{"version":"1.0.0","segments":[{"speaker":"Aaron Moncur","startTime":13.272,"endTime":16.343,"body":"Hello and welcome"},{"speaker":"Aaron Moncur","startTime":13.272,"endTime":16.343,"body":"to another exciting episode of"},{"speaker":"Aaron Moncur","startTime":16.343,"endTime":18.503,"body":"the Being An Engineer podcast."},{"speaker":"Aaron Moncur","startTime":18.503,"endTime":24.293,"body":"Today we have a repeat guest, Mr. Ramzi"},{"speaker":"Aaron Moncur","startTime":18.503,"endTime":24.293,"body":"Marjaba, a senior solution engineer"},{"speaker":"Aaron Moncur","startTime":24.293,"endTime":30.353,"body":"at VM Software based in Ottawa, and"},{"speaker":"Aaron Moncur","startTime":24.293,"endTime":30.353,"body":"the founder of we the sales engineers."},{"speaker":"Aaron Moncur","startTime":30.743,"endTime":34.253,"body":"With over 15 years of experience"},{"speaker":"Aaron Moncur","startTime":30.743,"endTime":34.253,"body":"bridging technical design and"},{"speaker":"Aaron Moncur","startTime":34.253,"endTime":39.203,"body":"consultative pre-sales, Ramzi's passion"},{"speaker":"Aaron Moncur","startTime":34.253,"endTime":39.203,"body":"is helping engineers level up through."},{"speaker":"Aaron Moncur","startTime":39.698,"endTime":43.088,"body":"Coaching, community building"},{"speaker":"Aaron Moncur","startTime":39.698,"endTime":43.088,"body":"and content creation."},{"speaker":"Aaron Moncur","startTime":43.568,"endTime":48.608,"body":"His work centers on deep discovery,"},{"speaker":"Aaron Moncur","startTime":43.568,"endTime":48.608,"body":"value-driven demos, and empowering"},{"speaker":"Aaron Moncur","startTime":48.638,"endTime":50.918,"body":"sales engineers around the globe."},{"speaker":"Aaron Moncur","startTime":50.918,"endTime":54.303,"body":"Ramzi, thank you so much for being with"},{"speaker":"Aaron Moncur","startTime":50.918,"endTime":54.303,"body":"us and, and welcome back to the podcast."},{"speaker":"Ramzi Marjaba","startTime":55.988,"endTime":58.568,"body":"Thank you for having me"},{"speaker":"Ramzi Marjaba","startTime":55.988,"endTime":58.568,"body":"and, uh, I don't know about exciting."},{"speaker":"Ramzi Marjaba","startTime":58.853,"endTime":62.078,"body":"I, I, I don't know what to do to"},{"speaker":"Ramzi Marjaba","startTime":58.853,"endTime":62.078,"body":"get it exciting, but I'll do my"},{"speaker":"Aaron Moncur","startTime":62.333,"endTime":62.663,"body":"Oh no."},{"speaker":"Aaron Moncur","startTime":62.843,"endTime":63.173,"body":"All right."},{"speaker":"Aaron Moncur","startTime":63.173,"endTime":67.703,"body":"So I'm, I'm gonna start this episode with,"},{"speaker":"Aaron Moncur","startTime":63.173,"endTime":67.703,"body":"um, a, a, a short personal note here."},{"speaker":"Aaron Moncur","startTime":67.973,"endTime":71.483,"body":"Uh, I've been working with"},{"speaker":"Aaron Moncur","startTime":67.973,"endTime":71.483,"body":"Ramzi as a sales coach for."},{"speaker":"Aaron Moncur","startTime":71.943,"endTime":73.773,"body":"I don't know, six months,"},{"speaker":"Aaron Moncur","startTime":71.943,"endTime":73.773,"body":"something like that."},{"speaker":"Aaron Moncur","startTime":73.803,"endTime":75.663,"body":"6, 7, 8 months, something like that."},{"speaker":"Aaron Moncur","startTime":76.053,"endTime":80.433,"body":"And, uh, Ramzi's not paying anything"},{"speaker":"Aaron Moncur","startTime":76.053,"endTime":80.433,"body":"to, to be on this show, and I'm"},{"speaker":"Aaron Moncur","startTime":80.433,"endTime":84.063,"body":"not being, I'm not being paid"},{"speaker":"Aaron Moncur","startTime":80.433,"endTime":84.063,"body":"anything to have him on this show."},{"speaker":"Aaron Moncur","startTime":84.333,"endTime":89.763,"body":"I just thought that it's been so"},{"speaker":"Aaron Moncur","startTime":84.333,"endTime":89.763,"body":"valuable for me working with him and"},{"speaker":"Aaron Moncur","startTime":89.763,"endTime":93.093,"body":"I've, I've derived a lot of benefit"},{"speaker":"Aaron Moncur","startTime":89.763,"endTime":93.093,"body":"from it that I thought, you know, we"},{"speaker":"Aaron Moncur","startTime":93.093,"endTime":96.303,"body":"should have Ramzi back on the show"},{"speaker":"Aaron Moncur","startTime":93.093,"endTime":96.303,"body":"because the first time you were on"},{"speaker":"Aaron Moncur","startTime":96.303,"endTime":98.103,"body":"the show, we weren't working together."},{"speaker":"Aaron Moncur","startTime":98.313,"endTime":99.933,"body":"I think you maybe had reached out to me."},{"speaker":"Aaron Moncur","startTime":100.493,"endTime":102.593,"body":"And, and we had you on"},{"speaker":"Aaron Moncur","startTime":100.493,"endTime":102.593,"body":"the show and it was great."},{"speaker":"Aaron Moncur","startTime":102.923,"endTime":107.453,"body":"And, and then we went for several"},{"speaker":"Aaron Moncur","startTime":102.923,"endTime":107.453,"body":"years without really communicating."},{"speaker":"Aaron Moncur","startTime":107.843,"endTime":111.653,"body":"And I reached out at some 0.6, eight"},{"speaker":"Aaron Moncur","startTime":107.843,"endTime":111.653,"body":"months ago and said, Hey, I, I could,"},{"speaker":"Aaron Moncur","startTime":111.713,"endTime":113.633,"body":"I could use some help with sales."},{"speaker":"Aaron Moncur","startTime":113.633,"endTime":114.293,"body":"Are you free?"},{"speaker":"Aaron Moncur","startTime":114.593,"endTime":116.783,"body":"And luckily he did have some availability."},{"speaker":"Aaron Moncur","startTime":116.933,"endTime":119.513,"body":"So anyway, we've been working"},{"speaker":"Aaron Moncur","startTime":116.933,"endTime":119.513,"body":"together for six or eight months now."},{"speaker":"Aaron Moncur","startTime":120.198,"endTime":125.388,"body":"I've gotten to know Ramzi, and he's just"},{"speaker":"Aaron Moncur","startTime":120.198,"endTime":125.388,"body":"a, a wonderful person, um, and, and very,"},{"speaker":"Aaron Moncur","startTime":125.388,"endTime":127.938,"body":"very knowledgeable when it comes to sales."},{"speaker":"Aaron Moncur","startTime":127.938,"endTime":132.378,"body":"He's taught me a lot and, uh, he"},{"speaker":"Aaron Moncur","startTime":127.938,"endTime":132.378,"body":"works with, um, other CEOs out there"},{"speaker":"Aaron Moncur","startTime":132.378,"endTime":137.028,"body":"like me, who own engineering or"},{"speaker":"Aaron Moncur","startTime":132.378,"endTime":137.028,"body":"manufacturing businesses, uh, and,"},{"speaker":"Aaron Moncur","startTime":137.028,"endTime":141.378,"body":"and just need help selling B2B in"},{"speaker":"Aaron Moncur","startTime":137.028,"endTime":141.378,"body":"kind of that engineering environment."},{"speaker":"Aaron Moncur","startTime":141.378,"endTime":145.548,"body":"So, anyway, excited to have"},{"speaker":"Aaron Moncur","startTime":141.378,"endTime":145.548,"body":"you on the show today and, uh,"},{"speaker":"Aaron Moncur","startTime":145.548,"endTime":147.048,"body":"and we'll just dive in here."},{"speaker":"Ramzi Marjaba","startTime":148.008,"endTime":148.398,"body":"Thank you."},{"speaker":"Ramzi Marjaba","startTime":148.428,"endTime":150.918,"body":"You don't know how awkward it is to"},{"speaker":"Ramzi Marjaba","startTime":148.428,"endTime":150.918,"body":"sit here or listening to somebody"},{"speaker":"Ramzi Marjaba","startTime":150.918,"endTime":152.268,"body":"else say nice things about me."},{"speaker":"Ramzi Marjaba","startTime":152.268,"endTime":153.108,"body":"I'm not used to it."},{"speaker":"Ramzi Marjaba","startTime":153.108,"endTime":154.428,"body":"I don't know what to do with myself."},{"speaker":"Ramzi Marjaba","startTime":154.698,"endTime":154.848,"body":"I"},{"speaker":"Aaron Moncur","startTime":155.278,"endTime":157.403,"body":"I, I, I could see"},{"speaker":"Aaron Moncur","startTime":155.278,"endTime":157.403,"body":"your face turning a little red."},{"speaker":"Aaron Moncur","startTime":157.493,"endTime":157.763,"body":"Yeah,"},{"speaker":"Ramzi Marjaba","startTime":158.633,"endTime":158.933,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":158.993,"endTime":161.453,"body":"Yeah, that, that's, that's not"},{"speaker":"Ramzi Marjaba","startTime":158.993,"endTime":161.453,"body":"special effects or anything."},{"speaker":"Ramzi Marjaba","startTime":161.483,"endTime":164.633,"body":"That's just, already 10 and"},{"speaker":"Ramzi Marjaba","startTime":161.483,"endTime":164.633,"body":"I turned somehow a shade of"},{"speaker":"Ramzi Marjaba","startTime":164.633,"endTime":165.623,"body":"red, but I appreciate it."},{"speaker":"Aaron Moncur","startTime":166.103,"endTime":169.643,"body":"and, and we are recording"},{"speaker":"Aaron Moncur","startTime":166.103,"endTime":169.643,"body":"video for this as well, so everyone"},{"speaker":"Aaron Moncur","startTime":169.643,"endTime":171.293,"body":"else will be able to see that as well."},{"speaker":"Aaron Moncur","startTime":171.293,"endTime":172.893,"body":"It's not just audio only at this point."},{"speaker":"Ramzi Marjaba","startTime":173.213,"endTime":175.523,"body":"I, I apologize in advance."},{"speaker":"Aaron Moncur","startTime":176.753,"endTime":177.053,"body":"All right."},{"speaker":"Aaron Moncur","startTime":177.053,"endTime":182.423,"body":"So Ramzi, why don't you tell us in your"},{"speaker":"Aaron Moncur","startTime":177.053,"endTime":182.423,"body":"own words, what, what is a sales engineer?"},{"speaker":"Aaron Moncur","startTime":182.693,"endTime":187.018,"body":"What, what do you do for work and, uh,"},{"speaker":"Aaron Moncur","startTime":182.693,"endTime":187.018,"body":"who are the people that that you help?"},{"speaker":"Ramzi Marjaba","startTime":188.513,"endTime":188.813,"body":"All right."},{"speaker":"Ramzi Marjaba","startTime":189.053,"endTime":193.343,"body":"Well, sales engineering is the"},{"speaker":"Ramzi Marjaba","startTime":189.053,"endTime":193.343,"body":"concept of, uh, solving a business"},{"speaker":"Ramzi Marjaba","startTime":193.343,"endTime":195.083,"body":"problem with technology, right?"},{"speaker":"Ramzi Marjaba","startTime":195.473,"endTime":199.703,"body":"And as a sales engineer, I have to first"},{"speaker":"Ramzi Marjaba","startTime":195.473,"endTime":199.703,"body":"find out what the business problem is,"},{"speaker":"Ramzi Marjaba","startTime":199.703,"endTime":203.543,"body":"because probably know this, not many"},{"speaker":"Ramzi Marjaba","startTime":199.703,"endTime":203.543,"body":"people wanna tell you what the problem is."},{"speaker":"Ramzi Marjaba","startTime":203.933,"endTime":204.983,"body":"They just wanna buy something."},{"speaker":"Ramzi Marjaba","startTime":206.573,"endTime":210.983,"body":"So figure out what the problem is,"},{"speaker":"Ramzi Marjaba","startTime":206.573,"endTime":210.983,"body":"convince them to share that information"},{"speaker":"Ramzi Marjaba","startTime":210.983,"endTime":214.853,"body":"with you, and then show them the"},{"speaker":"Ramzi Marjaba","startTime":210.983,"endTime":214.853,"body":"best solution to fit their needs."},{"speaker":"Aaron Moncur","startTime":215.186,"endTime":218.786,"body":"Yeah, I, I wanna"},{"speaker":"Aaron Moncur","startTime":215.186,"endTime":218.786,"body":"say one thing, and there might be"},{"speaker":"Aaron Moncur","startTime":218.786,"endTime":221.696,"body":"engineers listening to this thinking,"},{"speaker":"Aaron Moncur","startTime":218.786,"endTime":221.696,"body":"well, I'm not a sales engineer,"},{"speaker":"Aaron Moncur","startTime":221.696,"endTime":223.736,"body":"so this episode isn't for me."},{"speaker":"Aaron Moncur","startTime":223.976,"endTime":227.666,"body":"I, I'm gonna respectfully push"},{"speaker":"Aaron Moncur","startTime":223.976,"endTime":227.666,"body":"back a little bit and say, um,"},{"speaker":"Aaron Moncur","startTime":227.996,"endTime":230.696,"body":"this, this episode is also for you."},{"speaker":"Aaron Moncur","startTime":231.206,"endTime":231.626,"body":"True."},{"speaker":"Aaron Moncur","startTime":231.656,"endTime":233.846,"body":"This episode is, is probably most."},{"speaker":"Aaron Moncur","startTime":233.886,"endTime":238.896,"body":"Useful to sales engineers out"},{"speaker":"Aaron Moncur","startTime":233.886,"endTime":238.896,"body":"there, but being a, a non-sales"},{"speaker":"Aaron Moncur","startTime":238.896,"endTime":242.616,"body":"engineer and understanding the sales"},{"speaker":"Aaron Moncur","startTime":238.896,"endTime":242.616,"body":"process, especially if you have to"},{"speaker":"Aaron Moncur","startTime":242.616,"endTime":247.116,"body":"deal with salespeople, which most"},{"speaker":"Aaron Moncur","startTime":242.616,"endTime":247.116,"body":"engineers out there do, right?"},{"speaker":"Aaron Moncur","startTime":247.176,"endTime":252.816,"body":"Uh, I, I think it's really helpful for"},{"speaker":"Aaron Moncur","startTime":247.176,"endTime":252.816,"body":"you to understand the sales process."},{"speaker":"Aaron Moncur","startTime":253.056,"endTime":253.326,"body":"Um."},{"speaker":"Aaron Moncur","startTime":254.771,"endTime":259.211,"body":"So that you can facilitate"},{"speaker":"Aaron Moncur","startTime":254.771,"endTime":259.211,"body":"the, this process on your end."},{"speaker":"Aaron Moncur","startTime":259.541,"endTime":263.531,"body":"You know, none of us like spending"},{"speaker":"Aaron Moncur","startTime":259.541,"endTime":263.531,"body":"time that we don't need to spend,"},{"speaker":"Aaron Moncur","startTime":263.531,"endTime":267.161,"body":"and I think understanding the sales"},{"speaker":"Aaron Moncur","startTime":263.531,"endTime":267.161,"body":"process from both ends can, can help"},{"speaker":"Aaron Moncur","startTime":267.431,"endTime":271.451,"body":"engineering organizations, engineering"},{"speaker":"Aaron Moncur","startTime":267.431,"endTime":271.451,"body":"teams, uh, speed up the process and,"},{"speaker":"Aaron Moncur","startTime":271.451,"endTime":275.501,"body":"and just get through it quicker in a"},{"speaker":"Aaron Moncur","startTime":271.451,"endTime":275.501,"body":"more efficient and successful manner."},{"speaker":"Aaron Moncur","startTime":275.531,"endTime":276.701,"body":"That's my opinion anyway."},{"speaker":"Ramzi Marjaba","startTime":277.691,"endTime":280.541,"body":"Well, I, I'd like"},{"speaker":"Ramzi Marjaba","startTime":277.691,"endTime":280.541,"body":"to add to that, you've ever tried"},{"speaker":"Ramzi Marjaba","startTime":280.541,"endTime":284.456,"body":"to convince a manager to give"},{"speaker":"Ramzi Marjaba","startTime":280.541,"endTime":284.456,"body":"you a. You're maybe not a sales"},{"speaker":"Ramzi Marjaba","startTime":284.456,"endTime":287.006,"body":"engineer, but you're in sales, right?"},{"speaker":"Ramzi Marjaba","startTime":287.036,"endTime":287.996,"body":"You have to convince them."},{"speaker":"Ramzi Marjaba","startTime":288.056,"endTime":290.876,"body":"You have to show them the business"},{"speaker":"Ramzi Marjaba","startTime":288.056,"endTime":290.876,"body":"problem that you're solving and"},{"speaker":"Ramzi Marjaba","startTime":290.876,"endTime":294.086,"body":"why you're valuable to stay within"},{"speaker":"Ramzi Marjaba","startTime":290.876,"endTime":294.086,"body":"the company enough that they would"},{"speaker":"Ramzi Marjaba","startTime":294.086,"endTime":295.346,"body":"actually give you more money."},{"speaker":"Ramzi Marjaba","startTime":295.406,"endTime":296.336,"body":"'cause they already have you."},{"speaker":"Ramzi Marjaba","startTime":296.336,"endTime":297.266,"body":"Why would they give you more money?"},{"speaker":"Ramzi Marjaba","startTime":297.266,"endTime":298.106,"body":"You have to convince them."},{"speaker":"Ramzi Marjaba","startTime":298.796,"endTime":302.996,"body":"If you've ever had to convince a"},{"speaker":"Ramzi Marjaba","startTime":298.796,"endTime":302.996,"body":"customer or even a fellow employee about"},{"speaker":"Ramzi Marjaba","startTime":302.996,"endTime":306.866,"body":"a specific design, whether we want to"},{"speaker":"Ramzi Marjaba","startTime":302.996,"endTime":306.866,"body":"go one way or another here in sales."},{"speaker":"Ramzi Marjaba","startTime":307.556,"endTime":309.536,"body":"Sales is the only difference is that."},{"speaker":"Ramzi Marjaba","startTime":310.511,"endTime":313.091,"body":"the end of it, there's a"},{"speaker":"Ramzi Marjaba","startTime":310.511,"endTime":313.091,"body":"transaction, there's a purchase"},{"speaker":"Ramzi Marjaba","startTime":313.091,"endTime":314.771,"body":"order and there's money exchanged."},{"speaker":"Ramzi Marjaba","startTime":315.161,"endTime":318.911,"body":"And in the case of raise, it's the same"},{"speaker":"Ramzi Marjaba","startTime":315.161,"endTime":318.911,"body":"case you, there's money exchanged in the"},{"speaker":"Ramzi Marjaba","startTime":318.911,"endTime":321.221,"body":"case of convincing 'em to do an idea."},{"speaker":"Ramzi Marjaba","startTime":321.221,"endTime":323.711,"body":"Maybe it's not money exchange, but"},{"speaker":"Ramzi Marjaba","startTime":321.221,"endTime":323.711,"body":"there is some form of exchange."},{"speaker":"Ramzi Marjaba","startTime":323.711,"endTime":327.461,"body":"You're getting acquiescence from"},{"speaker":"Ramzi Marjaba","startTime":323.711,"endTime":327.461,"body":"somebody else for your idea because"},{"speaker":"Ramzi Marjaba","startTime":327.461,"endTime":331.781,"body":"you were able to convince them of to"},{"speaker":"Ramzi Marjaba","startTime":327.461,"endTime":331.781,"body":"go one route versus something else."