Welcome to the Graham Cochran show where each week I help you create more money,

margin, and meaning in your life.

I'm your host, of course, Graham Cochran.

Let's get into it.

You will never be able to sell until you understand this one thing.

So most people think selling is about being persuasive or having a perfectly crafted pitch

or pushing a product. But that mindset is exactly what's killing your sales. In this episode,

I'm breaking down what actually makes people buy and why so many

entrepreneurs keep missing it. So if you've ever struggled to sell your offer, this might be

the breakthrough you've been waiting for. Let's jump in. You know, it's crazy to me that I'm

even talking to you about selling today because selling was one of the things I loathed the most and thought I would never be good at.

In fact, my first job out of college was a sales position, selling radio advertising for Clear Channel

Radio. Specifically, I was in Harrisonburg, Virginia, at Country KCY, and 98 Rock. And I was a month or two after the letting go of a dream,

my dream of being a rock star that had died. I had, and I've shared the story before,

but if you don't know my story, I've been a musician my whole life. And I was working all

the way up through college to get a record deal. I'd made an

album. We had a producer. We had it shopped around a bunch of labels. I was engaged to be married

to Shea at the time. And I wanted to land a record deal before we got married. So I'd have some

advance money. So I could provide for her. And we could start this life together, hoping I could

see how far this music journey would last. And when all the doors were closing, I came to the realization that I have to look to plan B. And there was no plan B. Plan A was the only plan there was. It was get a record deal. I didn't know if I'd be famous. I didn't know how much money I'd make, but I figured I'd at least get a deal, a first deal, and I would be able to try it for a year or two or three. I never once crossed my mind that I wouldn't get a record deal. So when I didn't get a record deal, I had no backup. I didn't go to college with the purpose of getting a degree that would make me money. I went to college because my parents made me.

And so I got an audio engineering degree so I could play in recording studios all day while I made my album and got signed. So I didn't have a great plan. So now I'm scrambling to find a job.

And lo behold, the only job I could find fresh out of college that I qualified for was a sales position, which you didn't even need a

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