Sales isn’t what it used to be. Buyers have more options, decision-making is slower, and sales teams are feeling the pressure to hit higher targets with fewer resources. If it feels harder to close deals now than it did a few years ago, you’re not imagining things.
Let’s break down what’s really happening in the market and what sales leaders can do to stay ahead.
Decision-Making is Stalling.
A decade ago, sales teams could expect a deal to close in a few weeks or months. Now, many B2B deals stretch for six months to a year, and sometimes longer. Why?
More decision-makers are involved (6-10 people, on average).
Companies are being extra cautious with spending, even if they have the budget. Fear of making the “wrong” choice leads to analysis paralysis.
What Can You Do?
✅ Make the decision easy. Give buyers a clear roadmap: what happens next, what results they can expect, and why acting now matters.
✅ Help buyers justify their purchase. Many deals stall because internal stakeholders need “proof” that the investment is worth it. Arm them with ROI data, customer success stories, and risk-reduction strategies.
✅ Keep multiple contacts engaged. If you’re relying on one champion inside the company, you’re at risk. Loop in multiple people early so momentum doesn’t die if someone drops out.
Buyers Don’t Want a Sales Pitch. They Want a Consultant.
Buyers today don’t need a rep to tell them what a product does. By the time they talk to sales, they’ve already researched, compared, and formed opinions. What they really want is someone who can help them understand the risks and trade-offs of their options.
What Can You Do?
✅ Be a problem-solver, not a product-pusher. Instead of leading with features, start by diagnosing the buyer’s real challenges. Sometimes, they think they need one thing but actually need another.
✅ Ask better questions. Instead of “What’s your budget?” try, “What would success look like in six months if you solve this problem?”
✅ Teach them something new. The best sales reps bring insights the buyer hasn’t considered, like a trend in their industry or a hidden cost of inaction.
AI is Helping, But It Won’t Replace Salespeople.
There’s a lot of buzz about AI in sales. It’s great for automating follow-ups, analyzing data, and predicting which deals might close. But, AI can’t replace the human skills that really drive sales: trust, emotional intelligence, and problem-solving.
What Can You Do?
✅ Use AI to free up time, not replace human connection. Let AI handle repetitive tasks (like drafting emails or scheduling meetings) so salespeople can focus on building real relationships.
✅ Leverage AI insights, but don’t rely on them blindly. AI might tell you a lead is a “hot prospect,” but only a conversation will reveal if they’re actually ready to buy.
✅ Stay ahead of AI-driven competition. If competitors are using AI to personalize outreach, your team needs to be even sharper at understanding human needs and standing out with genuine value.
Sales Teams Are Shrinking. And Retention is Tough.
A lot of companies are cutting sales headcount, yet expecting the same (or better) results. At the same time, burnout is driving top performers to leave. The result? A talent crunch where fewer people are selling, but the pressure to perform is higher than ever.
What Can You Do?
✅ Make compensation worth it. Sales reps aren’t just looking for higher commissions; they want stability, clear paths to advancement, and incentives beyond money (think career development and flexibility).
✅ Invest in coaching, not just training. Too many companies throw reps into one-day training sessions and expect them to figure it out. Continuous coaching makes a bigger impact.
✅ Fix the culture problem. If your team is constantly in survival mode, turnover will stay high. Encouraging collaboration, celebrating small wins, and giving reps a voice in strategy can improve retention.
The RCG Workgroup difference:
Sales isn’t getting easier, but the teams that adapt quickly, focus on real conversations, and use AI as an assistant (not a crutch) will win in 2025 and beyond.
At RCG Workgroup, we provide practical strategies and real-world coaching tailored to your team’s needs. If you’re ready to sharpen your team’s edge, let’s talk.
Good luck and good selling.
~ R.C. “Bob” Greene, CEO of RCG Workgroup