},{"speaker":"Aaron Moncur","startTime":332.191,"endTime":334.051,"body":"Yeah, we're, we're"},{"speaker":"Aaron Moncur","startTime":332.191,"endTime":334.051,"body":"all selling something right."},{"speaker":"Ramzi Marjaba","startTime":334.961,"endTime":337.691,"body":"Yeah, and"},{"speaker":"Ramzi Marjaba","startTime":334.961,"endTime":337.691,"body":"that's sales is, I like."},{"speaker":"Ramzi Marjaba","startTime":337.811,"endTime":339.911,"body":"I grew up, I didn't"},{"speaker":"Ramzi Marjaba","startTime":337.811,"endTime":339.911,"body":"wanna be a salesperson."},{"speaker":"Ramzi Marjaba","startTime":339.941,"endTime":341.111,"body":"That was never my intention."},{"speaker":"Ramzi Marjaba","startTime":341.471,"endTime":342.761,"body":"I didn't wanna be a sales engineer."},{"speaker":"Ramzi Marjaba","startTime":342.761,"endTime":343.931,"body":"I didn't want to talk to people."},{"speaker":"Ramzi Marjaba","startTime":344.321,"endTime":346.751,"body":"I studied engineering so I"},{"speaker":"Ramzi Marjaba","startTime":344.321,"endTime":346.751,"body":"don't have to talk to people."},{"speaker":"Ramzi Marjaba","startTime":347.771,"endTime":350.231,"body":"And then I found out that I can't"},{"speaker":"Ramzi Marjaba","startTime":347.771,"endTime":350.231,"body":"get anywhere without people."},{"speaker":"Ramzi Marjaba","startTime":350.231,"endTime":352.061,"body":"I have to talk to them in"},{"speaker":"Ramzi Marjaba","startTime":350.231,"endTime":352.061,"body":"one way, shape, or form."},{"speaker":"Ramzi Marjaba","startTime":352.456,"endTime":356.981,"body":"I, I started off in support, which means"},{"speaker":"Ramzi Marjaba","startTime":352.456,"endTime":356.981,"body":"customers called me angry and I had to"},{"speaker":"Ramzi Marjaba","startTime":356.981,"endTime":358.901,"body":"calm them down and fix their problem."},{"speaker":"Ramzi Marjaba","startTime":360.026,"endTime":363.056,"body":"And convince them that I'm fixing"},{"speaker":"Ramzi Marjaba","startTime":360.026,"endTime":363.056,"body":"their problem in the best way possible."},{"speaker":"Ramzi Marjaba","startTime":363.476,"endTime":365.186,"body":"Then I moved out to network design."},{"speaker":"Ramzi Marjaba","startTime":365.936,"endTime":370.496,"body":"Uh, so I was in networking and I"},{"speaker":"Ramzi Marjaba","startTime":365.936,"endTime":370.496,"body":"would still have to work with people"},{"speaker":"Ramzi Marjaba","startTime":370.496,"endTime":373.766,"body":"and convince them that my design is"},{"speaker":"Ramzi Marjaba","startTime":370.496,"endTime":373.766,"body":"better than the competitors design or"},{"speaker":"Ramzi Marjaba","startTime":374.066,"endTime":375.926,"body":"what they think the design should be."},{"speaker":"Ramzi Marjaba","startTime":375.926,"endTime":379.136,"body":"So everything, everything."},{"speaker":"Ramzi Marjaba","startTime":379.436,"endTime":381.836,"body":"A job interview is a sales sales process."},{"speaker":"Ramzi Marjaba","startTime":382.856,"endTime":382.976,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":383.576,"endTime":383.846,"body":"So."},{"speaker":"Aaron Moncur","startTime":385.331,"endTime":387.791,"body":"You were on the show,"},{"speaker":"Aaron Moncur","startTime":385.331,"endTime":387.791,"body":"I can't remember how long it's been,"},{"speaker":"Aaron Moncur","startTime":387.791,"endTime":390.161,"body":"three years, maybe even four years ago."},{"speaker":"Aaron Moncur","startTime":390.641,"endTime":393.971,"body":"If you can even remember"},{"speaker":"Aaron Moncur","startTime":390.641,"endTime":393.971,"body":"what has transpired over the"},{"speaker":"Aaron Moncur","startTime":393.971,"endTime":395.681,"body":"past three, four years, what?"},{"speaker":"Aaron Moncur","startTime":395.951,"endTime":400.421,"body":"What have you learned recently"},{"speaker":"Aaron Moncur","startTime":395.951,"endTime":400.421,"body":"that maybe you didn't know the"},{"speaker":"Aaron Moncur","startTime":400.421,"endTime":401.831,"body":"last time you were on the show?"},{"speaker":"Ramzi Marjaba","startTime":405.746,"endTime":407.081,"body":"I, I"},{"speaker":"Ramzi Marjaba","startTime":405.746,"endTime":407.081,"body":"think I learned so much."},{"speaker":"Ramzi Marjaba","startTime":407.621,"endTime":410.891,"body":"Uh, a good product doesn't sell itself."},{"speaker":"Ramzi Marjaba","startTime":412.211,"endTime":417.701,"body":"A bad product could still be sold"},{"speaker":"Ramzi Marjaba","startTime":412.211,"endTime":417.701,"body":"fairly easily if it solves a problem."},{"speaker":"Ramzi Marjaba","startTime":418.961,"endTime":424.811,"body":"Um, it's not about me, it's about"},{"speaker":"Ramzi Marjaba","startTime":418.961,"endTime":424.811,"body":"the customer or the other person I'm"},{"speaker":"Ramzi Marjaba","startTime":424.811,"endTime":426.221,"body":"trying to convince to do something."},{"speaker":"Ramzi Marjaba","startTime":428.141,"endTime":429.311,"body":"How many more points do you want?"},{"speaker":"Ramzi Marjaba","startTime":429.311,"endTime":431.741,"body":"Like I can, let's see, let me think."},{"speaker":"Ramzi Marjaba","startTime":433.001,"endTime":437.591,"body":"Oh, one big thing, it's the thought"},{"speaker":"Ramzi Marjaba","startTime":433.001,"endTime":437.591,"body":"process is I'm, because we're in sales, we"},{"speaker":"Ramzi Marjaba","startTime":437.591,"endTime":443.771,"body":"know that the company every year expects"},{"speaker":"Ramzi Marjaba","startTime":437.591,"endTime":443.771,"body":"a certain amount of growth from a, from"},{"speaker":"Ramzi Marjaba","startTime":443.771,"endTime":445.961,"body":"the company, from a, from a sales team."},{"speaker":"Ramzi Marjaba","startTime":446.726,"endTime":452.096,"body":"And yet for some reason, engineers,"},{"speaker":"Ramzi Marjaba","startTime":446.726,"endTime":452.096,"body":"specifically individual contributors,"},{"speaker":"Ramzi Marjaba","startTime":453.146,"endTime":457.316,"body":"expect some form of financial"},{"speaker":"Ramzi Marjaba","startTime":453.146,"endTime":457.316,"body":"growth for their own company."},{"speaker":"Ramzi Marjaba","startTime":457.346,"endTime":459.386,"body":"Like you're the CEO of your company."},{"speaker":"Ramzi Marjaba","startTime":459.686,"endTime":461.066,"body":"But I'm not expecting a raise."},{"speaker":"Ramzi Marjaba","startTime":461.066,"endTime":464.486,"body":"Uh, I'm like, I would love a"},{"speaker":"Ramzi Marjaba","startTime":461.066,"endTime":464.486,"body":"raise, but I'm not fighting for it."},{"speaker":"Ramzi Marjaba","startTime":465.686,"endTime":469.076,"body":"But the company's expecting"},{"speaker":"Ramzi Marjaba","startTime":465.686,"endTime":469.076,"body":"to grow, so why aren't you?"},{"speaker":"Ramzi Marjaba","startTime":469.466,"endTime":470.606,"body":"Uh, that's a thought."},{"speaker":"Ramzi Marjaba","startTime":470.786,"endTime":471.116,"body":"Uh."},{"speaker":"Ramzi Marjaba","startTime":472.166,"endTime":473.906,"body":"A perspective shift that I had."},{"speaker":"Ramzi Marjaba","startTime":474.716,"endTime":476.996,"body":"Uh, the negotiation isn't hard."},{"speaker":"Ramzi Marjaba","startTime":477.116,"endTime":477.776,"body":"I learned that."},{"speaker":"Ramzi Marjaba","startTime":478.346,"endTime":478.556,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":479.636,"endTime":480.386,"body":"Well, I don't know."},{"speaker":"Ramzi Marjaba","startTime":480.421,"endTime":481.181,"body":"I'll, I'll pause here."},{"speaker":"Aaron Moncur","startTime":481.726,"endTime":484.456,"body":"Uh, one, one of the,"},{"speaker":"Aaron Moncur","startTime":481.726,"endTime":484.456,"body":"I think one of the most valuable"},{"speaker":"Aaron Moncur","startTime":484.456,"endTime":488.296,"body":"things I've learned from you, uh,"},{"speaker":"Aaron Moncur","startTime":484.456,"endTime":488.296,"body":"especially when it comes to B2B sales,"},{"speaker":"Aaron Moncur","startTime":488.296,"endTime":490.906,"body":"I'm not sure this is as true for."},{"speaker":"Aaron Moncur","startTime":491.261,"endTime":495.521,"body":"B2C, but in, in B2B sales, in, in"},{"speaker":"Aaron Moncur","startTime":491.261,"endTime":495.521,"body":"other words, business to business"},{"speaker":"Aaron Moncur","startTime":495.521,"endTime":499.301,"body":"where you're selling to a business or"},{"speaker":"Aaron Moncur","startTime":495.521,"endTime":499.301,"body":"buying from a business, not selling"},{"speaker":"Aaron Moncur","startTime":499.301,"endTime":504.311,"body":"to a, a, a consumer, um, is the"},{"speaker":"Aaron Moncur","startTime":499.301,"endTime":504.311,"body":"importance of the discovery process."},{"speaker":"Aaron Moncur","startTime":504.611,"endTime":508.271,"body":"And we can talk a little bit about"},{"speaker":"Aaron Moncur","startTime":504.611,"endTime":508.271,"body":"what the discovery process is, because"},{"speaker":"Aaron Moncur","startTime":508.271,"endTime":509.831,"body":"everyone should understand this."},{"speaker":"Aaron Moncur","startTime":510.101,"endTime":512.741,"body":"Like we talked about, everyone is"},{"speaker":"Aaron Moncur","startTime":510.101,"endTime":512.741,"body":"selling something, even if you're not."},{"speaker":"Aaron Moncur","startTime":512.806,"endTime":516.316,"body":"Formally in sales, you should still"},{"speaker":"Aaron Moncur","startTime":512.806,"endTime":516.316,"body":"understand the discovery process,"},{"speaker":"Aaron Moncur","startTime":516.316,"endTime":522.526,"body":"which is basically figuring out what's"},{"speaker":"Aaron Moncur","startTime":516.316,"endTime":522.526,"body":"important to, um, the individual or group"},{"speaker":"Aaron Moncur","startTime":522.526,"endTime":524.236,"body":"or organization to whom you're selling."},{"speaker":"Aaron Moncur","startTime":524.626,"endTime":527.866,"body":"And, and I'll, I'll nuance that with"},{"speaker":"Aaron Moncur","startTime":524.626,"endTime":527.866,"body":"this is something else that I've,"},{"speaker":"Aaron Moncur","startTime":528.256,"endTime":531.046,"body":"um, I, I've, I've learned from you."},{"speaker":"Aaron Moncur","startTime":531.541,"endTime":537.091,"body":"Is, uh, when you're going through that"},{"speaker":"Aaron Moncur","startTime":531.541,"endTime":537.091,"body":"discovery process, uh, you really need"},{"speaker":"Aaron Moncur","startTime":537.091,"endTime":541.891,"body":"to understand what is the business"},{"speaker":"Aaron Moncur","startTime":537.091,"endTime":541.891,"body":"impact that this solution will have."},{"speaker":"Aaron Moncur","startTime":541.951,"endTime":546.421,"body":"And I've run into this over"},{"speaker":"Aaron Moncur","startTime":541.951,"endTime":546.421,"body":"and over and over in my own"},{"speaker":"Aaron Moncur","startTime":546.421,"endTime":547.981,"body":"sales efforts here at Pipeline."},{"speaker":"Aaron Moncur","startTime":548.286,"endTime":552.996,"body":"Selling custom equipment to, uh,"},{"speaker":"Aaron Moncur","startTime":548.286,"endTime":552.996,"body":"manufacturers and, and typically"},{"speaker":"Aaron Moncur","startTime":552.996,"endTime":554.556,"body":"this equipment is not inexpensive."},{"speaker":"Aaron Moncur","startTime":554.556,"endTime":555.066,"body":"It's custom."},{"speaker":"Aaron Moncur","startTime":555.066,"endTime":558.516,"body":"We're designing it from the ground up and,"},{"speaker":"Aaron Moncur","startTime":555.066,"endTime":558.516,"body":"and, you know, it can be easily hundreds"},{"speaker":"Aaron Moncur","startTime":558.516,"endTime":559.986,"body":"of thousands of dollars for this thing."},{"speaker":"Aaron Moncur","startTime":559.986,"endTime":563.376,"body":"So there's a lot of scrutiny that"},{"speaker":"Aaron Moncur","startTime":559.986,"endTime":563.376,"body":"goes into this, and, and people don't"},{"speaker":"Aaron Moncur","startTime":563.376,"endTime":564.906,"body":"purchase these things on a whim."},{"speaker":"Aaron Moncur","startTime":564.996,"endTime":568.926,"body":"And so with, without understanding"},{"speaker":"Aaron Moncur","startTime":564.996,"endTime":568.926,"body":"the business impact that this"},{"speaker":"Aaron Moncur","startTime":568.926,"endTime":572.046,"body":"piece of equipment, this fixture,"},{"speaker":"Aaron Moncur","startTime":568.926,"endTime":572.046,"body":"this automation is going to have."},{"speaker":"Aaron Moncur","startTime":572.301,"endTime":577.641,"body":"It is, it's pretty difficult to to sell"},{"speaker":"Aaron Moncur","startTime":572.301,"endTime":577.641,"body":"something, but if you can ascertain that"},{"speaker":"Aaron Moncur","startTime":577.911,"endTime":582.861,"body":"with this piece of equipment, you're"},{"speaker":"Aaron Moncur","startTime":577.911,"endTime":582.861,"body":"gonna save $800,000 in the next year,"},{"speaker":"Aaron Moncur","startTime":583.101,"endTime":589.761,"body":"or you're gonna unlock $1.8 million of"},{"speaker":"Aaron Moncur","startTime":583.101,"endTime":589.761,"body":"new revenue in the next 18 months, then"},{"speaker":"Aaron Moncur","startTime":589.761,"endTime":592.341,"body":"it becomes much easier to say, look, Mr."},{"speaker":"Aaron Moncur","startTime":592.341,"endTime":595.821,"body":"Customer, this piece of equipment"},{"speaker":"Aaron Moncur","startTime":592.341,"endTime":595.821,"body":"is half a million dollars,"},{"speaker":"Aaron Moncur","startTime":595.821,"endTime":597.051,"body":"but you're gonna unlock."},{"speaker":"Aaron Moncur","startTime":597.336,"endTime":600.036,"body":"1.5 million over the next 12 months."},{"speaker":"Aaron Moncur","startTime":600.096,"endTime":602.466,"body":"It just becomes a much"},{"speaker":"Aaron Moncur","startTime":600.096,"endTime":602.466,"body":"easier conversation."},{"speaker":"Aaron Moncur","startTime":602.466,"endTime":606.006,"body":"So maybe walk us through"},{"speaker":"Aaron Moncur","startTime":602.466,"endTime":606.006,"body":"the, the discovery process."},{"speaker":"Aaron Moncur","startTime":606.006,"endTime":606.906,"body":"How do you think about it?"},{"speaker":"Aaron Moncur","startTime":606.906,"endTime":609.306,"body":"How do you teach it"},{"speaker":"Aaron Moncur","startTime":606.906,"endTime":609.306,"body":"to, to other engineers?"},{"speaker":"Ramzi Marjaba","startTime":654.441,"endTime":654.8910000000001,"body":"Sure."},{"speaker":"Ramzi Marjaba","startTime":655.1009999999999,"endTime":657.921,"body":"So one of the, one of the"},{"speaker":"Ramzi Marjaba","startTime":655.1009999999999,"endTime":657.921,"body":"things that I see for discovery."},{"speaker":"Ramzi Marjaba","startTime":659.8409999999999,"endTime":663.231,"body":"A lot of people do this mistake,"},{"speaker":"Ramzi Marjaba","startTime":659.8409999999999,"endTime":663.231,"body":"and I wanna start with that because"},{"speaker":"Ramzi Marjaba","startTime":663.711,"endTime":666.6510000000001,"body":"that way I can transition into what"},{"speaker":"Ramzi Marjaba","startTime":663.711,"endTime":666.6510000000001,"body":"a proper discovery should look like."},{"speaker":"Ramzi Marjaba","startTime":666.711,"endTime":671.3910000000001,"body":"And lemme know if I'm off base"},{"speaker":"Ramzi Marjaba","startTime":666.711,"endTime":671.3910000000001,"body":"here, but most people that I've"},{"speaker":"Ramzi Marjaba","startTime":671.3910000000001,"endTime":673.4010000000001,"body":"seen, they don't do discovery."},{"speaker":"Ramzi Marjaba","startTime":673.461,"endTime":675.3810000000001,"body":"They do a presentation, right?"},{"speaker":"Ramzi Marjaba","startTime":675.3810000000001,"endTime":680.421,"body":"A customer invited them in to their"},{"speaker":"Ramzi Marjaba","startTime":675.3810000000001,"endTime":680.421,"body":"office to come and show them what you got."},{"speaker":"Ramzi Marjaba","startTime":681.5609999999999,"endTime":686.0609999999999,"body":"And we as engineers or"},{"speaker":"Ramzi Marjaba","startTime":681.5609999999999,"endTime":686.0609999999999,"body":"salespeople, salespeople with"},{"speaker":"Ramzi Marjaba","startTime":686.0609999999999,"endTime":687.5709999999999,"body":"engineering background show up."},{"speaker":"Ramzi Marjaba","startTime":688.356,"endTime":690.2760000000001,"body":"We just present what we do."},{"speaker":"Ramzi Marjaba","startTime":691.5360000000001,"endTime":695.2560000000001,"body":"This is what we do, and then"},{"speaker":"Ramzi Marjaba","startTime":691.5360000000001,"endTime":695.2560000000001,"body":"it's up to the customer to figure"},{"speaker":"Ramzi Marjaba","startTime":695.2560000000001,"endTime":698.406,"body":"out how they can use what you"},{"speaker":"Ramzi Marjaba","startTime":695.2560000000001,"endTime":698.406,"body":"do to solve their own problems,"},{"speaker":"Ramzi Marjaba","startTime":700.566,"endTime":705.4259999999999,"body":"which is why at that point if"},{"speaker":"Ramzi Marjaba","startTime":700.566,"endTime":705.4259999999999,"body":"the customer buys, they bought"},{"speaker":"Ramzi Marjaba","startTime":705.4259999999999,"endTime":706.9559999999999,"body":"despite of you, not because of you."},{"speaker":"Ramzi Marjaba","startTime":707.406,"endTime":708.9359999999999,"body":"And that's what I mean by products."},{"speaker":"Ramzi Marjaba","startTime":709.1759999999999,"endTime":711.0060000000001,"body":"Good products don't sell themselves."