One of the big things that I learned last year was that at the core of all great salespeople

is this strong sense of personal responsibility, this internal locus of control. And they think

like entrepreneurs. They take that responsibility. Not that they have control over the whole

company, but they focus on the things that they do have control over and they expand that to the

point where they have influence over so many other things. Today's guest has taken that because one of the key things that we need to have is the

ability to have a conversation about what our client cares about that isn't just about

us and our product.

We all can do that, but what a client is willing to do, wants to do, likes to do is talk about themselves.

And to do that, we've got to know something about them, something about their job, something about what their persona does.

It can be related to our product or adjacent to it, But if we only are able to talk about what we do,

that's not really selling. That's order taking. That's being reactive. Personal

responsibility is all about proactivity. It's on you. And the thing about personal responsibility is that it's

yours whether you accept it or not. It's not voluntary, meaning that if you don't take it,

the consequences are on you regardless. And today we're going to be talking about really building up that

conversation, building up that knowledge and domain experience to be able to have that conversation

about their industry and what they're facing. Now, this is only one way of doing it. There's lots of ways to skin this cat,

but are you doing it? Are you proactively going about it, developing it, funding it,

taking the initiative, or are you reactive and waiting for it to be given to you?

Oh, we're waiting for the sales ready messaging,

then we'll be all set. No, no, that's a C player. An A player takes ownership of it because they know

no one else will. Let's get into the interview and I'll sum up how you can apply this and how it gives you power, not just extra work.

Here we go.

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