How long should founders keep chasing customers who love the product but never actually pay?
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We started getting positive feedback from potential customers. They joined demos explored the product requested features and told us how useful it could be for their teams. The problem was that very few moved forward with a purchase. At first we treated every interested lead as a potential customer. Eventually we realized that attention and genuine buying intent are two very different things. For founders selling B2B products what signals help you distinguish serious buyers from people who are simply interested? When do you stop following up and focus on better opportunities?
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Hester, the clearest signal for me is whether they'll do something that costs them a bit. bringing their boss to the next call, sharing real numbers, agreeing a start date. people who just love the demo usually won't. I also look at timing, did they come to me right after a change like a new hire, a funding round or dropping another tool, or did I just catch them on a quiet afternoon? if it's two follow-ups with no next step agreed I park them and check back in a quarter. how many of the ones who went quiet were the users rather than whoever holds the budget?