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Karl is a big believer in having a playbook full of plays that help him connect with and grow his relationships with prospective customers. Or, more specifically, he has a playbook for each stage of the sales funnel.
At first, your goal is to get the right kinds of leads into the funnel. And that means fishing where the fish are. If your ideal customers are at conferences, trade shows, or networking events, make sure you are, too. If your potential customers are on LinkedIn, use the site to do outreach. If any of your existing customers have connections that could use your help, don’t be afraid to ask for a referral. Each of these strategies are outlined in Karl’s Playbook, and each of them has a variety of plays to help him execute effectively. As you think of a Buyer’s Journey , the plays go from getting leads into the funnel to connecting with and understanding the customer. The goal is to create conversations where “aha!” moments naturally happen. Those moments spark inspiration and allow you to casually float different ideas so that you can start to suggest a path forward. The plays at the bottom of the funnel are about how to present the proposal and, most importantly, how to use the proposal as a way to continue co-creating a solution. The goal is still to keep the conversation going and gain more and more buy-in as you go. Even in this final stage, you want the client to help shape the solution. If you’re interested in creating this kind of playbook for yourself and the strategies behind this way of selling, make sure you check out Karl’s appearance on the Consulting Leaders Podcast on Apple Podcasts or Spotify. Before he became a sales consultant and fractional CRO, Karl ran a digital agency for about 10 years. It was a business with a great reputation for creating experiential, unique websites and applications and everybody seemed to love working there.
It was a reputation that spread quickly, and anytime they’d post a job opening, they’d get flooded with applications. Once the pleasantries were out of the way, Karl started each interview with the same question. “Hey, on our website, in our portfolio, what was your favorite website our team created?” This question was a test. Because if somebody responded with, “Oh, I didn’t really have enough time to look at them,” or, “I don’t really know specifically what websites you guys have built, I just know you do great work,” the interview immediately got on the off ramp. If somebody couldn’t put in enough time to be prepared for a job interview in a highly sought after position, it showed that they weren’t willing to do even the most basic level of research. They weren’t going above and beyond to really understand what the company was all about. If they didn’t put in enough effort before a job interview to be able to answer a really simple question, why would Karl think they would start putting in effort to get to know potential customers later? On the other hand, if somebody came in and shared that they saw the website the team made for X company, loved a leader’s appearance on Y podcast, or talked about what they’ve heard about the company culture, it would go a long way. Why? Because it made it clear that the applicant cared enough about the opportunity to take the initiative to learn more about them - and they’d likely care enough about their customers to do the same. On the Hidden Sales Secrets episode of the Selling with Love podcast, Karl shared crafting an experience doesn’t just create loyal customers, but fills his cup, why salespeople need emotional resilience, why elevator pitches only serve the bottom of the funnel, and more. Listen to the podcast on Apple Podcasts to learn more! It was the day before Karl had a Zoom meeting scheduled with a salesman who wanted some individual coaching. Karl opened his inbox to find that the man had sent him a detailed PDF as well as a video of himself speaking. Both shared what Karl would consider a “value statement.” It shared information about the salesman, the company he worked for, what problems they aimed to solve, and how they approached solving them.
It was an incredibly professional video and PDF, but it was also incredibly curated. It felt like the salesman was reading from a script, and Karl finished watching the video not feeling like he knew anything more about who the man was or how he (and the company he worked for) would provide value. In their meeting the next day, the first thing Karl told the salesman to do was to pretend they were just two old friends grabbing a beer. “Let’s pretend I’m your college roommate who you haven’t spoken to in a while. We’re catching up at the bar and I ask what you’re up to now. How would you respond to that?” Thank goodness the session was recorded, because the result was the salesman nailing it. He didn’t even pause to think before diving into his answer. “You know, sometimes businesses have challenges, and the CEO isn’t totally in tune with what they are. As companies get bigger, they’re pretty far removed from the day-to-day. But the problems that are going on still need to be solved.” He went on to explain that he sells technology and services that can free up a lot of time, giving bandwidth back to the employees so they can focus more on their jobs. “It benefits the employees most,” he said with a little shrug. “The goal is really to give them a resource that helps them focus on what matters the most to the company.” Many salespeople, especially younger salespeople without a lot of experience under their belt, rely too heavily on the beautifully curated elevator pitches that marketing creates, and while they have their purposes, it’s not necessarily what works best in a casual conversation. In fact, as Karl shared with the young man, anytime you feel like you’re memorizing a script instead of improvising an interaction, you have a problem. In the Building a Strong Foundation for Sales Success on the Trailblazing for Success: Inspiring Leaders podcast, Karl shares what is most regularly missing in sales teams today, why being a lifelong learner is crucial to sales success, and how to show up with confidence and authenticity. Listen now on Spotify and Apple Podcasts One morning, as Karl was packing up some gear for a day of sailing, he asked his (at the time) 16-year-old son if he wanted to come with him that afternoon.
