Michael Burns

right now and some things that I care less about.

The most important thing for me right now is identifying needs.

And I'll stop and dive into this for a second.

How many people have taught sales teams to sell the pain points?

Identify the pain points and sell the pain points.

All right.

How many people here have asked for a new piece of software recently or had somebody ask them for a new piece of software?

And we said, no, deal with the pain because it's not the time to be spending.

I have, for sure.

Yeah, Guy has.

So pain points are nice to solve.

And when things are going well, you look for solving pain and overcoming pain.

But in tough times, you tell people to get tough.

Buck up.

Deal with it.

I'm sorry it hurts.

work a little more.

Not that I'm that blunt with my team, but you get the concept.

So in the identifying needs part of co-impact, what I'm really getting my team to do is identify objectives and saying, look, no one's going to care about solving pain points right now, but everybody needs to hit goals.

And if we could identify their objectives and sell to objectives as opposed to pain, certainly not features,