Got a great one for you today. This is one that you want to save and unfortunately I

should be charging for this but I'm giving this one away for free. Great guest, great topics. Now imagine trying to sell process

improvement software to huge banks down on Wall Street. Sounds easy, doesn't it? You're right, it doesn't sound easy. Sounds pretty difficult. So you got a couple of things. You got laggard accounts, meaning that these are big, large banks, 100 year old banks in some cases.

Got all kinds of legacy infrastructure, huge number of people, lots of money at stake,

no room for error, and you're trying to change problem, but you may not have this problem, but you may have

it in a much lower altitude, maybe a smaller company, smaller change, but the same principles

apply. The default is always going to be, let's push this off. Let's wait. Let's try and do it cheaper or easier or simpler or slower

The killers of our deals. So I've got a guest today who is selling into that

exact environment. She has got an enormous amount of experience and skill, so it's the perfect combination of

intelligence, hard work, determination, and a lot of great experience that she is openly sharing with us.

So get your notebook out.

This is one that you might want to listen to when you're not on the treadmill

you listen to it the first time on the treadmill but maybe later in the week

sit down with a piece of paper and really write down what you hear and then listen to it again because there's a lot of things in here. I'll

sum it up at the end, but what you're looking for is when I get out of it and when I'm getting out of a lot of these

interviews that I really never thought about this year in my whole career was about asking the hard questions.

And I did a whole office hours on this yesterday, so if you're in closing the complex sale,

make sure you listen to that office hours. It is gold because I use a couple of

different types of questions that will get the client to give you the information without you asking the direct question that usually gives you the wrong information.

Like what's your decision-making process?

I hate that question because I used to ask it all the time and it's a

trap because they feel like they should know it so they give you some answer that has nothing to do with

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