He knew his son would say no for one simple reason. His son always said no. Karl was so sure, in fact, that he almost didn’t ask. But to his surprise, his son shrugged. “Sure, Dad, what time?” As he made lunch and packed an extra towel, Karl couldn’t help but to smile to himself. He had an idea in his mind about what his afternoon was going to look like, and with one small shrug, it had taken on a completely different shape. “Hey, Dad, we have extra life jackets, right?” his son asked. “I invited the guys to come with.” Karl knew who his son was referring to. His son’s three best friends who he (and Karl) had known since they were in pre-school. Before he knew it, Karl was driving four teenagers who didn’t seem entirely clear on what the plan was. “Where are we going again?” One of them asked. “We’re going sailing,” Karl reminded him. “But I have to warn you guys, it’s a bit windy, so it’s possible we’ll get up there and we won’t be able to do much sailing.” The boy thought for a moment. “If we can’t sail, can we swim?” As the day went on, Karl felt less and less like he was hanging out with his son’s friends and more and more like he was one of the guys, just hanging out on a regular Sunday afternoon, which quickly turned into an adventure. It was windy, but they were still able to sail for a while, until a few of the boys wanted to swim. Karl navigated to a calmer cove and anchored the boat, and they all jumped in the water. They swam to the shore, explored the sand, found shells and cool looking rocks. They joked around, teased each other, and made up games. On the way home, they even stopped for ice cream. The entire day, which Karl thought would include him having a calm, relaxing few hours on his sail boat, turned into a free flowing adventure where suggestions were immediately accepted and everybody laughed freely. As they pulled into the driveway, one of the boys spoke up. “This was so much fun. Why don’t we do this all the time?” Once again, Karl’s perception turned on a dime. He never thought his son, never mind a crew of his son’s friends, would want to come along with him sailing on a random weekend afternoon. They probably didn’t think it was their idea of a good time, either. And yet, when all of them let go of their expectations and let the magic of spontaneity happen, they had an incredibly memorable experience. On the Embracing Unexpected Encounters episode of the Leadership Circle Podcast, Karl shares how many of the best outcomes, from the beginnings of Karl’s business to the lessons learned from working with customers to a spontaneous adventure with his son and his friends, are entirely unexpected. Listen to the podcast on Spotify or Apple Podcasts for the full conversation. “I’m not here to fire anybody.” It was the elephant in the room when Karl started working with a new organization. More specifically, when he started talking to somebody who the team was considering letting go. “I don’t know what’s going to happen, but my goal is to improve things.”
During their first meeting, Karl made a commitment to that sales person. “I’m going to find out what your world is like right now. I’m going to learn why you’re with this company, what you wish it was like, how you would improve it. Everything. And I’m going to show you, through my actions, that you can trust me. That I’m here to support you.” The salesperson was, rightfully, skeptical, but she gave Karl a chance. Over the next several weeks, they’d meet at least twice a week, and Karl learned a few things very quickly. The saleswoman didn’t feel like she was respected. She felt like she was often treated poorly. She didn’t feel heard. One big point of contention was that she wanted to have longer meetings than the standard 30-minute ones her team was expected to do. She felt she needed at least 45-minutes to get to know people and really be effective. “I’m tired of being told I can only do 30-minute calls so that I can do as many as possible. Give me an hour. Give me 45-minutes, even. I’ll take less calls, but I know I’ll be able to close more than anyone else.” Karl met with the leadership team and told them he wanted to do a 30 day experiment. During those 30 days, he’d make decisions he felt would best elevate the sales team and the leadership team would refrain from making any personnel changes. They agreed. The biggest change was a simple one: the sales team was in charge of their own schedules. They could set meetings for the amount of time they felt they needed. By the end of the 30 days, the average sales price had increased by about 30%, the whole team’s close rate had gone up, and the person who was initially on the chopping block had the highest closing rate of the entire team. An interesting follow up fact: she maintained the lead 80% of the time for the next 3 years while Karl was there. The salesperson wasn’t being difficult by insisting that she needed to have longer calls with potential customers. She was trying to take the time to get to know them so she could sell more effectively. Had the sales leaders fired her, as they thought they needed to do, the entire team would’ve not only lost her great sales record, but never improved as a whole. On the How to Drive Growth Through Empathy episode of the Predictable B2B Success Podcast, Karl shares how digging beneath the surface helps you learn better ways to motivate your sales team in addition to improving your business, why lack of foundation can hold back even successful sales organizations, and more. Listen on Apple Podcasts Listen on Spotfiy Several years ago, Karl was asked to consult with a company he’d worked with before.
