In other podcasts, I've always said people either want to talk with you or have to.

And guess which one we want?

For them to want to talk with us, there has to be something of value that they get out of it.

It might be just rapport.

It might be current events.

But the closer it is to business, the better.

We don't have to start at business.

We can build to it.

But can we hold a conversation about business?

Now, we probably all run into this challenge when we start a new sales job,

especially in a new industry. Anyways, we've all run into this challenge when we start a new sales job, especially in a new industry.

Anyways, we've got a new product.

You've got to sell it.

One of the biggest challenges I had in my career is I went from selling software to selling

this network appliance.

It was a hardware, special chips, all this security, and it

fit into the network layer. But the challenge was that software people made the decision.

But then there was network operations and security got involved. And if I couldn't talk with them about it,

they weren't interested in talking to me because there was no need to, no have to. The want to

didn't exist there. As salespeople, we have to develop that want to talk with us.

Think about that through each and every conversation with your clients.

Why are they taking the meeting?

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