{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":0.0,"endTime":3.24,"body":"All my clients say"},{"speaker":"Matt Wolach","startTime":0.0,"endTime":3.24,"body":"that one of the concepts I teach"},{"speaker":"Matt Wolach","startTime":3.24,"endTime":6.45,"body":"called twist the knife is one of"},{"speaker":"Matt Wolach","startTime":3.24,"endTime":6.45,"body":"the most valuable things that"},{"speaker":"Matt Wolach","startTime":6.45,"endTime":8.52,"body":"they have learned. In fact,"},{"speaker":"Matt Wolach","startTime":6.45,"endTime":8.52,"body":"people have reported that they"},{"speaker":"Matt Wolach","startTime":8.52,"endTime":11.73,"body":"have doubled, tripled,"},{"speaker":"Matt Wolach","startTime":8.52,"endTime":11.73,"body":"quadrupled their close rate just"},{"speaker":"Matt Wolach","startTime":11.73,"endTime":15.18,"body":"because of this one thing. So"},{"speaker":"Matt Wolach","startTime":11.73,"endTime":15.18,"body":"today, we're going to talk about"},{"speaker":"Matt Wolach","startTime":15.21,"endTime":19.86,"body":"that and what that is twisting"},{"speaker":"Matt Wolach","startTime":15.21,"endTime":19.86,"body":"the knife and how it applies in"},{"speaker":"Matt Wolach","startTime":19.86,"endTime":22.89,"body":"the real world and what you can"},{"speaker":"Matt Wolach","startTime":19.86,"endTime":22.89,"body":"do about it. So today's podcast,"},{"speaker":"Matt Wolach","startTime":22.89,"endTime":26.94,"body":"it's going to be a solo shot,"},{"speaker":"Matt Wolach","startTime":22.89,"endTime":26.94,"body":"just me no guest you have to"},{"speaker":"Matt Wolach","startTime":26.94,"endTime":29.61,"body":"hear from me. So sorry about"},{"speaker":"Matt Wolach","startTime":26.94,"endTime":29.61,"body":"that. But let's dive into"},{"speaker":"Matt Wolach","startTime":29.64,"endTime":31.5,"body":"twisting the knife. Let's rock."},{"speaker":"Matt Wolach","startTime":42.55,"endTime":45.88,"body":"And welcome to Scale Your SaaS"},{"speaker":"Matt Wolach","startTime":42.55,"endTime":45.88,"body":"very glad to have you thank you"},{"speaker":"Matt Wolach","startTime":45.88,"endTime":49.33,"body":"very much for joining me again,"},{"speaker":"Matt Wolach","startTime":45.88,"endTime":49.33,"body":"most of the time you see me with"},{"speaker":"Matt Wolach","startTime":49.33,"endTime":52.87,"body":"a guest, I've got some awesome"},{"speaker":"Matt Wolach","startTime":49.33,"endTime":52.87,"body":"expert from the SaaS world"},{"speaker":"Matt Wolach","startTime":52.87,"endTime":56.14,"body":"sharing their story, sharing"},{"speaker":"Matt Wolach","startTime":52.87,"endTime":56.14,"body":"their experience, sharing their"},{"speaker":"Matt Wolach","startTime":56.14,"endTime":59.41,"body":"wisdom and their life so that"},{"speaker":"Matt Wolach","startTime":56.14,"endTime":59.41,"body":"you can scale your SaaS. But"},{"speaker":"Matt Wolach","startTime":59.44,"endTime":63.07,"body":"every now and then I decided"},{"speaker":"Matt Wolach","startTime":59.44,"endTime":63.07,"body":"like this is something really"},{"speaker":"Matt Wolach","startTime":63.07,"endTime":66.55,"body":"important that people need to"},{"speaker":"Matt Wolach","startTime":63.07,"endTime":66.55,"body":"hear about. And so today we're"},{"speaker":"Matt Wolach","startTime":66.55,"endTime":69.67,"body":"going to talk about one of those"},{"speaker":"Matt Wolach","startTime":66.55,"endTime":69.67,"body":"things that is very, very"},{"speaker":"Matt Wolach","startTime":69.67,"endTime":72.28,"body":"important. Now, before we get"},{"speaker":"Matt Wolach","startTime":69.67,"endTime":72.28,"body":"into that, make sure you are"},{"speaker":"Matt Wolach","startTime":72.28,"endTime":75.37,"body":"subscribed to the show. If this"},{"speaker":"Matt Wolach","startTime":72.28,"endTime":75.37,"body":"is your first time here, my goal"},{"speaker":"Matt Wolach","startTime":75.37,"endTime":78.85,"body":"is to help you understand how to"},{"speaker":"Matt Wolach","startTime":75.37,"endTime":78.85,"body":"generate more leads, how to"},{"speaker":"Matt Wolach","startTime":78.85,"endTime":82.75,"body":"close those deals really quickly"},{"speaker":"Matt Wolach","startTime":78.85,"endTime":82.75,"body":"how to scale your team, so that"},{"speaker":"Matt Wolach","startTime":82.75,"endTime":85.93,"body":"you can reach your ultimate"},{"speaker":"Matt Wolach","startTime":82.75,"endTime":85.93,"body":"goal, whether that's extremely"},{"speaker":"Matt Wolach","startTime":85.93,"endTime":89.29,"body":"high revenues and profits, or a"},{"speaker":"Matt Wolach","startTime":85.93,"endTime":89.29,"body":"high valuation and an exit,"},{"speaker":"Matt Wolach","startTime":89.41,"endTime":92.32,"body":"whatever it is, I'm here to help"},{"speaker":"Matt Wolach","startTime":89.41,"endTime":92.32,"body":"you scale your sass. So"},{"speaker":"Matt Wolach","startTime":92.32,"endTime":94.81,"body":"subscribe right now to the show,"},{"speaker":"Matt Wolach","startTime":92.32,"endTime":94.81,"body":"there should be a button right"},{"speaker":"Matt Wolach","startTime":94.81,"endTime":97.48,"body":"there, wherever you're listening"},{"speaker":"Matt Wolach","startTime":94.81,"endTime":97.48,"body":"on. And that way you won't miss"},{"speaker":"Matt Wolach","startTime":97.48,"endTime":101.11,"body":"out on any of that good stuff"},{"speaker":"Matt Wolach","startTime":97.48,"endTime":101.11,"body":"that I bring you. Now today"},{"speaker":"Matt Wolach","startTime":101.11,"endTime":104.65,"body":"we're talking about twisting the"},{"speaker":"Matt Wolach","startTime":101.11,"endTime":104.65,"body":"knife. What is that it sounds"},{"speaker":"Matt Wolach","startTime":104.65,"endTime":109.54,"body":"kind of macabre and really"},{"speaker":"Matt Wolach","startTime":104.65,"endTime":109.54,"body":"scary. When we talk about"},{"speaker":"Matt Wolach","startTime":109.54,"endTime":113.08,"body":"twisting a knife, what does that"},{"speaker":"Matt Wolach","startTime":109.54,"endTime":113.08,"body":"mean? Let me dive in and share a"},{"speaker":"Matt Wolach","startTime":113.08,"endTime":116.38,"body":"little bit about what that is,"},{"speaker":"Matt Wolach","startTime":113.08,"endTime":116.38,"body":"what is twisting the knife and"},{"speaker":"Matt Wolach","startTime":116.53,"endTime":121.66,"body":"how you can use it. And then"},{"speaker":"Matt Wolach","startTime":116.53,"endTime":121.66,"body":"also a real world example that I"},{"speaker":"Matt Wolach","startTime":121.66,"endTime":124.12,"body":"think might really help you"},{"speaker":"Matt Wolach","startTime":121.66,"endTime":124.12,"body":"something that I'm actually"},{"speaker":"Matt Wolach","startTime":124.12,"endTime":127.24,"body":"going through right now. And I"},{"speaker":"Matt Wolach","startTime":124.12,"endTime":127.24,"body":"can kind of share with you a"},{"speaker":"Matt Wolach","startTime":127.24,"endTime":130.75,"body":"little bit of my experience on"},{"speaker":"Matt Wolach","startTime":127.24,"endTime":130.75,"body":"either having the knife twisted"},{"speaker":"Matt Wolach","startTime":130.75,"endTime":132.4,"body":"or not, as it were."},{"speaker":"Matt Wolach","startTime":132.39,"endTime":136.059,"body":"So what is twisting the knife?"},{"speaker":"Matt Wolach","startTime":132.39,"endTime":136.059,"body":"Well, this is a very important"},{"speaker":"Matt Wolach","startTime":136.119,"endTime":140.029,"body":"part of our process, the perfect"},{"speaker":"Matt Wolach","startTime":136.119,"endTime":140.029,"body":"deal process. And by the way, if"},{"speaker":"Matt Wolach","startTime":140.089,"endTime":143.578,"body":"you have not heard of the"},{"speaker":"Matt Wolach","startTime":140.089,"endTime":143.578,"body":"perfect deal process, yeah, it's"},{"speaker":"Matt Wolach","startTime":143.638,"endTime":147.427,"body":"a process that I developed in my"},{"speaker":"Matt Wolach","startTime":143.638,"endTime":147.427,"body":"first SaaS company that helped"},{"speaker":"Matt Wolach","startTime":147.487,"endTime":151.337,"body":"us get to a 63% closed rate for"},{"speaker":"Matt Wolach","startTime":147.487,"endTime":151.337,"body":"our team, the team was averaging"},{"speaker":"Matt Wolach","startTime":151.397,"endTime":155.006,"body":"63%. And it's something that"},{"speaker":"Matt Wolach","startTime":151.397,"endTime":155.006,"body":"really gets your demos and your"},{"speaker":"Matt Wolach","startTime":155.066,"endTime":158.976,"body":"deals moving forward quickly. So"},{"speaker":"Matt Wolach","startTime":155.066,"endTime":158.976,"body":"you can close a lot of deals for"},{"speaker":"Matt Wolach","startTime":159.036,"endTime":162.585,"body":"the right valuation. And as"},{"speaker":"Matt Wolach","startTime":159.036,"endTime":162.585,"body":"quickly as possible. And one of"},{"speaker":"Matt Wolach","startTime":162.645,"endTime":166.375,"body":"that process, or one of that one"},{"speaker":"Matt Wolach","startTime":162.645,"endTime":166.375,"body":"of the parts of that process,"},{"speaker":"Matt Wolach","startTime":166.435,"endTime":169.803,"body":"the