“Things have been going great,” a member of the leadership team told him. “But we’ve grown a lot over the past several years, we have new team members, and I think we could use a refresh.” Karl was excited to get started and meet the new team. One of the newest members was their director of marketing. Driven, smart, personable, Karl knew he had a lot of potential. In fact, the new director of marketing’s biggest challenge was his age and subsequent lack of experience. There was a lot he didn’t know, but he was aware of it and incredibly eager to learn. Karl immediately thought about a different client of his who had an upcoming marketing conference and workshop. He knew it was the kind of experience that would benefit the new director of marketing. “Hey,” he told the guy the next day. “One of my other clients is hosting this workshop. I think you’d really like it.” Karl watched as the director of marketing’s facial expression moved from excitement to disappointment before he even spoke. “That sounds awesome, and I appreciate you thinking of me. But I just don’t think we have room in the budget right now.” Karl couldn’t let it go, especially after seeing the young director’s reaction. So he called his client and asked for a favor. “This guy really wants to attend,” he told his friend. “But he doesn’t have any wiggle room. Could you let him come free of charge?” “No worries,” the client told Karl. “Just send me his info and I’ll register him.” It was a win for everybody. There was an extra attendee at the conference networking and building connections, the new director of marketing was able to attend workshops he was really excited about, and Karl was able to help his client. When it came down to it, this moment wasn’t about selling for Karl – it was about providing value that went beyond the services he was paid to provide. None of it would’ve been possible without Iceberg Selling. Karl had to get to know the director of marketing well enough to understand that this opportunity was one he’d be excited about. He had to have a strong enough relationship with his other clients to ask for a favor. And he had to not just be professionally invested, but personally invested enough to find extra opportunities to provide value. During his appearance on the Leaving Nothing to Chance podcast, Karl does a mock sales call with host John Solleder, shares how most salespeople have the potential to go from good to great with a few small shifts in their mindset, and discusses why knowing what’s going on in the worlds of your team members and customers makes you a more valuable and successful salesperson. Listen on Spotify Listen on Apple Podcasts Several years ago, there was a horrible wildfire in Colorado where Karl lives.
As you can imagine, it was incredibly stressful for the entire community. Karl’s family was lucky enough not to lose their home, but thousands of other people did. People in their community. Friends of their family. The families of the kids Karl’s boys rode on the school bus with. Overnight, thousands of people around them lost their houses, their businesses, and, most notably, their feelings of safety and security. In the midst of one of the most challenging events that took place in their community, Karl witnessed something amazing - the way his kids started showing up for their friends, their neighbors, and their classmates. They collected items, shared their belongings, and spent their time helping the people around them. The most shocking part for Karl was that it was done without any reminders or prompting from him. In fact, if anything, the kids were the ones leading the charge, inspiring Karl to get more involved with efforts, too. It made Karl reflect about what legacy really is - how you show up, every day, in your community, and the ways you impact the people around you. In sales, you’re an agent of change. We may often picture salespeople in the negative stereotypical way, but what they really aim to do is make an impact for the people they guide and serve. During Karl’s appearance on the Legacy Roadmap Show podcast, he shared how his son’s unintentionally exemplified the “ownership” mindset in Iceberg Selling and why serving people by doing the things you value and are good at is at the heart of selling. Listen to the full podcast. During his appearance on the Uncover Hidden Client Needs episode of The How to Sell More Podcast, Karl shared a recent experience that, surprisingly, had him reflecting on authentic selling: planning his dad’s surprise 80th birthday party.
