I spent years watching people fail at sales — good people, with real offers, genuine belief in what they were doing — and I kept seeing the same pattern. It wasn't their close. It wasn't their follow-up. There was something foundational missing, and without it, nothing in their sales process could work. And most sales training never addresses it because most sales trainers don't know it's there. In this episode, I walk through what that missing piece actually is. If selling ever feels harder than it should, I need you to hear this conversation.
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