How to Explain What You Sell

A prospect says, "Can you call me after the holidays?" The usual advice is to ask what's going to be different after the holidays, which makes her justify her answer. Josh shares a different approach: see it from her side first, then pause. When people feel understood, they tell you what's really going on. People don't buy because they understand you. They buy because you understand them.

A prospect says your price is too expensive. The usual comeback, "What are you comparing it to?", can sound like a challenge and make people clam up. In this episode, Josh shares a calmer approach. Shift your intent from overcoming the objection to understanding where the buyer is coming from. Then pause and say, "I'm guessing you might be comparing this to what you're using or something else you've seen." And listen.

So yeah, this happed. I insulted a CMO in front of her entire team. Not a good look.

Some of the best salespeople are small business owners.

Why explaining creates resistance and what to do instead.

Why changing minds is a net negative every time.

A counterintuitive way to build trust when selling.

Thoughts on why warmth matters in sales.

Thoughts on selling things to people they already have.

Thoughts on cold calling.