The 3 Biggest Pain Points in IT B2B Sales And How to Solve Them

IT sales is a high-stakes game. Buyers are more informed than ever, decision-making cycles are longer, and competition is fierce. Yet, despite having cutting-edge solutions, many IT sales teams struggle to hit their targets. Why? Because they’re facing the same fundamental roadblocks—ones that traditional selling approaches fail to overcome.

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Here are the three biggest pain points in IT B2B sales and how you can solve them with a problem-centric approach.

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Buyers Who See No Urgent Need to Act

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Ever had a deal stall because the buyer doesn’t feel enough pain to justify action? IT buyers rarely make purchases ‘just because.’ Without a clearly defined problem, there’s no urgency, and without urgency, there’s no sale.

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How to fix it:

• Shift from selling features to solving business-critical problems.

• Ask deeper questions to quantify the impact of inaction.

• Use case studies that highlight the cost of doing nothing.

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Competing on Features Instead of Business Impact

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Most IT sales teams fall into the trap of talking about specs, features, and capabilities. The problem? So does everyone else. Buyers don’t care about what your product can do—they care about what it can do for them.

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How to fix it:

• Translate technical features into tangible business outcomes.

• Speak the language of the C-suite—focus on ROI, cost savings, and efficiency.

• Show how your solution eliminates risk or accelerates strategic initiatives.

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Getting Stuck in ‘No Decision’

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40-60% of B2B buying decisions end in no decision. Why? Because buyers are overwhelmed by choices, internal politics, or fear of making the wrong move. Even when they recognise a problem, they often choose to do nothing.

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How to fix it:

• Guide buyers through the decision process, rather than just pitching your solution.

• Help them build the internal business case for change.

• Address risks upfront—buyers need confidence that they’re making the right choice.

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Final Thoughts

The reality of IT sales is that deals aren’t won on the best product alone—they’re won by the best problem solvers. If you’re still using traditional sales tactics, you’re leaving deals on the table.

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At The Selling Collective, we help IT sales teams stop pitching and start solving. Our problem-centric sales approach equips teams to uncover deeper problems, build stronger buyer engagement, and drive real urgency—leading to faster sales cycles and bigger wins.

Want to see how it works? Let’s chat. Drop me a message or visit The Selling Collective to learn more.