Here’s what took me wayy too long to learn in b2b software sales Buyers are busy, and there lazy about anything that isn’t “on fire” right now Every time your deck, presentation or proposal makes them do the work like connecting the dots, figure why it matters or decide what to do next - they just won’t They won’t even tell you no. They’ll just do nothing and “I’ll put this off til it becomes a fire” will beat you every single time. So your whole job is taking the work off their plate Start with why now. Don’t make them figure out why it’s a priority. Tell them what’s going on in the market so the urgency is already there when u walk in Then hit their pain, and do the math for them and show them where they could be Their day, but better. No product yet. Let them see the gap first, and then your solution is just the bridge. And if a feature doesnt connect to something they told you hurts, cut it. Nobody wants to work out how a feature helps them. That's your job. Then proof. They shouldn't have to take your word for it or go digging. Show somebody in their exact seat who had the same problem and got a real results and numbers profits out of it Their peer's word beats yours every time. And this is where most reps blow it. They end with "let me know what you think." You just handed all the work back. Now the buyer has to remember the conversation, sell it to their boss, figure out a timeline, and probably chase you down. Never happens. So build a mutual action plan right there Ask when they want to be live, work backward from that date, and map out every step so they don't have to. Send the calendar invites while you're still on the call, so the meetings are already booked. Ya sure they get some homework, but it's small and specific with a date on it. Way easier than "go think about it." Plus it's a free lie detector. If they wont commit to the plan, they were never going to sign That's the whole game. Every piece takes a job off their plate They don't have to find the reason, do the maths, picture the future, hunt for proof, or plan the rollout, adoption and execution You did all of it. All they have to do is say yess