Going Back in Time, What Brian Caffarelli Would Say to His Younger Self

Mo asks Brian Caffarelli: If you could record a video around business development and send it back to your younger self, what would it say?

  • If you think selling is hard, buying is harder. Brian would want to tell his younger self that if he was more in tune and empathetic to the struggles of the buyer, sales wouldn’t be as hard.
  • When you feel stuck with sales, realize that the buyer is even more stuck.
  • To create a great buying experience, deconstruct as many of the little decisions that need to be made before the purchase decision. Get a sense of where you are in the process and the personal motivations of the other person for the stage they are at.
  • As the guide, it’s your job to help the buyer understand what the next step is and move them forward when they are ready.
  • Look into the past and see if your organization or you personally did something similar before. You might find challenges that were overcome and lessons that can be applied right now.
  • In the early stages of the buying journey, the buyer doesn’t necessarily realize the enormity or the complexity of the problem they are trying to solve. When trying to create demand, it’s problem knowledge and not product knowledge that moves the needle.
  • Empathy is the keyword. Buyers are trying to make a really hard decision and the better you understand the buying challenges the more likely you are to being able to solve their problem.



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