Key Takeaways: Ditch Cold Outreach: Creates distrust; focus on building relationships early. Value First: Understand buyers deeply and empower their vision. Measure Right: Prioritize value per hour, not dials or meetings. Cultural Fit: Hire right, create great work environments, avoid micromanaging.   Rethinking Sales: Buyers engage salespeople to make confident purchase decisions. Instead of prospecting to active buyers, focus on companies that will be in the market 6-36 months out. Build relationships and understand their context before they start evaluating. When they do evaluate, you can guide them based on their specific needs rather than pitching features. Flaws in Sales Practices: Cold outreach has abysmal conversion rates (0.3% success), yet companies still invest heavily in it. Discounting and fake urgency often push buyers away instead of accelerating deals. Conventional discovery methods trigger buyers' fight-or-flight response by focusing on past pain. Metrics like dials, activities, and short-term pipeline drive self-oriented behaviors that are misaligned with helping buyers. Ethical Sales Approach: To be timely, relevant, and valuable, understand the buyer's context well in advance. Build trust by aligning with the buyer's intended outcomes, not your own sales agenda. Create "binary effects" that avoid triggering adrenaline or cortisol, and instead promote serotonin and dopamine. Operate with integrity to become the most trusted business advisor buyers know. Improving Enablement: Most sales managers are over-promoted individual contributors lacking real leadership skills. Recruitment and creating an environment for people to thrive should be top management priorities. Focus on coaching reps on value contribution per hour rather than micromanaging activity metrics. Consider a subscription-based coaching model to truly enable reps beyond one-time placement fees.   Contact Leah Borges 📕 | LinkedIn   If anything in this episode resonates, test your sales strategy and book a free  30 minute strategy session https://bit.ly/NewSellingAptitudeTest