Fill in the blank: If a prospect says, “If I don’t find a way to solve this problem, I’m going to have to start laying off employees,” that’s an example of a __________.

In HubSpot’s explore phase , consequences describe what happens if the buyer does not address a problem. This concept helps clarify the cost of inaction and the urgency behind the buyer’s situation. It is different from the buyer’s desired outcome or target timing. Understanding consequences helps determine whether the issue is important enough to prioritize.