D in discovery, or the D"},{"speaker":"Matt Wolach","startTime":166.435,"endTime":169.803,"body":"rather than deal stands for"},{"speaker":"Matt Wolach","startTime":169.864,"endTime":173.292,"body":"discovery. Discovery is the"},{"speaker":"Matt Wolach","startTime":169.864,"endTime":173.292,"body":"foundation of your sale, it's"},{"speaker":"Matt Wolach","startTime":173.352,"endTime":176.781,"body":"everything that you can build"},{"speaker":"Matt Wolach","startTime":173.352,"endTime":176.781,"body":"off of. And I hear a lot of"},{"speaker":"Matt Wolach","startTime":176.841,"endTime":180.571,"body":"people coming to me, a lot of"},{"speaker":"Matt Wolach","startTime":176.841,"endTime":180.571,"body":"clients come to me and they say,"},{"speaker":"Matt Wolach","startTime":180.631,"endTime":184.119,"body":"Hey, we're really struggling,"},{"speaker":"Matt Wolach","startTime":180.631,"endTime":184.119,"body":"not quite sure why we're not"},{"speaker":"Matt Wolach","startTime":184.18,"endTime":187.428,"body":"closing, how come the"},{"speaker":"Matt Wolach","startTime":184.18,"endTime":187.428,"body":"competition is winning more than"},{"speaker":"Matt Wolach","startTime":187.488,"endTime":191.157,"body":"us. And when when we get into"},{"speaker":"Matt Wolach","startTime":187.488,"endTime":191.157,"body":"it, when I look at the process,"},{"speaker":"Matt Wolach","startTime":191.217,"endTime":194.465,"body":"in almost every case, they're"},{"speaker":"Matt Wolach","startTime":191.217,"endTime":194.465,"body":"missing discovery or the"},{"speaker":"Matt Wolach","startTime":194.526,"endTime":197.954,"body":"discovery is very poor, they're"},{"speaker":"Matt Wolach","startTime":194.526,"endTime":197.954,"body":"not doing quite the right"},{"speaker":"Matt Wolach","startTime":198.014,"endTime":201.443,"body":"things, or they're not doing"},{"speaker":"Matt Wolach","startTime":198.014,"endTime":201.443,"body":"what needs to be done within"},{"speaker":"Matt Wolach","startTime":201.503,"endTime":204.811,"body":"discovery. In order to get the"},{"speaker":"Matt Wolach","startTime":201.503,"endTime":204.811,"body":"buyer emotional. You see"},{"speaker":"Matt Wolach","startTime":204.872,"endTime":208.481,"body":"discovery, it's it's one of"},{"speaker":"Matt Wolach","startTime":204.872,"endTime":208.481,"body":"those pieces of the process that"},{"speaker":"Matt Wolach","startTime":208.541,"endTime":212.451,"body":"we think it's for just finding a"},{"speaker":"Matt Wolach","startTime":208.541,"endTime":212.451,"body":"fit, right, we have to make sure"},{"speaker":"Matt Wolach","startTime":212.511,"endTime":216.12,"body":"that this prospect fits for us."},{"speaker":"Matt Wolach","startTime":212.511,"endTime":216.12,"body":"But in fact, there's so much"},{"speaker":"Matt Wolach","startTime":216.18,"endTime":219.669,"body":"more to discovering, just"},{"speaker":"Matt Wolach","startTime":216.18,"endTime":219.669,"body":"finding a fit is not going to do"},{"speaker":"Matt Wolach","startTime":219.729,"endTime":223.639,"body":"enough for what you need to have"},{"speaker":"Matt Wolach","startTime":219.729,"endTime":223.639,"body":"happen in the discovery process."},{"speaker":"Matt Wolach","startTime":223.699,"endTime":227.308,"body":"So if you're only looking for"},{"speaker":"Matt Wolach","startTime":223.699,"endTime":227.308,"body":"fit, you're going to encounter"},{"speaker":"Matt Wolach","startTime":227.368,"endTime":230.255,"body":"situations where the buyer,"},{"speaker":"Matt Wolach","startTime":227.368,"endTime":230.255,"body":"yeah, they might fit"},{"speaker":"Matt Wolach","startTime":230.315,"endTime":234.105,"body":"technically, within your ICP and"},{"speaker":"Matt Wolach","startTime":230.315,"endTime":234.105,"body":"your parameters for your ideal"},{"speaker":"Matt Wolach","startTime":234.165,"endTime":237.834,"body":"customers. But they don't really"},{"speaker":"Matt Wolach","startTime":234.165,"endTime":237.834,"body":"have that motivation to move"},{"speaker":"Matt Wolach","startTime":237.895,"endTime":241.564,"body":"forward. And if you can't get"},{"speaker":"Matt Wolach","startTime":237.895,"endTime":241.564,"body":"them that emotional motivation,"},{"speaker":"Matt Wolach","startTime":241.624,"endTime":245.353,"body":"if you can't get them to feel"},{"speaker":"Matt Wolach","startTime":241.624,"endTime":245.353,"body":"the pain, they're in trouble. So"},{"speaker":"Matt Wolach","startTime":245.413,"endTime":249.203,"body":"a few other things you want to"},{"speaker":"Matt Wolach","startTime":245.413,"endTime":249.203,"body":"do and discovery other than just"},{"speaker":"Matt Wolach","startTime":249.263,"endTime":252.812,"body":"finding fit. We want to make"},{"speaker":"Matt Wolach","startTime":249.263,"endTime":252.812,"body":"sure that they connect with us"},{"speaker":"Matt Wolach","startTime":252.872,"endTime":256.722,"body":"on a personal level so that they"},{"speaker":"Matt Wolach","startTime":252.872,"endTime":256.722,"body":"get us they realize we get them"},{"speaker":"Matt Wolach","startTime":256.782,"endTime":260.451,"body":"we understand them and that we"},{"speaker":"Matt Wolach","startTime":256.782,"endTime":260.451,"body":"know what we're talking about."},{"speaker":"Matt Wolach","startTime":260.511,"endTime":264.0,"body":"They need to understand that you"},{"speaker":"Matt Wolach","startTime":260.511,"endTime":264.0,"body":"get the industry that you"},{"speaker":"Matt Wolach","startTime":264.06,"endTime":267.669,"body":"understand the lingo, you speak"},{"speaker":"Matt Wolach","startTime":264.06,"endTime":267.669,"body":"the lingo that you, you, you"},{"speaker":"Matt Wolach","startTime":267.729,"endTime":271.639,"body":"know what they're going through."},{"speaker":"Matt Wolach","startTime":267.729,"endTime":271.639,"body":"And as a seller, you should have"},{"speaker":"Matt Wolach","startTime":271.699,"endTime":275.188,"body":"a good understanding, regardless"},{"speaker":"Matt Wolach","startTime":271.699,"endTime":275.188,"body":"of how new you are in the"},{"speaker":"Matt Wolach","startTime":275.248,"endTime":279.098,"body":"industry. If you're brand new as"},{"speaker":"Matt Wolach","startTime":275.248,"endTime":279.098,"body":"a salesperson, then your higher"},{"speaker":"Matt Wolach","startTime":279.158,"endTime":282.948,"body":"ups should have trained you and"},{"speaker":"Matt Wolach","startTime":279.158,"endTime":282.948,"body":"educated you and giving you the"},{"speaker":"Matt Wolach","startTime":283.008,"endTime":286.316,"body":"resources so you know the"},{"speaker":"Matt Wolach","startTime":283.008,"endTime":286.316,"body":"industry and you can learn it"},{"speaker":"Matt Wolach","startTime":286.376,"endTime":289.925,"body":"quickly and start to speak the"},{"speaker":"Matt Wolach","startTime":286.376,"endTime":289.925,"body":"language. So we need to make"},{"speaker":"Matt Wolach","startTime":289.985,"endTime":293.354,"body":"sure we're doing that. But even"},{"speaker":"Matt Wolach","startTime":289.985,"endTime":293.354,"body":"more than that, the most"},{"speaker":"Matt Wolach","startTime":293.414,"endTime":296.722,"body":"important thing is buyers don't"},{"speaker":"Matt Wolach","startTime":293.414,"endTime":296.722,"body":"just need to have pain."},{"speaker":"Matt Wolach","startTime":296.782,"endTime":300.692,"body":"Everybody knows buyers need paid"},{"speaker":"Matt Wolach","startTime":296.782,"endTime":300.692,"body":"Of course they do. But it's more"},{"speaker":"Matt Wolach","startTime":300.752,"endTime":304.361,"body":"than that. It's more than just"},{"speaker":"Matt Wolach","startTime":300.752,"endTime":304.361,"body":"having the pain. They need to"},{"speaker":"Matt Wolach","startTime":304.422,"endTime":308.091,"body":"hate that pain. They need to"},{"speaker":"Matt Wolach","startTime":304.422,"endTime":308.091,"body":"feel that pain, they need to say"},{"speaker":"Matt Wolach","startTime":308.151,"endTime":311.82,"body":"this is the worst thing ever,"},{"speaker":"Matt Wolach","startTime":308.151,"endTime":311.82,"body":"they need to understand how bad"},{"speaker":"Matt Wolach","startTime":311.88,"endTime":315.67,"body":"that pain is. And they need to"},{"speaker":"Matt Wolach","startTime":311.88,"endTime":315.67,"body":"know that. If they don't fix it,"},{"speaker":"Matt Wolach","startTime":315.73,"endTime":319.64,"body":"it could kill them. Whether that"},{"speaker":"Matt Wolach","startTime":315.73,"endTime":319.64,"body":"means in the business world, put"},{"speaker":"Matt Wolach","startTime":319.7,"endTime":323.068,"body":"them out of a job themselves, or"},{"speaker":"Matt Wolach","startTime":319.7,"endTime":323.068,"body":"make them have a mental"},{"speaker":"Matt Wolach","startTime":323.129,"endTime":326.617,"body":"breakdown, because they're"},{"speaker":"Matt Wolach","startTime":323.129,"endTime":326.617,"body":"working too hard. Or maybe they"},{"speaker":"Matt Wolach","startTime":326.678,"endTime":329.685,"body":"lose revenue, they lose"},{"speaker":"Matt Wolach","startTime":326.678,"endTime":329.685,"body":"customers, they lose time,"},{"speaker":"Matt Wolach","startTime":329.745,"endTime":333.054,"body":"whatever it is, they need to"},{"speaker":"Matt Wolach","startTime":329.745,"endTime":333.054,"body":"know that it's a potential"},{"speaker":"Matt Wolach","startTime":333.114,"endTime":336.302,"body":"killer. So this is where"},{"speaker":"Matt Wolach","startTime":333.114,"endTime":336.302,"body":"twisting the knife comes in."