WIITT Selling
“I’m not interested,” “We already have something,” or “We’re staying with our current vendor,” you’re not dealing with objections — you’re dealing with outcomes.
Outcomes of a deeper problem:
Most sellers try to pull prospects into their story instead of joining the prospect in their story.
And when you pull instead of join, buyers push back.
Traditional sales methods — problem‑solving stages, qualification frameworks, ROI pitches, presentations — all share the same design:
get the seller to follow the seller’s process.
But B2B buyers don’t make decisions based on the surface problem or the pain you uncovered.
They already have solutions.
And the “problem” changes an average of 3.2 times during a complex buying process.
What doesn’t change are the risks and fears underneath the problem.
Champions and economic buyers evaluate every decision through the lens of their identity risks, political risks, operational risks, and emotional risks — and the fears attached to each one.
That’s the 80% of the buying decision every traditional methodology misses.
I train founders, individual salespeople, sales teams, enablement leaders, CEOs, and MedTech reps to see what’s actually driving their deals — and to stop losing sales they should have won.
WIITT Selling™ is the step‑by‑step process that helps you move beyond problem & pain and into the buyer’s risks and fears — so deals stop stalling and start closing.
The hundreds of B2B founders, CEOs, salespeople, sales leaders, and MedTech teams who’ve been through WIITT Selling™ all share the same shift:
once they stopped trying to pull the prospect into their story and started joining the prospect’s story, they stopped losing winnable sales.
If you want to understand the real forces driving your deals — and finally see what your CRM can’t show you — this is the work.
Deal Breakers™ is the book.
WIITT Selling™ is the methodology.
The Deal Breakers Podcast is where the conversation continues.
Having closed over $500M in sales, I've learned that connecting with your audience is all about understanding WIITT - What’s Important to Them. I'm here to equip you with the skills you need to excel.
Start your story today and schedule your free 15 minute meeting: Wiitt Selling - Sales Process, Sales Techniques, Selling Skills
jeffrey@wiittselling.com
www.wiittselling.com
Episodes
42 episodes
Cold Calling Deal Breakers - Using Trigger Events
How to use trigger events in prospecting and cold calling. Which type of trigger event do you want to build your outreach around first: funding, hiring, leadership changes, or tech stack shifts or?<...
Cold Calling Deal Breakers - Using AI Generated Openers
This series is focused on cold calling openers that work! How to qualify a prospect? How to not sound salesy? How to get the prospect to open up? How do I start a cold call without triggering defensiveness? Want the fast fix, in two...
Cold Calling Deal Breakers - Why Pulling the Prospect into your story loses and Joining their story wins
This series is focused on cold calling openers that work! How to qualify a prospect? How to not sound salesy? How to get the prospect to open up? How do I start a cold call without triggering defensiveness? Want the fast fix, in two...
Deal Breakers - Sales Manager to Deal Coauthor - Episode 2
We go deeper into how a Sales Manager can become a Deal Coauthor and why taking over the deal from the rep based on IWOT or a past failure kills the deal your advisor is trying to win today. If you’re losing winnable deals or ...
Deal Breakers - Sales Manager to Deal Coauthors - Episode 1
Sales Managers hit a capacity ceiling.Deal Coauthors rocket past them with deal velocity and desired outcomesThe Deal Velocity Series is a three‑episode on the identity, science, and system behind high‑trust, high‑clarity, ...
Deal Breakers - Problem Solver Identity
How many of us say that we are problem solvers or helpers? Do customers just wait to make a purchase until they hear from the hero problem solvers? It's time to take a look at shifting our identity to align with how customers revere their most ...
Hear what they said. Identify why it matters. Explore what it means in their world.
Top reps listen actively. Does anyone know what that means? Actively listening for the aha moment? That is a Deal Breaker.What are you listening for? Is it for you or for them? If you want to be a better listener this is the podcast you ...
Deal Breakers - AI doesn't give you the truth it gives you the truth of your question
Happy Valentines Day 2026! This episode looks at how AI uses your biases that result in lost sales and disconnecting with your customers and how to get back into their story. If you’re losing winnable deals or getting blindsided lat...
