What happens in the conversation
Relationships that never develop, and meetings with no brief where the studio stays a vendor.
The relationship is never really developed
Studios either try to sell too quickly, or stay friendly with someone for years without ever moving the relationship anywhere. A huge amount of opportunity is lost in between.
Business-to-business is not about finding someone who needs an image today. It is about building relationships with companies that will need the service again and again. That needs a reason to come back, a reason to be remembered, a reason to have another conversation. Not every follow-up can be "do you have a project?"
Without a brief, the meeting has no direction
Studios are comfortable when a client arrives with a brief. How many images, what deadline, what resolution, do you have the model, what style, what references. When there is no brief, they do not know how to lead.
They do not know how to ask what kind of projects the client is working on, where visualization becomes difficult for them, where they lose time, where they need outside support, how they decide who to work with. So the client leads, the studio reacts, and the studio stays a vendor.
That is one group of six, and they compound. Fixing where the work comes from only matters if the next set is working too.
Whether you keep and grow what you win
One client never grown into an account, and revenue treated as something that happens to you.