The salesperson could not create enough understanding in the mind of the prospect to get them to buy. You have to change the way you think about and the way you approach the sale. She does not have one. Nor does she believe in one. Rather she employs strategies that lead the customer discover how they need to buy.
People only buy when they have all their own answers.
The length of time it takes people or teams to discover their own answers is the length of the sales cycle. You must have the buyer in the buying position. Most sales deals with the information piece, and support the other two only in relation to the product. Get on their team as fast as you can. The seller will get on the team through his questions and commensurate trust which gets created.