Welcome to another insightful episode of the Shift with Elena Agar Podcast. Today, we have the pleasure of speaking with Brendan McAdams, a seasoned sales expert and coach for startups and entrepreneurs. In this episode, we dive deep into Brendan's approach to building successful products and mastering the sales process. Brendan shares invaluable advice on how to navigate the challenging journey of creating and selling new solutions, highlighting the importance of early-stage discovery, continuous customer conversations, and overcoming rejections. We'll explore the mindset that founders need to harness, learn about Brendan's intriguing career path from English literature to enterprise sales, and discuss key principles from his latest book, "Salescraft." Brendan also emphasizes the importance of genuine, transparent communication in building trust and the pitfalls of offering discounts in lieu of demonstrating value. Whether you're an aspiring entrepreneur or a seasoned founder, this episode is packed with actionable insights to elevate your sales strategy and product development process. Time Stamps: 00:00 Sales skills are learned, not always natural. 03:12 Motivated by criticism, improved writing skills. 08:42 Create comfort for open communication and engagement. 11:30 Put customers in problem-solving, decision-making roles. 13:02 Be genuine, honest, and collaborate as partners. 17:22 People value solutions over price, spend willingly. 21:19 Wrote "Salescraft" and "Sales Launch" on B2B selling. 25:01 Focus on mindset; founders must leverage expertise. 26:14 Learned to simplify ideas for new audiences. 29:05 Clarify product benefits; responsibility lies on you. 32:11 Hope you sell many copies; interesting content. Connect with Brendan: https://www.linkedin.com/in/brendanmcadams/ Follow Elena: LinkedIn: https://www.linkedin.com/in/elenaagaragimova/ Instagram: https://www.instagram.com/elenaagaragimova/ Listen on: Apple: https://podcasts.apple.com/us/podcast/shift-with-elena-agar/id1530850914 Spotify: https://open.spotify.com/show/5UKh6dWcuQwJlmAOqD8wij --- Support this podcast: https://podcasters.spotify.com/pod/show/elenaagar/support