101. Why RFPs Fail in B2B Sales: A Sales Leadership Playbook

B2B sales leaders lose deals not in the RFP-but long before it arrives. In this episode, we unpack why RFPs fail in B2B sales, how sales leadership must rethink RFP strategy, and what outcome-based selling looks like in complex enterprise sales environments. RFPs trigger pressure, speed, and reaction - but that instinct is exactly what kills win rates. Host Harry Kendlbacher sits down with Patrick Oestreich, a senior commercial leader preparing to assume a CEO role, to break down how elite B2B sales teams approach RFPs with discipline, clarity, and leadership judgment. This episode is a masterclass in B2B sales strategy, qualification, and modern sales leadership - especially for teams operating in procurement-driven, enterprise environments. 🔗 Explore more insights: https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ ⏱️ Timestamps: 00:00 – Why RFPs fail in B2B sales 03:45 – RFPs are the end of the sales cycle 08:30 – Outcome-based selling vs reactive RFPs 14:10 – Enterprise sales strategy: shaping deals early 20:25 – When sales leadership should walk away from RFPs 27:40 – Coaching teams to increase RFP win rates You’ll learn how to: - Stop wasting time on unwinnable RFPs - Shift from reactive selling to outcome-based selling - Build a healthier B2B sales pipeline with higher win rates - Lead sales teams with intention - not pressure 💡 Key Takeaways - RFPs are not the start of the sale - they are the final checkpoint. - High-performing B2B sales teams shape opportunities months before procurement gets involved. - Inflated pipelines don’t drive results - disciplined qualification does. - Sales leadership must reward impact, not activity. - Walking away from the wrong RFP is a strategic advantage, not a failure. About the Guest Patrick Oestreich is a senior commercial leader with decades of experience in RFP-driven, highly competitive enterprise environments. Most recently, he served as Chief Commercial Officer (CCO) and Executive Board Member at Hellmann Worldwide Logistics and is preparing to assume a CEO role at a mid-sized, family-owned business. Known for combining strategic clarity with human leadership, Patrick helps organizations rethink how they sell, qualify, and lead in complex B2B environments. 🔗 Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrick-oestreich-54b2ab56/ If this episode challenged how you think about RFPs, share it with your sales leadership team. 🎧 Subscribe to the B2B Sales Trends Podcast for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/