And every sale is two major components. One is the technical sale. Does your product do what they want?

Most of us, we get through that pretty good, but does it do it better than the competition?

Does it do it better than doing nothing?

Do we, when do we get that return? That's the technical sale. You got to get it, otherwise you're not going to get a deal.

The other part is the business sale. This is how do we get the paperwork done? How do we get the budget allocated? How do we get it approved? How do we get it through and make it legally binding?

And how do we issue and receive a purchase order? That's the business sale.

We get a lot of training on the technical sale. We don't get a lot in the business sale.

And most of us are comfortable with the technical sale.

Scheduling a presentation getting a demo winning a proof of concept beating out a competition. We're pretty good at that, but they

don't really teach us the business sale. How it works, what they care about, because it's completely different.

They don't care about the product.

They don't probably know what it does.

They don't want to know what it does.

They want to know what it does for them.

Not just the business, but them personally, which is a real eye-opener if you want to do large deals.

That's what we're going to be talking about today, because if you don't get both, you typically don't get a deal.

Now, the old school used to be top down. Business sale and you know

technical sale will take care of itself. The problem is if I worked at a company like that nobody used the product so you never got any repeat business. They wouldn't renew maintenance and they'd not use the product or it wasn't

referenceable. That's not good.

And today, what's everyone trying to do?

Just get the technical sale.

That's what product-led growth is all about.

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