When the replies come, read them carefully, because the first reason people give is usually the polite one.
Too expensive is the default answer and it is frequently not true. It means the value was not obvious enough to justify the price, which is a positioning problem rather than a pricing one. The follow-up worth asking: what would it have needed to do for the price to feel reasonable.
No time right now usually means not a priority, which means the problem is real but small for them.
Missing feature X is worth taking seriously only if several people name the same one, and even then check whether the ones who named it would actually have paid.
Silence is data too. Thirty-eight people who could not be bothered to complain is a different signal from thirty-eight people who wrote angry emails.
One more thing worth doing: compare the two who paid against the thirty-eight who did not, on whatever you know about them. Company size, role, how they arrived, what they did first. If the two have something in common, that is the most valuable finding available from this cohort - it tells you who to go and find more of, which is a better use of the next month than trying to convert people who were never going to buy.