},{"speaker":"Matt Wolach","startTime":336.362,"endTime":340.091,"body":"Let's talk about this analogy."},{"speaker":"Matt Wolach","startTime":336.362,"endTime":340.091,"body":"Now, again, this analogy sounds"},{"speaker":"Matt Wolach","startTime":340.151,"endTime":343.881,"body":"a little sinister. But just bear"},{"speaker":"Matt Wolach","startTime":340.151,"endTime":343.881,"body":"with me here. So imagine your"},{"speaker":"Matt Wolach","startTime":343.941,"endTime":347.249,"body":"prospect comes to you, the"},{"speaker":"Matt Wolach","startTime":343.941,"endTime":347.249,"body":"prospect comes in, they say,"},{"speaker":"Matt Wolach","startTime":347.309,"endTime":351.039,"body":"Hey, my shoulder hurts. Now I"},{"speaker":"Matt Wolach","startTime":347.309,"endTime":351.039,"body":"know you're not a doctor, you're"},{"speaker":"Matt Wolach","startTime":351.099,"endTime":354.527,"body":"not a physical therapist. This"},{"speaker":"Matt Wolach","startTime":351.099,"endTime":354.527,"body":"is an analogy. My shoulder"},{"speaker":"Matt Wolach","startTime":354.588,"endTime":358.437,"body":"hurts. Well, as a representative"},{"speaker":"Matt Wolach","startTime":354.588,"endTime":358.437,"body":"as a seller, even if you're the"},{"speaker":"Matt Wolach","startTime":358.497,"endTime":362.167,"body":"founder, a leader, you should"},{"speaker":"Matt Wolach","startTime":358.497,"endTime":362.167,"body":"totally understand your market,"},{"speaker":"Matt Wolach","startTime":362.227,"endTime":365.716,"body":"you should understand your"},{"speaker":"Matt Wolach","startTime":362.227,"endTime":365.716,"body":"buyers, you should know exactly"},{"speaker":"Matt Wolach","startTime":365.776,"endTime":369.084,"body":"what's what, within your"},{"speaker":"Matt Wolach","startTime":365.776,"endTime":369.084,"body":"industry. So if somebody comes"},{"speaker":"Matt Wolach","startTime":369.144,"endTime":372.753,"body":"to you and says, My shoulder"},{"speaker":"Matt Wolach","startTime":369.144,"endTime":372.753,"body":"hurts, well, you should quickly"},{"speaker":"Matt Wolach","startTime":372.813,"endTime":376.362,"body":"be able to identify, is it"},{"speaker":"Matt Wolach","startTime":372.813,"endTime":376.362,"body":"really the shoulder or actually,"},{"speaker":"Matt Wolach","startTime":376.422,"endTime":379.791,"body":"there is a knife in your belly."},{"speaker":"Matt Wolach","startTime":376.422,"endTime":379.791,"body":"And in your head, you're"},{"speaker":"Matt Wolach","startTime":379.851,"endTime":383.28,"body":"thinking that you say, Whoa,"},{"speaker":"Matt Wolach","startTime":379.851,"endTime":383.28,"body":"they're telling me about the"},{"speaker":"Matt Wolach","startTime":383.34,"endTime":387.069,"body":"shoulder. But actually, there's"},{"speaker":"Matt Wolach","startTime":383.34,"endTime":387.069,"body":"a knife in their belly. That's"},{"speaker":"Matt Wolach","startTime":387.129,"endTime":390.799,"body":"not that's not a good thing."},{"speaker":"Matt Wolach","startTime":387.129,"endTime":390.799,"body":"Yuck. And so, being that expert,"},{"speaker":"Matt Wolach","startTime":390.859,"endTime":394.227,"body":"which, as a seller, you"},{"speaker":"Matt Wolach","startTime":390.859,"endTime":394.227,"body":"shouldn't be, you should be able"},{"speaker":"Matt Wolach","startTime":394.287,"endTime":398.017,"body":"to identify that it's not really"},{"speaker":"Matt Wolach","startTime":394.287,"endTime":398.017,"body":"the shoulder, that's the main"},{"speaker":"Matt Wolach","startTime":398.077,"endTime":401.566,"body":"problem. It's, it's the belly,"},{"speaker":"Matt Wolach","startTime":398.077,"endTime":401.566,"body":"and the knife that stuck in"},{"speaker":"Matt Wolach","startTime":401.626,"endTime":405.235,"body":"there? Well, most sellers, they"},{"speaker":"Matt Wolach","startTime":401.626,"endTime":405.235,"body":"don't want to upset the tie."},{"speaker":"Matt Wolach","startTime":405.295,"endTime":409.024,"body":"They don't want to kind of make"},{"speaker":"Matt Wolach","startTime":405.295,"endTime":409.024,"body":"waves and make that buyer feel"},{"speaker":"Matt Wolach","startTime":409.085,"endTime":412.573,"body":"uncomfortable. And so even"},{"speaker":"Matt Wolach","startTime":409.085,"endTime":412.573,"body":"though they see that the bigger"},{"speaker":"Matt Wolach","startTime":412.633,"endTime":416.002,"body":"problem is the belly and the"},{"speaker":"Matt Wolach","startTime":412.633,"endTime":416.002,"body":"knife, they'll just try and"},{"speaker":"Matt Wolach","startTime":416.062,"endTime":419.852,"body":"solve that shoulder problem. And"},{"speaker":"Matt Wolach","startTime":416.062,"endTime":419.852,"body":"so they say, Oh, the shoulder,"},{"speaker":"Matt Wolach","startTime":419.912,"endTime":423.701,"body":"okay, tell me Well, how do you"},{"speaker":"Matt Wolach","startTime":419.912,"endTime":423.701,"body":"how long have you felt that? And"},{"speaker":"Matt Wolach","startTime":423.761,"endTime":427.13,"body":"they ask him some questions"},{"speaker":"Matt Wolach","startTime":423.761,"endTime":427.13,"body":"about and then they start to"},{"speaker":"Matt Wolach","startTime":427.19,"endTime":430.558,"body":"sell the product towards the"},{"speaker":"Matt Wolach","startTime":427.19,"endTime":430.558,"body":"shoulder. Don't do that. So"},{"speaker":"Matt Wolach","startTime":430.619,"endTime":434.228,"body":"that's step one. That's what"},{"speaker":"Matt Wolach","startTime":430.619,"endTime":434.228,"body":"most sellers are doing. What we"},{"speaker":"Matt Wolach","startTime":434.288,"endTime":437.837,"body":"want to do is at least get to"},{"speaker":"Matt Wolach","startTime":434.288,"endTime":437.837,"body":"step two. Step two is where a"},{"speaker":"Matt Wolach","startTime":437.897,"endTime":441.626,"body":"seller becomes solid, they start"},{"speaker":"Matt Wolach","startTime":437.897,"endTime":441.626,"body":"to realize that, Hey, I can't"},{"speaker":"Matt Wolach","startTime":441.686,"endTime":445.596,"body":"just start to help them with the"},{"speaker":"Matt Wolach","startTime":441.686,"endTime":445.596,"body":"shoulder. I can't just tell them"},{"speaker":"Matt Wolach","startTime":445.656,"endTime":449.205,"body":"how they're going to solve that."},{"speaker":"Matt Wolach","startTime":445.656,"endTime":449.205,"body":"I need to take it one step"},{"speaker":"Matt Wolach","startTime":449.265,"endTime":452.694,"body":"further. I need to get them to"},{"speaker":"Matt Wolach","startTime":449.265,"endTime":452.694,"body":"identify the problem. I've"},{"speaker":"Matt Wolach","startTime":452.754,"endTime":456.243,"body":"identified because I'm the"},{"speaker":"Matt Wolach","startTime":452.754,"endTime":456.243,"body":"expert. But I want to make sure"},{"speaker":"Matt Wolach","startTime":456.303,"endTime":459.792,"body":"they know that they have that"},{"speaker":"Matt Wolach","startTime":456.303,"endTime":459.792,"body":"problem. Oh, hey, yeah, that"},{"speaker":"Matt Wolach","startTime":459.852,"endTime":463.521,"body":"shoulder? I guess it's not not"},{"speaker":"Matt Wolach","startTime":459.852,"endTime":463.521,"body":"great. But you have a knife in"},{"speaker":"Matt Wolach","startTime":463.581,"endTime":467.371,"body":"your gut, that knife is in your"},{"speaker":"Matt Wolach","startTime":463.581,"endTime":467.371,"body":"gut right now. And that's where"},{"speaker":"Matt Wolach","startTime":467.431,"endTime":470.86,"body":"the buyer might say, oh, oh,"},{"speaker":"Matt Wolach","startTime":467.431,"endTime":470.86,"body":"yeah, you're right. I didn't"},{"speaker":"Matt Wolach","startTime":470.92,"endTime":474.469,"body":"even realize that. Sometimes"},{"speaker":"Matt Wolach","startTime":470.92,"endTime":474.469,"body":"they don't even know that they"},{"speaker":"Matt Wolach","startTime":474.529,"endTime":478.258,"body":"have a problem. They don't even"},{"speaker":"Matt Wolach","startTime":474.529,"endTime":478.258,"body":"realize that they have another"},{"speaker":"Matt Wolach","startTime":478.318,"endTime":482.108,"body":"issue. They've been so focused"},{"speaker":"Matt Wolach","startTime":478.318,"endTime":482.108,"body":"on the shoulder. They don't even"},{"speaker":"Matt Wolach","startTime":482.168,"endTime":485.897,"body":"know that there's a bigger, more"},{"speaker":"Matt Wolach","startTime":482.168,"endTime":485.897,"body":"pressing issue. However, most"},{"speaker":"Matt Wolach","startTime":485.958,"endTime":489.687,"body":"sellers stop there. Most sellers"},{"speaker":"Matt Wolach","startTime":485.958,"endTime":489.687,"body":"will say, Okay, I did my job."