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On this "take two" episode (after a technical mishap lost the first recording), Scott and Mike welcome back Jeff Cutter, founder of WIITT Selling (What Is Important To Them). Jeff breaks down the fundamental flaw in most sales processes: the obsession with our decks, our products, and our preparation, while completely ignoring the customer's narrative.

Jeff shares how this mindset shift started early—selling his neighbors not on a mowed lawn, but on the freedom to ride their bikes on the weekend. The trio discusses why sales reps often get stuck at the "context level" (activities, features, specs) and fail to reach the "emotional level" where decisions are actually made.

Key Takeaways:

• Define WIITT: It stands for What Is Important To Them. If you don't know the specific problem and the emotion attached to it, you are just guessing.
• The "Context" Trap: Most CRMs are filled with "activities" (sent email, had meeting), but lack intelligence on the actual problem. You need to move from "What are you doing?" to "How does this problem make you feel?"
• Co-Author the Story: Don't hijack the conversation with your own pitch. Use mirroring and emotional labeling to stay in the customer's story until you uncover the root cause.
• The Jeep Theory: Citing Clotaire Rapaille, Jeff explains that customers often lie (unintentionally) about what they want (e.g., safety), when they truly buy based on a deeper emotional code (e.g., freedom/open road).

Guest Resources: Check out Jeff’s free guide, "Stop Guessing, Take Control of Your CRM Intelligence" at wiittselling.com.

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Scott Schlofman
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