"No. We won't buy from you." What do you feel when you're in a sales conversation and hear that? That it's a No against you? That you didn't convince them enough? That you weren't good enough to close the deal? That your offer is sub-par? That you... . . . It's hard hearing a No. Until you seek for it. Hearing a No felt like something against me. That if I didn't get a Yes, then I wouldn't be as good as I could have thought I was. Or that I lacked the competence. It felt personal. Then the...

Are you that special cookie? Most messaging to the market goes as "bringing solutions", "being creative", "focused on success", "the best of", "state of the art (?)"... Ask yourself: Would saying the opposite sound ridiculous? Would your competitors go to the market and say they "Bring problems"? "Are incompetent"? "Are not creative"? Since this scenario is highly unlikely, find out what truly makes you stand out. It's hard work. And it'll be SO simple to understand, your clients will "get it".

Being interested in what your customer actually wants —whether or not they buy from you— and qualifying if there's a fit between what they want and what you can offer changes the way your sales will go. It'll leave space for them to rant about their problem. They'll tell you deeply into what's really that they're into. They'll give away insights into how you could approach a way to help them. They'll tell you what's their perfect future —and if you could help them get there. You taking good...