Deal Breakers - Silence
Securing a $7M sale over 5 years and pumping the brakes on part of the implementation was the right thing to do but that was not exactly how the company saw it at first.This episode is about when to speak up and how to speak up when sale...
Deal Breakers - Buzzword Buffet
Are you getting ghosted, losing deals and having to justify why they did not buy from you? Perhaps you fell into the Deal Breakers - Buzzword Buffet instead of understanding what is important to them and why it matters your presentation dazzled...
Top 10 Mistakes #Pharma Reps Make
Pharma reps calling on the physician office make the same mistakes over and over again and this episode shows you how to avoid them.Online Appointments
Deal Breakers - The Commitment
A Deal Breaker isn’t just a mistake. It’s a mindset, habit, or piece of sales dogma that feels normal or even “best practice,” but actually sabotages trust, discovery, and urgency.It’s not a one‑off slip — it’s a patte...
Deal Breakers™ - The Carrot
A Deal Breaker isn’t just a mistake. It’s a mindset, habit, or piece of sales dogma that feels normal or even “best practice,” but actually sabotages trust, discovery, and urgency.It’s not a one‑off slip — it’s a patte...
Top 10 On-Line Searches From Salespeople Series - 10 - How to build rapport quickly?
How to build rapport? How do you strategize what to say and when to say it? Do you talk about the weather? Do you search for common ground? This episode flips the question around and helps you understand how to build trust.jeffrey@wiitts...
Top 10 On-Line Searches From Salespeople Series - 9 - How to speed up the sales cycle?
How to speed up the sales cycle? How to create urgency? Salespeople are asking the wrong questions what they should be asking is what did I miss? How does this potential customer define their Problem, Priority, Proof and Payoff?jeffrey@w...
Top 10 On-Line Searches From Salespeople Series - 8 - How to prove ROI?
How to prove ROI? Just saying prove is so seller centric and it positions the customer as someone that needs convincing. If this is your tactic you are already losing. You only have so much time with a customer and instead of trying to prove an...
Top 10 On-Line Searches From Salespeople Series - 7 - How to differentiate from the competition??
How do you differentiate yourself from the competition? Maybe that's the wrong questions you should be asking. Instead ask what is important to your customer for this project/decision? When you focus on differentiation y...
Top 10 On-Line Searches From Salespeople Series - 6 - How to win the Price Pushback game from customers?
Does price ever come up in your sales discussions? How else would the buyer acquire your solution to their problem if you don't have a price? The problem most sellers have is that they think the customer is pushing back on the price and this ep...
Top 10 On-Line Searches From Salespeople Series - 5 - How to pitch better to your customers?
How do you pitch to your customers? What is important about the pitch? How can you make sure they listen to your pitch?Let's reframe from pitching which is like convincing and use a mindset that is reflective of how people buy...
Top 10 On-Line Searches From Salespeople Series - 4 - Best Opening Lines for Prospecting
What are your best opening lines for prospecting? This episode reframes that question so you can anchor your opening in the buyer's world instead of yours.
Top 10 On-Line Searches From Salespeople Series - 3 - How to close deals faster?
How to close deals faster is not about pressure, it's about co-authoring. This episode helps you reframe urgency and provide a road map to a more accurate pipeline.jeffrey@wiittselling.com
Top 10 On-Line Searches From Salespeople Series - 2 - How to overcome objections?
How to overcome objections? Is this really the right question? Are you going to war with your potential customer? Are you debating with them or in a courtroom? If not, you will want to hear why this is the wrong question to ask if you want to s...
Top 10 On-Line Searches From Salespeople Series - 1 - Best Questions to ask a prospect?
In this episode we take a look at the search - Best questions to ask a prospect? Guess what it's not what you should be asking or the way you are asking it in order to understand what is important to the buyer and why it is important. We refram...
Top 10 On-Line Searches From Salespeople Series - Introduction
This is the first part of an 11-part series that is designed for #founders and #newtosales or for people who are veterans in sales. Once I uncovered the top 10 searches that salespeople put in for 2025, I started entering in those questions and...
How to close a sale. It starts being easy when you stop rewriting the buyers' words.
This episode shows how you lose the sale when you leave the buyers story.Salespeople search for how to close a sale, how to prospect, how to build trust and yet they lose because they looking for anything other than What Is Important To ...