B2B sales are notoriously difficult to close. I’m not talking about the buy-monthly SaaS products you can expense on a corporate credit card — but rather “strategic purchases” such as buying an enterprise application requiring deep integration, or investing in a turnkey piece of manufacturing equipment, or switching your auditors.
These kinds of purchases are gnarly and complex. They carry with them endemic risk to operations and reputations. Put simply, they can go horribly wrong.
High Pressure of B2B Sales
In these kinds of sales, the stakes are high. Costs typically run into five or six figures, and switching suppliers or deploying a new product is always disruptive (however hard the vendor works to smooth the transition).