Controlling the Tempo
If delay is free, customers delay forever — so engineer a forcing function: a hard date and limited slots.
Buyers optimize for optionality; without pressure, decisions slip indefinitely. Controlling the tempo means manufacturing legitimate scarcity and deadlines — a limited cohort, a real date — so the path of least resistance stops being “wait until next quarter.”
Why it matters: you rarely lose to a competitor; you lose to “no decision.” Remove the option to stall for free.