I study the person they're trying to sell to.

Some of the most valuable things I've learned about sales didn't come from a sales book. They came from listening. Really listening. To thousands of moments where people reveal how they make decisions. The hesitation before answering a question. The objection that doesn't quite match everything they said before it. The sudden change in someone's language when they begin to trust you. The difference between someone asking about price because they genuinely can't afford somethi

Imagine I tell you your ideal customer is: 42 years old. Female. Professional career. $175,000 household income. Lives within 25 miles of your business. Great... Now tell me why she buys. That's usually where the conversation gets much more interesting. Demographics can help us find people. They don't necessarily help us understand them. And if you're building your brand, messaging, offer, and sales strategy around an ideal customer profile, understanding the human underneath

When sales slow down, businesses tend to look in the same places. We need more leads. Marketing isn't working. Our salespeople aren't closing. People think we're too expensive. And sometimes, they're right. But after more than a decade working inside high-value sales, I've learned to ask a different question: What happened before that? Because the problem you can see isn't always where the problem started. Your buyer doesn't arrive at the sales conversation with a blank brain