},{"speaker":"Ramzi Marjaba","startTime":712.671,"endTime":712.8810000000001,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":713.211,"endTime":714.8309999999999,"body":"And a good product is"},{"speaker":"Ramzi Marjaba","startTime":713.211,"endTime":714.8309999999999,"body":"a product that works."},{"speaker":"Ramzi Marjaba","startTime":714.8309999999999,"endTime":717.441,"body":"And a lot of people ask"},{"speaker":"Ramzi Marjaba","startTime":714.8309999999999,"endTime":717.441,"body":"like, what's a good product?"},{"speaker":"Ramzi Marjaba","startTime":717.471,"endTime":719.3009999999999,"body":"It's a product that doesn't"},{"speaker":"Ramzi Marjaba","startTime":717.471,"endTime":719.3009999999999,"body":"have a lot of failure."},{"speaker":"Ramzi Marjaba","startTime":719.3009999999999,"endTime":720.5909999999999,"body":"It's a problem that solves the problem."},{"speaker":"Ramzi Marjaba","startTime":720.8309999999999,"endTime":723.711,"body":"But you kind of have to, as a"},{"speaker":"Ramzi Marjaba","startTime":720.8309999999999,"endTime":723.711,"body":"salesperson or an engineer working with"},{"speaker":"Ramzi Marjaba","startTime":723.711,"endTime":728.031,"body":"a customer, you kinda have to tell,"},{"speaker":"Ramzi Marjaba","startTime":723.711,"endTime":728.031,"body":"show them it solves their problem,"},{"speaker":"Ramzi Marjaba","startTime":728.3910000000001,"endTime":730.6410000000001,"body":"but how are you gonna show them what"},{"speaker":"Ramzi Marjaba","startTime":728.3910000000001,"endTime":730.6410000000001,"body":"solves, how it solves their problem"},{"speaker":"Ramzi Marjaba","startTime":730.6410000000001,"endTime":732.4110000000001,"body":"without understanding the problem?"},{"speaker":"Ramzi Marjaba","startTime":734.3309999999999,"endTime":736.3409999999999,"body":"So basically it's, it's a conversation."},{"speaker":"Ramzi Marjaba","startTime":736.3409999999999,"endTime":738.0809999999999,"body":"A discovery is a conversation between."},{"speaker":"Ramzi Marjaba","startTime":738.4259999999999,"endTime":741.9359999999999,"body":"Two or more people where we're asking"},{"speaker":"Ramzi Marjaba","startTime":738.4259999999999,"endTime":741.9359999999999,"body":"open-ended questions, we're sharing"},{"speaker":"Ramzi Marjaba","startTime":741.9359999999999,"endTime":747.6659999999999,"body":"information between us and the customers"},{"speaker":"Ramzi Marjaba","startTime":741.9359999999999,"endTime":747.6659999999999,"body":"to capture what is important to them."},{"speaker":"Ramzi Marjaba","startTime":748.2660000000001,"endTime":752.076,"body":"And the first thing that I like"},{"speaker":"Ramzi Marjaba","startTime":748.2660000000001,"endTime":752.076,"body":"to ask my when I meet them is,"},{"speaker":"Ramzi Marjaba","startTime":752.346,"endTime":753.576,"body":"why are we even meeting today?"},{"speaker":"Ramzi Marjaba","startTime":754.296,"endTime":755.7360000000001,"body":"nobody wants to meet with salespeople."},{"speaker":"Ramzi Marjaba","startTime":757.056,"endTime":758.1659999999999,"body":"Do you like salespeople?"},{"speaker":"Aaron Moncur","startTime":758.4110000000001,"endTime":759.3710000000001,"body":"not particularly."},{"speaker":"Ramzi Marjaba","startTime":759.906,"endTime":760.326,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":760.5360000000001,"endTime":762.906,"body":"And I'm sure if I ask that"},{"speaker":"Ramzi Marjaba","startTime":760.5360000000001,"endTime":762.906,"body":"question to people listening,"},{"speaker":"Ramzi Marjaba","startTime":763.2059999999999,"endTime":764.4659999999999,"body":"they're gonna say, not really."},{"speaker":"Ramzi Marjaba","startTime":764.4659999999999,"endTime":765.546,"body":"Like I would try."},{"speaker":"Ramzi Marjaba","startTime":765.546,"endTime":766.7159999999999,"body":"I'd rather avoid a salesperson."},{"speaker":"Ramzi Marjaba","startTime":767.481,"endTime":768.6510000000001,"body":"If I, if I can."},{"speaker":"Ramzi Marjaba","startTime":769.461,"endTime":772.671,"body":"So when you show up on a discovery"},{"speaker":"Ramzi Marjaba","startTime":769.461,"endTime":772.671,"body":"call and you ask them like,"},{"speaker":"Ramzi Marjaba","startTime":772.671,"endTime":773.781,"body":"why are we even meeting today?"},{"speaker":"Ramzi Marjaba","startTime":773.8409999999999,"endTime":775.5809999999999,"body":"They're gonna share a lot of information."},{"speaker":"Ramzi Marjaba","startTime":777.2909999999999,"endTime":781.731,"body":"Now the framework that I teach"},{"speaker":"Ramzi Marjaba","startTime":777.2909999999999,"endTime":781.731,"body":"is like, it's, by the way,"},{"speaker":"Ramzi Marjaba","startTime":781.731,"endTime":782.691,"body":"I'm not sharing any secrets."},{"speaker":"Ramzi Marjaba","startTime":782.691,"endTime":784.191,"body":"Everything's available online."},{"speaker":"Ramzi Marjaba","startTime":784.191,"endTime":787.461,"body":"There's a lot of different frameworks"},{"speaker":"Ramzi Marjaba","startTime":784.191,"endTime":787.461,"body":"and you can use whichever one you want."},{"speaker":"Ramzi Marjaba","startTime":788.3009999999999,"endTime":793.4010000000001,"body":"for me, I'm trying to understand"},{"speaker":"Ramzi Marjaba","startTime":788.3009999999999,"endTime":793.4010000000001,"body":"why they're trying to, like, why"},{"speaker":"Ramzi Marjaba","startTime":793.4010000000001,"endTime":794.181,"body":"are they trying to talk to me?"},{"speaker":"Ramzi Marjaba","startTime":794.181,"endTime":795.681,"body":"What are, why they're trying to buy?"},{"speaker":"Ramzi Marjaba","startTime":795.711,"endTime":796.0409999999999,"body":"Uh."},{"speaker":"Ramzi Marjaba","startTime":796.671,"endTime":799.941,"body":"system, what is the problem that they're"},{"speaker":"Ramzi Marjaba","startTime":796.671,"endTime":799.941,"body":"trying to solve with that system?"},{"speaker":"Ramzi Marjaba","startTime":799.941,"endTime":804.8009999999999,"body":"Because once I figure that out, then"},{"speaker":"Ramzi Marjaba","startTime":799.941,"endTime":804.8009999999999,"body":"I can actually offer a good solution."},{"speaker":"Ramzi Marjaba","startTime":805.431,"endTime":810.1410000000001,"body":"The other thing I'm trying to understand"},{"speaker":"Ramzi Marjaba","startTime":805.431,"endTime":810.1410000000001,"body":"is, is the person I'm talking to, do they"},{"speaker":"Ramzi Marjaba","startTime":810.1410000000001,"endTime":812.511,"body":"have the ability to actually purchase?"},{"speaker":"Ramzi Marjaba","startTime":813.531,"endTime":816.0509999999999,"body":"You've probably talked to people where"},{"speaker":"Ramzi Marjaba","startTime":813.531,"endTime":816.0509999999999,"body":"you show up, they come and ask you a"},{"speaker":"Ramzi Marjaba","startTime":816.0509999999999,"endTime":819.711,"body":"billion questions, and then at the end of"},{"speaker":"Ramzi Marjaba","startTime":816.0509999999999,"endTime":819.711,"body":"the call, they're gonna say, all right,"},{"speaker":"Ramzi Marjaba","startTime":819.771,"endTime":823.6110000000001,"body":"well, let me take this information to"},{"speaker":"Ramzi Marjaba","startTime":819.771,"endTime":823.6110000000001,"body":"my boss, who can then make a decision."},{"speaker":"Aaron Moncur","startTime":824.2360000000001,"endTime":826.156,"body":"Which is"},{"speaker":"Aaron Moncur","startTime":824.2360000000001,"endTime":826.156,"body":"super frustrating, right?"},{"speaker":"Aaron Moncur","startTime":826.156,"endTime":829.6659999999999,"body":"Because at that point I know, okay,"},{"speaker":"Aaron Moncur","startTime":826.156,"endTime":829.6659999999999,"body":"this is not the person who's going"},{"speaker":"Aaron Moncur","startTime":829.6659999999999,"endTime":833.1759999999999,"body":"to make the decision, and, and how"},{"speaker":"Aaron Moncur","startTime":829.6659999999999,"endTime":833.1759999999999,"body":"do I get in touch directly with the"},{"speaker":"Aaron Moncur","startTime":833.1759999999999,"endTime":834.4110000000001,"body":"person who is making that decision?"},{"speaker":"Ramzi Marjaba","startTime":836.046,"endTime":836.346,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":836.346,"endTime":840.636,"body":"But not to sound like a, a ho or"},{"speaker":"Ramzi Marjaba","startTime":836.346,"endTime":840.636,"body":"anything, but that's your fault,"},{"speaker":"Aaron Moncur","startTime":840.906,"endTime":841.296,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":842.1659999999999,"endTime":842.4359999999999,"body":"right?"},{"speaker":"Ramzi Marjaba","startTime":842.4359999999999,"endTime":845.316,"body":"That that's something you could have"},{"speaker":"Ramzi Marjaba","startTime":842.4359999999999,"endTime":845.316,"body":"found out at the beginning of the"},{"speaker":"Aaron Moncur","startTime":845.616,"endTime":845.9159999999999,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":846.9659999999999,"endTime":848.6110000000001,"body":"I didn't do my due diligence."},{"speaker":"Ramzi Marjaba","startTime":849.6959999999999,"endTime":850.056,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":850.866,"endTime":852.156,"body":"You, we need to find out like."},{"speaker":"Ramzi Marjaba","startTime":853.011,"endTime":855.8009999999999,"body":"And sometimes it's insulting to"},{"speaker":"Ramzi Marjaba","startTime":853.011,"endTime":855.8009999999999,"body":"ask someone like, Hey, if I were"},{"speaker":"Ramzi Marjaba","startTime":855.8009999999999,"endTime":860.211,"body":"to, uh, if I were to offer you the,"},{"speaker":"Ramzi Marjaba","startTime":855.8009999999999,"endTime":860.211,"body":"the quote at the price that you"},{"speaker":"Ramzi Marjaba","startTime":860.211,"endTime":862.5809999999999,"body":"want, would you be able to buy?"},{"speaker":"Ramzi Marjaba","startTime":862.6410000000001,"endTime":864.6210000000001,"body":"Nobody wants to like, yeah, of"},{"speaker":"Ramzi Marjaba","startTime":862.6410000000001,"endTime":864.6210000000001,"body":"course I would be able to buy."},{"speaker":"Ramzi Marjaba","startTime":864.6210000000001,"endTime":865.3710000000001,"body":"Who do you think I am?"},{"speaker":"Ramzi Marjaba","startTime":865.3710000000001,"endTime":866.3910000000001,"body":"I'm, I'm important."},{"speaker":"Ramzi Marjaba","startTime":867.4110000000001,"endTime":870.5609999999999,"body":"you can always ask the same"},{"speaker":"Ramzi Marjaba","startTime":867.4110000000001,"endTime":870.5609999999999,"body":"question in a more diplomatic way."},{"speaker":"Ramzi Marjaba","startTime":871.011,"endTime":871.1610000000001,"body":"Right?"},{"speaker":"Ramzi Marjaba","startTime":871.6410000000001,"endTime":874.941,"body":"Who else is involved in the"},{"speaker":"Ramzi Marjaba","startTime":871.6410000000001,"endTime":874.941,"body":"decision making process, right?"},{"speaker":"Ramzi Marjaba","startTime":875.0609999999999,"endTime":878.116,"body":"It's a simple question, and most of"},{"speaker":"Ramzi Marjaba","startTime":875.0609999999999,"endTime":878.116,"body":"the time we'll give you an answer."},{"speaker":"Ramzi Marjaba","startTime":880.011,"endTime":885.8009999999999,"body":"So I, I like to figure out everything"},{"speaker":"Ramzi Marjaba","startTime":880.011,"endTime":885.8009999999999,"body":"upfront in terms of like of, of buying"},{"speaker":"Ramzi Marjaba","startTime":887.211,"endTime":889.011,"body":"before I start digging into the problem."},{"speaker":"Ramzi Marjaba","startTime":889.4010000000001,"endTime":892.971,"body":"Once you figure out the mechanics"},{"speaker":"Ramzi Marjaba","startTime":889.4010000000001,"endTime":892.971,"body":"of when they need this buy, uh,"},{"speaker":"Ramzi Marjaba","startTime":893.031,"endTime":895.8810000000001,"body":"who's gonna be able to purchase,"},{"speaker":"Ramzi Marjaba","startTime":893.031,"endTime":895.8810000000001,"body":"what are, what is important to"},{"speaker":"Ramzi Marjaba","startTime":895.8810000000001,"endTime":897.5909999999999,"body":"them in terms of metrics, right?"},{"speaker":"Ramzi Marjaba","startTime":898.3710000000001,"endTime":901.3409999999999,"body":"If you are, if you would like"},{"speaker":"Ramzi Marjaba","startTime":898.3710000000001,"endTime":901.3409999999999,"body":"to do some research, I'm gonna"},{"speaker":"Ramzi Marjaba","startTime":901.3409999999999,"endTime":904.6410000000001,"body":"share, uh, a couple of acronyms."},{"speaker":"Ramzi Marjaba","startTime":904.8509999999999,"endTime":905.481,"body":"Met."},{"speaker":"Ramzi Marjaba","startTime":905.5409999999999,"endTime":908.0609999999999,"body":"Pick bant."},{"speaker":"Ramzi Marjaba","startTime":908.8409999999999,"endTime":909.6510000000001,"body":"Or medic."},{"speaker":"Ramzi Marjaba","startTime":910.8209999999999,"endTime":911.031,"body":"Okay."},{"speaker":"Ramzi Marjaba","startTime":911.3009999999999,"endTime":912.171,"body":"You can search them up."},{"speaker":"Ramzi Marjaba","startTime":912.201,"endTime":914.931,"body":"They're all the, the same"},{"speaker":"Ramzi Marjaba","startTime":912.201,"endTime":914.931,"body":"framework but with the different,"},{"speaker":"Ramzi Marjaba","startTime":914.931,"endTime":917.0909999999999,"body":"uh, marketing terms around them."},{"speaker":"Ramzi Marjaba","startTime":917.781,"endTime":920.1210000000001,"body":"But whichever one that you"},{"speaker":"Ramzi Marjaba","startTime":917.781,"endTime":920.1210000000001,"body":"like to use, you can use it."},{"speaker":"Ramzi Marjaba","startTime":922.3109999999999,"endTime":924.681,"body":"But once you figure that out, then"},{"speaker":"Ramzi Marjaba","startTime":922.3109999999999,"endTime":924.681,"body":"you can talk about the technology."},{"speaker":"Ramzi Marjaba","startTime":925.8810000000001,"endTime":928.1310000000001,"body":"And most of the times, one last thing."},{"speaker":"Ramzi Marjaba","startTime":928.3710000000001,"endTime":930.501,"body":"Most of the times they don't care"},{"speaker":"Ramzi Marjaba","startTime":928.3710000000001,"endTime":930.501,"body":"how you solve the problem, as"},{"speaker":"Ramzi Marjaba","startTime":930.501,"endTime":931.461,"body":"long as you solve the problem."},{"speaker":"Aaron Moncur","startTime":932.181,"endTime":934.8509999999999,"body":"Let's talk"},{"speaker":"Aaron Moncur","startTime":932.181,"endTime":934.8509999999999,"body":"about, uh, bent real quickly."},{"speaker":"Aaron Moncur","startTime":934.8509999999999,"endTime":938.8109999999999,"body":"This is, uh, one of the acronyms that you"},{"speaker":"Aaron Moncur","startTime":934.8509999999999,"endTime":938.8109999999999,"body":"just shared, and this is the one that,"},{"speaker":"Aaron Moncur","startTime":938.8109999999999,"endTime":941.001,"body":"for whatever reason has stuck in my mind."},{"speaker":"Aaron Moncur","startTime":941.001,"endTime":943.941,"body":"Maybe it's because it's"},{"speaker":"Aaron Moncur","startTime":941.001,"endTime":943.941,"body":"the shortest one, BANT."},{"speaker":"Aaron Moncur","startTime":944.181,"endTime":945.0060000000001,"body":"What does that stand for?"},{"speaker":"Ramzi Marjaba","startTime":945.096,"endTime":945.366,"body":"Yep."},{"speaker":"Ramzi Marjaba","startTime":946.7460000000001,"endTime":952.1759999999999,"body":"Uh, budget, authority, need, timeline,"},{"speaker":"Ramzi Marjaba","startTime":946.7460000000001,"endTime":952.1759999999999,"body":"and the reason it's stuck in your"},{"speaker":"Ramzi Marjaba","startTime":952.1759999999999,"endTime":955.5360000000001,"body":"head because it covers all your"},{"speaker":"Ramzi Marjaba","startTime":952.1759999999999,"endTime":955.5360000000001,"body":"bases and it's easy to u easy to"},{"speaker":"Aaron Moncur","startTime":955.9860000000001,"endTime":956.346,"body":"Right?"},{"speaker":"Ramzi Marjaba","startTime":957.2460000000001,"endTime":957.546,"body":"So."},{"speaker":"Aaron Moncur","startTime":957.636,"endTime":957.906,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":958.2360000000001,"endTime":961.296,"body":"Understand the budget, understand"},{"speaker":"Aaron Moncur","startTime":958.2360000000001,"endTime":961.296,"body":"who's the authority, the decision"},{"speaker":"Aaron Moncur","startTime":961.296,"endTime":965.076,"body":"maker, what is the need that they"},{"speaker":"Aaron Moncur","startTime":961.296,"endTime":965.076,"body":"have and the timeline, what, when"},{"speaker":"Aaron Moncur","startTime":965.076,"endTime":966.576,"body":"do they need to make a decision?"},{"speaker":"Ramzi Marjaba","startTime":967.356,"endTime":968.136,"body":"Or is there a need?"},{"speaker":"Aaron Moncur","startTime":968.556,"endTime":968.9759999999999,"body":"Is there."},{"speaker":"Ramzi Marjaba","startTime":969.126,"endTime":973.0260000000001,"body":"tell you this, the biggest"},{"speaker":"Ramzi Marjaba","startTime":969.126,"endTime":973.0260000000001,"body":"competitor you have is not another vendor."},{"speaker":"Ramzi Marjaba","startTime":973.386,"endTime":974.316,"body":"It's do Nothing."},{"speaker":"Ramzi Marjaba","startTime":975.7860000000001,"endTime":975.9659999999999,"body":"Right?"},{"speaker":"Ramzi Marjaba","startTime":976.2059999999999,"endTime":980.7660000000001,"body":"Which means they didn't"},{"speaker":"Ramzi Marjaba","startTime":976.2059999999999,"endTime":980.7660000000001,"body":"really need a, a solution."},{"speaker":"Aaron Moncur","startTime":980.9759999999999,"endTime":981.2159999999999,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":981.636,"endTime":982.7760000000001,"body":"they"},{"speaker":"Ramzi Marjaba","startTime":981.636,"endTime":982.7760000000001,"body":"thought it would be cool."