},{"speaker":"Matt Wolach","startTime":489.747,"endTime":493.356,"body":"Yeah, high five. I got them to"},{"speaker":"Matt Wolach","startTime":489.747,"endTime":493.356,"body":"realize that there's the real"},{"speaker":"Matt Wolach","startTime":493.416,"endTime":497.146,"body":"problem. I pointed it out. So"},{"speaker":"Matt Wolach","startTime":493.416,"endTime":497.146,"body":"they must realize it's terrible."},{"speaker":"Matt Wolach","startTime":497.206,"endTime":500.995,"body":"Right, cool. Let's go solve it."},{"speaker":"Matt Wolach","startTime":497.206,"endTime":500.995,"body":"Let me pull the knife out. I'll"},{"speaker":"Matt Wolach","startTime":501.056,"endTime":504.665,"body":"be the hero and explain how the"},{"speaker":"Matt Wolach","startTime":501.056,"endTime":504.665,"body":"product is going to solve it"},{"speaker":"Matt Wolach","startTime":504.725,"endTime":508.153,"body":"wouldn't pull the knife out,"},{"speaker":"Matt Wolach","startTime":504.725,"endTime":508.153,"body":"we're gonna go right? Wrong."},{"speaker":"Matt Wolach","startTime":508.214,"endTime":511.883,"body":"Because what just happened was"},{"speaker":"Matt Wolach","startTime":508.214,"endTime":511.883,"body":"sure you pointed it out. Sure."},{"speaker":"Matt Wolach","startTime":511.943,"endTime":515.853,"body":"Now they identified it. But they"},{"speaker":"Matt Wolach","startTime":511.943,"endTime":515.853,"body":"still don't realize how bad of a"},{"speaker":"Matt Wolach","startTime":515.913,"endTime":519.522,"body":"situation it is. Right? That"},{"speaker":"Matt Wolach","startTime":515.913,"endTime":519.522,"body":"prospect doesn't yet understand"},{"speaker":"Matt Wolach","startTime":519.582,"endTime":523.432,"body":"that that knife can be a killer."},{"speaker":"Matt Wolach","startTime":519.582,"endTime":523.432,"body":"And especially if you say, Hey,"},{"speaker":"Matt Wolach","startTime":523.492,"endTime":527.161,"body":"you could solve it like, okay,"},{"speaker":"Matt Wolach","startTime":523.492,"endTime":527.161,"body":"so I could get this solved. No"},{"speaker":"Matt Wolach","startTime":527.221,"endTime":530.951,"body":"problem. That's not good. Why is"},{"speaker":"Matt Wolach","startTime":527.221,"endTime":530.951,"body":"it not good? Well, we need to"},{"speaker":"Matt Wolach","startTime":531.011,"endTime":534.62,"body":"get to step three. The best"},{"speaker":"Matt Wolach","startTime":531.011,"endTime":534.62,"body":"sellers, the elite sellers. From"},{"speaker":"Matt Wolach","startTime":534.68,"endTime":538.409,"body":"my experience, this is about 3%"},{"speaker":"Matt Wolach","startTime":534.68,"endTime":538.409,"body":"of sellers within the software"},{"speaker":"Matt Wolach","startTime":538.47,"endTime":542.079,"body":"world, the elite sellers will"},{"speaker":"Matt Wolach","startTime":538.47,"endTime":542.079,"body":"realize I can't pull the knife"},{"speaker":"Matt Wolach","startTime":542.139,"endTime":545.928,"body":"out yet. I do eventually want to"},{"speaker":"Matt Wolach","startTime":542.139,"endTime":545.928,"body":"be that helper, I want to make"},{"speaker":"Matt Wolach","startTime":545.988,"endTime":549.537,"body":"sure that they're good to go."},{"speaker":"Matt Wolach","startTime":545.988,"endTime":549.537,"body":"But I can't do that just yet."},{"speaker":"Matt Wolach","startTime":549.597,"endTime":553.267,"body":"Because in order for them to"},{"speaker":"Matt Wolach","startTime":549.597,"endTime":553.267,"body":"take action in order for them to"},{"speaker":"Matt Wolach","startTime":553.327,"endTime":557.056,"body":"actually do something, we need"},{"speaker":"Matt Wolach","startTime":553.327,"endTime":557.056,"body":"to make sure that they know how"},{"speaker":"Matt Wolach","startTime":557.116,"endTime":560.665,"body":"bad the problem is. So instead"},{"speaker":"Matt Wolach","startTime":557.116,"endTime":560.665,"body":"of pulling the knife out, we"},{"speaker":"Matt Wolach","startTime":560.725,"endTime":564.094,"body":"twist the knife. Now, this is"},{"speaker":"Matt Wolach","startTime":560.725,"endTime":564.094,"body":"the point where people who"},{"speaker":"Matt Wolach","startTime":564.154,"endTime":567.883,"body":"haven't followed me for a long"},{"speaker":"Matt Wolach","startTime":564.154,"endTime":567.883,"body":"time say this guy is a terrible"},{"speaker":"Matt Wolach","startTime":567.944,"endTime":571.071,"body":"salesperson. This is why"},{"speaker":"Matt Wolach","startTime":567.944,"endTime":571.071,"body":"everybody hates salespeople"},{"speaker":"Matt Wolach","startTime":571.132,"endTime":574.801,"body":"because they're trying to hurt"},{"speaker":"Matt Wolach","startTime":571.132,"endTime":574.801,"body":"you. Stop right there. This is"},{"speaker":"Matt Wolach","startTime":574.861,"endTime":577.929,"body":"not about that. This is not"},{"speaker":"Matt Wolach","startTime":574.861,"endTime":577.929,"body":"about me trying to be a"},{"speaker":"Matt Wolach","startTime":577.989,"endTime":581.778,"body":"salesperson that is a bad person"},{"speaker":"Matt Wolach","startTime":577.989,"endTime":581.778,"body":"not trying to tell you to be a"},{"speaker":"Matt Wolach","startTime":581.838,"endTime":585.628,"body":"bad salesperson. It's actually"},{"speaker":"Matt Wolach","startTime":581.838,"endTime":585.628,"body":"the opposite of that. And here's"},{"speaker":"Matt Wolach","startTime":585.688,"endTime":589.417,"body":"why. If you twist the knife, you"},{"speaker":"Matt Wolach","startTime":585.688,"endTime":589.417,"body":"are not introducing new pain."},{"speaker":"Matt Wolach","startTime":589.478,"endTime":593.387,"body":"I'm going to explain an example."},{"speaker":"Matt Wolach","startTime":589.478,"endTime":593.387,"body":"What I mean by that. You are not"},{"speaker":"Matt Wolach","startTime":593.448,"endTime":597.057,"body":"introducing new pain is a pain"},{"speaker":"Matt Wolach","startTime":593.448,"endTime":597.057,"body":"they currently have that they"},{"speaker":"Matt Wolach","startTime":597.117,"endTime":600.606,"body":"did not read Lies was a bad"},{"speaker":"Matt Wolach","startTime":597.117,"endTime":600.606,"body":"thing, they didn't know it. So"},{"speaker":"Matt Wolach","startTime":600.666,"endTime":604.094,"body":"we need to make sure they"},{"speaker":"Matt Wolach","startTime":600.666,"endTime":604.094,"body":"understand that if it is really"},{"speaker":"Matt Wolach","startTime":604.155,"endTime":607.703,"body":"a bad thing that could kill"},{"speaker":"Matt Wolach","startTime":604.155,"endTime":607.703,"body":"them, they need to know that it"},{"speaker":"Matt Wolach","startTime":607.764,"endTime":611.553,"body":"is your duty to tell them that"},{"speaker":"Matt Wolach","startTime":607.764,"endTime":611.553,"body":"it's your obligation to get them"},{"speaker":"Matt Wolach","startTime":611.613,"endTime":615.042,"body":"to realize how bad the pain is."},{"speaker":"Matt Wolach","startTime":611.613,"endTime":615.042,"body":"Think about that. If your"},{"speaker":"Matt Wolach","startTime":615.102,"endTime":618.651,"body":"product is truly great, many of"},{"speaker":"Matt Wolach","startTime":615.102,"endTime":618.651,"body":"you out there probably say,"},{"speaker":"Matt Wolach","startTime":618.711,"endTime":622.14,"body":"Yeah, we have a great product,"},{"speaker":"Matt Wolach","startTime":618.711,"endTime":622.14,"body":"great product. Awesome, so"},{"speaker":"Matt Wolach","startTime":622.2,"endTime":625.989,"body":"awesome. It really helps people"},{"speaker":"Matt Wolach","startTime":622.2,"endTime":625.989,"body":"they love it, it saves this, it"},{"speaker":"Matt Wolach","startTime":626.05,"endTime":629.779,"body":"solves this. So if your product"},{"speaker":"Matt Wolach","startTime":626.05,"endTime":629.779,"body":"is truly great, isn't it, your"},{"speaker":"Matt Wolach","startTime":629.839,"endTime":633.448,"body":"obligation to make sure that"},{"speaker":"Matt Wolach","startTime":629.839,"endTime":633.448,"body":"they use it, if you're not good"},{"speaker":"Matt Wolach","startTime":633.508,"endTime":637.298,"body":"enough at sales, if you don't do"},{"speaker":"Matt Wolach","startTime":633.508,"endTime":637.298,"body":"the right things, if you don't"},{"speaker":"Matt Wolach","startTime":637.358,"endTime":640.907,"body":"twist the knife and get them"},{"speaker":"Matt Wolach","startTime":637.358,"endTime":640.907,"body":"hating their problem, and they"},{"speaker":"Matt Wolach","startTime":640.967,"endTime":644.576,"body":"don't use your product, you"},{"speaker":"Matt Wolach","startTime":640.967,"endTime":644.576,"body":"failed them, because now they're"},{"speaker":"Matt Wolach","startTime":644.636,"endTime":648.546,"body":"not using something that's going"},{"speaker":"Matt Wolach","startTime":644.636,"endTime":648.546,"body":"to solve their problems. They're"},{"speaker":"Matt Wolach","startTime":648.606,"endTime":652.035,"body":"using something inferior,"},{"speaker":"Matt Wolach","startTime":648.606,"endTime":652.035,"body":"whether it's another product or"},{"speaker":"Matt Wolach","startTime":652.095,"endTime":655.884,"body":"another process that's not using"},{"speaker":"Matt Wolach","startTime":652.095,"endTime":655.884,"body":"a product at all. If you don't"},{"speaker":"Matt Wolach","startTime":655.945,"endTime":659.373,"body":"do the right thing, you're"},{"speaker":"Matt Wolach","startTime":655.945,"endTime":659.373,"body":"failing them, because now they"},{"speaker":"Matt Wolach","startTime":659.433,"endTime":663.163,"body":"don't have the right product in"},{"speaker":"Matt Wolach","startTime":659.433,"endTime":663.163,"body":"their hands, and they're going"},{"speaker":"Matt Wolach","startTime":663.223,"endTime":666.952,"body":"to be worse off. So it's your"},{"speaker":"Matt Wolach","startTime":663.223,"endTime":666.952,"body":"obligation to do it right to get"},{"speaker":"Matt Wolach","startTime":667.012,"endTime":669.84,"body":"them to understand just how bad"},{"speaker":"Matt Wolach","startTime":667.012,"endTime":669.84,"body":"the problem is."