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

Matthew Earle
2 days ago
3 min read

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

Your product is solid. Your team’s capable.But your sales results? Unpredictable, inconsistent, and often frustrating.

If you’re in B2B tech and that sounds familiar, you’re not alone.

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.

You’re Pitching Features, Not Solving Problems

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

Most teams lead with what their product does. But features are just noise if the buyer’s problem hasn’t been clearly diagnosed.

What to do instead: Adopt a problem-centred approach.Get curious. Go deeper. Uncover pain they hadn’t yet named.

👉 Explore this more in: The 4 Principles of Problem-Centred Selling

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.

👉 Read more here: Why PROBLEM Beats BANT for Modern Sales

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.

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.