Chris Orlop

It takes us 11 months to collect cash from the start of a deal.

Now we're getting somewhere.

And of course, we decided to peel the onion a little more with her.

And she said, if we don't solve this cash flow issue, we're essentially going to have to sell some of our company in the form of raising another round.

Now, that's not always a bad thing, raising another round.

But if you have to do it to solve a cash crunch,

instead of accelerating the business, usually not a good spot to be in.

So we've gone from a $0 problem to a $50,000 problem to a $500,000 problem, all using one question that we phrased in different ways, why?

Now, if you just say why 10 times to a customer, they're probably gonna curse you out of the room.

And so here's the second question for you to swipe.

I don't know why this works so much better than just asking why, but it does.

When your customer starts talking about a surface level challenge, try asking them, what challenge is going on in your business that's driving that to be a priority?

You are going to notice that about 50% of buyers chuckle when you ask that question.

Because they're thinking about the train wreck going on in their business.

Train wrecks are usually things you can solve if it's the right train wreck.

Okay.

We've gotten the surface level.

We've started to develop that and mold that and understand the need behind the need.

Your next job is to start to quantify it.

Why do you think that is?