},{"speaker":"Ramzi Marjaba","startTime":982.7760000000001,"endTime":983.4960000000001,"body":"They liked it."},{"speaker":"Ramzi Marjaba","startTime":983.4960000000001,"endTime":988.0260000000001,"body":"They liked the idea of having it,"},{"speaker":"Ramzi Marjaba","startTime":983.4960000000001,"endTime":988.0260000000001,"body":"but didn't really solve a problem."},{"speaker":"Ramzi Marjaba","startTime":988.296,"endTime":991.056,"body":"So like Netflix."},{"speaker":"Ramzi Marjaba","startTime":992.616,"endTime":995.9459999999999,"body":"We talked about B2C earlier,"},{"speaker":"Ramzi Marjaba","startTime":992.616,"endTime":995.9459999999999,"body":"buy, uh, business to consumer"},{"speaker":"Ramzi Marjaba","startTime":995.9459999999999,"endTime":997.116,"body":"versus business to buyer."},{"speaker":"Ramzi Marjaba","startTime":997.5360000000001,"endTime":999.306,"body":"Which business would buy Netflix?"},{"speaker":"Aaron Moncur","startTime":1001.796,"endTime":1003.656,"body":"Uh, another business."},{"speaker":"Aaron Moncur","startTime":1003.806,"endTime":1004.7660000000001,"body":"I mean, what do you mean?"},{"speaker":"Aaron Moncur","startTime":1004.7660000000001,"endTime":1005.6659999999999,"body":"Which business?"},{"speaker":"Aaron Moncur","startTime":1005.9659999999999,"endTime":1006.2059999999999,"body":"Like"},{"speaker":"Ramzi Marjaba","startTime":1006.626,"endTime":1007.376,"body":"which, which"},{"speaker":"Aaron Moncur","startTime":1007.406,"endTime":1009.9259999999999,"body":"what company out"},{"speaker":"Aaron Moncur","startTime":1007.406,"endTime":1009.9259999999999,"body":"there right now would buy Netflix?"},{"speaker":"Ramzi Marjaba","startTime":1010.826,"endTime":1013.4359999999999,"body":"Not acquire the"},{"speaker":"Ramzi Marjaba","startTime":1010.826,"endTime":1013.4359999999999,"body":"company Netflix, but buy the service."},{"speaker":"Ramzi Marjaba","startTime":1013.5260000000001,"endTime":1014.1859999999999,"body":"Netflix."},{"speaker":"Aaron Moncur","startTime":1015.056,"endTime":1016.7059999999999,"body":"Like the"},{"speaker":"Aaron Moncur","startTime":1015.056,"endTime":1016.7059999999999,"body":"video streaming service,"},{"speaker":"Ramzi Marjaba","startTime":1016.741,"endTime":1017.031,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":1017.0360000000001,"endTime":1017.4559999999999,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":1017.9960000000001,"endTime":1020.4259999999999,"body":"uh, probably"},{"speaker":"Aaron Moncur","startTime":1017.9960000000001,"endTime":1020.4259999999999,"body":"not many companies out there."},{"speaker":"Aaron Moncur","startTime":1020.7560000000001,"endTime":1021.4459999999999,"body":"This is a,"},{"speaker":"Ramzi Marjaba","startTime":1021.6410000000001,"endTime":1022.5409999999999,"body":"solve a problem."},{"speaker":"Ramzi Marjaba","startTime":1022.721,"endTime":1023.6210000000001,"body":"It, it's cool,"},{"speaker":"Aaron Moncur","startTime":1024.446,"endTime":1025.9759999999999,"body":"doesn't"},{"speaker":"Aaron Moncur","startTime":1024.446,"endTime":1025.9759999999999,"body":"solve a business problem."},{"speaker":"Aaron Moncur","startTime":1026.126,"endTime":1026.366,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":1026.651,"endTime":1027.071,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":1027.371,"endTime":1029.411,"body":"I mean, I, I want to entertain my people."},{"speaker":"Ramzi Marjaba","startTime":1029.411,"endTime":1030.401,"body":"Is that a business problem?"},{"speaker":"Ramzi Marjaba","startTime":1030.401,"endTime":1031.001,"body":"Not really."},{"speaker":"Ramzi Marjaba","startTime":1031.361,"endTime":1034.811,"body":"Like you, you see a lot of companies"},{"speaker":"Ramzi Marjaba","startTime":1031.361,"endTime":1034.811,"body":"that have foosball in the, in their,"},{"speaker":"Ramzi Marjaba","startTime":1034.811,"endTime":1038.861,"body":"uh, especially like high tech companies,"},{"speaker":"Ramzi Marjaba","startTime":1034.811,"endTime":1038.861,"body":"foosball or ping pong, uh, tables in"},{"speaker":"Ramzi Marjaba","startTime":1038.861,"endTime":1042.191,"body":"their, uh, waiting rooms or rest areas."},{"speaker":"Ramzi Marjaba","startTime":1042.551,"endTime":1044.951,"body":"But it's not really solving a"},{"speaker":"Ramzi Marjaba","startTime":1042.551,"endTime":1044.951,"body":"business problem other than,"},{"speaker":"Ramzi Marjaba","startTime":1045.011,"endTime":1046.781,"body":"Hey, I'll entertain my employees."},{"speaker":"Ramzi Marjaba","startTime":1047.231,"endTime":1050.801,"body":"But yet you kind of have to have"},{"speaker":"Ramzi Marjaba","startTime":1047.231,"endTime":1050.801,"body":"some form of problem to to buy"},{"speaker":"Aaron Moncur","startTime":1051.971,"endTime":1052.271,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":1052.571,"endTime":1052.961,"body":"Um."},{"speaker":"Aaron Moncur","startTime":1054.751,"endTime":1059.291,"body":"There's something I've been thinking"},{"speaker":"Aaron Moncur","startTime":1054.751,"endTime":1059.291,"body":"about recently, and maybe it"},{"speaker":"Aaron Moncur","startTime":1059.291,"endTime":1063.071,"body":"would be interesting to talk about"},{"speaker":"Aaron Moncur","startTime":1059.291,"endTime":1063.071,"body":"this briefly here on the podcast."},{"speaker":"Aaron Moncur","startTime":1063.221,"endTime":1069.851,"body":"So I, I was in Boston, uh, a few days ago"},{"speaker":"Aaron Moncur","startTime":1063.221,"endTime":1069.851,"body":"last week, and, uh, while we were there."},{"speaker":"Aaron Moncur","startTime":1070.266,"endTime":1073.776,"body":"I, I met with an attorney,"},{"speaker":"Aaron Moncur","startTime":1070.266,"endTime":1073.776,"body":"um, who really wasn't part of"},{"speaker":"Aaron Moncur","startTime":1073.776,"endTime":1074.976,"body":"like my business trip there."},{"speaker":"Aaron Moncur","startTime":1074.976,"endTime":1077.376,"body":"We just happened to, uh, be"},{"speaker":"Aaron Moncur","startTime":1074.976,"endTime":1077.376,"body":"in the same place at the same"},{"speaker":"Aaron Moncur","startTime":1077.376,"endTime":1078.786,"body":"time and, and got to talking."},{"speaker":"Aaron Moncur","startTime":1079.1760000000002,"endTime":1084.576,"body":"And this attorney works for one of the,"},{"speaker":"Aaron Moncur","startTime":1079.1760000000002,"endTime":1084.576,"body":"the largest, um, law firms in the nation."},{"speaker":"Aaron Moncur","startTime":1085.056,"endTime":1089.856,"body":"And, uh, they're, uh, I assume very"},{"speaker":"Aaron Moncur","startTime":1085.056,"endTime":1089.856,"body":"expensive, you know, cost a lot"},{"speaker":"Aaron Moncur","startTime":1089.856,"endTime":1091.626,"body":"of money to engage with this firm."},{"speaker":"Aaron Moncur","startTime":1092.1960000000001,"endTime":1094.596,"body":"And he was telling me that"},{"speaker":"Aaron Moncur","startTime":1092.1960000000001,"endTime":1094.596,"body":"their first year associates."},{"speaker":"Aaron Moncur","startTime":1095.471,"endTime":1098.8010000000002,"body":"So right out of law school,"},{"speaker":"Aaron Moncur","startTime":1095.471,"endTime":1098.8010000000002,"body":"no real experience, maybe"},{"speaker":"Aaron Moncur","startTime":1098.8010000000002,"endTime":1099.881,"body":"an internship or something."},{"speaker":"Aaron Moncur","startTime":1099.881,"endTime":1104.621,"body":"But first year out of law school, uh,"},{"speaker":"Aaron Moncur","startTime":1099.881,"endTime":1104.621,"body":"associates are making a quarter million"},{"speaker":"Aaron Moncur","startTime":1104.621,"endTime":1107.021,"body":"dollars a year, and I thought that was."},{"speaker":"Aaron Moncur","startTime":1107.501,"endTime":1112.241,"body":"Just amazing that a company would pay"},{"speaker":"Aaron Moncur","startTime":1107.501,"endTime":1112.241,"body":"a quarter million dollars a year to"},{"speaker":"Aaron Moncur","startTime":1112.241,"endTime":1116.411,"body":"basically, uh, a newbie that didn't"},{"speaker":"Aaron Moncur","startTime":1112.241,"endTime":1116.411,"body":"really know how to do anything yet."},{"speaker":"Aaron Moncur","startTime":1116.891,"endTime":1121.5710000000001,"body":"And I, I asked myself, why in the world"},{"speaker":"Aaron Moncur","startTime":1116.891,"endTime":1121.5710000000001,"body":"would clients be willing to pay that"},{"speaker":"Aaron Moncur","startTime":1121.5710000000001,"endTime":1126.491,"body":"much money to a law firm that they can"},{"speaker":"Aaron Moncur","startTime":1121.5710000000001,"endTime":1126.491,"body":"afford to pay first year associates"},{"speaker":"Aaron Moncur","startTime":1126.491,"endTime":1128.171,"body":"a quarter of a million dollars?"},{"speaker":"Aaron Moncur","startTime":1128.621,"endTime":1132.5510000000002,"body":"And, uh, the, the answer I I, I"},{"speaker":"Aaron Moncur","startTime":1128.621,"endTime":1132.5510000000002,"body":"probably shouldn't disclose too much,"},{"speaker":"Aaron Moncur","startTime":1132.5510000000002,"endTime":1136.001,"body":"so I'll be a little bit vague here"},{"speaker":"Aaron Moncur","startTime":1132.5510000000002,"endTime":1136.001,"body":"with, with, uh, the rest of this."},{"speaker":"Aaron Moncur","startTime":1136.271,"endTime":1136.901,"body":"Anecdote."},{"speaker":"Aaron Moncur","startTime":1137.201,"endTime":1142.751,"body":"Uh, this firm has a mechanism for"},{"speaker":"Aaron Moncur","startTime":1137.201,"endTime":1142.751,"body":"unlocking a lot of cash for companies,"},{"speaker":"Aaron Moncur","startTime":1142.751,"endTime":1144.3410000000001,"body":"hundreds of millions of dollars."},{"speaker":"Aaron Moncur","startTime":1144.401,"endTime":1148.5710000000001,"body":"And there aren't many firms out there"},{"speaker":"Aaron Moncur","startTime":1144.401,"endTime":1148.5710000000001,"body":"who can do this and, and this firm can."},{"speaker":"Aaron Moncur","startTime":1148.5710000000001,"endTime":1152.5910000000001,"body":"So if you're the client and, and you're"},{"speaker":"Aaron Moncur","startTime":1148.5710000000001,"endTime":1152.5910000000001,"body":"asking yourself, oh, is it, is it really"},{"speaker":"Aaron Moncur","startTime":1152.921,"endTime":1157.0610000000001,"body":"worth paying this firm, you know, whatever"},{"speaker":"Aaron Moncur","startTime":1152.921,"endTime":1157.0610000000001,"body":"it is, I don't know, a million dollars, $2"},{"speaker":"Aaron Moncur","startTime":1157.0610000000001,"endTime":1159.221,"body":"million to, to solve this problem for me?"},{"speaker":"Aaron Moncur","startTime":1159.281,"endTime":1161.651,"body":"And you realize, well, they're"},{"speaker":"Aaron Moncur","startTime":1159.281,"endTime":1161.651,"body":"gonna unlock hundreds of"},{"speaker":"Aaron Moncur","startTime":1161.651,"endTime":1163.361,"body":"millions of dollars for me."},{"speaker":"Aaron Moncur","startTime":1163.711,"endTime":1167.461,"body":"Yeah, of course I'm gonna pay them a"},{"speaker":"Aaron Moncur","startTime":1163.711,"endTime":1167.461,"body":"small percentage of that, a million"},{"speaker":"Aaron Moncur","startTime":1167.461,"endTime":1169.201,"body":"bucks, 2 million bucks, whatever it is."},{"speaker":"Aaron Moncur","startTime":1169.711,"endTime":1170.941,"body":"And, and it just, it struck me."},{"speaker":"Aaron Moncur","startTime":1172.181,"endTime":1178.511,"body":"That if, if you, as the sales engineer"},{"speaker":"Aaron Moncur","startTime":1172.181,"endTime":1178.511,"body":"can position yourself between the"},{"speaker":"Aaron Moncur","startTime":1178.511,"endTime":1185.231,"body":"money and the customer, then uh, it, it"},{"speaker":"Aaron Moncur","startTime":1178.511,"endTime":1185.231,"body":"becomes much easier to, to do a deal."},{"speaker":"Aaron Moncur","startTime":1185.501,"endTime":1191.231,"body":"Um, I'm sure you have thoughts or, or"},{"speaker":"Aaron Moncur","startTime":1185.501,"endTime":1191.231,"body":"nuances on that, but do you find that to"},{"speaker":"Aaron Moncur","startTime":1191.2910000000002,"endTime":1195.851,"body":"generally be the case or, or am I missing"},{"speaker":"Aaron Moncur","startTime":1191.2910000000002,"endTime":1195.851,"body":"anything like obvious or, or large here?"},{"speaker":"Ramzi Marjaba","startTime":1197.396,"endTime":1199.526,"body":"Well, generally speaking,"},{"speaker":"Ramzi Marjaba","startTime":1197.396,"endTime":1199.526,"body":"in order to make a sale, you have"},{"speaker":"Ramzi Marjaba","startTime":1199.526,"endTime":1204.146,"body":"to save the company, the customer"},{"speaker":"Ramzi Marjaba","startTime":1199.526,"endTime":1204.146,"body":"money, save them time or reduce risk,"},{"speaker":"Ramzi Marjaba","startTime":1206.4560000000001,"endTime":1207.296,"body":"preferably all"},{"speaker":"Aaron Moncur","startTime":1207.521,"endTime":1208.356,"body":"Or unlock new money."},{"speaker":"Ramzi Marjaba","startTime":1208.4660000000001,"endTime":1213.116,"body":"But yeah, and"},{"speaker":"Ramzi Marjaba","startTime":1208.4660000000001,"endTime":1213.116,"body":"when you save them time, that's"},{"speaker":"Ramzi Marjaba","startTime":1213.116,"endTime":1214.0510000000002,"body":"the way for them to go out and."},{"speaker":"Ramzi Marjaba","startTime":1214.646,"endTime":1217.106,"body":"Get more money, but just you"},{"speaker":"Ramzi Marjaba","startTime":1214.646,"endTime":1217.106,"body":"have to show them how to do it."},{"speaker":"Ramzi Marjaba","startTime":1217.106,"endTime":1217.286,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":1217.4360000000001,"endTime":1219.2060000000001,"body":"You have to kind of explain it to them."},{"speaker":"Ramzi Marjaba","startTime":1219.2060000000001,"endTime":1219.776,"body":"Sometimes."},{"speaker":"Ramzi Marjaba","startTime":1220.1660000000002,"endTime":1222.296,"body":"Uh, sometimes the obvious"},{"speaker":"Ramzi Marjaba","startTime":1220.1660000000002,"endTime":1222.296,"body":"is not so obvious."},{"speaker":"Ramzi Marjaba","startTime":1222.986,"endTime":1228.056,"body":"So yeah, like basically these are the"},{"speaker":"Ramzi Marjaba","startTime":1222.986,"endTime":1228.056,"body":"three or four things that you have to"},{"speaker":"Ramzi Marjaba","startTime":1228.056,"endTime":1231.116,"body":"do in order to be able to sell anything."},{"speaker":"Ramzi Marjaba","startTime":1232.496,"endTime":1237.146,"body":"And we talked about reduce risk,"},{"speaker":"Ramzi Marjaba","startTime":1232.496,"endTime":1237.146,"body":"that that's like insurance."},{"speaker":"Ramzi Marjaba","startTime":1239.036,"endTime":1240.656,"body":"Who wants to pay for home insurance?"},{"speaker":"Ramzi Marjaba","startTime":1242.396,"endTime":1245.486,"body":"Not many people, but most"},{"speaker":"Ramzi Marjaba","startTime":1242.396,"endTime":1245.486,"body":"people are sure are glad."},{"speaker":"Ramzi Marjaba","startTime":1245.486,"endTime":1247.976,"body":"If something this, the"},{"speaker":"Ramzi Marjaba","startTime":1245.486,"endTime":1247.976,"body":"catastrophic happens to their"},{"speaker":"Ramzi Marjaba","startTime":1247.976,"endTime":1251.036,"body":"house, they get paid back."},{"speaker":"Ramzi Marjaba","startTime":1251.036,"endTime":1255.476,"body":"Obviously like home insurance companies"},{"speaker":"Ramzi Marjaba","startTime":1251.036,"endTime":1255.476,"body":"might try to get away, get out of it,"},{"speaker":"Ramzi Marjaba","startTime":1255.476,"endTime":1260.816,"body":"but in general, let's say an ethical"},{"speaker":"Ramzi Marjaba","startTime":1255.476,"endTime":1260.816,"body":"company will, it will make that payments"},{"speaker":"Ramzi Marjaba","startTime":1260.816,"endTime":1262.286,"body":"that you've been putting in worth it."},{"speaker":"Ramzi Marjaba","startTime":1262.586,"endTime":1263.036,"body":"So."},{"speaker":"Ramzi Marjaba","startTime":1265.6760000000002,"endTime":1266.756,"body":"Yeah, I agree with that."},{"speaker":"Ramzi Marjaba","startTime":1266.9660000000001,"endTime":1269.996,"body":"You either have to make them more"},{"speaker":"Ramzi Marjaba","startTime":1266.9660000000001,"endTime":1269.996,"body":"money, you have to save them some"},{"speaker":"Ramzi Marjaba","startTime":1269.996,"endTime":1276.4460000000001,"body":"money, save them time, reduce risk, and"},{"speaker":"Ramzi Marjaba","startTime":1269.996,"endTime":1276.4460000000001,"body":"companies would buy the, the problem"},{"speaker":"Ramzi Marjaba","startTime":1276.4460000000001,"endTime":1281.576,"body":"is how do you do that better than"},{"speaker":"Ramzi Marjaba","startTime":1276.4460000000001,"endTime":1281.576,"body":"the competitor, Because you and the"},{"speaker":"Ramzi Marjaba","startTime":1281.576,"endTime":1285.656,"body":"competitor in many cases, are gonna"},{"speaker":"Ramzi Marjaba","startTime":1281.576,"endTime":1285.656,"body":"have similar ways of doing things."},{"speaker":"Ramzi Marjaba","startTime":1285.986,"endTime":1288.236,"body":"Take for example, a Toyota and a Honda."},{"speaker":"Ramzi Marjaba","startTime":1288.986,"endTime":1290.1860000000001,"body":"They're both good cars."},{"speaker":"Ramzi Marjaba","startTime":1290.576,"endTime":1295.286,"body":"They both do similar things, but I"},{"speaker":"Ramzi Marjaba","startTime":1290.576,"endTime":1295.286,"body":"probably insulted audience who loves"},{"speaker":"Ramzi Marjaba","startTime":1295.286,"endTime":1299.066,"body":"Toyota or loves Honda in this one"},{"speaker":"Ramzi Marjaba","startTime":1295.286,"endTime":1299.066,"body":"statement because there's some form"},{"speaker":"Ramzi Marjaba","startTime":1299.066,"endTime":1302.6960000000001,"body":"of preference for one or another, but"},{"speaker":"Ramzi Marjaba","startTime":1299.066,"endTime":1302.6960000000001,"body":"they, they do the exact same thing."