Selling Change, Not Products – How to Overcome Buyer Friction and Win Against No Decision

In this episode of the SBI Sales Enablement Podcast, SBI’s Ray Makela sits down with Steve Shorey, a 20-year sales enablement leader, to explore how applying change management principles can help sales teams navigate today’s complex buying environment and reduce losses to indecision.

Steve shares why most deals stall—not because of competition, but because organizations default to status quo—and how sellers can create true urgency before a crisis forces change. Together, they unpack how to build a guiding coalition across up to 30 stakeholders, define a shared strategic vision, generate quick wins during the sales process, and align around what success actually looks like.

They also discuss why discovery is where deals are truly won or lost, how to enable champions internally, and why high-integrity selling—including walking away when you’re not the right fit—builds long-term trust. Steve highlights a real-world case where applying these principles reduced deals lost to indecision by over 40%.

If your team is struggling with stalled deals, buyer friction, or “no decision” outcomes, this episode offers a practical blueprint for turning sales into a collaborative change journey—and winning the right way.