In a recent sales enablement study, 74% of salespeople claimed they lost a deal due to a lower-cost competitor, but only 22% of buyers said price played into their decision. That’s a big difference! But where is this difference in perspective coming from?

To understand how a buyer goes about making a decision, you, as a salesperson or leader, have to throw out your assumptions, step into your buyer’s shoes, and ask yourself or the lead the following questions:

What are the trends in their industry?

What are the pain points in their business model?

What goals do these executives have?

With these questions answered, you can better create a winning sales strategy that converts prospects into clients.

On this episode of The Evolved Sales Leader, Steve Gielda, co-founder of the sale enablement company Ignite Selling, shares how buyers think, revealing the true reasons for lost sales and the ways to turn those losses into wins.

Listen in as we discuss:

Determining the level of influence of key decision makers
The decision criteria that matters most to companies
How to validate your assumptions for more accurate client understanding
Accelerating your sales pipeline through research, training, and critical thinking

Catch every single episode of The Evolved Sales Leader by following us on Apple Podcasts, Spotify, our website, or your favorite podcast player.