512: You Need To Be More Assertive, Dammit!

The Brian Nichols Show · May 27, 2022 · 11m

The customer is always right. Yep. We've all heard that saying many a time. And unfortunately, too many sales pros believe that this old way of thinking is actually true.

You know, the idea that the rep who does whatever their prospect asks and wants is the one who kills it month after month.

But is that really the case? Is the customer always right? Ask any seasoned sales professional, and they'll tell you that not only is this plain wrong, but in fact, it's an almost guaranteed way to sabotage any sale.

Instead of playing the role of order-taker, we have to play the role of consultant. And…