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Why Your Sales Strategy is Not Working, And How to Fix It

Updated: Sep 15

B2B tech sales team choosing between pitching features and solving real customer problems
Most sales strategies fail because they pitch features before understanding the buyer’s pain

Building a winning sales strategy is core to our SCORE™ Framework, a step in our complete sales methodology The Revenue Engine™. Book your free Revenue Diagnostic session to find out more.


Your sales strategy is broken. It's time to fix it. If you're tired of stalled deals and unpredictable revenue, you're not alone. The old way of selling is no longer working.


Here's why and what to do about it.



Why Your Sales Strategy is Not Working, And How to Fix It

With over 20 years leading B2B tech sales teams across the UK, APAC, and North America, I’ve seen great businesses stall simply because their sales strategy isn’t built for how today’s buyers actually make decisions.


At The Selling Collective, we coach tech founders and sales teams to sell the way modern buyers buy, through better discovery, sharper messaging, and smarter qualification. Because we know your sales strategy is not working, and we know how to fix it.


If your pipeline is full but your revenue isn’t, here’s why your current strategy might be broken and what to do instead.



  1. You’re Pitching Features, Not Solving Problems

Buyers aren’t looking for a pitch. They’re looking for a partner who gets it.


The biggest mistake in B2B tech sales is leading with your product’s features without first diagnosing the buyer's pain. This approach only creates noise in an already crowded market. Instead, adopt a problem-centered approach.


This is about curiosity, not assumption. It’s about listening and uncovering the pain points your buyer hadn’t even named yet.


Here’s what this looks like:


What to do instead

  1. Ask a killer question: Get them to reflect on the cost of their current solution.

  2. Dig into the details: Don't just accept a surface-level answer. Get specific about the impact on their team, revenue, and time.

  3. Tie the problem back to a business outcome: Show them how their pain directly affects their bottom line.




  1. You’re Not Qualifying Like a Trusted Advisor

You don’t need more calls. You need more qualified conversations with real potential.


The old BANT model doesn’t cut it anymore. You need to assess influence, urgency, and buying intent, and fast.


That’s why we created the PROBLEM™ Framework, designed for B2B tech sales cycles.


What to do instead: Use PROBLEM to qualify with empathy. Understand the power map, surface the trigger event, and guide the buyer through their own internal blockers.




  1. Your Messaging Sounds Like Everyone Else

Buyers don’t need another “all-in-one solution.” They need relevance. Specificity. Trust.


If your message sounds like it came from ChatGPT, they’ve already scrolled past.


What to do instead: Clarify your point of view. Call out the problem. Be bold about who you help and who you don’t.


At The Selling Collective, we help clients develop positioning that cuts through. Because in tech, sounding different isn’t a bonus, it’s a requirement.



  1. You’re Coaching Too Late (If at All)

Sales coaching shouldn’t be reactive. Waiting until QBRs or the pipeline slips is too late.


Modern sales coaching is proactive, behaviour-based, and embedded in process.


What to do instead: Review live calls. Deconstruct discovery. Build coaching into your sales culture. At TSC, we don’t just “train” teams. We coach, test, and support behaviour change over time.


👉 Explore our coaching tiers: Solve. Momentum. Accelerate.



  1. Your Sales Forecasts are Based on Hope

Many B2B tech companies run their sales pipeline on "hope," not data.


They think a full pipeline means they'll hit their quota. But a pipeline filled with unqualified deals is a lie you tell yourself. It leads to guesswork, stalled deals, and unpredictable revenue.


What to do instead: Use a structured qualification framework. A system like our PROBLEM™ Framework helps you quickly identify real opportunities and filter out the noise. This turns your pipeline from a guessing game into a predictable revenue engine.




You Don’t Need a Better Pitch. You Need a Better Strategy.

The best salespeople today aren’t product experts. They’re problem translators.


They ask better questions. They create urgency.They guide buyers through internal politics and perceived risk.


That’s what we coach at The Selling Collective. Sales strategies built on real buyer psychology and repeatable frameworks, tailored for B2B tech teams.



📞 Want to Fix Your Sales Strategy?


Let’s diagnose what's broken in your sales process. Get a clear plan to drive predictable revenue and hit your targets. No obligation, just a powerful 15-minute diagnostic.



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