MARCH 2026
The Real Sale
The Real Sale
Why most sellers are solving the wrong confidence problem
In this month's 20-Minute Teaching, I want to share something I recognised many years ago that dramatically improved the results of my sales team in enterprise sales.
It's easy to assume the central selling challenge is to get the buyer to believe in you, your company and your solution. Build enough credibility, demonstrate enough proof, and the sale follows.
It's a reasonable assumption. It's also, in the complex high-ticket sale, a flawed one.
As I studied the art of selling - especially the complex, B2B, high-ticket sale - I came to recognise that your buyer often already believes in you. They can see your depth, they respect your thinking and they know you can deliver.
What they're not sure about is themselves.
Can they make the right decision - the best decision - in the face of all this complexity? Can they bring their team with them? Can they execute their side of it well enough to actually get the result?
The data is striking. Between 40% and 60% of lost sales don't go to a competitor - they result in no purchase at all.
That's the real sale we have to make - the sale to the buyer's internal sense of decision confidence. And most sellers aren't making that sale well.
This month's 20-Minute Teaching is called The Real Sale: Why most sellers are solving the wrong confidence problem.
I'll be unpacking the Buyer's Continuum - the four stages every complex buyer moves through - and showing you precisely where decision confidence breaks down, and how to rebuild it using models.
If you work in the complex, high-value sale and you've ever had a buyer who seemed genuinely impressed but still couldn't quite commit - this session was built for you
It's easy to assume the central selling challenge is to get the buyer to believe in you, your company and your solution. Build enough credibility, demonstrate enough proof, and the sale follows.
It's a reasonable assumption. It's also, in the complex high-ticket sale, a flawed one.
As I studied the art of selling - especially the complex, B2B, high-ticket sale - I came to recognise that your buyer often already believes in you. They can see your depth, they respect your thinking and they know you can deliver.
What they're not sure about is themselves.
Can they make the right decision - the best decision - in the face of all this complexity? Can they bring their team with them? Can they execute their side of it well enough to actually get the result?
The data is striking. Between 40% and 60% of lost sales don't go to a competitor - they result in no purchase at all.
That's the real sale we have to make - the sale to the buyer's internal sense of decision confidence. And most sellers aren't making that sale well.
This month's 20-Minute Teaching is called The Real Sale: Why most sellers are solving the wrong confidence problem.
I'll be unpacking the Buyer's Continuum - the four stages every complex buyer moves through - and showing you precisely where decision confidence breaks down, and how to rebuild it using models.
If you work in the complex, high-value sale and you've ever had a buyer who seemed genuinely impressed but still couldn't quite commit - this session was built for you
We run two sessions to serve all timezones — choose your session:
SESSION 1 (AUSTRALIA & THE AMERICAS)
Sydney / Melbourne: Thursday, 26 March at 10 AM AEDT (Brisbane: 9 AM AEST)
Perth / Singapore: Thursday, 26 March at 7 AM AWST / SGT
Brasília: Wednesday, 25 March at 8 PM BRT
New York / Toronto: Wednesday, 25 March at 7 PM EDT
Los Angeles / Vancouver: Wednesday, 25 March at 4 PM PDT
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SESSION 2 (AUSTRALIA, ASIA, AFRICA, & EUROPE)
Perth / Singapore: Thursday, 26 March at 3 PM AWST / SGT
Delhi: Thursday, 26 March at 12:30 PM IST
Johannesburg: Thursday, 26 March at 9 AM SAST
London: Thursday, 26 March at 7 AM GMT
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