Sales and marketing doesn't come naturally to most people

Here's why: to be successful at selling and marketing, you need an external focus, not a selfish focus, and our society conditions most of us to have a selfish focus.

So, after we try selling and marketing for a while and fail, we look for guidance and advice for how to fix it.

And, this is a big problem, because lots of businesses need to sell and market products and services.

Enter the $9 billion sales and marketing advice industry.

The problem with sales and marketing advice is that a surprisingly large amount of it is all about hacks, tactics, tricks and techniques.

And so, we go back out into the arena, armed with our shiny new sales and marketing tricks and hacks, and we come back bloodied and beaten, as before.

Why?

Because hacks, tricks, techniques and tactics will never help you build a predictable and reliable sales and marketing system, engineered for your specific business that consistently delivers and converts qualified leads and new clients.

To create such a system, which is the only way to sustainably and safely grow your business, you must learn the principles behind successful selling and marketing.

And the principles of successful selling and marketing are all related to just one thing:

How people make buying decisions.