},{"speaker":"Ramzi Marjaba","startTime":1344.566,"endTime":1347.386,"body":"So how do you show the customer that"},{"speaker":"Ramzi Marjaba","startTime":1344.566,"endTime":1347.386,"body":"you do it better than the other one?"},{"speaker":"Ramzi Marjaba","startTime":1348.166,"endTime":1348.856,"body":"Discovery."},{"speaker":"Ramzi Marjaba","startTime":1349.066,"endTime":1352.5159999999998,"body":"If you discover properly, you"},{"speaker":"Ramzi Marjaba","startTime":1349.066,"endTime":1352.5159999999998,"body":"understand in depth their problem."},{"speaker":"Ramzi Marjaba","startTime":1352.876,"endTime":1356.056,"body":"If you build good relationships with"},{"speaker":"Ramzi Marjaba","startTime":1352.876,"endTime":1356.056,"body":"the people who are involved in the"},{"speaker":"Ramzi Marjaba","startTime":1356.056,"endTime":1357.826,"body":"decision making or using the product."},{"speaker":"Ramzi Marjaba","startTime":1358.816,"endTime":1361.876,"body":"You'll probably have a better"},{"speaker":"Ramzi Marjaba","startTime":1358.816,"endTime":1361.876,"body":"chance of selling your product."},{"speaker":"Ramzi Marjaba","startTime":1361.906,"endTime":1363.706,"body":"'cause people buy from people they like."},{"speaker":"Ramzi Marjaba","startTime":1364.2459999999999,"endTime":1366.076,"body":"People buy from problem solvers."},{"speaker":"Ramzi Marjaba","startTime":1367.576,"endTime":1369.826,"body":"If I have to go out and"},{"speaker":"Ramzi Marjaba","startTime":1367.576,"endTime":1369.826,"body":"solve my own problem,"},{"speaker":"Ramzi Marjaba","startTime":1372.0159999999998,"endTime":1373.066,"body":"I, why do I need you?"},{"speaker":"Aaron Moncur","startTime":1374.6509999999998,"endTime":1375.011,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":1375.0159999999998,"endTime":1377.866,"body":"hey, if I have two, if I"},{"speaker":"Ramzi Marjaba","startTime":1375.0159999999998,"endTime":1377.866,"body":"have two or doing the exact same thing"},{"speaker":"Ramzi Marjaba","startTime":1377.866,"endTime":1381.556,"body":"and not solving any of my problems, I have"},{"speaker":"Ramzi Marjaba","startTime":1377.866,"endTime":1381.556,"body":"to go out and figure it out, then sure."},{"speaker":"Ramzi Marjaba","startTime":1381.706,"endTime":1384.196,"body":"But then I'll play them against"},{"speaker":"Ramzi Marjaba","startTime":1381.706,"endTime":1384.196,"body":"each other to figure out who gives"},{"speaker":"Ramzi Marjaba","startTime":1384.196,"endTime":1385.816,"body":"me the best price for what I need."},{"speaker":"Aaron Moncur","startTime":1387.521,"endTime":1391.181,"body":"How do you discover the."},{"speaker":"Aaron Moncur","startTime":1393.6009999999999,"endTime":1396.9009999999998,"body":"I will say the business problem and,"},{"speaker":"Aaron Moncur","startTime":1393.6009999999999,"endTime":1396.9009999999998,"body":"and let me explain what I mean by that."},{"speaker":"Aaron Moncur","startTime":1397.546,"endTime":1403.936,"body":"When I speak with our customers, generally"},{"speaker":"Aaron Moncur","startTime":1397.546,"endTime":1403.936,"body":"it's engineers who contact pipeline and"},{"speaker":"Aaron Moncur","startTime":1403.936,"endTime":1409.606,"body":"they say, uh, we have this manufacturing"},{"speaker":"Aaron Moncur","startTime":1403.936,"endTime":1409.606,"body":"process that's currently manual and it's"},{"speaker":"Aaron Moncur","startTime":1409.606,"endTime":1412.696,"body":"too slow, and operators make errors."},{"speaker":"Aaron Moncur","startTime":1412.7559999999999,"endTime":1416.866,"body":"And the, the quality of the product"},{"speaker":"Aaron Moncur","startTime":1412.7559999999999,"endTime":1416.866,"body":"is not perfect and we wanna automate"},{"speaker":"Aaron Moncur","startTime":1416.956,"endTime":1418.936,"body":"it to eliminate those errors."},{"speaker":"Aaron Moncur","startTime":1419.056,"endTime":1423.346,"body":"And so to do this, we want a machine"},{"speaker":"Aaron Moncur","startTime":1419.056,"endTime":1423.346,"body":"that does X and Y and Z. It does"},{"speaker":"Aaron Moncur","startTime":1423.346,"endTime":1426.586,"body":"material handling and it does vision"},{"speaker":"Aaron Moncur","startTime":1423.346,"endTime":1426.586,"body":"inspection, and it does assembly."},{"speaker":"Aaron Moncur","startTime":1427.336,"endTime":1429.706,"body":"That's not really the business problem."},{"speaker":"Aaron Moncur","startTime":1429.706,"endTime":1430.036,"body":"Right?"},{"speaker":"Aaron Moncur","startTime":1430.036,"endTime":1434.7759999999998,"body":"And, and most engineers I talk with,"},{"speaker":"Aaron Moncur","startTime":1430.036,"endTime":1434.7759999999998,"body":"they don't, they're not privy to like"},{"speaker":"Aaron Moncur","startTime":1434.836,"endTime":1437.2359999999999,"body":"the, the commercial reasons behind this."},{"speaker":"Aaron Moncur","startTime":1437.2359999999999,"endTime":1440.806,"body":"Like, how much money is this actually"},{"speaker":"Aaron Moncur","startTime":1437.2359999999999,"endTime":1440.806,"body":"gonna save them, or how much new"},{"speaker":"Aaron Moncur","startTime":1440.806,"endTime":1442.306,"body":"revenue is it going to unlock?"},{"speaker":"Aaron Moncur","startTime":1442.666,"endTime":1445.741,"body":"And, and I always have a"},{"speaker":"Aaron Moncur","startTime":1442.666,"endTime":1445.741,"body":"hard time getting to that."},{"speaker":"Aaron Moncur","startTime":1445.741,"endTime":1447.7359999999999,"body":"Like, I, I might ask them,"},{"speaker":"Aaron Moncur","startTime":1445.741,"endTime":1447.7359999999999,"body":"what's your budget for this?"},{"speaker":"Aaron Moncur","startTime":1447.7359999999999,"endTime":1448.666,"body":"What do you wanna spend on it?"},{"speaker":"Aaron Moncur","startTime":1448.666,"endTime":1450.706,"body":"And sometimes people tell"},{"speaker":"Aaron Moncur","startTime":1448.666,"endTime":1450.706,"body":"me and sometimes they don't."},{"speaker":"Aaron Moncur","startTime":1451.066,"endTime":1452.326,"body":"Um, but, uh."},{"speaker":"Aaron Moncur","startTime":1453.8709999999999,"endTime":1457.771,"body":"Uh, it, it seems like most people I"},{"speaker":"Aaron Moncur","startTime":1453.8709999999999,"endTime":1457.771,"body":"talk to don't really understand the,"},{"speaker":"Aaron Moncur","startTime":1457.771,"endTime":1461.461,"body":"the commercial reason behind the"},{"speaker":"Aaron Moncur","startTime":1457.771,"endTime":1461.461,"body":"request that they come to me with."},{"speaker":"Aaron Moncur","startTime":1461.461,"endTime":1463.561,"body":"So how do you handle situations like that?"},{"speaker":"Ramzi Marjaba","startTime":1465.061,"endTime":1468.721,"body":"I mean, that's, that's a"},{"speaker":"Ramzi Marjaba","startTime":1465.061,"endTime":1468.721,"body":"fair question and a lot of it is because"},{"speaker":"Ramzi Marjaba","startTime":1468.781,"endTime":1472.561,"body":"a lot of that what's happening with you is"},{"speaker":"Ramzi Marjaba","startTime":1468.781,"endTime":1472.561,"body":"because of the bottoms up selling, right?"},{"speaker":"Ramzi Marjaba","startTime":1472.591,"endTime":1475.6209999999999,"body":"We're selling to users"},{"speaker":"Ramzi Marjaba","startTime":1472.591,"endTime":1475.6209999999999,"body":"who can't make decisions."},{"speaker":"Ramzi Marjaba","startTime":1475.831,"endTime":1478.531,"body":"They may, they may influence the"},{"speaker":"Ramzi Marjaba","startTime":1475.831,"endTime":1478.531,"body":"decision, but they cannot make"},{"speaker":"Ramzi Marjaba","startTime":1478.531,"endTime":1483.511,"body":"the final decision, So we, as"},{"speaker":"Ramzi Marjaba","startTime":1478.531,"endTime":1483.511,"body":"people trying to solve a problem."},{"speaker":"Ramzi Marjaba","startTime":1484.1109999999999,"endTime":1487.741,"body":"If we wanna solve a business problem,"},{"speaker":"Ramzi Marjaba","startTime":1484.1109999999999,"endTime":1487.741,"body":"we have to talk to the people who have"},{"speaker":"Ramzi Marjaba","startTime":1488.1309999999999,"endTime":1493.261,"body":"the business problem, which are the"},{"speaker":"Ramzi Marjaba","startTime":1488.1309999999999,"endTime":1493.261,"body":"manager, director, vp, C-I-O-C-E-O,"},{"speaker":"Ramzi Marjaba","startTime":1493.261,"endTime":1496.261,"body":"whoever it is in that chain, CTO, right?"},{"speaker":"Ramzi Marjaba","startTime":1496.8909999999998,"endTime":1499.1109999999999,"body":"They know what the business problem is."},{"speaker":"Ramzi Marjaba","startTime":1500.341,"endTime":1504.451,"body":"So what we would need to do is when we're"},{"speaker":"Ramzi Marjaba","startTime":1500.341,"endTime":1504.451,"body":"working with the bottoms up approach,"},{"speaker":"Ramzi Marjaba","startTime":1505.1109999999999,"endTime":1507.6309999999999,"body":"our goal, my goal is not to sell to them."},{"speaker":"Ramzi Marjaba","startTime":1508.471,"endTime":1512.251,"body":"My goal is to get them to like"},{"speaker":"Ramzi Marjaba","startTime":1508.471,"endTime":1512.251,"body":"me enough that they want to"},{"speaker":"Ramzi Marjaba","startTime":1512.251,"endTime":1513.481,"body":"introduce me to their boss."},{"speaker":"Ramzi Marjaba","startTime":1514.816,"endTime":1514.9959999999999,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":1516.106,"endTime":1522.166,"body":"So the business problem here doesn't"},{"speaker":"Ramzi Marjaba","startTime":1516.106,"endTime":1522.166,"body":"affect the individual, but what"},{"speaker":"Ramzi Marjaba","startTime":1522.166,"endTime":1525.7359999999999,"body":"does it affect, like, all right,"},{"speaker":"Ramzi Marjaba","startTime":1522.166,"endTime":1525.7359999999999,"body":"I'm a, I'm a individual contributor."},{"speaker":"Ramzi Marjaba","startTime":1525.796,"endTime":1529.666,"body":"I am working on this product that broke,"},{"speaker":"Ramzi Marjaba","startTime":1525.796,"endTime":1529.666,"body":"and now I have to do things manually,"},{"speaker":"Ramzi Marjaba","startTime":1530.056,"endTime":1534.9759999999999,"body":"and instead of going home at five"},{"speaker":"Ramzi Marjaba","startTime":1530.056,"endTime":1534.9759999999999,"body":"o'clock to see my family, I'm staying"},{"speaker":"Ramzi Marjaba","startTime":1534.9759999999999,"endTime":1539.7459999999999,"body":"here till seven every night for this"},{"speaker":"Ramzi Marjaba","startTime":1534.9759999999999,"endTime":1539.7459999999999,"body":"next week to do things that the machine"},{"speaker":"Ramzi Marjaba","startTime":1539.7459999999999,"endTime":1540.916,"body":"should have done and couldn't do."},{"speaker":"Ramzi Marjaba","startTime":1541.771,"endTime":1544.291,"body":"my business problem is I'm not"},{"speaker":"Ramzi Marjaba","startTime":1541.771,"endTime":1544.291,"body":"spending enough time with my family."},{"speaker":"Ramzi Marjaba","startTime":1544.291,"endTime":1545.281,"body":"I'm gonna get divorced."},{"speaker":"Ramzi Marjaba","startTime":1545.281,"endTime":1549.181,"body":"My, my wife, uh, like is,"},{"speaker":"Ramzi Marjaba","startTime":1545.281,"endTime":1549.181,"body":"doesn't like me anymore."},{"speaker":"Ramzi Marjaba","startTime":1549.181,"endTime":1552.841,"body":"What, whatever it is that, uh, the"},{"speaker":"Ramzi Marjaba","startTime":1549.181,"endTime":1552.841,"body":"problem is, hopefully it's not the case."},{"speaker":"Ramzi Marjaba","startTime":1554.221,"endTime":1560.341,"body":"So you can help him or her with that"},{"speaker":"Ramzi Marjaba","startTime":1554.221,"endTime":1560.341,"body":"and maybe get them to, get them to"},{"speaker":"Ramzi Marjaba","startTime":1560.341,"endTime":1564.811,"body":"introduce you to the hiring, to the"},{"speaker":"Ramzi Marjaba","startTime":1560.341,"endTime":1564.811,"body":"manager decision maker and try to"},{"speaker":"Ramzi Marjaba","startTime":1564.811,"endTime":1568.3809999999999,"body":"find out what the problem is for them,"},{"speaker":"Ramzi Marjaba","startTime":1564.811,"endTime":1568.3809999999999,"body":"and then get them to introduce you."},{"speaker":"Ramzi Marjaba","startTime":1568.561,"endTime":1570.331,"body":"So it might take a little bit longer."},{"speaker":"Ramzi Marjaba","startTime":1571.081,"endTime":1573.961,"body":"But then when you get to the end, you"},{"speaker":"Ramzi Marjaba","startTime":1571.081,"endTime":1573.961,"body":"probably have a better chance of closing"},{"speaker":"Ramzi Marjaba","startTime":1573.961,"endTime":1576.181,"body":"the deal than it to go into limbo."},{"speaker":"Aaron Moncur","startTime":1576.916,"endTime":1580.036,"body":"And even when you're"},{"speaker":"Aaron Moncur","startTime":1576.916,"endTime":1580.036,"body":"speaking with a non-decision maker,"},{"speaker":"Aaron Moncur","startTime":1580.606,"endTime":1583.906,"body":"chances are that person wants something."},{"speaker":"Aaron Moncur","startTime":1583.966,"endTime":1584.386,"body":"Right."},{"speaker":"Aaron Moncur","startTime":1584.446,"endTime":1586.966,"body":"Uh, whatever it is,"},{"speaker":"Aaron Moncur","startTime":1584.446,"endTime":1586.966,"body":"it's, it's probably not."},{"speaker":"Aaron Moncur","startTime":1587.956,"endTime":1590.536,"body":"Necessarily the same as, as"},{"speaker":"Aaron Moncur","startTime":1587.956,"endTime":1590.536,"body":"what the business wants, but"},{"speaker":"Aaron Moncur","startTime":1590.536,"endTime":1591.406,"body":"that person wants something."},{"speaker":"Aaron Moncur","startTime":1591.406,"endTime":1594.6309999999999,"body":"Maybe it's recognition within"},{"speaker":"Aaron Moncur","startTime":1591.406,"endTime":1594.6309999999999,"body":"the company may, maybe it's a,"},{"speaker":"Aaron Moncur","startTime":1594.751,"endTime":1596.356,"body":"a, a future raise or something."},{"speaker":"Aaron Moncur","startTime":1596.356,"endTime":1598.546,"body":"If they do a good job on this"},{"speaker":"Aaron Moncur","startTime":1596.356,"endTime":1598.546,"body":"project, they want something."},{"speaker":"Aaron Moncur","startTime":1598.936,"endTime":1603.2259999999999,"body":"To what degree do you spend time trying"},{"speaker":"Aaron Moncur","startTime":1598.936,"endTime":1603.2259999999999,"body":"to understand specifically when talking"},{"speaker":"Aaron Moncur","startTime":1603.2259999999999,"endTime":1608.116,"body":"with a non-decision maker, like what is it"},{"speaker":"Aaron Moncur","startTime":1603.2259999999999,"endTime":1608.116,"body":"that this individual gets out of the deal?"},{"speaker":"Aaron Moncur","startTime":1608.116,"endTime":1612.406,"body":"What do they want and how do I help them"},{"speaker":"Aaron Moncur","startTime":1608.116,"endTime":1612.406,"body":"solve that so that I can then solve the"},{"speaker":"Aaron Moncur","startTime":1612.406,"endTime":1614.2359999999999,"body":"business problem and, and get the project?"},{"speaker":"Ramzi Marjaba","startTime":1615.206,"endTime":1617.911,"body":"I, I, spend"},{"speaker":"Ramzi Marjaba","startTime":1615.206,"endTime":1617.911,"body":"as much time as I need to."},{"speaker":"Ramzi Marjaba","startTime":1617.911,"endTime":1620.311,"body":"I, I don't think I can give you a"},{"speaker":"Ramzi Marjaba","startTime":1617.911,"endTime":1620.311,"body":"definitive answer, but I'm trying"},{"speaker":"Ramzi Marjaba","startTime":1620.311,"endTime":1621.811,"body":"to understand how it affects them."},{"speaker":"Ramzi Marjaba","startTime":1621.8709999999999,"endTime":1622.1409999999998,"body":"Okay."},{"speaker":"Ramzi Marjaba","startTime":1622.1409999999998,"endTime":1622.771,"body":"You mentioned."},{"speaker":"Ramzi Marjaba","startTime":1623.941,"endTime":1627.661,"body":"You are having all these issues,"},{"speaker":"Ramzi Marjaba","startTime":1623.941,"endTime":1627.661,"body":"how I know, how I understand"},{"speaker":"Ramzi Marjaba","startTime":1627.661,"endTime":1629.8509999999999,"body":"how it affects the business, how"},{"speaker":"Ramzi Marjaba","startTime":1627.661,"endTime":1629.8509999999999,"body":"does it affect you personally?"},{"speaker":"Ramzi Marjaba","startTime":1630.061,"endTime":1630.961,"body":"What's it doing to you?"},{"speaker":"Ramzi Marjaba","startTime":1633.091,"endTime":1636.841,"body":"And like, and then based on"},{"speaker":"Ramzi Marjaba","startTime":1633.091,"endTime":1636.841,"body":"that, you can first off show"},{"speaker":"Ramzi Marjaba","startTime":1636.841,"endTime":1638.341,"body":"empathy, build a relationship."},{"speaker":"Ramzi Marjaba","startTime":1638.551,"endTime":1640.471,"body":"And I'm not talking, talking"},{"speaker":"Ramzi Marjaba","startTime":1638.551,"endTime":1640.471,"body":"about faking it, right?"},{"speaker":"Ramzi Marjaba","startTime":1640.471,"endTime":1645.031,"body":"I'm actually be genuinely interested in"},{"speaker":"Ramzi Marjaba","startTime":1640.471,"endTime":1645.031,"body":"knowing like how does it affect you and"},{"speaker":"Ramzi Marjaba","startTime":1645.271,"endTime":1647.126,"body":"how can it help you with your problems?"},{"speaker":"Ramzi Marjaba","startTime":1648.556,"endTime":1652.281,"body":"So I spend enough time for them to"},{"speaker":"Ramzi Marjaba","startTime":1648.556,"endTime":1652.281,"body":"get me to meet with the higher ups"},{"speaker":"Aaron Moncur","startTime":1654.031,"endTime":1656.071,"body":"This is something"},{"speaker":"Aaron Moncur","startTime":1654.031,"endTime":1656.071,"body":"else that I've learned from you."