Today Andy highlights an excellent discussion from the latest episode which of course includes a panel of incredible sales experts, including  Andrew Sykes, CEO of Habits at Work and Adjunct Professor at Kellogg Executive Education, Ian Campbell, CEO of Nucleus Research, and Amy Hrehovcik, Director of Enablement at CROP. They go back and forth about the misconceptions of salespeople creating urgency and instead, recommend genuinely focusing on understanding the customer’s journey. They explore the importance of qualifying opportunities, the role of a champion in the sales process, and the disconnect between traditional sales methods and buyer behaviors, like the difference between sellers' linear approach and buyers' non-linear journey, and the psychological impact of having too many choices. Take some time to listen to this terrific full episode on Apple or Spotify (and others) Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit andypaul.com to subscribe to his newsletter for even more strategies and tips to accelerate your win rate.