In this episode, John Kaplan highlights the importance of business conversations as opposed to sales conversations when trying to navigate a landscape of heightened buyer scrutiny. He discusses:
* The mindset you need for successful business conversations. * Ways to hold yourself accountable for having business conversations. * Tips for adjusting the business conversation for finance. * A personal anecdote to demonstrate the importance of differentiation and influencing the Decision Criteria.

Here are some additional resources:
* Get MEDDICC Certified on Ascender! + https://rb.gy/skge08 * Rise Above the Noise | Ascender Video + https://rb.gy/3iq0v1 * Dealing with Hesitant Buyers | Ascender Video + https://rb.gy/2qi7eb * Selling to the CFO w/ Jim Kelliher | Ascender Insights + https://rb.gy/0ne41j * Leading Through Economic Challenges with Murray Demo | Revenue Builders + https://rb.gy/kow7b2

Visit Ascender, a platform designed solely for salespeople who own a quota. If you enjoy the Audible-Ready Sales Podcast, Ascender is perfect for you! We put out content every day with insights to help you level up in your sales career.

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