Sell on value. That's what we're told. And it sounds logical, but if we fall into the

commodity trap, you know what the commodity trap is. It's like, tell me what it is, what

it does, how much it costs. It's kind of where the B player lives. But once we're in the

commodity trap, it's hard to get out. So we got to prevent it. And if we fall into it,

we tend to lose on price. Or somebody falls in love with a particular feature or capability.

So we have to develop that conversation on value implications. Why the extra value is more

than worth it. And look at your own purchases. Until you really understand the differences,

do you really want to pay more? Let's think about the last thing that broke in your house

or on your car. Don't you want to just done cheapest as possible? His cheap sound smart.

But in B2B, cheap is usually not so smart because the implications are pretty substantial.

And if you are in the course, start the conversation, get the meeting. Make sure you

check out the office hours from yesterday. We had a lot of great success stories. And

when you hear people in the course showing up to share them because they're so excited,

that's what makes it all worthwhile. Because the days of pitching, pitching is all about

finding interest. People aren't open-minded when they open your email or take your call.

To close-minded. And it's really a magical email that's going to take somebody from unaware

to aware, to curious, to interest it. You may think so, but I haven't received one.

The ones that do work are the ones that hit on an existing need I already have. But if

I have an existing need, is that prospecting or is that finding interest?

You decide. Let's get into the interview. I'll sum it up at the end. This is a really

good one. So you might want to save it.

Hey, JC. Thanks for joining us today. It's a way of getting started. It gives a little

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