"Great sellers are frequently storytellers. Not only is that immensely relatable—does this build trust and remove risk in the buyer’s background—it’s also a heck of a lot more interesting."
-Jude Boyle
49. Helping Buyers See the Problem: The Key to Unlocking Sales
In this episode of the B2B Sales Trends podcast, Harry Kendlbacher sits down with Jude Boyle—an experienced sales leader in both enterprise and public sector environments—for a deep dive into what really drives sales forward in complex B2B deals. Together, they explore one of the most overlooked cha...
In complex B2B sales, it's not the competition that kills your deals—it’s indecision. Buyers often hesitate not because they don’t need a solution, but because they haven’t fully defined the problem—or they’re too risk-averse to make a move.
In this episode of B2B Sales Trends, Harry Kendlbacher sits down with Jude Boyle to explore how great salespeople guide buyers toward clarity, build internal consensus, and help overcome the fear of change—especially in large enterprises and the public sector.
What You’ll Learn in This Episode:
✔ Why helping buyers define their true problem is more important than pitching a solution
✔ How to create urgency without pressure
✔ What stakeholder mapping really looks like in complex organizations
✔ Why storytelling can be your most strategic sales tool
✔ The three traits that define high-performing salespeople in 2025
If you’re in sales, client services, or any consultative role, this episode will help you rethink how to engage with hesitant buyers—and move your deals forward.