When he first started planning the party, people came to him with ideas: “We could do dinner at this new restaurant in town,” somebody suggested, but Karl knew that his father, as well as a lot of his father’s friends, would be uncomfortable driving at night. “There’s this great spot in the city that –” Karl shook his head as soon as he heard the location. Nearby parking was limited at best, and a lot of the guests would have trouble walking a long distance. The more he thought about the needs of the people attending, not to mention the birthday boy himself, Karl realized the party his father would likely enjoy the most was a luncheon at a restaurant with no stairs, a lot of light, and a familiar menu. But it got Karl thinking. The people who gave Karl suggestions, as well intentioned as they may be, were thinking of what they would enjoy for their birthday party - not what was realistic or enjoyable for an 80-year-old. They weren’t thinking about the challenges a loud environment, a dimly lit room, or staircases would present. If they were salespeople, we’d say they forgot to consider the needs of their customer. If you’re a salesperson who is an expert in their field or with their customer, understanding the basics of what is going on in the industry is just as, if not more, important than knowing your product. And if you don’t, you need to take a pause and do your homework. It’s easy as a salesperson to think your job is the ABC’s (if you know, you know). But when your focus is on constantly selling your product, it’s easy to forget why somebody might need to buy it. It’s easy to forget that understanding what’s going on in the industry you’re selling to is just as, if not more, important than knowing your product. To learn more about why failing to guide your customers reinforces sales stereotypes, how Iceberg Selling helps you uncover hidden client needs, and how sales organizations can overcome the biggest challenges holding them back, check out Karl’s appearance on The How To Sell More Podcast. What has the power to kill a sale faster than any other single factor?
A salesperson who doesn’t listen to their customer. When Karl and his family outgrew their house and started looking for a new one, he reached out to a realtor named Stephanie. Within weeks she found what, on paper, looked like the perfect house. It was the right size, their ideal layout, the style the family liked. It even backed up to a golf course - a dream for a family who loved to golf. There was one problem: it wasn’t in Boulder County, and Karl’s son desperately wanted to enroll at one of their high schools. Karl called the realtor. “Hey,” he said. “I think it’s worth seeing this house. It might even be our dream house. But I need you to do me a favor. At the showing, don’t tell my son that this house isn’t in Boulder County. He’ll immediately think he won’t be able to attend the high school he wants, and there’s no way he’ll look at it objectively. Instead, let’s just look at the house, see if it’s as good of a fit as we think it is, and figure the rest out down the line.” “I totally understand,” Stephanie said. And yet, when they arrived at the showing, before they even shook hands, she gave the family a smile. “Great news! I did some research and may have solved the high school problem. Even though the house isn’t in Boulder County, you might be able to open enroll and attend any of the schools!” She was beaming with delight, but a dark cloud had formed over the entire family’s heads. She thought that she had brought them a solution, but all Karl’s son heard was “high school problem.” And all Karl saw was a realtor who didn’t listen to his one request because she thought she knew better. Without realizing it, she poisoned the entire experience. This is why Iceberg Selling Matters. You need to understand the entire picture before you try to solve a problem, or you might end up causing one. Karl’s appearance on the Step Up Your Sales Performance with Iceberg Selling Episode of the Smart Agents podcast is packed with lessons and insights from both the perspective of the salesperson and the customer. You’ll learn:
Check out the episode on Spotify or Apple Podcasts to learn more about why listening to your customers and working to understand their needs is the key to building lasting relationships. You’re taking your son to his first ever baseball game. On the way to the stadium, he looks at you and says, “Dad, we’re gonna catch a baseball.” Naturally, you respond, “yes we will, son!” This exact scenario happened to Karl - but it had the best ending possible. He happened to be sitting in prime seats to catch a stray ball. During the third inning, his son turned and asked, “When are we going to catch the ball?” “How about now?” Just then, a ball gets hit their way and Karl’s eyes don’t leave it for a second. He catches the ball, hands it to his son, and starts thinking, man, am I the father of the year, or what?  By the end of the game, he realized a problem. He had two sons. And now, only one of them had a baseball.
