In consensus-based sales, the biggest challenge is not selling to individuals but aligning multiple stakeholders. As the number of decision-makers increases, the likelihood of purchase decreases, especially when the buying group exceeds five people. Stakeholder diversity complicates the decision-making process, leading to dysfunction. Sales teams must focus on uniting stakeholders around a shared solution, rather than individually convincing them. Engaging "Mobilizers"—stakeholders who drive change and build consensus—is key to overcoming the dysfunction and securing a sale​.

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