This episode focuses on making money.  Regardless of whether your business is big or small, established or a start-up, you can't get away from this crucial success measure. But more than simply making money the central theme is all about the P word - PROFIT! We've all heard the horror stories of how a promising business, regardless of massive turnover, was taken out at the knees because of a lack of synergy between cash flow, pipeline and profit.  In my book, The Art of the Suit, I advocate that if you don't yet have a love for numbers then you had better adopt a nurture a passion for this aspect of business discipline pretty swiftly if you wish to survive and thrive.  In this episode I am very fortunate to have a highly successful, experienced and insightful author, speaker, consultant and entrepreneur, Bob Hayward, joining us to provide very succinct and valuable insights to the Profit Secret.  He is the founder of Be More Effective and the author of The Profit Secret. He covers a lot of ground but a few key takeouts are: 1. Profit is the forgotten part of the sales that makes all the difference. To the customer and to the business 2. Selling is NEVER about the price 3. Too often we are chasing the wrong prospects 4. The sale is made in the pain of the present and not the benefits of the futur 5. Trust building Skills, People Skills, Questioning Skills and Listening Skills are far more important than selling skills or product knowledge 6. You have to build Credibility, Relevance and Importance at all stages. 7. You already know everyone you need to know to build your business as large and profitable as you wish I highly recommend that you visit https://www.bemoreeffective.com/ and subscribe for their newsletter and invitations to their webinars.   Enjoy the insights shared in this episode.