Hi Reader,

When was the last time you did a win/loss review with your sales team? And if you did, what did you learn?

I’ve been having those conversations with my clients lately, and a few things keep standing out.

The More You Know, the More You Win​
In every win/loss analysis, one pattern jumps out, sellers know more buying influences in deals they win.

In the losses, they knew an average of two. In the wins? More than five.

We call that “multi-threading” today, but really it just means knowing everyone involved in making the decision. Whatever you call it, make sure your sellers are doing it.

No Decision Is Still a Decision​
More deals are ending with no decision. Sellers often can’t explain why, but I can.

Buyers are overwhelmed. They’ve been researching solutions (with AI’s help), but everything starts looking the same. When you’re not confident that one option stands out, spending a lot of money feels risky. So, they stay put. Stuck with the pain they know instead of taking a chance on change.

Dump the BANT Discovery​
Anyone else seeing more ghosting after discovery calls?

Sellers tell me, “They were so engaged!” And then… nothing.

The truth is, buyers are buried, juggling their jobs while trying to wrangle a decision with five or six other people. They actually were interested, but if the discovery call didn’t add value or teach them something new, they move on. Maybe to your competitor. Maybe to another project.

If your discovery calls don’t offer real insight and a clear, agreed next step, you’ll be stuck chasing ghosts.

What Sellers Need to Know Right Now​
To sell effectively today, sellers need to understand:

• What a day in the life of their buyers looks like
• What insights actually add value
• How to help a team reach consensus
• How to build confidence so the buyer feels ready to decide

One thing that really surprises me, many sellers assume buyers know how to buy from them. But most don’t!

Sometimes it’s the first time they’ve bought this type of solution. Sometimes they don’t even know how to navigate their own internal approval maze.

It’s on the seller to guide them, not by being the “expert in everything,” but by sharing insights from other companies who’ve been there before.

The companies still using old-school approaches are losing deals. The ones meeting buyers where they are and bringing real insights? They’re winning.

If you’re the CEO, here’s what to look at with your leaders:

1. Your ICP: Are you still focused on the customers most likely to buy?
2. Your Personas: Are these the actual roles involved in your recent wins?
3. Your Customer Journey: Has it changed? Is it still mapped accurately?
4. A Day in the Life: Revisit this with your sales team, remind them what each persona cares most about.
5. Your Discovery Approach: Are sellers still doing the same BANT-style calls? They should be bringing insights that help buyers think differently.

AI has changed the way buyers buy.

Has it changed the way your sellers sell?

Use AI for research and prep, but let it make your sellers more human, not less. Help them use what they learn to truly help buyers buy.

If you’re not winning as many deals as you’d like, try these ideas or reach out and we’ll dive into it together.

To your sales success,

Alice
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