"This will take someone from feeling like they know nothing all the way through becoming quite successful. And it is done in such a way that the story itself kept the reader's hearts involved and the teaching was strong." Key Moments 00:00 Book set in New Orleans teaches sales principles 03:27 Collaboration and Mentorship 09:14 "Fusion Point" combines logic and emotion intentionally 11:21 Using Collaborative Storytelling in Businesss  13:52 Reframing "No" into Valuable Sales Strategy Lessons 19:45 Personal Beliefs Shape Individual Perceptions of Truth Connect with Bob and Jeff Order the Book Streetwise to Saleswise Bob Burg on LinkedIn Jeff West on LinkedIn Resources The Cockerell Academy About Lee Cockerell Mainstreet Leader Becoming Saleswise Bob Burg and Jeff West have teamed up to write a new book, "Streetwise to Saleswise: Become Objection Proof and Beat the Sales Blues." They join Jody and I for a conversation on the valuable principles this book teaches about sales, rejection, and overcoming objections. There are many themes in this book that relate to experiences in leadership, management, and customer service. During our conversation we talk a lot about the concept of becoming objection-proof and dispelling the myths of overcoming objections in sales. Here are my 3 key takeaways: Objection-Proof Selling: Instead of trying to overcome objections, work effectively within the objection. Understand the concern, empathize with the prospect, and collaboratively address the root cause. Empathy and understanding are key. Fusion Points: Harness the power of fusion points to create positive emotional responses connected with logic. This cultivates loyalty, persistence, and happiness in your prospects or clients. The Power of Story: Bob and Jeff's collaboration on this parable takes the reader through a transformation from a non-salesperson to a star salesperson. The book weaves together both Bob's and Jeff's teaching on leadership, sales, and emotional connections, making it a valuable resource for anyone in sales. Make sure to listen to this episode and order their book, "Streetwise to Saleswise", using the link listed. I know it will empower and inspire you to elevate your sales game, build meaningful connections, and achieve success in your professional endeavors. While you're at it, make sure you reach out to Magical Vacation Planners. They are great a building meaningful connections and helping you with your vacation endeavors. You can reach them at 407-442-2694.