Twice this week I’ve had the same conversation with sales leaders frustrated by low conversion rates despite strong pipelines.

The symptoms were clear: deals stalling, prospects going quiet, inconsistent engagement at key stages in the sales process.

But as we dug deeper, the root cause became apparent — and it wasn’t the pipeline, or even sales technique. It was a lack of true understanding of the customer’s buying process.

In complex B2B sales, it’s rarely a single decision-maker. It’s a group of stakeholders — each with different priorities, influences, and risks. Many sales teams struggle because they haven’t clearly identified:

• Who is involved in the decision (directly and indirectly)
• How those decisions get made (their criteria, priorities, and internal pressures)
• When to engage, and with what information to support their internal discussions

Without this clarity, even the most qualified pipeline can drift off course. Engagement drops, momentum fades, and decisions stall.

The solution is simple — but not easy:

✅ Map out the full decision-making landscape
✅ Identify the key milestones in their internal process
✅ Align your engagement and content to support them at each step

When your team understands how your clients buy — not just how you sell — conversions improve naturally. You make it easier for customers to choose you.

This is the kind of practical work I help leadership teams implement — building sales processes that match the realities of how complex buying decisions are made. And the results speak for themselves: shorter sales cycles, higher win rates, and more predictable growth.