Silent vetting

The evaluation buyers run without ever contacting you: 80%+ of professional-services buyers check the firm’s website, and 51.9% rule firms out without a single conversation (Hinge Research Institute). You never learn you were considered, and you never get to respond — the proof stack is the only thing present when it happens.

Source: Course label for a Hinge Research Institute finding (Referral Marketing for Professional Services Firms): 51.9% of buyers rule firms out without ever speaking to them — usually via the website.

First used in: 1.5 · The proof stack