In the sales world of the past, you would have made a single cold call to a prospective client. Most of the time, you failed to acquire the meeting, but occasionally, some nice person would agree to your request. Having been told no by the rest of your contacts, you’d look for another contact in another company. You may have believed the contacts who rejected your meeting request weren’t interested, so you moved on to another person. You would decide to call these contacts who refused to meet again after two quarters have passed. When you do, you learn that they have changed suppliers.