When it comes to sales, most sale executives and sales leaders are blinded by their own beliefs about their offerings and their solutions. This results in them often coming across as pushy, or trying to convince a customer to take a specific course of action. We know that sales is all about problem solving and in order to help a customer solve a problem, we must change the way we think, and therefore how we interact with them. In order to influence, we need to consider what are the elements that will enable us to persuade them in an authentic way. This is where ‘so what?’ comes into it. Enjoy this episode.