Greg Nutter breaks down how B2B sellers can win more deals by guiding buyers through a clear decision journey. He argues most teams fail because they run a generic selling script instead of matching the customer's buying process. Buyers move through four stages: deciding if the problem is worth fixing, gathering options, evaluating, and making the purchase decision. Early in the cycle, the seller should quantify the cost of not fixing the issue and map who influences the decision. Late in the cycle, he recommends a shared project plan with deliverables, owners, and timelines to keep momentum. A cautionary story: he nearly discounted heavily until a prospect wrote a number on a whiteboard that was about twice what he expected. The takeaway is simple: 'I don't know what I'm selling until I know what you're buying,' so lead with understanding, then influence, then message.