Imagine this. Imagine selling into the hospitality space, essentially hotels. And you just

get this territory, your brand new wrap, just moved up from sales development wrap. Now

you're an AE. Now you get the chance to close big deals all by yourself. But this crazy

little pandemic comes around and slows down everything. And in the hospitals, not hospital,

but hotel space pretty much stops it. And that's kind of the situation our guest today came

to the course with me at. And I remember it crystal clear because it was right that big

month. We no one knew it was going on. He started scheduling one-on-ones. And so I did

my typical analysis. Where does the deal stall? What's working? What's not working? What's

the feedback you're getting? And we put together a plan. And I didn't really have that much

confidence given the situation that it would be insanely effective. But it was. And I think

we get a lot out of this lesson today. First is people are always buying. I know there's

lots. So everyone's got a reason why not to. But there are the people who do need what you sell.

And the timing most likely will not be perfect. But how do you create that urgency? How do you get

those deals going, moving, not stalling, approved, purchased? Instead of playing this vendor game,

tell me what it does. How much does it cost? How much does it cost? How much does it cost? Oh,

cost too much. I'll never call you again. And that's kind of that we fall into that trap where we're

viewed as a commodity instead of what we're really doing for our clients. We're going to get into all

of that today. But before we do, check out our friends. You know, scratch bad. That's right.

Just check over there and check it out. Download it. Give it a shot. If you're suffering with sales

force, and I know you are, trust me, I hear it every day all day. You manage who wants all that

information. The data. We got to get the data. How can we run a company without data? We're data

driven. Okay, give them the data. And as wraps, we want some of it. We want to know the details

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