There are several top sales challenges that B2B sellers are likely to face. By gaining a better understanding of these obstacles, sellers can be better equipped to overcome them.

"The most significant variable in your sales success is you,” according to Integrity Solutions. “The conditions will never be perfect.” 

Prepare for these top sales challenges 

One of the most common challenges that sellers face is being unable to reach decision-​makers. Often, sellers take a broad catch-​all approach when prospecting. Once they’ve identified who they’d like to pursue, they must then target decision-makers. 

Sellers tend to rely on a single lead to get them to the decision-​maker. But this is time-​consuming and not always effective, Integrity Solutions explains. 

“The traditional lead is often a lower-​level person who has been tasked with doing some fact-​finding and information-​gathering," they write. 

Sales reps focusing only on these leads miss building relationships with decision-​makers. Additionally, as buying groups grow, they are unable to engage the full buying team. 

Instead, you should approach each discovery with an idea of who is involved in buying decisions. Do this by conducting research online and identifying key players. Social networks and company web pages can help. 

Data intelligence tools can also be helpful, according to Amplemarket’s Lottie Taylor. 

 “[They] offer valuable insights into decision-​makers’ contact information and professional backgrounds, as well as the structure of your target accounts.” 

Also, be prepared to encounter a gatekeeper. These best practices can help you engage with them, develop an allyship and move forward through the chain of command. 

Burnout 

Another top sales challenge has only recently gained its due awareness. Seller burnout is an issue in the industry. 

SalesFuel reports that nearly 90% of sellers say they feel burned out by their work. And Integrity Solutions shares that over 70% of sellers struggle with their mental health. 

If not addressed, there can be serious professional and personal impacts. It’s vital that sellers recognize symptoms of burnout, which include: 

• Feelings of energy depletion or exhaustion despite adequate sleep 
• Increased mental distance from or negativism or cynicism related to the job 
• Reduced professional efficacy 
• Everything feels difficult 
• Trouble focusing 
• Increasingly short temper 

If you identify with multiple symptoms, it’s time to take action. There are a variety of options available, including seeking assistance from leaders, colleagues, mentors, and health professionals. 

You can also take on a different approach to your work, restructuring your approach to each day. Take a look at these tips for changing your day-​to-​day strategy. Also, small actions, such as mindful breathing, can make a big difference. 

Handling objections 

Facing resistance is inevitable in sales. Even the most successful sellers hear the word “no.” But how they handle this sales challenge is what sets top performers apart from the rest. 

Adjusting your mindset and how you frame objections is key to overcoming them. 

Some reps take objections personally, lose confidence or go off track when faced with pushback. Top salespeople see objections as opportunities. They view questions and concerns as signals that buyers need more clarity to move forward. 

Avoid the knee-​jerk reaction to deliver a comeback or defense. 

“…a successful salesperson will ask questions to understand their concerns and listen without interrupting,” Integrity Solutions advises. 

And, according to Leslie Ye, listen to what they say and acknowledge their concern. This shows empathy and that you are truly listening. Then, take the time to explore and respond to their concerns. Offer an alternative, a reframed solution or even a recommendation. 

They will appreciate that you’re looking to work with them to ensure value. 

As Rachel Cagle writes for SalesFuel, “Every sales professional will encounter common sales objections. But the way you handle them will define your level of success.” 

By knowing the best practices for top sales challenges, you’ll be prepared to face them head on. With the right mindset, preparation and strategies, you can turn these challenges into opportunities and achieve greater sales success. 

Photo by Amy Hirschi on Unsplash