By Michelle Richardson / Vice President of Sales Performance Research
Customer conflicts are not uncommon in sales. Sellers are trying to meet quotas while customers are trying to minimize risk and maximize value. These competing pressures can lead to tension, misunderstandings, and disputes.
The complexity of modern B2B sales amplifies these challenges. Deals often involve multiple stakeholders with different priorities and lengthy buying cycles. Also, customers often don’t fully understand their own needs or internal constraints until they are deep into the decision process.
