# The Evolved Sales Leader

### Steve Gielda | Why You Lose Sales

In a recent sales enablement study, 74% of salespeople claimed they lost a deal due to a lower-cost competitor, but only 22% of buyers said price played into their decision. That’s a big difference! But where is this difference in perspective coming from?

To understand how a buyer goes about making a decision, you, as a salesperson or leader, have to throw out your assumptions, step into your buyer’s shoes, and ask yourself or the lead the following questions:

- What are the trends in their industry?
- What are the pain points in their business model?
- What goals do these executives have?

With these questions answered, you can better create a winning sales strategy that converts prospects into clients.

On this episode of The Evolved Sales Leader, [Steve Gielda](https://www.linkedin.com/in/sgielda/), co-founder of the sale enablement company [Ignite Selling](https://igniteselling.com/), shares how buyers think, revealing the true reasons for lost sales and the ways to turn those losses into wins.

**Listen in as we discuss:**

- Determining the level of influence of key decision makers
- The decision criteria that matters most to companies
- How to validate your assumptions for more accurate client understanding
- Accelerating your sales pipeline through research, training, and critical thinking

**Catch every single episode of The Evolved Sales Leader by following us on [Apple Podcasts](https://podcasts.apple.com/us/podcast/the-evolved-sales-leader/id1594912717), [Spotify](https://open.spotify.com/show/2tJHbuOiyAhUpb9VMJIIZC), or [our website](https://www.overpass.com/podcasts/).**