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Lenny's Podcast: Product | Growth | Career cover image

A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

Lenny's Podcast: Product | Growth | Career

NOTE

Help your prospect manage the fear of making the wrong decision

B2B software buyers seek market perspectives and assistance in making decisions during sales interactions. Without this guidance, buyers are overwhelmed by information, leading to fear of making the wrong choice. This fear often stems from concerns about looking incompetent to their bosses, negative repercussions for the business, or personal job security. Consequently, 40 to 60% of B2B purchase processes result in no decision, predominantly due to the inability to confidently choose. Many buyers opt to delay decisions rather than risk making a wrong choice, prioritizing safety over progress.

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