Traditional selling approaches tell us that sales are usually lost because of some element -- price, features, benefits -- having to do with our product or service.

So, when we sell, we naturally focus on what we're selling because we feel we have to differentiate our product or service so prospects understand what we're offering that's unique.

But...what if focusing all your energy on WHAT you're selling is actually main reason WHY you're losing sales?

"Not possible!" you say. No?

Let's hear, in my client Ryan's own words, what happened to him.

His story will help you realize why you may be losing sales without really understanding why.

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From: Ryan Subject: Unlock My Brain

Hi, Ari, It's been a while since we've been in touch, and I'm sure you were frustrated working with me because I was so engrained in traditional sales thinking. I have to admit that it has taken me quite some time to shift my selling mindset.

I just wanted to let you know that I've finally unlocked my brain -- and consequently game!

Here's what happened.

Recently, my VP of sales strongly "suggested" that I push for a close with largest account that my company had seen. We were all anxious for them to make a decision, but I knew that they needed to reach a few more milestones in their own processes first.

I tried to convey this to my VP, but suggestion became a demand, and we proceeded down "our" path of techniques and whatnot to convince them to go with us. Of course, I had VP on every call after this.