In today’s fast-paced digital era, impatience has become an “illness of modern times” – especially impacting the SaaS sales cycle and B2B sales strategies. This summary delves into how the drive for instant results and quick wins creates challenges in B2B SaaS sales, from rushed sales cycles to strained client relationships. In a culture of instant gratification, sales teams and buyers often expect immediate ROI, yet enterprise SaaS deals typically involve multi-month sales cycles that demand a patient, trust-building approach. It highlights how modern impatience (like abandoning campaigns early when results aren’t instant) often clashes with the consultative presales strategies needed for complex B2B deals. Key themes include the role of solutions consulting and presales in addressing impatience by educating prospects and tailoring solutions, and the value of professional patience in SaaS sales. Readers will gain insights into balancing urgency with patience, adopting presales strategies that foster trust, and understanding why cultivating patience in the modern SaaS environment is crucial for sustainable success.