},{"speaker":"Aaron Moncur","startTime":1656.071,"endTime":1659.4009999999998,"body":"The, the important and,"},{"speaker":"Aaron Moncur","startTime":1656.071,"endTime":1659.4009999999998,"body":"uh, and, and application of"},{"speaker":"Aaron Moncur","startTime":1659.4009999999998,"endTime":1661.1109999999999,"body":"empathy in the sales process."},{"speaker":"Aaron Moncur","startTime":1661.1109999999999,"endTime":1666.751,"body":"And like you said, legitimate, genuine"},{"speaker":"Aaron Moncur","startTime":1661.1109999999999,"endTime":1666.751,"body":"empathy, not, not fake, um, empathy."},{"speaker":"Aaron Moncur","startTime":1667.831,"endTime":1671.6109999999999,"body":"Uh, what place does"},{"speaker":"Aaron Moncur","startTime":1667.831,"endTime":1671.6109999999999,"body":"empathy have in selling?"},{"speaker":"Ramzi Marjaba","startTime":1673.481,"endTime":1674.1509999999998,"body":"everywhere."},{"speaker":"Ramzi Marjaba","startTime":1675.481,"endTime":1679.471,"body":"Just to be clear, empathy doesn't mean"},{"speaker":"Ramzi Marjaba","startTime":1675.481,"endTime":1679.471,"body":"doing what the customer asks you to do."},{"speaker":"Ramzi Marjaba","startTime":1679.921,"endTime":1682.561,"body":"In my opinion, empathy just means"},{"speaker":"Ramzi Marjaba","startTime":1679.921,"endTime":1682.561,"body":"understanding where they're coming"},{"speaker":"Ramzi Marjaba","startTime":1682.561,"endTime":1684.181,"body":"from when they ask for something."},{"speaker":"Ramzi Marjaba","startTime":1685.201,"endTime":1685.3809999999999,"body":"Alright?"},{"speaker":"Aaron Moncur","startTime":1685.6509999999998,"endTime":1685.8609999999999,"body":"And"},{"speaker":"Ramzi Marjaba","startTime":1685.8609999999999,"endTime":1687.1509999999998,"body":"Just"},{"speaker":"Ramzi Marjaba","startTime":1685.8609999999999,"endTime":1687.1509999999998,"body":"because they ask for extra."},{"speaker":"Ramzi Marjaba","startTime":1687.301,"endTime":1687.691,"body":"Go ahead."},{"speaker":"Aaron Moncur","startTime":1688.051,"endTime":1690.886,"body":"are there some ways"},{"speaker":"Aaron Moncur","startTime":1688.051,"endTime":1690.886,"body":"that you commonly show that empathy?"},{"speaker":"Ramzi Marjaba","startTime":1692.911,"endTime":1693.661,"body":"I, yeah."},{"speaker":"Ramzi Marjaba","startTime":1693.661,"endTime":1697.6209999999999,"body":"When I'm in, if I'm in a"},{"speaker":"Ramzi Marjaba","startTime":1693.661,"endTime":1697.6209999999999,"body":"one-on-one meeting, I can say like."},{"speaker":"Ramzi Marjaba","startTime":1698.251,"endTime":1700.681,"body":"I can ask about them and I"},{"speaker":"Ramzi Marjaba","startTime":1698.251,"endTime":1700.681,"body":"just try to understand them"},{"speaker":"Ramzi Marjaba","startTime":1700.681,"endTime":1702.001,"body":"and put myself in their shoes."},{"speaker":"Ramzi Marjaba","startTime":1702.3609999999999,"endTime":1706.201,"body":"Also, I repeat and rephrase what they"},{"speaker":"Ramzi Marjaba","startTime":1702.3609999999999,"endTime":1706.201,"body":"say, especially if there's a problem."},{"speaker":"Ramzi Marjaba","startTime":1706.6209999999999,"endTime":1710.701,"body":"Say, you mentioned that this is causing"},{"speaker":"Ramzi Marjaba","startTime":1706.6209999999999,"endTime":1710.701,"body":"me some grief because you have to"},{"speaker":"Ramzi Marjaba","startTime":1710.701,"endTime":1715.231,"body":"stay later than usual and your, I'm"},{"speaker":"Ramzi Marjaba","startTime":1710.701,"endTime":1715.231,"body":"sure like your family misses you."},{"speaker":"Ramzi Marjaba","startTime":1715.231,"endTime":1716.041,"body":"I wanna see you."},{"speaker":"Ramzi Marjaba","startTime":1717.571,"endTime":1720.061,"body":"That's I, because I understand"},{"speaker":"Ramzi Marjaba","startTime":1717.571,"endTime":1720.061,"body":"what the problem is."},{"speaker":"Ramzi Marjaba","startTime":1720.421,"endTime":1723.241,"body":"One thing that you and I"},{"speaker":"Ramzi Marjaba","startTime":1720.421,"endTime":1723.241,"body":"worked on is through email."},{"speaker":"Ramzi Marjaba","startTime":1724.171,"endTime":1726.241,"body":"Sometimes we expect the"},{"speaker":"Ramzi Marjaba","startTime":1724.171,"endTime":1726.241,"body":"customers to respond."},{"speaker":"Ramzi Marjaba","startTime":1727.036,"endTime":1728.326,"body":"Like we send a follow up email."},{"speaker":"Ramzi Marjaba","startTime":1728.326,"endTime":1729.856,"body":"It's like, Hey, can"},{"speaker":"Ramzi Marjaba","startTime":1728.326,"endTime":1729.856,"body":"you tell me about this?"},{"speaker":"Ramzi Marjaba","startTime":1729.856,"endTime":1731.2359999999999,"body":"Like, where are we in the process?"},{"speaker":"Ramzi Marjaba","startTime":1732.9759999999999,"endTime":1735.9759999999999,"body":"And I try to ask you to put"},{"speaker":"Ramzi Marjaba","startTime":1732.9759999999999,"endTime":1735.9759999999999,"body":"yourself in their shoes."},{"speaker":"Ramzi Marjaba","startTime":1736.336,"endTime":1740.716,"body":"Is your job to buy stuff or is your job"},{"speaker":"Ramzi Marjaba","startTime":1736.336,"endTime":1740.716,"body":"to make stuff with whatever you have?"},{"speaker":"Ramzi Marjaba","startTime":1741.436,"endTime":1743.866,"body":"Your job is to make stuff"},{"speaker":"Ramzi Marjaba","startTime":1741.436,"endTime":1743.866,"body":"with whatever you have."},{"speaker":"Ramzi Marjaba","startTime":1744.316,"endTime":1747.436,"body":"So when you have a salesperson"},{"speaker":"Ramzi Marjaba","startTime":1744.316,"endTime":1747.436,"body":"just bombarding you with, Hey,"},{"speaker":"Ramzi Marjaba","startTime":1747.436,"endTime":1748.216,"body":"hey, can you gimme an update?"},{"speaker":"Ramzi Marjaba","startTime":1748.216,"endTime":1748.9959999999999,"body":"Can you gimme an update?"},{"speaker":"Ramzi Marjaba","startTime":1748.9959999999999,"endTime":1749.866,"body":"Can you gimme an update?"},{"speaker":"Ramzi Marjaba","startTime":1750.676,"endTime":1754.576,"body":"It doesn't feel great like I already"},{"speaker":"Ramzi Marjaba","startTime":1750.676,"endTime":1754.576,"body":"have a job now I have to to this"},{"speaker":"Ramzi Marjaba","startTime":1754.576,"endTime":1756.196,"body":"guy who just can't leave me alone."},{"speaker":"Ramzi Marjaba","startTime":1756.946,"endTime":1760.096,"body":"A little empathy will tell you"},{"speaker":"Ramzi Marjaba","startTime":1756.946,"endTime":1760.096,"body":"like, Hey, I know you're busy."},{"speaker":"Ramzi Marjaba","startTime":1760.126,"endTime":1762.706,"body":"I know you're probably busy doing a"},{"speaker":"Ramzi Marjaba","startTime":1760.126,"endTime":1762.706,"body":"million things and putting out so many"},{"speaker":"Ramzi Marjaba","startTime":1762.706,"endTime":1764.686,"body":"fires whenever you have the chance."},{"speaker":"Ramzi Marjaba","startTime":1764.686,"endTime":1767.716,"body":"I'd love to get an update on"},{"speaker":"Ramzi Marjaba","startTime":1764.686,"endTime":1767.716,"body":"this just so I know how I can"},{"speaker":"Ramzi Marjaba","startTime":1767.716,"endTime":1768.826,"body":"help you with the next steps."},{"speaker":"Ramzi Marjaba","startTime":1769.546,"endTime":1769.786,"body":"Right?"},{"speaker":"Ramzi Marjaba","startTime":1769.966,"endTime":1772.396,"body":"You're showing them that you understand"},{"speaker":"Ramzi Marjaba","startTime":1769.966,"endTime":1772.396,"body":"their job is not to talk to you."},{"speaker":"Ramzi Marjaba","startTime":1772.876,"endTime":1775.7559999999999,"body":"You're showing them that you understand"},{"speaker":"Ramzi Marjaba","startTime":1772.876,"endTime":1775.7559999999999,"body":"their Jo, they're busy with other"},{"speaker":"Ramzi Marjaba","startTime":1775.7559999999999,"endTime":1778.876,"body":"things and you're asking for some"},{"speaker":"Ramzi Marjaba","startTime":1775.7559999999999,"endTime":1778.876,"body":"time, but you're also showing that"},{"speaker":"Ramzi Marjaba","startTime":1778.876,"endTime":1782.926,"body":"you want to, like, you're not asking"},{"speaker":"Ramzi Marjaba","startTime":1778.876,"endTime":1782.926,"body":"because you're trying to sell, which"},{"speaker":"Ramzi Marjaba","startTime":1782.926,"endTime":1787.396,"body":"you are, but you wanna sell, but you"},{"speaker":"Ramzi Marjaba","startTime":1782.926,"endTime":1787.396,"body":"also wanna help at the same time."},{"speaker":"Ramzi Marjaba","startTime":1787.426,"endTime":1790.906,"body":"That's also possible, It's"},{"speaker":"Ramzi Marjaba","startTime":1787.426,"endTime":1790.906,"body":"hard to sell without helping."},{"speaker":"Ramzi Marjaba","startTime":1791.356,"endTime":1795.826,"body":"So I want to help you gimme some"},{"speaker":"Ramzi Marjaba","startTime":1791.356,"endTime":1795.826,"body":"answers so I can go out and help you"},{"speaker":"Ramzi Marjaba","startTime":1795.826,"endTime":1799.126,"body":"with that information or with whatever"},{"speaker":"Ramzi Marjaba","startTime":1795.826,"endTime":1799.126,"body":"you need at this moment in time."},{"speaker":"Aaron Moncur","startTime":1799.616,"endTime":1800.066,"body":"Yeah, there."},{"speaker":"Aaron Moncur","startTime":1800.066,"endTime":1802.706,"body":"There have been numerous times"},{"speaker":"Aaron Moncur","startTime":1800.066,"endTime":1802.706,"body":"when I've come to you and said,"},{"speaker":"Aaron Moncur","startTime":1802.706,"endTime":1808.406,"body":"Ramzi, I did this thing for this"},{"speaker":"Aaron Moncur","startTime":1802.706,"endTime":1808.406,"body":"customer, and the response or, um."},{"speaker":"Aaron Moncur","startTime":1809.626,"endTime":1813.2559999999999,"body":"The input back from the customer"},{"speaker":"Aaron Moncur","startTime":1809.626,"endTime":1813.2559999999999,"body":"is, is not what I wanted."},{"speaker":"Aaron Moncur","startTime":1813.466,"endTime":1814.066,"body":"What do I do?"},{"speaker":"Aaron Moncur","startTime":1814.426,"endTime":1818.656,"body":"And, and you'll respond to me by saying,"},{"speaker":"Aaron Moncur","startTime":1814.426,"endTime":1818.656,"body":"well, why should the customer do that?"},{"speaker":"Aaron Moncur","startTime":1818.866,"endTime":1819.9759999999999,"body":"What's, what's in it for them?"},{"speaker":"Aaron Moncur","startTime":1820.126,"endTime":1824.7759999999998,"body":"And that, that's always helped me"},{"speaker":"Aaron Moncur","startTime":1820.126,"endTime":1824.7759999999998,"body":"reframe, uh, or, or recontextualize"},{"speaker":"Aaron Moncur","startTime":1824.866,"endTime":1826.696,"body":"that situation of, you're right."},{"speaker":"Aaron Moncur","startTime":1826.696,"endTime":1826.9959999999999,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":1827.0259999999998,"endTime":1827.896,"body":"What is in it for them?"},{"speaker":"Aaron Moncur","startTime":1827.896,"endTime":1831.946,"body":"Why should they like, do this thing"},{"speaker":"Aaron Moncur","startTime":1827.896,"endTime":1831.946,"body":"that I want them to do if, if it's"},{"speaker":"Aaron Moncur","startTime":1831.946,"endTime":1835.966,"body":"really in their best interest and it's"},{"speaker":"Aaron Moncur","startTime":1831.946,"endTime":1835.966,"body":"something they see great value in that."},{"speaker":"Aaron Moncur","startTime":1836.046,"endTime":1838.0259999999998,"body":"They're probably just gonna do"},{"speaker":"Aaron Moncur","startTime":1836.046,"endTime":1838.0259999999998,"body":"it because it's good for them."},{"speaker":"Aaron Moncur","startTime":1838.0259999999998,"endTime":1842.196,"body":"But if I'm not getting the response"},{"speaker":"Aaron Moncur","startTime":1838.0259999999998,"endTime":1842.196,"body":"I want, maybe I need to spend some"},{"speaker":"Aaron Moncur","startTime":1842.196,"endTime":1845.376,"body":"more time thinking about what it"},{"speaker":"Aaron Moncur","startTime":1842.196,"endTime":1845.376,"body":"is the customer wants and needs."},{"speaker":"Ramzi Marjaba","startTime":1847.291,"endTime":1849.241,"body":"And you'd"},{"speaker":"Ramzi Marjaba","startTime":1847.291,"endTime":1849.241,"body":"be doing a disservice."},{"speaker":"Ramzi Marjaba","startTime":1849.616,"endTime":1851.326,"body":"If you don't show them how you can help."},{"speaker":"Ramzi Marjaba","startTime":1852.646,"endTime":1852.826,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":1853.066,"endTime":1854.296,"body":"Sometimes we don't wanna sell."},{"speaker":"Ramzi Marjaba","startTime":1854.326,"endTime":1855.166,"body":"We're engineers, right?"},{"speaker":"Ramzi Marjaba","startTime":1855.466,"endTime":1859.426,"body":"Background of engineering, it's"},{"speaker":"Ramzi Marjaba","startTime":1855.466,"endTime":1859.426,"body":"not, we don't want to go push"},{"speaker":"Ramzi Marjaba","startTime":1859.426,"endTime":1860.866,"body":"ourselves on our customers."},{"speaker":"Ramzi Marjaba","startTime":1860.866,"endTime":1863.956,"body":"We don't want to go tell them"},{"speaker":"Ramzi Marjaba","startTime":1860.866,"endTime":1863.956,"body":"what they're doing is wrong or,"},{"speaker":"Ramzi Marjaba","startTime":1865.336,"endTime":1866.5059999999999,"body":"just make them feel bad anyway."},{"speaker":"Ramzi Marjaba","startTime":1866.5059999999999,"endTime":1868.906,"body":"Or try to get them to feel like,"},{"speaker":"Ramzi Marjaba","startTime":1866.5059999999999,"endTime":1868.906,"body":"I'm trying to sell you this"},{"speaker":"Ramzi Marjaba","startTime":1868.906,"endTime":1871.216,"body":"thing, but at the same time."},{"speaker":"Ramzi Marjaba","startTime":1872.176,"endTime":1876.916,"body":"If I'm not consultative, if I'm not"},{"speaker":"Ramzi Marjaba","startTime":1872.176,"endTime":1876.916,"body":"telling them what you're doing is not"},{"speaker":"Ramzi Marjaba","startTime":1876.916,"endTime":1881.0259999999998,"body":"helping you, or you could be doing it"},{"speaker":"Ramzi Marjaba","startTime":1876.916,"endTime":1881.0259999999998,"body":"in a better way, a disservice to them."},{"speaker":"Ramzi Marjaba","startTime":1882.196,"endTime":1882.436,"body":"Right?"},{"speaker":"Ramzi Marjaba","startTime":1882.796,"endTime":1887.356,"body":"The same way, like I was talking to a"},{"speaker":"Ramzi Marjaba","startTime":1882.796,"endTime":1887.356,"body":"friend of mine who does cold calls, right?"},{"speaker":"Ramzi Marjaba","startTime":1887.446,"endTime":1889.7259999999999,"body":"That's not the best or the"},{"speaker":"Ramzi Marjaba","startTime":1887.446,"endTime":1889.7259999999999,"body":"most glamorous jobs he gets"},{"speaker":"Ramzi Marjaba","startTime":1889.7259999999999,"endTime":1891.106,"body":"the most like people hate him."},{"speaker":"Ramzi Marjaba","startTime":1891.5259999999998,"endTime":1892.366,"body":"It's like, why are you calling me?"},{"speaker":"Ramzi Marjaba","startTime":1892.876,"endTime":1893.566,"body":"Why are you calling me?"},{"speaker":"Ramzi Marjaba","startTime":1894.7659999999998,"endTime":1896.926,"body":"Swearing at him or whatever"},{"speaker":"Ramzi Marjaba","startTime":1894.7659999999998,"endTime":1896.926,"body":"it is that they need to do"},{"speaker":"Ramzi Marjaba","startTime":1897.166,"endTime":1898.366,"body":"to feel better in the moment."},{"speaker":"Ramzi Marjaba","startTime":1898.936,"endTime":1902.9859999999999,"body":"But if he reaches out to 10 and all and"},{"speaker":"Ramzi Marjaba","startTime":1898.936,"endTime":1902.9859999999999,"body":"none of them hang up with him and he helps"},{"speaker":"Ramzi Marjaba","startTime":1902.9859999999999,"endTime":1907.306,"body":"one, if he had not called that one, it"},{"speaker":"Ramzi Marjaba","startTime":1902.9859999999999,"endTime":1907.306,"body":"would've been a disservice to that person."},{"speaker":"Ramzi Marjaba","startTime":1908.7759999999998,"endTime":1909.2259999999999,"body":"Yeah, sure."},{"speaker":"Ramzi Marjaba","startTime":1909.2259999999999,"endTime":1913.336,"body":"He pissed off 10 other people, but"},{"speaker":"Ramzi Marjaba","startTime":1909.2259999999999,"endTime":1913.336,"body":"it's part of the job, their job"},{"speaker":"Ramzi Marjaba","startTime":1913.4859999999999,"endTime":1917.4759999999999,"body":"as well to receive calls when they"},{"speaker":"Ramzi Marjaba","startTime":1913.4859999999999,"endTime":1917.4759999999999,"body":"get into decision making positions."},{"speaker":"Ramzi Marjaba","startTime":1918.166,"endTime":1920.7459999999999,"body":"Maybe he could have done a better"},{"speaker":"Ramzi Marjaba","startTime":1918.166,"endTime":1920.7459999999999,"body":"job trying to help them understand"},{"speaker":"Ramzi Marjaba","startTime":1920.7459999999999,"endTime":1922.5159999999998,"body":"what he does, maybe he couldn't."},{"speaker":"Ramzi Marjaba","startTime":1922.966,"endTime":1924.2559999999999,"body":"And there is just no need."},{"speaker":"Ramzi Marjaba","startTime":1924.436,"endTime":1927.706,"body":"But the fact of the matter is if he"},{"speaker":"Ramzi Marjaba","startTime":1924.436,"endTime":1927.706,"body":"didn't call those nine to get to that"},{"speaker":"Ramzi Marjaba","startTime":1927.706,"endTime":1932.056,"body":"10th and help him or her, that's a"},{"speaker":"Ramzi Marjaba","startTime":1927.706,"endTime":1932.056,"body":"disservice to that one person, so,"},{"speaker":"Aaron Moncur","startTime":1934.336,"endTime":1937.456,"body":"I wanna go back"},{"speaker":"Aaron Moncur","startTime":1934.336,"endTime":1937.456,"body":"to the acronym Bent and in, in"},{"speaker":"Aaron Moncur","startTime":1937.456,"endTime":1939.586,"body":"particular the letter B budget."