The reality of sales comes from a retired McKinsey partner:
The CIO of one of the largest retail banks in the US recently told me that he has about 60 new projects under evaluation. About half of them will pass technical, functional and investment hurdles. He will then fund 4 to 6 over the next two years.
That means that 25 or so projects that meet all objective criteria will not go forward.
Sales people need to understand and deal with this reality.