Today everybody wants sales to work like manufacturing, like we're making or assembling

deals like we assemble microwaves or cars. and conventional logic says this is possible and if the market exists and it's kind of a commodity sell or a well-known established need. It can work in certain very narrow situations.

But for the rest of us in the real world, we have to become great at

outbound. Outbound seems like it's overwhelming. It is a little nerve-wracking. We're bugging people if we don't do it right.

And but the key difference about outbound when you become good at outbound

your income is under your control. With inbound, you know it's going to be

competitive because they're not just going to contact one company,

they're probably going to contact a minimum, two, three, maybe more, and they don't really know what they're looking for, they don't know the capabilities.

So they flip-flop and will naturally push you towards being a commodity because that gives them all the power and

to think of the uniqueness requires thinking which requires calories and effort. This is what I love about

outbound is that we get to initiate the conversation, we get to set the

ground rules, we get to set the relation. the

the conversation, the tone, the tempo,

instead of the client

instead of the client treating us like we're a vendor. I always hated that word when you be in that first meeting and you'd hear the word vendor.

It felt like a vending machine, and your product is just a candy bar in the machine

and it's a little different than the candy bar next to it. And if we let our clients think that we're a commodity, what

always happens? It's a coin toss, it goes to the lowest price or the prettiest color on the website or the packaging

instead of the real capabilities of the product. The real things. Because let's think about it. Think

about all the things that you buy. When do you really get to learn about the

distinctions? Is it the first time you try it? No, no. It's probably months into using it. And then you might realize, hey, this isn't enough.

This isn't powerful enough.

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