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At emlen, we believe sales isn’t about overcoming objections—it’s about clearing the path before they even appear. Let’s dive into how you can influence B2B buying decisions and close deals faster.
Why most sales teams struggle to influence buying decisions
Sales teams have gotten really good at working fast, but not always at working smart.
In the rush to scale, they’ve forgotten the most important thing: business buyers don’t want to be sold to—they want to be helped.
This is what our customers were up against:
- “We had tons of content, but sales teams couldn’t find what they needed when they needed it. It was buried in random folders and spreadsheets.” – Lindsay Lydon, Babbel
- “Our buyers had to dig through old email threads just to get the info they needed. It made everything harder than it had to be.” – Matthias Wolf, Radancy
- “People don’t want to hear a sales pitch. They want something that actually helps them make a decision.” – Eric Bartoletti, Bookwire
Sound familiar? It’s because most sales teams are still operating with a seller-first mindset when buyers now hold all the cards.
How to close deals faster by understanding what decision makers need
Most deals don’t stall because potential buyers just aren’t interested. They stall because decision makers inside their company don’t have what they need to move forward.
Here’s how to recognize and solve those blockers before they slow you down.
CFOs & Finance teams: They need a clear business case
→Why they delay deals: If the financial impact isn’t obvious, the purchase decision won’t get approved due to the complexity of the purchase process.
→How to remove friction: Give your champion ROI models, cost savings breakdowns, and risk mitigation insights before finance gets involved.
Sales enablement leaders: They need a process that works
→Why they delay deals: If your solution doesn’t fit into their purchasing process, adoption will be slow.
→How to remove friction: Show how your solution integrates with their existing tools and makes the sales team more effective.
IT & Security teams: They need to know it’s safe & compatible
→Why they delay deals: No matter how great your solution is, if IT sees a risk, they’ll stall or block it.
→How to remove friction: Proactively provide security documentation, compliance info, and integration details, especially for digital channels.
End users & Department leaders: They need to see ease of use
→Why they delay deals: If the people who will actually use your product don’t see the value, they won’t push for it.
→How to remove friction: Provide real user stories, customer testimonials, quick-start guides, and case studies that show ROI from their perspective.
A behind-the-scenes look at how buyers make purchasing decisions
From the outside, a B2B purchase might look like a straightforward process: research vendors, compare options, and make a decision.
But behind closed doors, the decision making process is anything but simple.
The reality is that most deals get stuck not because of the product—but because of internal challenges on the buyer’s side.
It is crucial to understand and address the specific needs of prospective customers at various stages of their B2B buyer journey.
The three hidden obstacles buyers deal with
1. Internal politics
Different teams have different priorities, and aligning everyone can feel impossible. A CFO cares about cost savings, while IT is focused on security and integration.
Meanwhile, the end users just want something intuitive that won’t disrupt their workflow.
Buyers often find themselves acting as the middleman, trying to satisfy competing interests while keeping the process moving forward.
The more decision makers involved, the harder it is to reach consensus and the longer the decision drags on.
2. Budget roadblocks
Even when a buyer loves your solution, securing internal funding is a battle.
Budget decisions aren’t always rational, they’re political which is something that can significantly impact purchasing decisions.
A department that just got approval for a major initiative might not get more funding, no matter how strong the ROI case is.
Buyers often need to reallocate funds, push for budget approvals across multiple departments, or wait until the next fiscal cycle. And unless your solution is tied directly to a high-priority initiative, it can easily get deprioritized.
3. Fear of making the wrong choice
Nobody wants to be the person who championed a bad investment. In many companies, a failed purchase can hurt a buyer’s reputation—or worse, their career. This makes buyers naturally risk-averse, even when they’re excited about a solution.
If another vendor feels “safer” because they’re the incumbent or a big name in the industry, buyers may go with them just to avoid scrutiny—even if your product is the better fit.
Minimizing perceived risk is just as important as proving value, and providing relevant and valuable information can help achieve this.
The B2B buyer translator: What they say vs. what they mean (and how to respond)
When buyers speak, they don’t always say exactly what they’re thinking.
Here’s how to read between the lines and enable them to make confident decisions.
1. “I need to run this by my CFO.”
What They Mean: “I don’t know how to justify this internally.”
How to Respond: “We see CFOs prioritize ROI, cost savings, and risk reduction. Here’s a business case designed for financial approval.”
