You’re doing everything right. But even when you focus on what buyers seem to care about most, deals still slip away. New analysis of 120,000+ B2B deals reveals something counterintuitive: solution fit isn’t always the deciding factor. In fact, you can win just as often by excelling in areas buyers didn’t initially prioritize. That means you must: 

• Shift focus from the obvious to overlooked
• Show how the wrong priorities can undermine key business goals
• Make the buyer’s current path feel risky—and your solution the safer bet

In our new Winsight, you’ll discover how successful sellers navigate buyer preferences and win more deals—even when they’re not the top-ranked solution.