It is challenging no doubt but not in the way that it is commented upon. At the end of the day, they are value-seeking customers who have to answer a lot to their own customers. If it was too easy, we would have a lot of crap in the system. :)
The truth is we saw sales as a productization journey in itself. We needed to find what is the minimum viable sale deal; why it will stick; what features to have and what not to have; what is the willingness to pay; putting together the lessons from a visible hundred successes and the invisible thousands of rejections.
For a framework-driven execution approach, I would highly recommend The Sales Learning Curve by Mark Leslie.