Content That Helps: CFO-focused ROI one-pager.
2. “Let’s reconnect next quarter.”
What They Mean: “This isn’t a priority right now.”
How to Respond: “Understood. Here’s how similar teams prepped ahead of time so they could act faster when ready.”
Content That Helps: Customer case study on a phased approach.
3. “We’re comparing a few options.”
What They Mean: “We want to validate our choice.”
How to Respond: “We built an objective comparison of solutions. What criteria matter most to you?”
Content That Helps: Competitive comparison guide.
4. “We need to align internally before moving forward.”
What They Mean: “Stakeholders aren’t on the same page.”
How to Respond: “We see this often. Here’s a quick summary tailored to their priorities.”
Content That Helps: Team-friendly value summary, internal pitch deck.
5. “Can you send me more details?”
What They Mean: “I’m interested but not ready for a meeting.”
How to Respond: “What’s your biggest question? I’ll send exactly what helps.”
Content That Helps: Buyer FAQ, key insights one-pager.
6. “Our budget is locked for this year.”
What They Mean: “We can’t commit financially yet.”
How to Respond: “Other teams in this situation started small. Would a phased approach help?”
Content That Helps: Case study on phased implementation.
7. “We need a more flexible contract.”
What They Mean: “We’re worried about risk.”
How to Respond: “Many teams start with a trial or phased rollout. Want to see how free trials work?”
Content That Helps: Pilot program overview, flexible contract options.
8. “We don’t see a compelling reason to act now.”
What They Mean: “We need stronger urgency.”
How to Respond: “What milestone would shift this into priority? Here’s data on what’s changing in your industry.”
Content That Helps: Industry trends report.
9. “This isn’t a priority for us right now.”
What They Mean: “We don’t have a strong reason to act.”
How to Respond: “What would need to change internally for this to matter? I’ll check back when the timing is better.”
Content That Helps: Re-engagement playbook, success stories.
Understanding what your buyers really mean is only half the battle.
The real magic happens when you proactively address these concerns before they become roadblocks. That’s where proactive selling comes in. You remove friction before it even has a chance to slow down the deal.
Here’s how to get ahead of common objections and keep the buying process moving forward.
Proactive selling: Providing relevant and valuable information to remove friction
Instead of waiting for objections, great sales teams remove friction before it slows the deal down by implementing a well-defined sales strategy.
- Instead of waiting for “I need to run this by my CFO” → Provide financial justification tools upfront.
- Instead of waiting for “We’re comparing options” → Guide buyers through a decision framework early.
- Instead of waiting for “Let’s reconnect next quarter” → Share urgency-driving insights before timing becomes an issue.
The best sales teams don’t just respond to buyer concerns—they anticipate them and make buying easier.
Proactive selling is all about anticipating buyer needs and eliminating friction from the buying process. But what does that look like in practice?
At emlen, we’ve built our entire approach around making buying decisions easier—not just for your sales team but for your buyers, too.
Our philosophy isn’t just theory; it’s a practical, proven method for helping sales teams remove friction and enable confident decisions at every step of the journey.
Here’s how the emlen approach can help your team turn insights into action and consistently move deals forward.
The emlen approach to the B2B buying process
At emlen, we believe that sales isn’t just about closing deals; it’s about creating a seamless buying experience where prospects feel empowered, not pressured.
We believe one simple truth: buyers want to make informed decisions, not be sold to. That’s why our approach is all about removing friction and delivering real value at every step of the journey.
How we do it
1. Remove friction before it happens
We anticipate buyer needs and proactively deliver the right content and insights to address potential concerns.
Instead of waiting for obstacles to arise, we focus on creating a frictionless path to purchase where every question has an answer and every hesitation is met with helpful, relevant information.
2. Equip buyers with what they need
A modern sales strategy isn’t about pushing products; it’s about enabling decisions. We make it easy for sales teams to find, share, and track content that speaks directly to different stakeholders, from CFOs to end users.
By aligning our resources with the decision-making process, we help buyers feel confident and informed.
3. Enable confident decisions, not just quick wins
We believe in building lasting relationships, not just closing quick deals. That’s why our approach is centered around delivering long-term value.
By offering tailored insights, transparent communication, and practical tools, you'll help buyers see not only why they should choose your solution but also how it will make their lives easier.
