If we had the answer then we could all retire.. 

It is the million dollar question that probably keeps all sales leaders awake at night.  

In my experience as a B2B sales leader there isn't a simple answer to this question, it's complicated, nuanced. 

It's internal, within the sales person and within the company.

It's also external, within the client and within the environment.

But what can you do about it as a sales leader? 

Sales people need to break away from the mentality of self-defining their role.

"All I need to do is makes sales" 

But ironically, the mindset has the opposite effect, they fail to get the order. 

What do we need to do is help reverse this approach.

In a confusing world of advice and counter advice. 

Customers expect a salesperson to be their advocate.  Seem obvious... but for those who believe trust is the basis for earning the deal being a true advocate will set you apart from the competition. 

Customers expect answers to their questionsPeople are always searching for answers. And whoever provides the best answers to the most questions at the end of the day will be the winner.

Customer expect to be offered choices

Not too many that there is an overwhelming choice, but the good sales person will be able to narrow down 2-3 options to discuss with client and naturally bring them to the right decision.