Interview: The importance of Discovering Critical Business Issues

Listen to my recent interview with Tom Meerstadt of Cuvama where I share practical tips to avoid “No Decision” outcomes. We explored:

• 2023 sales (and buying) challenges 
• Changing our thinking for 2024
• No Decision outcomes – 45% in typical years
• Three discovery elements that yield No Decision results
• Critical Business Issues as the main reason for No Decision outcomes
• The difference between pain and Critical Business Issues – an automobile example
• Another example: A Head of Sales
• Tips for uncovering Critical Business Issues
• Using “why?” and other insightful questions
• The impact (and challenges!) of Job Title level on uncovering Critical Business Issues
• Why isn’t sufficient discovery done in most organizations?
• What about call recording tools?
• Learning takes place by doing!
• Three discovery elements reprised

You can watch this 25-minute interview here. Enjoy!