Over the next couple of weeks, he started thinking about how he could catch a baseball for his younger son, too. He realized he’d need to:
They may have seemed like minor steps, but these seemingly small actions increased his odds of success. After all, you can’t catch a ball if you’re sitting in the nosebleeds, and a baseball player would be much more likely to toss a ball his way if he looked like a fan - and if that ball was going to a kid. What exactly does this have to do with sales? As it turns out, more than you’d think. One of the things that sets a good salesperson apart from a great salesperson is that, before every meeting they have, a great salesperson thinks about ways to increase their odds of winning the customer’s business. Whether it be mapping out their route to arrive early, making sure their car is clean and looks professional, anticipating and removing any possible distractions within their control, and clearly communicating next steps, a great salesperson knows that chance favors the prepared. Of course, great preparation is not a guarantee that what you’re working towards will go your way (although, in Karl’s case, once again, it did). But it does give you the best shot of achieving your desired outcome. On Karl’s appearance on the Global Sales Leader podcast, he shares what mentality salespeople need to have to succeed, why a good leader helps their team define what they’re playing for, and the power of bringing sales and marketing teams together. Check out the full podcast on Spotify or Apple Podcasts to learn more about mastering the art of sales! In a sales meeting with a live event team, one of the salespeople shared that they were ghosted after responding to an RFP.
“I’m really bummed,” the salesman shared. “I met this meeting planner, and we really hit it off. I was hopeful it would be the start of a lot of new business and a great working relationship.” Karl looked around the room at the sales team. “What do you think he should do next?” He asked. The team responded with the obvious - calling, emailing, other follow ups - all things that the salesman had already been doing. Karl nodded. “I have a question for you. Do you want to win this specific show from the meeting planner, or do you want to capture as much business as possible in the future, too? There were chuckles around the room. “Obviously we want as much business as possible.” “Then why are you treating this entire relationship like it’s about one RFP?” As salespeople, it’s natural that we’re hyper fixated on closing the sale in front of us. However, when every interaction we have with the client is filled with pressure to buy, we forget what matters most: figuring out how you can be of service. “What do you think the meeting planner might need?” Everybody was quiet. Karl went on. “What do you think her daily life looks like? What problems is she trying to solve for her clients? How can you help?” Suddenly, the ideas started flowing. “We could show her some of our favorite venues.” “We’re producing a gala in two weeks that we could invite her to. It’ll give her some inspiration and show how our team works with clients onsite.” “There’s a networking event coming up in a few weeks. We could see if she wants to attend with someone from our team.” The conversation about this meeting planner, and the strategies we were using, switched from pestering her about a single proposal to finding new ways to provide value. During his appearance on the Navigating Sales & Proposals episode of the Corralling the Chaos Podcast, Karl shared why good proposals should include more than a gear list and a quote. Instead, they should show an understanding of the client’s needs, share ideas that inspire, and tell a story about what it’s like to work with you. Most importantly, the entire sales process should prove that you’re a partner, not a vendor. Check out the full podcast on the Lasso website to learn more! The key to removing the “Yuck” factor that so often comes along with selling can be summed up in three steps:
1. Figure out who your perfect customer is. Picture this: you’re sitting on an airplane when somebody sits down next to you. Not just somebody – your perfect customer on paper. Picture that perfect customer. What is their world like? What do they need help with? If you were a fly on the wall while they vented to their best friend about their challenges, what would they be? Now’s the next step: how are you uniquely able to solve those challenges? Getting specific about who you want to work with, why you want to work with them, and what you bring to their table doesn’t just help you target the right customers - it helps you show up more intentionally to build long-term relationships. 2. Figure out what your strengths are - and how you can play to them. Some people are, by nature, incredibly social creatures. They make friends everywhere they go. At the gym, in the Starbucks line, in the DMV… Other people are good listeners. They listen to understand, not to respond. They find that people open up to them easily. They always seem to ask the right questions. Selling starts to feel less icky (for you and the people you’re selling to) when it’s grounded in authenticity. If you’re a social butterfly, that means playing into your strengths to draw people to you. If you’re somebody who listens first and speaks later, your power comes from your ability to make potential customers feel heard. Both are effective. Both are important. Which one you are doesn’t matter – it’s selling in a way that plays to your natural strengths that does. 3. Unpack your mental baggage Wolf of Wall Street is a great movie, but Jordan Belfort paints salespeople as greedy and money hungry at best and, well, a terrible people at worst. In fact, most movies about sales feed into this same perception that salespeople are highly competitive and desperate to win at any cost. Maybe that’s why so many entrepreneurs and salespeople find themselves turned off by the entire idea of selling. Of course, selling is an absolute necessity for companies to grow and thrive, and while the Blakes of Glengarry Glen Ross do exist, they’re the exception – not the norm. Most entrepreneurs and salespeople believe in the solutions they offer to solve challenges - so reframing how you think about the entire selling process will allow you to push past the “yuck” factor, dive deeper than what’s on the surface, and learn what your potential customers are really looking for. To get more insights on Selling Without the Yuck Factor and learn more about finding new leads, discovering your sales strengths, and more effectively approaching sales, check out Karl’s appearance on Doug Thorpe’s Leadership Powered by Common Sense podcast. Karl joined Justin Stoddart on the Think Bigger Real Estate podcast to dig into what makes sales meaningful and effective in an age of automation: real human connection. While many salespeople are tempted by the promise of working faster using technology, especially AI, Karl and Justin make a compelling case that being human is your competitive advantage.
