I've been in sales and sales leadership all my life. It's been my career. And the reality of that process is I have studied selling ever since college when I started, trying to figure out what works and what does it take to gain a competitive advantage. What I discovered through all this is about every 10 years, over the last 50 years, every 10 years, what it takes to gain a competitive advantage has dramatically changed. It's gotten tougher every decade. To the point today that we're in a hyper-competitive world, a hyper-competitive environment. Look at the realities. Buyers don't return your phone calls anymore and they don't answer their phone. When you do get in a conversation with them, by the time you're brought in, they've already made a lot of decisions, and a lot of those decisions are wrong. And we have a hyper-competitive environment today where quality is no longer a competitive advantage because everybody has achieved that. So now how are salespeople dealing with this? Well, the problem we have is because the majority of salespeople have never been through any sales training and to get very little coaching, they're approaching it the way it used to work 10 or 20 years ago, dealing with the issue of their intuitive and how they sell. They know how to sell, they know how to be persuasive, but they don't know the structures of how to do it. The problem is most salespeople are like the Hilari bird. Ever hear the Hilari bird? It's a three-foot bird, lives in four-foot grass, spends his whole life saying, Where the hell are we? It was on the Discovery Channel, but this is how most salespeople are selling. They're only thinking one move ahead. So the reality of the process is we need to help these salespeople achieve more. Where are you with your selling skills? How much work have you done lately to improve the processes, the structures, and the skills of selling to make you more persuasive, to make you more effective, and to give you more control? There are three things that if you change and improve these three areas, you will increase your competitive advantage. The first is we need stronger best practices of selling. We need to understand the structures and the processes of selling so you gain more control. The second thing is we need better message and positioning. It's amazing. The toughest question in selling a day is when a customer looks at a sales rep and says, Look, you're the third vendor I've talked to this week about this. Why, based on all the competitive options available to me, do I want to buy from you? What's your answer to that? For most salespeople, because they've never been trained on it, they've never been coached on it, the companies ever worked with them on what the best answer is for that, they've made up their own. And most of them are pretty weak. Even worse, most of them are pretty generic. If you want to increase your selling effectiveness, if you want to increase your success, if you want to sell even more, there are three changes that need to happen. The first is what can you do to learn more about the best practices and structures of selling? Sales calls are shorter than they've ever been before. So if we don't have control over that, we could waste our time and miss a selling opportunity with a customer. The second thing we need is more of this message and positioning of uniqueness of why do I want to buy from you? Because the average sales rep, when you ask that question, only has four answers. Because of our high-quality product, our strong level of support, our competitive price. We're not the cheapest, but we're competitive, and you get me. And all that tells the customer, because that's what everybody else is saying, they might as well just buy based on price. So having a stronger message to differentiate and communicate your uniqueness is a second critical piece to this. And the third is you need help. Selling has become way too complex. Look at professional athletes. Every one of them has several coaches and guides to help make them better than they would be. How do we help you get those skills? And that means you need a coach, you need a strategist, you need a manager that's going to help guide you through this process. Because when you have stronger skills, stronger message and positioning, and more help, that's when you can sell even more.