Do you think your sale is completely unique, different than every other sale?

I used to think that too. And that's probably the most common thing that people raise to me when they talk about my course.

Well, is there anybody in the course that sells into this market or that market or this location?

Yes. And guess what? Sales, there's a lot of

commonality there. And usually reps start with what they sell. How's it work? How's it different

than the competition? Well, that's part of it.

You're right.

But the bigger part of it is, why are people buying it?

In B2B, there are patterns.

And I noticed this early in my career.

Thank God, because what I did is I just abstracted out the product, the territory,

and focused on how do you win a complex sale? And guess what? What you're selling,

it's a small part of it. Who you're selling to? Yeah, it's a bigger part of it.

But how they get it done, that's the hard part.

Everybody gets all excited because you got one person at one company who really likes it.

Champion.

And you think that deal is going to go through.

That's the start of a deal, but it's not the end.

This is what we're going to be talking about today,

because you would think if I told you about this guest who lives in the Baltics,

and I've got several people in the course who live in the Baltics,

and they say, Brian, I'm not sure this is going to work here.

...