviewer more, and how to get from hypotheses to the actual root cause.
Look inside
46 pages, built on real buyer interviews.
"The insights and recommendations didn't just help sales. They shaped our product roadmap, refined our positioning, and gave us a clearer story as we scale. It was valuable enough that we're building it into our ongoing process."
— Bradley Bloch, CEO, Factura.ai
Recovered $500K in lost pipeline in 1 month
"Decode helped us understand what our customers treasured most about our brand. The insight they gathered reinforced our true value in the market, and gave us clarity on what specifically we needed to change and prioritize. Now we have a stronger pricing strategy and a more valuable product. It's resulted in a 15% increase in retention, happy customers, $4M in net new ARR and has saved millions in costs."
— Stephen Granovsky, CEO, Samuelsohn
Stop guessing why you're losing.
Decode conducts 3rd party interviews with your closed-lost and churned buyers to uncover what really happened and how to fix it.
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