Do you think your sale is unique and different than everybody else's? Of course you do.

Everybody thinks that. And that's one of the topics that we're going to cover today.

We've got a guest who has been successful in three separate industries. All complex

sale, one B to C, two B to B. And we're going to get into some of the distinctions there,

some of the lessons learned, transitioning from these industries. And I find this interview

valuable in a couple of levels. One that if you want to make an industry change, you can.

I think a lot of people get stuck in this belief that I can't do it. There's too much

to learn. It'll take too long. And there's some truth to that. But it's possible. And

I even encourage it, depending on where you are in life, your risk tolerance, how much

you like change. But if you're stuck in an industry that is not rewarding you the way

you'd like or you want to experiment, why not? The other thing I want to talk about

today is, I'm really kind of coming to the conclusion that that transactional mindset,

people who think sales is a transaction or have had easier sales, meaning like coal

or warm inbound with a beauty contest sales with this active demand for your product is

ruining your view on sales for the cold outreach, the complex sale with many people involved.

The need has to be developed. It's not urgent on their side. Maybe a new technology or a

new approach or a different way of doing it. That sale is very different than the transactional

sale. Meaning what they want from a salesperson and what the salesperson needs to do is not

only different, but almost the opposite of the transactional sale. Repore and the relationship

is so critical because that is the bandwidth of communication. We think that everyone

is telling the whole truth or nothing but the truth, but come on, we're people. We say

what we want to get what we want, say whatever you want about that, but that's how people

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