In this episode of the B2B Sales Trends podcast, Harry Kendlbacher sits down with Jude Boyle—an experienced sales leader in both enterprise and public sector environments—for a deep dive into what really drives sales forward in complex B2B deals.

Together, they explore one of the most overlooked challenges in B2B selling: helping buyers recognize the problem before pitching a solution. Jude breaks down why deals often stall—not because the solution isn’t a fit, but because the buyer hasn’t fully defined the problem or is too risk-averse to make a change.

You’ll also hear:

✔ Why discovery is the most critical (and most underutilized) part of the sales process

✔ How to identify and align with multiple stakeholders across a matrixed organization

✔ How top salespeople use storytelling to move deals forward

✔ Why risk aversion—and not your competitor—is often your biggest barrier

✔ The three essential traits every elite seller needs to thrive in today’s market

If you want to win more deals by guiding buyers through uncertainty, building trust, and creating urgency—the right way—this episode is for you.