},{"speaker":"Matt Wolach","startTime":669.84,"endTime":672.787,"body":"So twisting the knife is not"},{"speaker":"Matt Wolach","startTime":669.84,"endTime":672.787,"body":"about you being a bad"},{"speaker":"Matt Wolach","startTime":672.846,"endTime":676.265,"body":"salesperson. And this is why"},{"speaker":"Matt Wolach","startTime":672.846,"endTime":676.265,"body":"people hate sales. It's about"},{"speaker":"Matt Wolach","startTime":676.324,"endTime":679.979,"body":"helping them to understand how"},{"speaker":"Matt Wolach","startTime":676.324,"endTime":679.979,"body":"bad their own problem is, right"},{"speaker":"Matt Wolach","startTime":680.038,"endTime":683.634,"body":"now, we cannot introduce a new"},{"speaker":"Matt Wolach","startTime":680.038,"endTime":683.634,"body":"problem, you can't come up and"},{"speaker":"Matt Wolach","startTime":683.693,"endTime":687.112,"body":"and guess something and start"},{"speaker":"Matt Wolach","startTime":683.693,"endTime":687.112,"body":"scaring them about something"},{"speaker":"Matt Wolach","startTime":687.171,"endTime":690.591,"body":"they're not facing. Now, it"},{"speaker":"Matt Wolach","startTime":687.171,"endTime":690.591,"body":"might be something they're not"},{"speaker":"Matt Wolach","startTime":690.65,"endTime":694.187,"body":"aware of. But it has to be a"},{"speaker":"Matt Wolach","startTime":690.65,"endTime":694.187,"body":"problem that they actually have"},{"speaker":"Matt Wolach","startTime":694.246,"endTime":697.252,"body":"within the organization or"},{"speaker":"Matt Wolach","startTime":694.246,"endTime":697.252,"body":"themselves. So we're not"},{"speaker":"Matt Wolach","startTime":697.311,"endTime":700.907,"body":"introducing a new problem, we're"},{"speaker":"Matt Wolach","startTime":697.311,"endTime":700.907,"body":"highlighting the issues, the"},{"speaker":"Matt Wolach","startTime":700.966,"endTime":704.385,"body":"weight, the gravity of their"},{"speaker":"Matt Wolach","startTime":700.966,"endTime":704.385,"body":"current problem. And that's a"},{"speaker":"Matt Wolach","startTime":704.444,"endTime":708.158,"body":"big thing here. Now, it's called"},{"speaker":"Matt Wolach","startTime":704.444,"endTime":708.158,"body":"twisted knife just because the"},{"speaker":"Matt Wolach","startTime":708.217,"endTime":711.931,"body":"analogy makes sense. But you're"},{"speaker":"Matt Wolach","startTime":708.217,"endTime":711.931,"body":"not actually hurting them right"},{"speaker":"Matt Wolach","startTime":711.99,"endTime":715.351,"body":"now you're getting them to"},{"speaker":"Matt Wolach","startTime":711.99,"endTime":715.351,"body":"realize the pain. Okay, it's a"},{"speaker":"Matt Wolach","startTime":715.409,"endTime":719.123,"body":"big distinction here. And so the"},{"speaker":"Matt Wolach","startTime":715.409,"endTime":719.123,"body":"best sellers, they're twisting"},{"speaker":"Matt Wolach","startTime":719.182,"endTime":722.543,"body":"the knife. And they're asking"},{"speaker":"Matt Wolach","startTime":719.182,"endTime":722.543,"body":"questions like, How are you"},{"speaker":"Matt Wolach","startTime":722.602,"endTime":726.08,"body":"personally affected by this?"},{"speaker":"Matt Wolach","startTime":722.602,"endTime":726.08,"body":"Does that mean you miss dinner"},{"speaker":"Matt Wolach","startTime":726.139,"endTime":729.499,"body":"sometimes with the family?"},{"speaker":"Matt Wolach","startTime":726.139,"endTime":729.499,"body":"Right, then what has this cost"},{"speaker":"Matt Wolach","startTime":729.558,"endTime":733.154,"body":"you or cost the company? Where"},{"speaker":"Matt Wolach","startTime":729.558,"endTime":733.154,"body":"would you be without this? And"},{"speaker":"Matt Wolach","startTime":733.213,"endTime":736.75,"body":"even more so actually diving in"},{"speaker":"Matt Wolach","startTime":733.213,"endTime":736.75,"body":"and trying to figure out the"},{"speaker":"Matt Wolach","startTime":736.809,"endTime":740.228,"body":"financial impact? Okay, so if"},{"speaker":"Matt Wolach","startTime":736.809,"endTime":740.228,"body":"this happens, how often does"},{"speaker":"Matt Wolach","startTime":740.287,"endTime":743.53,"body":"that happen? And when it"},{"speaker":"Matt Wolach","startTime":740.287,"endTime":743.53,"body":"happens, how long does it take"},{"speaker":"Matt Wolach","startTime":743.589,"endTime":747.303,"body":"to fix it? And who's fixing it"},{"speaker":"Matt Wolach","startTime":743.589,"endTime":747.303,"body":"and how much you paying them? So"},{"speaker":"Matt Wolach","startTime":747.362,"endTime":750.958,"body":"you're telling me that you're"},{"speaker":"Matt Wolach","startTime":747.362,"endTime":750.958,"body":"spending 40,000 a month on just"},{"speaker":"Matt Wolach","startTime":751.017,"endTime":754.613,"body":"this thing? Is that what you're"},{"speaker":"Matt Wolach","startTime":751.017,"endTime":754.613,"body":"saying? By the way, you twist"},{"speaker":"Matt Wolach","startTime":754.672,"endTime":757.973,"body":"the knife like this people, I"},{"speaker":"Matt Wolach","startTime":754.672,"endTime":757.973,"body":"guarantee you they haven't"},{"speaker":"Matt Wolach","startTime":758.032,"endTime":761.451,"body":"figured it out on their own. And"},{"speaker":"Matt Wolach","startTime":758.032,"endTime":761.451,"body":"so one you just became an"},{"speaker":"Matt Wolach","startTime":761.51,"endTime":764.988,"body":"awesome consultant, because"},{"speaker":"Matt Wolach","startTime":761.51,"endTime":764.988,"body":"you're helping them figure this"},{"speaker":"Matt Wolach","startTime":765.047,"endTime":768.348,"body":"out. So they now trust you"},{"speaker":"Matt Wolach","startTime":765.047,"endTime":768.348,"body":"advise you, they now see that"},{"speaker":"Matt Wolach","startTime":768.407,"endTime":771.827,"body":"you know what you're talking"},{"speaker":"Matt Wolach","startTime":768.407,"endTime":771.827,"body":"about. You've identified this"},{"speaker":"Matt Wolach","startTime":771.886,"endTime":774.48,"body":"problem in such a way that they"},{"speaker":"Matt Wolach","startTime":771.886,"endTime":774.48,"body":"hate it now."},{"speaker":"Matt Wolach","startTime":774.48,"endTime":778.738,"body":"They've come in thinking, yeah,"},{"speaker":"Matt Wolach","startTime":774.48,"endTime":778.738,"body":"let me just see if this product"},{"speaker":"Matt Wolach","startTime":778.806,"endTime":782.861,"body":"helps to now, holy cow, we're"},{"speaker":"Matt Wolach","startTime":778.806,"endTime":782.861,"body":"losing 40,000 a month. Quite a"},{"speaker":"Matt Wolach","startTime":782.929,"endTime":787.323,"body":"change. And you did that. And by"},{"speaker":"Matt Wolach","startTime":782.929,"endTime":787.323,"body":"the way, when they start saying,"},{"speaker":"Matt Wolach","startTime":787.39,"endTime":791.649,"body":"holy cow, we're losing 40,000 a"},{"speaker":"Matt Wolach","startTime":787.39,"endTime":791.649,"body":"month, guess what? They want to"},{"speaker":"Matt Wolach","startTime":791.717,"endTime":796.11,"body":"fix that right now? Oh, you have"},{"speaker":"Matt Wolach","startTime":791.717,"endTime":796.11,"body":"a product, oh, other people have"},{"speaker":"Matt Wolach","startTime":796.178,"endTime":799.963,"body":"used it successfully Great."},{"speaker":"Matt Wolach","startTime":796.178,"endTime":799.963,"body":"Let's rock your demo doesn't"},{"speaker":"Matt Wolach","startTime":800.031,"endTime":804.222,"body":"have to be as strong your demo"},{"speaker":"Matt Wolach","startTime":800.031,"endTime":804.222,"body":"doesn't have to be amazing. And"},{"speaker":"Matt Wolach","startTime":804.29,"endTime":808.413,"body":"wow them, they just have to know"},{"speaker":"Matt Wolach","startTime":804.29,"endTime":808.413,"body":"that you have a product that"},{"speaker":"Matt Wolach","startTime":808.481,"endTime":812.671,"body":"solves it that other people have"},{"speaker":"Matt Wolach","startTime":808.481,"endTime":812.671,"body":"used and trust. If you can do"},{"speaker":"Matt Wolach","startTime":812.739,"endTime":816.795,"body":"these things, you can win big"},{"speaker":"Matt Wolach","startTime":812.739,"endTime":816.795,"body":"time. One of my clients, Greg,"},{"speaker":"Matt Wolach","startTime":816.862,"endTime":820.918,"body":"once he started doing this, he"},{"speaker":"Matt Wolach","startTime":816.862,"endTime":820.918,"body":"said that his clients are now"},{"speaker":"Matt Wolach","startTime":820.986,"endTime":824.501,"body":"90% closed after discovery."