All Selling Aside With Alex Mandossian

Imagine this, you’re flying over the largest desert on Earth, the Sahara, in a single prop plane, with just you and a pilot on your way to Marrakesh. Everything is going fine but then you hear the telltale sign of engine failure... putt… putt…. putt… Your pilot is a highly experienced individual and manages to land the plane in the sand and you both survive. However, you have a problem. You and your pilot have to get to Marrakesh before you run out of water.  In this case, what is the most important question you should be asking yourself? Should you be wondering where Marrakesh is? Or should you instead be more concerned with where you are right now? This parable illustrates the relationship between COI and ROI.  The cost of inaction or COI principle is where you should focus 80% of your time. Figure out your clients’ pain points and then show them how your product or service will save them from the pain of inaction. The three key insights for this episode are:  What is the COI principle and how is it differ