Enterprise sales teams often approach customers by trying to persuade them that their solution is superior. They plan their sales strategies around convincing prospects to buy what they’re offering. However, customers typically resist being ‘sold’ and instead seek genuine solutions to their most urgent challenges. Many salespeople lack the skills to effectively analyze customers’ financial statements and reports to identify these critical concerns. By understanding the financial and business-level details, sales teams can create strategies that bypass customers’ resistance to being sold, allowing them to focus on uncovering the real problems that can be solved by their products.