In this conversation, Karl shares candid stories and experiences in relationship-driven industries, where going beyond surface-level interactions leads to trust and lasting impact. He explains how to use Iceberg Selling to build rapport with curiosity and authenticity, be more present, and apply emotional intelligence to every client interaction. Whether it’s taking the time to understand a client’s life, brainstorming ways to provide value beyond your core service, or shifting from an impersonal list of clients to a focused network of trusted partners, Karl offers a grounded, real-world roadmap to selling with depth and intention. He even tackles the tension between being efficient versus being effective, reminding us that while we should be efficient with our work, we should never be efficient with people. Listen to the full conversation on your favorite podcast app, visit Think Bigger Real Estate's podcast page or watch the video above to explore how you can be more present, show more empathy, and add more value to your sales approach. In a recent episode of the Teaching Journeys podcast, Karl joined host Dave Roberts to explore what it takes to build high-performing sales teams in a way that puts human relationships first. The conversation touched on the foundational pillars of effective sales leadership, the importance of aligning values and motivations, and the transformative power of mindset for individuals and organizations (and, of course, Iceberg Selling).
Building Sales Teams that Thrive Creating high-performing sales teams starts with a healthy culture. Too often, organizations prioritize tactics before values—but success is rarely sustainable without a shared purpose. Karl emphasizes the importance of building intentional, positive environments where people feel connected, supported, and clear on their “why,” both personally and for the overall business. When a team aligns with common goals and values, high performance comes easy. This alignment includes understanding each team member’s unique strengths and motivations. Rather than forcing one-size-fits-all strategies, effective leaders tailor their coaching to the individual—helping people succeed on their own terms. The result is greater engagement, consistency, and trust. Leadership That Empowers, Not Controls Leadership plays a critical role in shaping team dynamics. Karl shares that the most impactful leaders don’t micromanage, they enable. They invest in understanding their team members and create space for growth. When leaders prioritize collaboration and vulnerability, they build a culture where people feel safe to use their own their own experiences. The Power of Iceberg Selling Of course, Dave and Karl did a deep dive into Karl's Iceberg Selling framework, which invites sales professionals, and everyone else, to look beneath the surface of any given situation. Success comes not just from features and benefits, but from uncovering the deeper motivations, fears, and goals that drive decisions. In particular, they focus on the Ownership and Drivership mindsets. When salespeople in particular adopt these mindsets, they shift from reactive to proactive—from simply following the process to leading with intention. Great sales teams don’t just happen. They are built—with clarity, culture, and the courage to go deeper. Check out the episode on Youtube. If you were taking your family or friends on a road trip, you wouldn't just get in the car and start driving in a random direction. At the very least, you'd first agree on where you were going. Then, as the driver, it's your responsibility to plan your route and any stops along the way.
As a salesperson, you're a guide, helping your customer reach their desired outcome. So why not plan in advance the same way you would if you were any other type of guide? Khalil Benalioulhaj and Martin Holland invited Karl on their podcast, the Cash Flow Contractor, to talk about how Iceberg Selling helps you prepare to be the best guide you can be to your customers. To show someone how to reach a desired outcome, you first need to share a vision. Karl, Khalil, and Martin discuss how salespeople, and entrepreneurs working in a sales capacity, can co-create that vision with their customers and lay out the path from the starting point to that eventual outcome. This episode applies the principles of Iceberg Selling to the construction industry and its unique set of challenges. So, how can exploring the 90% below the surface apply to services like commercial and residential building or remodels? Watch the interview on YouTube or visit their website for links to your favorite podcast platforms. |
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