What's the Biggest Challenge for Salespeople?

I really like the approach that you have when it comes to the definition of sales, helping somebody to make a decision. With that it completely shifts the way that people think about it because oftentimes it's how can I convince them that this is the right decision or almost maybe in a more nefarious way, how can I force them to make the decision I want them to? Well the biggest challenge is the fact that there is a small and or large part of all of our brains that literally thinks it's thousands and years ago and it's on the savannah or it's in a cave  and there's something trying to kill us at every moment. Our brain is still afraid of change