},{"speaker":"Matt Wolach","startTime":820.986,"endTime":824.501,"body":"before they ever see the"},{"speaker":"Matt Wolach","startTime":824.568,"endTime":828.962,"body":"product, they're basically ready"},{"speaker":"Matt Wolach","startTime":824.568,"endTime":828.962,"body":"to go. Because if you do do your"},{"speaker":"Matt Wolach","startTime":829.03,"endTime":832.95,"body":"stuff, discovery, well, if you"},{"speaker":"Matt Wolach","startTime":829.03,"endTime":832.95,"body":"twist the knife, like we're"},{"speaker":"Matt Wolach","startTime":833.018,"endTime":836.871,"body":"talking about here, then you"},{"speaker":"Matt Wolach","startTime":833.018,"endTime":836.871,"body":"don't have to have some wild"},{"speaker":"Matt Wolach","startTime":836.939,"endTime":841.13,"body":"demo some wild product even it"},{"speaker":"Matt Wolach","startTime":836.939,"endTime":841.13,"body":"can be an average product. It's"},{"speaker":"Matt Wolach","startTime":841.197,"endTime":842.82,"body":"the discovery that wins."},{"speaker":"Matt Wolach","startTime":842.82,"endTime":846.399,"body":"So I told you, I'd give you a"},{"speaker":"Matt Wolach","startTime":842.82,"endTime":846.399,"body":"real life example. So this is an"},{"speaker":"Matt Wolach","startTime":846.457,"endTime":850.094,"body":"example that I'm going through"},{"speaker":"Matt Wolach","startTime":846.457,"endTime":850.094,"body":"right now. So at my house to get"},{"speaker":"Matt Wolach","startTime":850.151,"endTime":853.615,"body":"real personal with you at my"},{"speaker":"Matt Wolach","startTime":850.151,"endTime":853.615,"body":"house. It's all on electricity."},{"speaker":"Matt Wolach","startTime":853.673,"endTime":857.252,"body":"We've always wished that there"},{"speaker":"Matt Wolach","startTime":853.673,"endTime":857.252,"body":"could be natural gas so that we"},{"speaker":"Matt Wolach","startTime":857.31,"endTime":860.658,"body":"could use it for the stove and"},{"speaker":"Matt Wolach","startTime":857.31,"endTime":860.658,"body":"the fireplace and the grill"},{"speaker":"Matt Wolach","startTime":860.716,"endTime":864.18,"body":"outside. It's all electricity."},{"speaker":"Matt Wolach","startTime":860.716,"endTime":864.18,"body":"So we called the neighborhood"},{"speaker":"Matt Wolach","startTime":864.238,"endTime":867.817,"body":"gas company and they said no, we"},{"speaker":"Matt Wolach","startTime":864.238,"endTime":867.817,"body":"can't do it. We can't get gas"},{"speaker":"Matt Wolach","startTime":867.875,"endTime":871.281,"body":"there for whatever reason I'm"},{"speaker":"Matt Wolach","startTime":867.875,"endTime":871.281,"body":"not sure what it was. I think"},{"speaker":"Matt Wolach","startTime":871.339,"endTime":875.033,"body":"it's like too far away it would"},{"speaker":"Matt Wolach","startTime":871.339,"endTime":875.033,"body":"cost millions of dollars just to"},{"speaker":"Matt Wolach","startTime":875.091,"endTime":878.382,"body":"pipe it in. And so the next"},{"speaker":"Matt Wolach","startTime":875.091,"endTime":878.382,"body":"option is you get propane and"},{"speaker":"Matt Wolach","startTime":878.44,"endTime":881.846,"body":"you can have a propane tank"},{"speaker":"Matt Wolach","startTime":878.44,"endTime":881.846,"body":"installed at your home and this"},{"speaker":"Matt Wolach","startTime":881.903,"endTime":885.54,"body":"is a pretty cool thing. And so"},{"speaker":"Matt Wolach","startTime":881.903,"endTime":885.54,"body":"I've had these propane companies"},{"speaker":"Matt Wolach","startTime":885.598,"endTime":889.12,"body":"coming out to visit to see if I"},{"speaker":"Matt Wolach","startTime":885.598,"endTime":889.12,"body":"can put gas into our home and"},{"speaker":"Matt Wolach","startTime":889.177,"endTime":892.526,"body":"start using in some of our"},{"speaker":"Matt Wolach","startTime":889.177,"endTime":892.526,"body":"appliances our fireplace. Well,"},{"speaker":"Matt Wolach","startTime":892.584,"endTime":896.221,"body":"a few of them, kind of did the"},{"speaker":"Matt Wolach","startTime":892.584,"endTime":896.221,"body":"regular sales thing. They looked"},{"speaker":"Matt Wolach","startTime":896.278,"endTime":899.8,"body":"at it, took some pictures and"},{"speaker":"Matt Wolach","startTime":896.278,"endTime":899.8,"body":"then sent me out quote, but one"},{"speaker":"Matt Wolach","startTime":899.858,"endTime":903.379,"body":"guy came out. And he started to"},{"speaker":"Matt Wolach","startTime":899.858,"endTime":903.379,"body":"ask questions. He said, Well,"},{"speaker":"Matt Wolach","startTime":903.437,"endTime":907.19,"body":"why do you want gas? Like, Well,"},{"speaker":"Matt Wolach","startTime":903.437,"endTime":907.19,"body":"I think it's better for cooking."},{"speaker":"Matt Wolach","startTime":907.247,"endTime":910.942,"body":"And I really like it. When I go"},{"speaker":"Matt Wolach","startTime":907.247,"endTime":910.942,"body":"to my mom's house, she has a gas"},{"speaker":"Matt Wolach","startTime":911.0,"endTime":914.348,"body":"stove and it just helps me"},{"speaker":"Matt Wolach","startTime":911.0,"endTime":914.348,"body":"regulate. I like cooking a lot."},{"speaker":"Matt Wolach","startTime":914.406,"endTime":917.812,"body":"And so he started understand,"},{"speaker":"Matt Wolach","startTime":914.406,"endTime":917.812,"body":"okay, this guy likes to cook."},{"speaker":"Matt Wolach","startTime":917.87,"endTime":921.507,"body":"She started asked, What do you"},{"speaker":"Matt Wolach","startTime":917.87,"endTime":921.507,"body":"cook? How often do you cook? And"},{"speaker":"Matt Wolach","startTime":921.565,"endTime":924.798,"body":"you start asking me these"},{"speaker":"Matt Wolach","startTime":921.565,"endTime":924.798,"body":"questions to learn about that."},{"speaker":"Matt Wolach","startTime":924.855,"endTime":928.492,"body":"He started realized cooking was"},{"speaker":"Matt Wolach","startTime":924.855,"endTime":928.492,"body":"a big thing for me. He said, We"},{"speaker":"Matt Wolach","startTime":928.55,"endTime":931.841,"body":"also mentioned the fireplace."},{"speaker":"Matt Wolach","startTime":928.55,"endTime":931.841,"body":"The fireplace, right, okay,"},{"speaker":"Matt Wolach","startTime":931.898,"endTime":935.189,"body":"yeah, we want the fireplace."},{"speaker":"Matt Wolach","startTime":931.898,"endTime":935.189,"body":"Well, how often do you set a"},{"speaker":"Matt Wolach","startTime":935.247,"endTime":938.826,"body":"fire? Well, actually, we don't"},{"speaker":"Matt Wolach","startTime":935.247,"endTime":938.826,"body":"set a fire as much as we'd like"},{"speaker":"Matt Wolach","startTime":938.884,"endTime":942.001,"body":"because we have a wood"},{"speaker":"Matt Wolach","startTime":938.884,"endTime":942.001,"body":"fireplace, and we'd have to get"},{"speaker":"Matt Wolach","startTime":942.059,"endTime":945.523,"body":"the wood and then we have to put"},{"speaker":"Matt Wolach","startTime":942.059,"endTime":945.523,"body":"it together. And then after"},{"speaker":"Matt Wolach","startTime":945.581,"endTime":948.987,"body":"gotta get a starter in light,"},{"speaker":"Matt Wolach","startTime":945.581,"endTime":948.987,"body":"and then it goes out quickly."},{"speaker":"Matt Wolach","startTime":949.045,"endTime":952.797,"body":"And it's kind of annoying. And I"},{"speaker":"Matt Wolach","startTime":949.045,"endTime":952.797,"body":"just don't I really love to just"},{"speaker":"Matt Wolach","startTime":952.855,"endTime":956.145,"body":"flip a switch and have the"},{"speaker":"Matt Wolach","startTime":952.855,"endTime":956.145,"body":"automatic fireplace turned on."},{"speaker":"Matt Wolach","startTime":956.203,"endTime":959.84,"body":"Yeah, it's not quite as cool. I"},{"speaker":"Matt Wolach","startTime":956.203,"endTime":959.84,"body":"know. It's not quite as classic"},{"speaker":"Matt Wolach","startTime":959.898,"endTime":963.593,"body":"or great, you don't get the wood"},{"speaker":"Matt Wolach","startTime":959.898,"endTime":963.593,"body":"smell. But it's so much easier,"},{"speaker":"Matt Wolach","startTime":963.65,"endTime":966.999,"body":"right? For anybody who has an"},{"speaker":"Matt Wolach","startTime":963.65,"endTime":966.999,"body":"automatic fireplace and just"},{"speaker":"Matt Wolach","startTime":967.057,"endTime":970.636,"body":"clicking on it. It's good to go."