What is reality in sales? Is it what we think? Is it what the customer thinks or is it what people

end up doing? But how do we know what reality is before they do it? That's part of judgment.

That's part of our skill set, our ability to read the situation accurately,

accurately meaning anticipating what could happen based off of pattern recognition from what

typically has happened previously. And one of these elements is what's called a bullshit factor,

meaning that when if you ask somebody how important it is this on a scale from one to ten,

ten being urgent has to be nothing more important than one being doesn't matter and we'll never

get to it. And they say it's a nine. Okay, but their actions make it look like it's a five.

What does that tell you? The bullshit factor, there were about a four on the bullshit factor.

This is something that I developed early in my career because clearly I got really frustrated

when I misread a deal. I put too much time, too much energy, too much of my resources into deals

that either were fake, meaning that yeah, they were curious and they may even have been interested,

but there was no urgency. There was no real action associated with it.

So the bullshit factor is the separation between what they say and what they do.

A high BS factor means it's probably either not a deal or they're fooling themselves.

Now the only thing worse than them fooling themselves is them fooling us. And this is not malicious

in a lot of cases. It's just human nature. And that's why the onus is on us as sales people

to identify this. And too many of us hear what we want to hear. The happy years, of course we do.

We want the deal. Why would we not hear that Brian? Okay, it's okay to hear it. It's the meaning

you give to it that separates out the greatest reps from the okay reps. Because if you go on

selling with this BS factor that's so high, you're going to do things and you're going to get

disappointed. So what do you do? You kind of first recognize what it is and then try and create

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