When sales teams adopt this approach, they move beyond transactional selling and become true partners in their buyers’ success.
When it comes to enabling faster buying decisions, having the right approach is just the start. The next step is equipping your sales team with practical tools to put these strategies into action.
That’s why we’ve created a free cheat sheet designed to help you influence B2B buyer decisions and close deals with less resistance.
Download your free cheat sheet: Influence B2B buyer decisions and close deals faster
We know that keeping deals moving forward can be a challenge, especially when internal friction stalls progress. That’s why we’ve created this free resource.
This cheat sheet provides actionable strategies to:
- Anticipate buyer objections before they happen.
- Equip champions with the tools they need for internal buy-in.
- Remove friction to help buyers say ‘yes’ faster.
Whether you’re dealing with CFOs needing financial proof, IT teams worried about security, or end users hesitant on adoption, this cheat sheet gives you the exact responses and content to guide your deals to the finish line.
Download the cheat sheet and start closing deals with less resistance today.
If you’re ready to take action, our cheat sheet offers practical strategies to keep deals moving forward. But you might still have some questions about how to apply these tactics in real-world scenarios.
Let’s dive into some of the most common questions sales teams ask when it comes to enabling faster B2B buying decisions.
Frequently asked questions about enabling faster B2B buying decisions
1. How can I identify friction points in my sales process?
Start by reviewing past deals, especially those that stalled or took longer than expected. Look for patterns in objections, content requests, or internal challenges from buyers. Feedback from your sales team and lost deal analysis can also provide valuable insights.
2. What types of content are most effective in removing friction?
The best content addresses specific buyer needs. This can include ROI models for finance teams, security documentation for IT, and real-world case studies for end users. Make sure your content is tailored to each decision maker’s priorities.
3. How does emlen help sales teams close deals faster?
emlen equips sales teams with the tools and insights they need to provide relevant content and answer buyer questions proactively. Our platform makes it easy to find, share, and track content that aligns with the buyer’s journey, helping you remove friction before it stalls a deal.
4. What should I do if a buyer keeps delaying decisions?
If a buyer consistently pushes back, focus on understanding their internal challenges. Offer content that helps them build a business case or align internal stakeholders. It’s also worth revisiting how your solution ties to their high-priority initiatives.
5. How can I create urgency without being overly salesy?
The key is to align your solution with the buyer’s business priorities and timelines. Share industry insights, highlight upcoming market changes, or demonstrate how competitors are moving forward.
Providing real-world examples and data can create a natural sense of urgency without applying pressure.
Answering your questions is just one part of the equation. The real key to closing deals faster is taking proactive steps to reduce friction and guide buyers toward confident decisions.
Let’s wrap up with the key takeaways and how you can start making a real impact today.
Over to you: Start driving faster B2B buying decisions today
Influencing B2B buyer decisions isn’t about pushing harder—it’s about making the buying process easier. The best sales teams understand that deals stall not because of a lack of interest but due to internal friction on the buyer’s side.
By adopting a friction-free approach and equipping your buyers with the right information at the right time, you can accelerate the path to a confident “yes.”
Your 6 key takeaways:
- Remove friction before it happens: Proactively address potential buyer concerns with tailored, relevant content.
- Equip buyers with what they need: Provide decision-makers with tools like ROI models, security documentation, and real-world case studies.
- Enable confident decisions: Focus on long-term value and transparent communication instead of quick wins.
- Anticipate common objections: Understand what buyers mean when they say things like, “Let’s reconnect next quarter” or “We’re comparing a few options.”
- Use proactive selling techniques: Share urgency-driving insights and offer flexible solutions before objections arise.
- Use the free cheat sheet: The “Influence B2B Buyer Decisions” cheat sheet provides practical responses and strategies to remove friction from your sales process.
By following these strategies, you and your team can become trusted partners who help guide them to a confident purchasing decision without the usual roadblocks.
Your next steps
Ready to start closing deals with less resistance? Download the cheat sheet now and take the first step toward a more effective, buyer-friendly sales process.
When you've done that, be sure to keep exploring:
🔎 Explore our product tour – See how emlen makes sales enablement seamless.
📆 Book a demo – Let’s discuss how emlen can help your team drive revenue faster.
📬 Contact us – Have a question that didn’t get answered in this post? We’d love to help!