},{"speaker":"Aaron Moncur","startTime":1939.946,"endTime":1942.7359999999999,"body":"Talk about that for a little bit"},{"speaker":"Aaron Moncur","startTime":1939.946,"endTime":1942.7359999999999,"body":"because I, I think this is one"},{"speaker":"Aaron Moncur","startTime":1942.7359999999999,"endTime":1945.166,"body":"area where, um, we get tripped up."},{"speaker":"Aaron Moncur","startTime":1945.2259999999999,"endTime":1949.306,"body":"Uh, very often salespeople"},{"speaker":"Aaron Moncur","startTime":1945.2259999999999,"endTime":1949.306,"body":"get, get, uh, get stuck, right?"},{"speaker":"Aaron Moncur","startTime":1949.576,"endTime":1953.296,"body":"When I go into discovery phase,"},{"speaker":"Aaron Moncur","startTime":1949.576,"endTime":1953.296,"body":"one of the first questions"},{"speaker":"Aaron Moncur","startTime":1953.296,"endTime":1955.0059999999999,"body":"I ask is, what's the budget?"},{"speaker":"Aaron Moncur","startTime":1955.036,"endTime":1957.2559999999999,"body":"I might not frame it exactly like that."},{"speaker":"Aaron Moncur","startTime":1957.456,"endTime":1961.056,"body":"I might say something like, what"},{"speaker":"Aaron Moncur","startTime":1957.456,"endTime":1961.056,"body":"does it make sense to spend on this?"},{"speaker":"Aaron Moncur","startTime":1961.056,"endTime":1966.306,"body":"Or, or what is the, uh, what are you"},{"speaker":"Aaron Moncur","startTime":1961.056,"endTime":1966.306,"body":"gonna save by by having this solution?"},{"speaker":"Aaron Moncur","startTime":1966.306,"endTime":1967.0259999999998,"body":"Something like that."},{"speaker":"Aaron Moncur","startTime":1967.0259999999998,"endTime":1970.866,"body":"But I wanna understand ultimately"},{"speaker":"Aaron Moncur","startTime":1967.0259999999998,"endTime":1970.866,"body":"what, what they're willing"},{"speaker":"Aaron Moncur","startTime":1970.866,"endTime":1972.646,"body":"to spend on this and, and."},{"speaker":"Aaron Moncur","startTime":1973.771,"endTime":1979.171,"body":"I completely understand why the, uh,"},{"speaker":"Aaron Moncur","startTime":1973.771,"endTime":1979.171,"body":"the customer might feel this way, but"},{"speaker":"Aaron Moncur","startTime":1979.261,"endTime":1981.931,"body":"sometimes they feel like, well, I'm"},{"speaker":"Aaron Moncur","startTime":1979.261,"endTime":1981.931,"body":"not gonna tell you what the budget"},{"speaker":"Aaron Moncur","startTime":1981.931,"endTime":1984.541,"body":"is because if I tell you what the"},{"speaker":"Aaron Moncur","startTime":1981.931,"endTime":1984.541,"body":"budget is, you're just gonna tell me"},{"speaker":"Aaron Moncur","startTime":1984.541,"endTime":1986.4009999999998,"body":"that's what the, that's what it costs."},{"speaker":"Aaron Moncur","startTime":1986.431,"endTime":1991.711,"body":"You know, maybe my budget is"},{"speaker":"Aaron Moncur","startTime":1986.431,"endTime":1991.711,"body":"$250,000 for this machine, but"},{"speaker":"Aaron Moncur","startTime":1991.741,"endTime":1994.081,"body":"maybe you can do it for 150,000."},{"speaker":"Aaron Moncur","startTime":1994.1409999999998,"endTime":1997.186,"body":"And if I. Tell you the budget's"},{"speaker":"Aaron Moncur","startTime":1994.1409999999998,"endTime":1997.186,"body":"two 50, you'll just tell me"},{"speaker":"Aaron Moncur","startTime":1997.186,"endTime":1998.686,"body":"that, uh, the cost is two 50."},{"speaker":"Aaron Moncur","startTime":1998.686,"endTime":2001.926,"body":"But if I, if I, you know, maybe I'm"},{"speaker":"Aaron Moncur","startTime":1998.686,"endTime":2001.926,"body":"being a little sneaky and I say,"},{"speaker":"Aaron Moncur","startTime":2001.956,"endTime":2005.4959999999999,"body":"ah, the budget's 150, maybe you'll"},{"speaker":"Aaron Moncur","startTime":2001.956,"endTime":2005.4959999999999,"body":"do it for a hundred thousand less"},{"speaker":"Aaron Moncur","startTime":2005.4959999999999,"endTime":2007.176,"body":"than, than you would have otherwise."},{"speaker":"Aaron Moncur","startTime":2007.5059999999999,"endTime":2011.706,"body":"Um, and, and I, again, I completely"},{"speaker":"Aaron Moncur","startTime":2007.5059999999999,"endTime":2011.706,"body":"understand, uh, uh, you know, that"},{"speaker":"Aaron Moncur","startTime":2011.706,"endTime":2013.416,"body":"side of things from, from my end."},{"speaker":"Aaron Moncur","startTime":2014.0159999999998,"endTime":2018.126,"body":"The reason I'm asking is because if"},{"speaker":"Aaron Moncur","startTime":2014.0159999999998,"endTime":2018.126,"body":"I ask you what the budget is and you"},{"speaker":"Aaron Moncur","startTime":2018.126,"endTime":2022.386,"body":"come back and say, ah, our budget is"},{"speaker":"Aaron Moncur","startTime":2018.126,"endTime":2022.386,"body":"$50,000 and I know it's a $200,000"},{"speaker":"Aaron Moncur","startTime":2022.386,"endTime":2025.926,"body":"build, I can very quickly say, thank"},{"speaker":"Aaron Moncur","startTime":2022.386,"endTime":2025.926,"body":"you so much for letting me know, Mr."},{"speaker":"Aaron Moncur","startTime":2025.926,"endTime":2026.436,"body":"Customer."},{"speaker":"Aaron Moncur","startTime":2026.436,"endTime":2028.446,"body":"I don't think this is an"},{"speaker":"Aaron Moncur","startTime":2026.436,"endTime":2028.446,"body":"area where we can help you."},{"speaker":"Aaron Moncur","startTime":2028.446,"endTime":2031.7759999999998,"body":"The, the, the budget just doesn't match"},{"speaker":"Aaron Moncur","startTime":2028.446,"endTime":2031.7759999999998,"body":"with what it's gonna cost to do this."},{"speaker":"Aaron Moncur","startTime":2031.806,"endTime":2035.7359999999999,"body":"And at that point we can either rescope"},{"speaker":"Aaron Moncur","startTime":2031.806,"endTime":2035.7359999999999,"body":"the project, which we've been able to"},{"speaker":"Aaron Moncur","startTime":2035.7359999999999,"endTime":2040.5059999999999,"body":"do in the past, or, you know, part ways"},{"speaker":"Aaron Moncur","startTime":2035.7359999999999,"endTime":2040.5059999999999,"body":"amicably and know that this particular."},{"speaker":"Aaron Moncur","startTime":2041.216,"endTime":2043.286,"body":"Opportunity wasn't, wasn't the right fit."},{"speaker":"Aaron Moncur","startTime":2043.646,"endTime":2047.426,"body":"Um, but how do you coach sales"},{"speaker":"Aaron Moncur","startTime":2043.646,"endTime":2047.426,"body":"engineers to go about that conversation?"},{"speaker":"Ramzi Marjaba","startTime":2050.061,"endTime":2051.321,"body":"I, it's a"},{"speaker":"Ramzi Marjaba","startTime":2050.061,"endTime":2051.321,"body":"very hard conversation."},{"speaker":"Ramzi Marjaba","startTime":2051.771,"endTime":2054.741,"body":"Nobody likes talking"},{"speaker":"Ramzi Marjaba","startTime":2051.771,"endTime":2054.741,"body":"about money, so it's not."},{"speaker":"Ramzi Marjaba","startTime":2056.661,"endTime":2059.661,"body":"You can flat out go out and"},{"speaker":"Ramzi Marjaba","startTime":2056.661,"endTime":2059.661,"body":"ask what the budget is, and you"},{"speaker":"Ramzi Marjaba","startTime":2059.661,"endTime":2061.821,"body":"might get conflicting responses,"},{"speaker":"Ramzi Marjaba","startTime":2063.861,"endTime":2066.1710000000003,"body":"but, and there are many ways to do it."},{"speaker":"Ramzi Marjaba","startTime":2066.1710000000003,"endTime":2070.341,"body":"It's, it's hard to teach in like"},{"speaker":"Ramzi Marjaba","startTime":2066.1710000000003,"endTime":2070.341,"body":"in general how you do it, because"},{"speaker":"Ramzi Marjaba","startTime":2070.341,"endTime":2071.571,"body":"every scenario is different."},{"speaker":"Ramzi Marjaba","startTime":2072.231,"endTime":2075.231,"body":"There are some scenarios where"},{"speaker":"Ramzi Marjaba","startTime":2072.231,"endTime":2075.231,"body":"you go out and ask what the budget"},{"speaker":"Ramzi Marjaba","startTime":2075.231,"endTime":2076.731,"body":"is and they say, you know what?"},{"speaker":"Ramzi Marjaba","startTime":2076.731,"endTime":2077.306,"body":"I don't want to tell you."},{"speaker":"Ramzi Marjaba","startTime":2078.611,"endTime":2079.776,"body":"At which point do you tell them?"},{"speaker":"Ramzi Marjaba","startTime":2079.986,"endTime":2081.846,"body":"Well, I understand you"},{"speaker":"Ramzi Marjaba","startTime":2079.986,"endTime":2081.846,"body":"don't want to tell me."},{"speaker":"Ramzi Marjaba","startTime":2081.936,"endTime":2083.0460000000003,"body":"I wouldn't want to tell me either."},{"speaker":"Ramzi Marjaba","startTime":2083.376,"endTime":2086.256,"body":"But the fact of the matter is, you"},{"speaker":"Ramzi Marjaba","startTime":2083.376,"endTime":2086.256,"body":"and I are both gonna spend some"},{"speaker":"Ramzi Marjaba","startTime":2086.256,"endTime":2089.5860000000002,"body":"cycles on this and we wanna make"},{"speaker":"Ramzi Marjaba","startTime":2086.256,"endTime":2089.5860000000002,"body":"sure we're in the same ballpark."},{"speaker":"Ramzi Marjaba","startTime":2089.646,"endTime":2093.216,"body":"Otherwise, we're gonna get to the"},{"speaker":"Ramzi Marjaba","startTime":2089.646,"endTime":2093.216,"body":"end and I'm gonna give you a $3"},{"speaker":"Ramzi Marjaba","startTime":2093.216,"endTime":2097.866,"body":"million quote and your budget is 5K,"},{"speaker":"Ramzi Marjaba","startTime":2093.216,"endTime":2097.866,"body":"and then neither one of us is happy."},{"speaker":"Ramzi Marjaba","startTime":2099.486,"endTime":2101.9759999999997,"body":"So there a range you can give me?"},{"speaker":"Ramzi Marjaba","startTime":2102.906,"endTime":2103.1459999999997,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":2103.4159999999997,"endTime":2107.4959999999996,"body":"So there are ways to, to talk about"},{"speaker":"Ramzi Marjaba","startTime":2103.4159999999997,"endTime":2107.4959999999996,"body":"it, but also we can talk about how"},{"speaker":"Ramzi Marjaba","startTime":2107.4959999999996,"endTime":2113.256,"body":"much, uh, throughout the conversation"},{"speaker":"Ramzi Marjaba","startTime":2107.4959999999996,"endTime":2113.256,"body":"you can gleam out some information."},{"speaker":"Ramzi Marjaba","startTime":2113.676,"endTime":2114.6059999999998,"body":"Do you have a budget?"},{"speaker":"Ramzi Marjaba","startTime":2115.026,"endTime":2116.3759999999997,"body":"Is this even budgeted for?"},{"speaker":"Ramzi Marjaba","startTime":2116.826,"endTime":2119.046,"body":"When are you looking"},{"speaker":"Ramzi Marjaba","startTime":2116.826,"endTime":2119.046,"body":"to purchase this order?"},{"speaker":"Ramzi Marjaba","startTime":2119.2259999999997,"endTime":2121.2059999999997,"body":"Because if they tell you, oh,"},{"speaker":"Ramzi Marjaba","startTime":2119.2259999999997,"endTime":2121.2059999999997,"body":"we're looking to purchase this"},{"speaker":"Ramzi Marjaba","startTime":2121.2059999999997,"endTime":2128.3759999999997,"body":"order in, uh, or in Q4 2025, or"},{"speaker":"Ramzi Marjaba","startTime":2121.2059999999997,"endTime":2128.3759999999997,"body":"Q3 2025, about to get into Q4."},{"speaker":"Ramzi Marjaba","startTime":2128.8109999999997,"endTime":2133.581,"body":"We're looking to b uh, looking to"},{"speaker":"Ramzi Marjaba","startTime":2128.8109999999997,"endTime":2133.581,"body":"buy this in q uh, in Q1 of 2026."},{"speaker":"Ramzi Marjaba","startTime":2133.881,"endTime":2134.301,"body":"Oh, great."},{"speaker":"Ramzi Marjaba","startTime":2134.301,"endTime":2136.461,"body":"So you have time to budget"},{"speaker":"Ramzi Marjaba","startTime":2134.301,"endTime":2136.461,"body":"for it or is it too late?"},{"speaker":"Ramzi Marjaba","startTime":2136.461,"endTime":2137.781,"body":"Are you in the planning process?"},{"speaker":"Ramzi Marjaba","startTime":2138.201,"endTime":2139.341,"body":"Oh, we're in the planning process."},{"speaker":"Ramzi Marjaba","startTime":2139.371,"endTime":2139.581,"body":"Okay."},{"speaker":"Ramzi Marjaba","startTime":2139.581,"endTime":2141.261,"body":"That gives me an"},{"speaker":"Ramzi Marjaba","startTime":2139.581,"endTime":2141.261,"body":"understanding of the timeline."},{"speaker":"Ramzi Marjaba","startTime":2141.951,"endTime":2144.711,"body":"So they're not gonna put it in the"},{"speaker":"Ramzi Marjaba","startTime":2141.951,"endTime":2144.711,"body":"PO for another four months or three"},{"speaker":"Ramzi Marjaba","startTime":2144.711,"endTime":2149.451,"body":"months even more because don't"},{"speaker":"Ramzi Marjaba","startTime":2144.711,"endTime":2149.451,"body":"know when in Q1 it could be March."},{"speaker":"Ramzi Marjaba","startTime":2150.9809999999998,"endTime":2154.611,"body":"So throughout the conversation, and"},{"speaker":"Ramzi Marjaba","startTime":2150.9809999999998,"endTime":2154.611,"body":"it's very hard to interrogate the"},{"speaker":"Ramzi Marjaba","startTime":2154.611,"endTime":2158.031,"body":"customer, so you're gonna have to have"},{"speaker":"Ramzi Marjaba","startTime":2154.611,"endTime":2158.031,"body":"a conversation with the customer and."},{"speaker":"Ramzi Marjaba","startTime":2158.391,"endTime":2161.211,"body":"Explain why you're asking,"},{"speaker":"Ramzi Marjaba","startTime":2158.391,"endTime":2161.211,"body":"and if they cannot give you a"},{"speaker":"Ramzi Marjaba","startTime":2161.211,"endTime":2162.741,"body":"response, you can tell them."},{"speaker":"Ramzi Marjaba","startTime":2163.191,"endTime":2171.171,"body":"Just so you're aware, this project"},{"speaker":"Ramzi Marjaba","startTime":2163.191,"endTime":2171.171,"body":"can go between 150 K and and $500,000"},{"speaker":"Ramzi Marjaba","startTime":2172.881,"endTime":2174.621,"body":"because we don't know the specifics yet."},{"speaker":"Ramzi Marjaba","startTime":2175.221,"endTime":2176.446,"body":"Does that sound reasonable?"},{"speaker":"Ramzi Marjaba","startTime":2176.466,"endTime":2177.951,"body":"Are we in the same ballpark?"},{"speaker":"Ramzi Marjaba","startTime":2178.191,"endTime":2178.341,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":2178.791,"endTime":2180.2309999999998,"body":"And then they can give you information."},{"speaker":"Ramzi Marjaba","startTime":2180.2309999999998,"endTime":2181.821,"body":"So there are many ways to do this."},{"speaker":"Ramzi Marjaba","startTime":2182.961,"endTime":2185.361,"body":"In the end, it's depends on"},{"speaker":"Ramzi Marjaba","startTime":2182.961,"endTime":2185.361,"body":"your relationship with that"},{"speaker":"Ramzi Marjaba","startTime":2185.361,"endTime":2186.801,"body":"person that you're talking to."},{"speaker":"Ramzi Marjaba","startTime":2187.611,"endTime":2189.141,"body":"If it is, is it repeat customer?"},{"speaker":"Ramzi Marjaba","startTime":2190.101,"endTime":2191.571,"body":"Have you built trust with 'em in the past?"},{"speaker":"Ramzi Marjaba","startTime":2191.571,"endTime":2192.801,"body":"Is it the first time talking?"},{"speaker":"Ramzi Marjaba","startTime":2193.611,"endTime":2196.371,"body":"There are many variables that"},{"speaker":"Ramzi Marjaba","startTime":2193.611,"endTime":2196.371,"body":"we will guide you in which way"},{"speaker":"Ramzi Marjaba","startTime":2196.371,"endTime":2197.361,"body":"to talk to them about money."},{"speaker":"Aaron Moncur","startTime":2197.506,"endTime":2197.776,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2198.016,"endTime":2203.536,"body":"The, the compromise that we've found"},{"speaker":"Aaron Moncur","startTime":2198.016,"endTime":2203.536,"body":"works pretty well for us is, um, we,"},{"speaker":"Aaron Moncur","startTime":2203.536,"endTime":2207.556,"body":"we spend some of our time understanding"},{"speaker":"Aaron Moncur","startTime":2203.536,"endTime":2207.556,"body":"what the project and they spend some"},{"speaker":"Aaron Moncur","startTime":2207.556,"endTime":2211.3959999999997,"body":"of their time describing to us what"},{"speaker":"Aaron Moncur","startTime":2207.556,"endTime":2211.3959999999997,"body":"the project is, the scope of work,"},{"speaker":"Aaron Moncur","startTime":2211.726,"endTime":2214.456,"body":"the requirements, the features it"},{"speaker":"Aaron Moncur","startTime":2211.726,"endTime":2214.456,"body":"needs to have that sort of thing."},{"speaker":"Aaron Moncur","startTime":2214.516,"endTime":2219.076,"body":"And, and we can roughly estimate"},{"speaker":"Aaron Moncur","startTime":2214.516,"endTime":2219.076,"body":"what we think it's gonna cost."},{"speaker":"Aaron Moncur","startTime":2219.076,"endTime":2222.3759999999997,"body":"It's not gonna be a"},{"speaker":"Aaron Moncur","startTime":2219.076,"endTime":2222.3759999999997,"body":"detailed quote that, um, uh."},{"speaker":"Aaron Moncur","startTime":2223.1459999999997,"endTime":2226.236,"body":"They can place a PO against,"},{"speaker":"Aaron Moncur","startTime":2223.1459999999997,"endTime":2226.236,"body":"but it's gonna be a rough"},{"speaker":"Aaron Moncur","startTime":2226.236,"endTime":2227.526,"body":"budgetary range, you know?"},{"speaker":"Aaron Moncur","startTime":2227.526,"endTime":2227.8559999999998,"body":"All right."},{"speaker":"Aaron Moncur","startTime":2227.8559999999998,"endTime":2232.326,"body":"Thanks for spending an hour or two with us"},{"speaker":"Aaron Moncur","startTime":2227.8559999999998,"endTime":2232.326,"body":"giving us a overview of the scope of work."