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=======If you’re new here, subscribe here so you don’t miss the next lesson.======= Last year, I heard Perry Marshall tell a story that made me think of every rep who’s ever called me. He was speaking at a seminar. He asked the audience to stand if they owned shoes. Everyone stood (obviously). Then he started […]

=======If you’re new here, subscribe here so you don’t miss the next lesson.======= Specs don’t defend themselves… You do. You got the product specified. The architect loves it. The project moves forward. And then… silence. Then one day, you hear the job went to bid… and your product didn’t make it through. Gone. Replaced by […]

=======If you’re new here, subscribe here so you don’t miss the next lesson.======= Most product reps think their job is to get your products specified. They’re wrong. Your real job is to become the architect’s most trusted advisor. And if you make this shift, everything changes. Jay Abraham calls this the Strategy of Preeminence. It […]

=======If you’re new here, subscribe here so you don’t miss the next lesson.======= Can I get a little blunt here? A lot of reps I see have a “disease.” It’s not laziness. It’s not poor training. It’s not even bad leads. It’s short-term addiction. They only chase architects who look ready to specify now. They […]

=======If you’re new here, subscribe here so you don’t miss the next lesson.======= Back in the 70s, when I was a kid, my dad drove delivery trucks for Anheuser-Busch. At their convention one year, he apparently got to play a game of pool against the billiard legend, Willie Mosconi. Dad lost, of course. But he […]