Making complex sales simpler How do you make the complex B2B sale easier? And there are five things that I want to talk with you about, like being informed, having insights. I understand that people buy with their emotions. How to map it and make it all easier? How to lead as a salesperson? I believe that the sales profession is a helping profession. We all do our best when we lead instead of trying to push the type of selling that isn’t very comfortable for any of us. So let’s talk about what is going on with the B2B sales today. In B2B sales, more people now than ever are participating in the buying decisions. So if you have a complicated deal, there are, I don’t know, eight or ten people that have to talk to you and talk to each other to make this decision together. But there are also lots of other people talking to those people and giving them ideas. So it has become even more complicated. The buying process has become more formalized, especially with crunched budgets and people being a little bit more nervous about spending money, and buyers want to reduce their risk.