The enterprise software sales process is broken. Demos are packed with empty promises, flashy slides, and technical jargon designed to confuse rather than inform. In this video, I unpack why it’s the buyer’s job to own the process, ask tough questions, and stop getting pushed into bad deals. From inflated timelines and “plug and play” myths to contracts that quietly triple your costs, I share what to watch for and how to push back. You’ll learn why real due diligence means testing use cases, reading every contract line, checking real references, and treating software selection like hiring an executive. The message is simple: you run the show. Own what you buy.