Steve Johnson recently had an uncomfortable realization - he was making the exact mistake he helped his clients avoid. His own business relied entirely on word-of-mouth referrals, with no clear path for prospects to engage before jumping into a high-stakes sales call.In this candid conversation, Steve breaks down why this common approach fails and shares the strategic shifts that transformed his results. Drawing from 20+ years scaling companies from startup to pre-IPO, he reveals:Why 80% of B2B buyers complete 70% of their buying process before ever talking to vendorsThe critical mistake most companies make in B2B sales messaging How one simple change took a client's close rate from 10% to 35%Why selling to "businesses" kills deals (and what to focus on instead)The counterintuitive way to turn general counsel into your biggest advocateSteve also discusses his framework for helping CEOs gain clarity, energy and momentum in their sales process - without getting stuck in complexity.Free Resources:Register for Steve's new training Fix Your Sales Team in 90 Days at FixYourSalesTeam.comStay connected with Steve's latest insights at ScalingSales.com/newsletter

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