},{"speaker":"Matt Wolach","startTime":967.057,"endTime":970.636,"body":"So much easier. And so that's"},{"speaker":"Matt Wolach","startTime":970.694,"endTime":974.158,"body":"kind of what we need. At this"},{"speaker":"Matt Wolach","startTime":970.694,"endTime":974.158,"body":"point. He started realize that"},{"speaker":"Matt Wolach","startTime":974.215,"endTime":977.621,"body":"and He's twisting the knife"},{"speaker":"Matt Wolach","startTime":974.215,"endTime":977.621,"body":"around that big time he's going"},{"speaker":"Matt Wolach","startTime":977.679,"endTime":980.681,"body":"into Okay, well. Is it"},{"speaker":"Matt Wolach","startTime":977.679,"endTime":980.681,"body":"frustrating when you wish you"},{"speaker":"Matt Wolach","startTime":980.739,"endTime":983.972,"body":"could have a fire? You don't"},{"speaker":"Matt Wolach","startTime":980.739,"endTime":983.972,"body":"have enough time to set it?"},{"speaker":"Matt Wolach","startTime":984.03,"endTime":987.436,"body":"Yeah, yeah, it is. It's I hate"},{"speaker":"Matt Wolach","startTime":984.03,"endTime":987.436,"body":"that. So he's really doing a"},{"speaker":"Matt Wolach","startTime":987.493,"endTime":991.073,"body":"great job of twisting a knife. I"},{"speaker":"Matt Wolach","startTime":987.493,"endTime":991.073,"body":"don't know how this, this gas"},{"speaker":"Matt Wolach","startTime":991.13,"endTime":994.479,"body":"propane sales guy learned this."},{"speaker":"Matt Wolach","startTime":991.13,"endTime":994.479,"body":"But somehow he did whether"},{"speaker":"Matt Wolach","startTime":994.537,"endTime":998.058,"body":"through experience or training,"},{"speaker":"Matt Wolach","startTime":994.537,"endTime":998.058,"body":"and it was working. I'm like,"},{"speaker":"Matt Wolach","startTime":998.116,"endTime":1001.58,"body":"Yeah, I hate that. I need to"},{"speaker":"Matt Wolach","startTime":998.116,"endTime":1001.58,"body":"solve that. But then he started"},{"speaker":"Matt Wolach","startTime":1001.637,"endTime":1004.928,"body":"asking about well, there's"},{"speaker":"Matt Wolach","startTime":1001.637,"endTime":1004.928,"body":"another thing you can also run"},{"speaker":"Matt Wolach","startTime":1004.986,"endTime":1008.392,"body":"gas to that would really help"},{"speaker":"Matt Wolach","startTime":1004.986,"endTime":1008.392,"body":"and that's your water heater."},{"speaker":"Matt Wolach","startTime":1008.45,"endTime":1011.971,"body":"And we could we could help out"},{"speaker":"Matt Wolach","startTime":1008.45,"endTime":1011.971,"body":"by putting in a tankless water"},{"speaker":"Matt Wolach","startTime":1012.029,"endTime":1015.724,"body":"heater, this is all the rage. I"},{"speaker":"Matt Wolach","startTime":1012.029,"endTime":1015.724,"body":"know. It's a cool thing. We have"},{"speaker":"Matt Wolach","startTime":1015.782,"endTime":1019.13,"body":"a big tank water heater. It's"},{"speaker":"Matt Wolach","startTime":1015.782,"endTime":1019.13,"body":"like a big ol round cylinder"},{"speaker":"Matt Wolach","startTime":1019.188,"endTime":1022.652,"body":"deal. Well, we could put into"},{"speaker":"Matt Wolach","startTime":1019.188,"endTime":1022.652,"body":"tankless he said, or you could"},{"speaker":"Matt Wolach","startTime":1022.709,"endTime":1026.115,"body":"put in a tankless and say, oh,"},{"speaker":"Matt Wolach","startTime":1022.709,"endTime":1026.115,"body":"okay, I hadn't thought about"},{"speaker":"Matt Wolach","startTime":1026.173,"endTime":1029.752,"body":"that. What are the benefits to"},{"speaker":"Matt Wolach","startTime":1026.173,"endTime":1029.752,"body":"it? He said, Well, if everybody"},{"speaker":"Matt Wolach","startTime":1029.81,"endTime":1033.39,"body":"has to shower at the same time,"},{"speaker":"Matt Wolach","startTime":1029.81,"endTime":1033.39,"body":"you're not going to run out of"},{"speaker":"Matt Wolach","startTime":1033.447,"endTime":1037.027,"body":"shower water, you're not gonna"},{"speaker":"Matt Wolach","startTime":1033.447,"endTime":1037.027,"body":"run them hot water. In my head,"},{"speaker":"Matt Wolach","startTime":1037.084,"endTime":1040.664,"body":"I'm like, Okay, well, we don't"},{"speaker":"Matt Wolach","startTime":1037.084,"endTime":1040.664,"body":"really ever run out. It's a big"},{"speaker":"Matt Wolach","startTime":1040.721,"endTime":1044.474,"body":"tank. And even though I have two"},{"speaker":"Matt Wolach","startTime":1040.721,"endTime":1044.474,"body":"daughters, my wife and me and we"},{"speaker":"Matt Wolach","startTime":1044.532,"endTime":1047.938,"body":"all shower, I've never felt like"},{"speaker":"Matt Wolach","startTime":1044.532,"endTime":1047.938,"body":"it runs out. So that's not"},{"speaker":"Matt Wolach","startTime":1047.995,"endTime":1051.517,"body":"really a big thing. And he said,"},{"speaker":"Matt Wolach","startTime":1047.995,"endTime":1051.517,"body":"Well, what if it breaks? I'm"},{"speaker":"Matt Wolach","startTime":1051.575,"endTime":1055.096,"body":"like, Well, it's kind of new."},{"speaker":"Matt Wolach","startTime":1051.575,"endTime":1055.096,"body":"And even if it breaks and water"},{"speaker":"Matt Wolach","startTime":1055.154,"endTime":1058.156,"body":"goes everywhere, it's all"},{"speaker":"Matt Wolach","startTime":1055.154,"endTime":1058.156,"body":"angled. It's in the garage"},{"speaker":"Matt Wolach","startTime":1058.214,"endTime":1061.62,"body":"angles out. So the water will go"},{"speaker":"Matt Wolach","startTime":1058.214,"endTime":1061.62,"body":"out. And it probably won't"},{"speaker":"Matt Wolach","startTime":1061.678,"endTime":1065.142,"body":"affect the home too much. Like,"},{"speaker":"Matt Wolach","startTime":1061.678,"endTime":1065.142,"body":"what about the space? It's a"},{"speaker":"Matt Wolach","startTime":1065.199,"endTime":1068.721,"body":"it's like, well, it's in the"},{"speaker":"Matt Wolach","startTime":1065.199,"endTime":1068.721,"body":"garage. We got a ton of space in"},{"speaker":"Matt Wolach","startTime":1068.779,"endTime":1072.242,"body":"there. It's kind of a big area."},{"speaker":"Matt Wolach","startTime":1068.779,"endTime":1072.242,"body":"And so none of these things."},{"speaker":"Matt Wolach","startTime":1072.3,"endTime":1075.937,"body":"Were really pain points for me."},{"speaker":"Matt Wolach","startTime":1072.3,"endTime":1075.937,"body":"Right? Like all of those things"},{"speaker":"Matt Wolach","startTime":1075.995,"endTime":1079.69,"body":"he mentioned about the fireplace"},{"speaker":"Matt Wolach","startTime":1075.995,"endTime":1079.69,"body":"in the stove. I'm like, Oh, you"},{"speaker":"Matt Wolach","startTime":1079.747,"endTime":1083.269,"body":"hate blue? Yeah, got it. We've"},{"speaker":"Matt Wolach","startTime":1079.747,"endTime":1083.269,"body":"got to fix that. But the water"},{"speaker":"Matt Wolach","startTime":1083.327,"endTime":1086.848,"body":"heater, I'm like, No, not a big"},{"speaker":"Matt Wolach","startTime":1083.327,"endTime":1086.848,"body":"deal. And if you can learn to"},{"speaker":"Matt Wolach","startTime":1086.906,"endTime":1090.601,"body":"identify the differences in your"},{"speaker":"Matt Wolach","startTime":1086.906,"endTime":1090.601,"body":"buyers have when you're kind of"},{"speaker":"Matt Wolach","startTime":1090.659,"endTime":1094.238,"body":"learning through discovery when"},{"speaker":"Matt Wolach","startTime":1090.659,"endTime":1094.238,"body":"you're poking and prodding and"},{"speaker":"Matt Wolach","startTime":1094.296,"endTime":1097.99,"body":"asking these questions. And you"},{"speaker":"Matt Wolach","startTime":1094.296,"endTime":1097.99,"body":"hear the difference of Oh, yeah,"},{"speaker":"Matt Wolach","startTime":1098.048,"endTime":1101.512,"body":"gotta fix that. And me, man."},{"speaker":"Matt Wolach","startTime":1098.048,"endTime":1101.512,"body":"That's key to learn to identify"},{"speaker":"Matt Wolach","startTime":1101.57,"endTime":1105.091,"body":"their reactions. And this helps"},{"speaker":"Matt Wolach","startTime":1101.57,"endTime":1105.091,"body":"you understand where to twist"},{"speaker":"Matt Wolach","startTime":1105.149,"endTime":1108.671,"body":"the knife. And guess what, this"},{"speaker":"Matt Wolach","startTime":1105.149,"endTime":1108.671,"body":"guy was so good. He realized,"},{"speaker":"Matt Wolach","startTime":1108.728,"endTime":1112.423,"body":"well, that's not gonna work too"},{"speaker":"Matt Wolach","startTime":1108.728,"endTime":1112.423,"body":"much. Let's jump off that he got"},{"speaker":"Matt Wolach","startTime":1112.481,"endTime":1116.003,"body":"away from it. It's like, yeah,"},{"speaker":"Matt Wolach","startTime":1112.481,"endTime":1116.003,"body":"maybe you don't need it. We're"},{"speaker":"Matt Wolach","startTime":1116.06,"endTime":1119.351,"body":"not talking about that. So he"},{"speaker":"Matt Wolach","startTime":1116.06,"endTime":1119.351,"body":"looked at an opportunity to"},{"speaker":"Matt Wolach","startTime":1119.409,"endTime":1122.93,"body":"upsell but then realized, it's"},{"speaker":"Matt Wolach","startTime":1119.409,"endTime":1122.93,"body":"not really a thing. And it was"},{"speaker":"Matt Wolach","startTime":1122.988,"endTime":1126.336,"body":"so cool. And for me, watching"},{"speaker":"Matt Wolach","startTime":1122.988,"endTime":1126.336,"body":"him go through this process,"},{"speaker":"Matt Wolach","startTime":1126.394,"endTime":1130.031,"body":"understanding it deeply since I"},{"speaker":"Matt Wolach","startTime":1126.394,"endTime":1130.031,"body":"train it. It was really neat to"},{"speaker":"Matt Wolach","startTime":1130.089,"endTime":1133.495,"body":"see outside of even just the"},{"speaker":"Matt Wolach","startTime":1130.089,"endTime":1133.495,"body":"software world that this works"},{"speaker":"Matt Wolach","startTime":1133.553,"endTime":1136.67,"body":"everywhere. This process, the"},{"speaker":"Matt Wolach","startTime":1133.553,"endTime":1136.67,"body":"perfect deal process and"},{"speaker":"Matt Wolach","startTime":1136.728,"endTime":1140.307,"body":"twisting the knife works in any"},{"speaker":"Matt Wolach","startTime":1136.728,"endTime":1140.307,"body":"sales situation. So we need to"},{"speaker":"Matt Wolach","startTime":1140.365,"endTime":1143.771,"body":"use it within the software"},{"speaker":"Matt Wolach","startTime":1140.365,"endTime":1143.771,"body":"world. Identify what are the key"},{"speaker":"Matt Wolach","startTime":1143.829,"endTime":1147.062,"body":"main pains, what are those"},{"speaker":"Matt Wolach","startTime":1143.829,"endTime":1147.062,"body":"things and what's not a pain."