@Asher Alonso I'll try. This is one of the more complicated bits, but if you consider the pain your customers have (and you solve). That pain could actually be doing something positive for them and so by you solving their problem, you could actually be putting them in a worse position (in thier mind). Lets use the example of something we can all agree is pretty much a problem: smoking. Everyone knows it has a negative impact. So why do people continue to do it? Because they DO get some positives....like socialising, feeling connected to others, relieving stress. So, this is why people do stupid stuff even though they know they knows it not good. Your customers have problems. They know you can solve them. So, why do they want to delay and think about it. Because the cost of doing something is heavier than doing nothing. And sometimes the problem serves a good purpose. Some examples. • the problem justifies somebody's job • a person wants to be seen as the person fixing it - hiring someone better feels weak • adopting something that works means they have to make effort • some people are actually scared of succeeding So, write out all of the problems that your customers have and ask yourself: "What are the benefits of this problem existing?" "If this problem went away tomorrow, what would the negatives be?" And, if in doubt, ask these in your customer conversations. Sorry it was long 😂

Great to have you @Sienna Hartley . What do you sell - or would like to sell?

@Sienna Hartley awesome we have practice sessions on Thursdays and cold calling seems to be popular

Welcome @David Azagoury , what do you sell?

@David Azagoury thats cool...hope you still get some value from these skills