Throwaway, wanted to weight in a bit: we sell a complex software package to medical institutions. After the initial sales, customers become extremely interested in the topic, yet they ghost us for 3-4 months before coming back.
This took some doing, but suspected cause is Epic. Customer, once aware that a high-pain problem exist, asks Epic what/whether they have a solution to this already (almost all large hospitals are on Epic in the US). Epic runs a strategy where they answer "yes" to every single one of these questions. Customer waits patiently for 3-4 months for a solution to materialize, which fails to do so. Only after this do they turn back to us to actually deliver.
Looking at your product, it is not inconcievable, that during procurement, one of the stakeholders bring up "why don't we just use X?", and this turns the conversation from purchasing your specific stuff to "how can we solve Y problem?". If this is so, you might want to have a larger picture during your sales pitch, which shows benefit matrix across competitors in the space, clearly marking you as a winner & sent to the stakeholders so as for this not to derail purchasing process.