},{"speaker":"Matt Wolach","startTime":1147.12,"endTime":1150.583,"body":"And once you figure out what's"},{"speaker":"Matt Wolach","startTime":1147.12,"endTime":1150.583,"body":"not the pain, great, we don't"},{"speaker":"Matt Wolach","startTime":1150.641,"endTime":1154.105,"body":"have to waste time selling that."},{"speaker":"Matt Wolach","startTime":1150.641,"endTime":1154.105,"body":"Do not go into your demo on"},{"speaker":"Matt Wolach","startTime":1154.163,"endTime":1157.742,"body":"stuff they don't care about. Do"},{"speaker":"Matt Wolach","startTime":1154.163,"endTime":1157.742,"body":"not do it. You will bore them,"},{"speaker":"Matt Wolach","startTime":1157.8,"endTime":1161.09,"body":"they will hate you. They'll"},{"speaker":"Matt Wolach","startTime":1157.8,"endTime":1161.09,"body":"think you're not for them. He"},{"speaker":"Matt Wolach","startTime":1161.148,"endTime":1164.67,"body":"stopped telling me about the"},{"speaker":"Matt Wolach","startTime":1161.148,"endTime":1164.67,"body":"tankless water heater as soon as"},{"speaker":"Matt Wolach","startTime":1164.728,"endTime":1167.845,"body":"he realized there's no pain"},{"speaker":"Matt Wolach","startTime":1164.728,"endTime":1167.845,"body":"there. Awesome. He started"},{"speaker":"Matt Wolach","startTime":1167.903,"endTime":1171.251,"body":"telling me about the fireplace"},{"speaker":"Matt Wolach","startTime":1167.903,"endTime":1171.251,"body":"and the stove and the grill"},{"speaker":"Matt Wolach","startTime":1171.309,"endTime":1174.715,"body":"those things I did have pain"},{"speaker":"Matt Wolach","startTime":1171.309,"endTime":1174.715,"body":"around those things I did hate"},{"speaker":"Matt Wolach","startTime":1174.773,"endTime":1178.294,"body":"and he twisted the knife to make"},{"speaker":"Matt Wolach","startTime":1174.773,"endTime":1178.294,"body":"me hate it more and I cannot"},{"speaker":"Matt Wolach","startTime":1178.352,"endTime":1181.874,"body":"wait for him to install this."},{"speaker":"Matt Wolach","startTime":1178.352,"endTime":1181.874,"body":"Even though I'm paying 1000s of"},{"speaker":"Matt Wolach","startTime":1181.931,"endTime":1185.684,"body":"dollars. I cannot wait for it to"},{"speaker":"Matt Wolach","startTime":1181.931,"endTime":1185.684,"body":"happen. Because I want that pain"},{"speaker":"Matt Wolach","startTime":1185.742,"endTime":1189.032,"body":"gone. This is the power of"},{"speaker":"Matt Wolach","startTime":1185.742,"endTime":1189.032,"body":"twisting the knife. Okay, it's"},{"speaker":"Matt Wolach","startTime":1189.09,"endTime":1192.669,"body":"awesome. It's incredible. The"},{"speaker":"Matt Wolach","startTime":1189.09,"endTime":1192.669,"body":"stories I have around my clients"},{"speaker":"Matt Wolach","startTime":1192.727,"endTime":1196.364,"body":"learning to do this, like Brian"},{"speaker":"Matt Wolach","startTime":1192.727,"endTime":1196.364,"body":"who went from 11% close rate to"},{"speaker":"Matt Wolach","startTime":1196.422,"endTime":1199.886,"body":"42% just by using this tactic."},{"speaker":"Matt Wolach","startTime":1196.422,"endTime":1199.886,"body":"It's wild. Okay, so twist the"},{"speaker":"Matt Wolach","startTime":1199.943,"endTime":1203.523,"body":"knife. Identify What the real"},{"speaker":"Matt Wolach","startTime":1199.943,"endTime":1203.523,"body":"pain is get them to identify the"},{"speaker":"Matt Wolach","startTime":1203.58,"endTime":1206.929,"body":"pain. And then make sure they"},{"speaker":"Matt Wolach","startTime":1203.58,"endTime":1206.929,"body":"hate the pain. If you can do"},{"speaker":"Matt Wolach","startTime":1206.987,"endTime":1210.624,"body":"those three things, you're gonna"},{"speaker":"Matt Wolach","startTime":1206.987,"endTime":1210.624,"body":"have buyers begging you to get"},{"speaker":"Matt Wolach","startTime":1210.681,"endTime":1213.857,"body":"started with your product and"},{"speaker":"Matt Wolach","startTime":1210.681,"endTime":1213.857,"body":"then you did fulfill your"},{"speaker":"Matt Wolach","startTime":1213.914,"endTime":1217.032,"body":"obligation and making sure"},{"speaker":"Matt Wolach","startTime":1213.914,"endTime":1217.032,"body":"they're using your product,"},{"speaker":"Matt Wolach","startTime":1217.09,"endTime":1220.207,"body":"getting themselves better"},{"speaker":"Matt Wolach","startTime":1217.09,"endTime":1220.207,"body":"improving themselves solving"},{"speaker":"Matt Wolach","startTime":1220.265,"endTime":1223.729,"body":"their pains. Okay, this has been"},{"speaker":"Matt Wolach","startTime":1220.265,"endTime":1223.729,"body":"a lot of fun. I hope you've"},{"speaker":"Matt Wolach","startTime":1223.786,"endTime":1227.366,"body":"gotten a lot out of this by the"},{"speaker":"Matt Wolach","startTime":1223.786,"endTime":1227.366,"body":"way, a lot of these things now"},{"speaker":"Matt Wolach","startTime":1227.423,"endTime":1231.176,"body":"this is kind of a long form. But"},{"speaker":"Matt Wolach","startTime":1227.423,"endTime":1231.176,"body":"a lot of these things I share in"},{"speaker":"Matt Wolach","startTime":1231.234,"endTime":1234.697,"body":"snippets so on tick tock which"},{"speaker":"Matt Wolach","startTime":1231.234,"endTime":1234.697,"body":"we just started definitely go"},{"speaker":"Matt Wolach","startTime":1234.755,"endTime":1238.277,"body":"follow me there because I post"},{"speaker":"Matt Wolach","startTime":1234.755,"endTime":1238.277,"body":"specific unique things on tick"},{"speaker":"Matt Wolach","startTime":1238.335,"endTime":1241.683,"body":"tock you don't see anywhere"},{"speaker":"Matt Wolach","startTime":1238.335,"endTime":1241.683,"body":"else. So go into tick tock for"},{"speaker":"Matt Wolach","startTime":1241.741,"endTime":1245.262,"body":"us. Tick tock, follow me there,"},{"speaker":"Matt Wolach","startTime":1241.741,"endTime":1245.262,"body":"Instagram, LinkedIn, probably"},{"speaker":"Matt Wolach","startTime":1245.32,"endTime":1248.611,"body":"you're already on. That's where"},{"speaker":"Matt Wolach","startTime":1245.32,"endTime":1248.611,"body":"we're very, very popular."},{"speaker":"Matt Wolach","startTime":1248.668,"endTime":1251.728,"body":"Facebook, and YouTube."},{"speaker":"Matt Wolach","startTime":1248.668,"endTime":1251.728,"body":"Obviously, you might be seeing"},{"speaker":"Matt Wolach","startTime":1251.786,"endTime":1254.903,"body":"this on YouTube, but follow"},{"speaker":"Matt Wolach","startTime":1251.786,"endTime":1254.903,"body":"everywhere because there's"},{"speaker":"Matt Wolach","startTime":1254.961,"endTime":1258.367,"body":"different stuff on each spot."},{"speaker":"Matt Wolach","startTime":1254.961,"endTime":1258.367,"body":"And once again, make sure you"},{"speaker":"Matt Wolach","startTime":1258.425,"endTime":1262.177,"body":"subscribe to this show. I've got"},{"speaker":"Matt Wolach","startTime":1258.425,"endTime":1262.177,"body":"some awesome guests coming up in"},{"speaker":"Matt Wolach","startTime":1262.235,"endTime":1265.757,"body":"the new year. I cannot wait for"},{"speaker":"Matt Wolach","startTime":1262.235,"endTime":1265.757,"body":"you to hear their stories and"},{"speaker":"Matt Wolach","startTime":1265.814,"endTime":1269.336,"body":"learn how you can scale your"},{"speaker":"Matt Wolach","startTime":1265.814,"endTime":1269.336,"body":"sass. Thank you very next. Thank"},{"speaker":"Matt Wolach","startTime":1269.394,"endTime":1273.32,"body":"you very much I should say. And"},{"speaker":"Matt Wolach","startTime":1269.394,"endTime":1273.32,"body":"I will see you next time. Take care."},{"speaker":"Intro/ Outro","startTime":1275.48,"endTime":1278.371,"body":"Thanks for"},{"speaker":"Intro/ Outro","startTime":1275.48,"endTime":1278.371,"body":"listening to Scale your SaaS for"},{"speaker":"Intro/ Outro","startTime":1278.439,"endTime":1283.55,"body":"more help on finding great leads"},{"speaker":"Intro/ Outro","startTime":1278.439,"endTime":1283.55,"body":"and closing more deals go to Mattwolach.com"}]}