},{"speaker":"Aaron Moncur","startTime":2232.326,"endTime":2236.766,"body":"Based on what we heard, we, we spent a"},{"speaker":"Aaron Moncur","startTime":2232.326,"endTime":2236.766,"body":"couple hours of our time just talking"},{"speaker":"Aaron Moncur","startTime":2236.766,"endTime":2240.576,"body":"internally and doing some rough"},{"speaker":"Aaron Moncur","startTime":2236.766,"endTime":2240.576,"body":"concept design work, and we think it's"},{"speaker":"Aaron Moncur","startTime":2240.576,"endTime":2242.826,"body":"probably between two and $300,000."},{"speaker":"Aaron Moncur","startTime":2243.066,"endTime":2246.996,"body":"Is that, are we in roughly in, in"},{"speaker":"Aaron Moncur","startTime":2243.066,"endTime":2246.996,"body":"the right ballpark and in that way?"},{"speaker":"Aaron Moncur","startTime":2247.306,"endTime":2250.966,"body":"You know, we don't put in a ton of"},{"speaker":"Aaron Moncur","startTime":2247.306,"endTime":2250.966,"body":"our time before knowing if we're"},{"speaker":"Aaron Moncur","startTime":2251.056,"endTime":2254.206,"body":"aligned on budget and they don't"},{"speaker":"Aaron Moncur","startTime":2251.056,"endTime":2254.206,"body":"put in a ton of their time, but"},{"speaker":"Aaron Moncur","startTime":2254.386,"endTime":2255.916,"body":"they're also getting something right."},{"speaker":"Aaron Moncur","startTime":2255.916,"endTime":2259.666,"body":"They're not just giving us, here's the"},{"speaker":"Aaron Moncur","startTime":2255.916,"endTime":2259.666,"body":"budget, like we're giving them a number"},{"speaker":"Aaron Moncur","startTime":2259.666,"endTime":2261.6459999999997,"body":"that, that we have some confidence behind."},{"speaker":"Aaron Moncur","startTime":2261.886,"endTime":2264.946,"body":"That's, that's been like a"},{"speaker":"Aaron Moncur","startTime":2261.886,"endTime":2264.946,"body":"pretty good, that balance for us."},{"speaker":"Ramzi Marjaba","startTime":2265.8759999999997,"endTime":2269.686,"body":"One thing I would add"},{"speaker":"Ramzi Marjaba","startTime":2265.8759999999997,"endTime":2269.686,"body":"to that is you're able to show them"},{"speaker":"Ramzi Marjaba","startTime":2269.686,"endTime":2271.306,"body":"how much they would save as well."},{"speaker":"Ramzi Marjaba","startTime":2272.116,"endTime":2277.036,"body":"Hey, this is, this is how much it"},{"speaker":"Ramzi Marjaba","startTime":2272.116,"endTime":2277.036,"body":"would cost us on average to build this"},{"speaker":"Ramzi Marjaba","startTime":2277.306,"endTime":2281.776,"body":"in general, because our discussion"},{"speaker":"Ramzi Marjaba","startTime":2277.306,"endTime":2281.776,"body":"we've had in the past, we believe it"},{"speaker":"Ramzi Marjaba","startTime":2281.776,"endTime":2283.156,"body":"would save you this amount of money."},{"speaker":"Ramzi Marjaba","startTime":2283.821,"endTime":2288.171,"body":"Right, That will also help them"},{"speaker":"Ramzi Marjaba","startTime":2283.821,"endTime":2288.171,"body":"understand that it's not just,"},{"speaker":"Ramzi Marjaba","startTime":2288.351,"endTime":2290.391,"body":"I'm not just paying X amount."},{"speaker":"Ramzi Marjaba","startTime":2291.561,"endTime":2296.361,"body":"There's a, the returns, it will save"},{"speaker":"Ramzi Marjaba","startTime":2291.561,"endTime":2296.361,"body":"me x this, this much amount as well."},{"speaker":"Ramzi Marjaba","startTime":2296.541,"endTime":2298.701,"body":"So that will make my decisions easier."},{"speaker":"Ramzi Marjaba","startTime":2299.601,"endTime":2302.511,"body":"generally speaking, I like to"},{"speaker":"Ramzi Marjaba","startTime":2299.601,"endTime":2302.511,"body":"get that information from them."},{"speaker":"Ramzi Marjaba","startTime":2303.621,"endTime":2303.921,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":2304.401,"endTime":2307.401,"body":"A lot of, uh, well, why would you"},{"speaker":"Ramzi Marjaba","startTime":2304.401,"endTime":2307.401,"body":"trust a salesperson who tells you, I'm"},{"speaker":"Ramzi Marjaba","startTime":2307.401,"endTime":2310.581,"body":"gonna save you $500 per day, you would."},{"speaker":"Ramzi Marjaba","startTime":2311.421,"endTime":2315.921,"body":"if, if a, if the salesperson asks"},{"speaker":"Ramzi Marjaba","startTime":2311.421,"endTime":2315.921,"body":"you, based on the information that we"},{"speaker":"Ramzi Marjaba","startTime":2315.921,"endTime":2319.611,"body":"have, and if we can fix this for you,"},{"speaker":"Ramzi Marjaba","startTime":2315.921,"endTime":2319.611,"body":"how much do you think you would save?"},{"speaker":"Ramzi Marjaba","startTime":2319.611,"endTime":2321.111,"body":"How much more money would you make?"},{"speaker":"Ramzi Marjaba","startTime":2321.381,"endTime":2324.531,"body":"How much more time would you have to do"},{"speaker":"Ramzi Marjaba","startTime":2321.381,"endTime":2324.531,"body":"other things that can make you money?"},{"speaker":"Ramzi Marjaba","startTime":2324.861,"endTime":2329.091,"body":"All this goes into the information"},{"speaker":"Ramzi Marjaba","startTime":2324.861,"endTime":2329.091,"body":"that I can then show them in"},{"speaker":"Ramzi Marjaba","startTime":2329.121,"endTime":2331.011,"body":"the, uh, in the initial proposal."},{"speaker":"Aaron Moncur","startTime":2331.116,"endTime":2331.446,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2331.836,"endTime":2332.166,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2332.166,"endTime":2332.946,"body":"E exactly."},{"speaker":"Aaron Moncur","startTime":2332.946,"endTime":2337.266,"body":"And a lot of customers are, they might"},{"speaker":"Aaron Moncur","startTime":2332.946,"endTime":2337.266,"body":"know, they might not know exactly like"},{"speaker":"Aaron Moncur","startTime":2337.326,"endTime":2341.6459999999997,"body":"what the, the budget is per se, but they"},{"speaker":"Aaron Moncur","startTime":2337.326,"endTime":2341.6459999999997,"body":"do know that if we have this solution."},{"speaker":"Aaron Moncur","startTime":2342.051,"endTime":2346.761,"body":"Uh, we could take three of our operators"},{"speaker":"Aaron Moncur","startTime":2342.051,"endTime":2346.761,"body":"who are currently working on this process"},{"speaker":"Aaron Moncur","startTime":2346.761,"endTime":2350.901,"body":"and put them somewhere else that's"},{"speaker":"Aaron Moncur","startTime":2346.761,"endTime":2350.901,"body":"more, a more valuable use of their time."},{"speaker":"Aaron Moncur","startTime":2351.2309999999998,"endTime":2354.261,"body":"So effectively they're, they're"},{"speaker":"Aaron Moncur","startTime":2351.2309999999998,"endTime":2354.261,"body":"saving the salaries of, of"},{"speaker":"Aaron Moncur","startTime":2354.261,"endTime":2356.661,"body":"three, uh, operators, right?"},{"speaker":"Aaron Moncur","startTime":2356.661,"endTime":2359.811,"body":"And then, you know, based on that, you"},{"speaker":"Aaron Moncur","startTime":2356.661,"endTime":2359.811,"body":"can make some rough estimates about"},{"speaker":"Aaron Moncur","startTime":2359.811,"endTime":2361.5209999999997,"body":"how much money they're gonna save."},{"speaker":"Aaron Moncur","startTime":2361.551,"endTime":2364.371,"body":"And then, does it make sense,"},{"speaker":"Aaron Moncur","startTime":2361.551,"endTime":2364.371,"body":"given the investment required"},{"speaker":"Aaron Moncur","startTime":2364.371,"endTime":2366.081,"body":"to produce this, this solution?"},{"speaker":"Ramzi Marjaba","startTime":2367.281,"endTime":2369.9809999999998,"body":"Yeah, that's the concept"},{"speaker":"Ramzi Marjaba","startTime":2367.281,"endTime":2369.9809999999998,"body":"of total cost of ownership, right?"},{"speaker":"Ramzi Marjaba","startTime":2370.191,"endTime":2373.131,"body":"The cost of ownership is how much"},{"speaker":"Ramzi Marjaba","startTime":2370.191,"endTime":2373.131,"body":"money you have to spend and how"},{"speaker":"Ramzi Marjaba","startTime":2373.131,"endTime":2374.121,"body":"much money you're gonna save."},{"speaker":"Ramzi Marjaba","startTime":2374.121,"endTime":2374.181,"body":"Yeah,"},{"speaker":"Aaron Moncur","startTime":2374.331,"endTime":2374.631,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2375.5009999999997,"endTime":2375.741,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2376.191,"endTime":2381.921,"body":"Uh, going back to discovery has, can"},{"speaker":"Aaron Moncur","startTime":2376.191,"endTime":2381.921,"body":"you think of a, uh, a situation, um,"},{"speaker":"Aaron Moncur","startTime":2381.9809999999998,"endTime":2387.531,"body":"uh, where a question you asked really"},{"speaker":"Aaron Moncur","startTime":2381.9809999999998,"endTime":2387.531,"body":"changed the course of that discovery"},{"speaker":"Aaron Moncur","startTime":2387.531,"endTime":2391.311,"body":"and, and like unlocked a deal that"},{"speaker":"Aaron Moncur","startTime":2387.531,"endTime":2391.311,"body":"maybe wouldn't have happened otherwise?"},{"speaker":"Ramzi Marjaba","startTime":2394.311,"endTime":2394.641,"body":"I mean."},{"speaker":"Ramzi Marjaba","startTime":2396.801,"endTime":2398.541,"body":"I feel like that happens all the time."},{"speaker":"Ramzi Marjaba","startTime":2399.531,"endTime":2403.551,"body":"Be, a lot of times customers"},{"speaker":"Ramzi Marjaba","startTime":2399.531,"endTime":2403.551,"body":"come in with their preconceived"},{"speaker":"Ramzi Marjaba","startTime":2403.551,"endTime":2404.631,"body":"notions of what they want."},{"speaker":"Ramzi Marjaba","startTime":2405.861,"endTime":2407.0009999999997,"body":"They don't know why they want it."},{"speaker":"Ramzi Marjaba","startTime":2407.176,"endTime":2411.921,"body":"They, they just, they heard from something"},{"speaker":"Ramzi Marjaba","startTime":2407.176,"endTime":2411.921,"body":"or they saw a marketing thing online"},{"speaker":"Ramzi Marjaba","startTime":2412.281,"endTime":2415.041,"body":"that said This can solve problem X,"},{"speaker":"Ramzi Marjaba","startTime":2417.441,"endTime":2418.7309999999998,"body":"and they think that's their problem."},{"speaker":"Ramzi Marjaba","startTime":2418.7309999999998,"endTime":2422.331,"body":"So throughout the discovery, you're"},{"speaker":"Ramzi Marjaba","startTime":2418.7309999999998,"endTime":2422.331,"body":"asking questions to understand what"},{"speaker":"Ramzi Marjaba","startTime":2422.331,"endTime":2424.191,"body":"the problem is, and if in the end."},{"speaker":"Ramzi Marjaba","startTime":2424.566,"endTime":2429.936,"body":"You can figure out that your problem"},{"speaker":"Ramzi Marjaba","startTime":2424.566,"endTime":2429.936,"body":"isn't X, it's Y. Then it shifts the"},{"speaker":"Ramzi Marjaba","startTime":2429.936,"endTime":2434.496,"body":"entire conversation away from that"},{"speaker":"Ramzi Marjaba","startTime":2429.936,"endTime":2434.496,"body":"product to another product or solution or"},{"speaker":"Ramzi Marjaba","startTime":2434.496,"endTime":2436.956,"body":"service, or a bigger solution or service."},{"speaker":"Ramzi Marjaba","startTime":2436.956,"endTime":2440.556,"body":"So I feel like that happens"},{"speaker":"Ramzi Marjaba","startTime":2436.956,"endTime":2440.556,"body":"in every single call,"},{"speaker":"Ramzi Marjaba","startTime":2443.1059999999998,"endTime":2444.441,"body":"and sometimes it does the opposite."},{"speaker":"Ramzi Marjaba","startTime":2444.791,"endTime":2447.756,"body":"Sometimes it's like, oh, you"},{"speaker":"Ramzi Marjaba","startTime":2444.791,"endTime":2447.756,"body":"don't have a problem, or We don't"},{"speaker":"Ramzi Marjaba","startTime":2447.756,"endTime":2449.076,"body":"have a problem that I can solve."},{"speaker":"Ramzi Marjaba","startTime":2449.826,"endTime":2450.966,"body":"me point you to someone who can."},{"speaker":"Aaron Moncur","startTime":2451.1459999999997,"endTime":2451.446,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2451.746,"endTime":2452.016,"body":"Yep."},{"speaker":"Aaron Moncur","startTime":2452.736,"endTime":2457.566,"body":"Um, a, a thought that I've had"},{"speaker":"Aaron Moncur","startTime":2452.736,"endTime":2457.566,"body":"probably the past, I don't know, six"},{"speaker":"Aaron Moncur","startTime":2457.566,"endTime":2462.9809999999998,"body":"to 12 months or so, is that w. What"},{"speaker":"Aaron Moncur","startTime":2457.566,"endTime":2462.9809999999998,"body":"we really need to be selling to our"},{"speaker":"Aaron Moncur","startTime":2462.9809999999998,"endTime":2465.951,"body":"customers is revenue for them, right?"},{"speaker":"Aaron Moncur","startTime":2466.011,"endTime":2469.491,"body":"Like at, at the end of the day, they"},{"speaker":"Aaron Moncur","startTime":2466.011,"endTime":2469.491,"body":"don't really care about the machine"},{"speaker":"Aaron Moncur","startTime":2469.491,"endTime":2473.601,"body":"or the fixture or the product or,"},{"speaker":"Aaron Moncur","startTime":2469.491,"endTime":2473.601,"body":"or whatever the the solution is."},{"speaker":"Aaron Moncur","startTime":2474.081,"endTime":2475.5209999999997,"body":"It's the, it's a business."},{"speaker":"Aaron Moncur","startTime":2475.611,"endTime":2478.821,"body":"They're running a business"},{"speaker":"Aaron Moncur","startTime":2475.611,"endTime":2478.821,"body":"and businesses need to."},{"speaker":"Aaron Moncur","startTime":2479.026,"endTime":2482.476,"body":"Generate revenue and profit to"},{"speaker":"Aaron Moncur","startTime":2479.026,"endTime":2482.476,"body":"stay in business, and that's kind"},{"speaker":"Aaron Moncur","startTime":2482.476,"endTime":2484.666,"body":"of the goal of every business."},{"speaker":"Aaron Moncur","startTime":2484.666,"endTime":2486.946,"body":"Now, I'm not saying that there"},{"speaker":"Aaron Moncur","startTime":2484.666,"endTime":2486.946,"body":"aren't businesses out there who are"},{"speaker":"Aaron Moncur","startTime":2487.216,"endTime":2490.096,"body":"altruistic and have humanitarian"},{"speaker":"Aaron Moncur","startTime":2487.216,"endTime":2490.096,"body":"programs, things like that,"},{"speaker":"Aaron Moncur","startTime":2490.096,"endTime":2491.236,"body":"that are also important to them."},{"speaker":"Aaron Moncur","startTime":2491.236,"endTime":2491.806,"body":"Of course."},{"speaker":"Aaron Moncur","startTime":2491.806,"endTime":2492.496,"body":"Absolutely."},{"speaker":"Aaron Moncur","startTime":2493.1259999999997,"endTime":2495.916,"body":"But without that revenue,"},{"speaker":"Aaron Moncur","startTime":2493.1259999999997,"endTime":2495.916,"body":"without that profitable revenue."},{"speaker":"Aaron Moncur","startTime":2496.301,"endTime":2501.401,"body":"They cannot remain in business to, to"},{"speaker":"Aaron Moncur","startTime":2496.301,"endTime":2501.401,"body":"do these humanitarian things, these, um,"},{"speaker":"Aaron Moncur","startTime":2501.431,"endTime":2502.991,"body":"wonderful things for, for other people."},{"speaker":"Aaron Moncur","startTime":2502.991,"endTime":2507.281,"body":"So that's how I've been thinking about"},{"speaker":"Aaron Moncur","startTime":2502.991,"endTime":2507.281,"body":"it, is how can we sell profitable revenue"},{"speaker":"Aaron Moncur","startTime":2507.281,"endTime":2512.5009999999997,"body":"to our customers, uh, in an amount that"},{"speaker":"Aaron Moncur","startTime":2507.281,"endTime":2512.5009999999997,"body":"is, you know, more than the investment"},{"speaker":"Aaron Moncur","startTime":2512.5009999999997,"endTime":2514.331,"body":"they'll need to make for the solution."},{"speaker":"Aaron Moncur","startTime":2514.331,"endTime":2515.9809999999998,"body":"That's been a helpful way"},{"speaker":"Aaron Moncur","startTime":2514.331,"endTime":2515.9809999999998,"body":"to think of it for me."},{"speaker":"Ramzi Marjaba","startTime":2516.471,"endTime":2516.681,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":2517.071,"endTime":2520.221,"body":"It's, it's selling a"},{"speaker":"Ramzi Marjaba","startTime":2517.071,"endTime":2520.221,"body":"business outcome, right?"},{"speaker":"Ramzi Marjaba","startTime":2520.221,"endTime":2525.171,"body":"It's, uh, I'm not selling"},{"speaker":"Ramzi Marjaba","startTime":2520.221,"endTime":2525.171,"body":"an automated machine."},{"speaker":"Ramzi Marjaba","startTime":2526.401,"endTime":2530.061,"body":"I'm selling you an extra 7,000"},{"speaker":"Ramzi Marjaba","startTime":2526.401,"endTime":2530.061,"body":"units that you can go ahead"},{"speaker":"Ramzi Marjaba","startTime":2530.061,"endTime":2531.016,"body":"and sell to your customers."},{"speaker":"Aaron Moncur","startTime":2531.276,"endTime":2531.546,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":2532.5209999999997,"endTime":2533.571,"body":"That will make you money."},{"speaker":"Ramzi Marjaba","startTime":2534.561,"endTime":2537.681,"body":"And that's a big point that you"},{"speaker":"Ramzi Marjaba","startTime":2534.561,"endTime":2537.681,"body":"mentioned, that even altruistic"},{"speaker":"Ramzi Marjaba","startTime":2537.681,"endTime":2540.051,"body":"companies need to make money."},{"speaker":"Ramzi Marjaba","startTime":2540.051,"endTime":2542.721,"body":"They're probably selling something"},{"speaker":"Ramzi Marjaba","startTime":2540.051,"endTime":2542.721,"body":"to someone so that they can actually"},{"speaker":"Ramzi Marjaba","startTime":2542.721,"endTime":2544.551,"body":"make money to give to charity."},{"speaker":"Ramzi Marjaba","startTime":2545.391,"endTime":2552.921,"body":"And as engineers, we, some of us, I"},{"speaker":"Ramzi Marjaba","startTime":2545.391,"endTime":2552.921,"body":"know I did of money as evil, right?"},{"speaker":"Ramzi Marjaba","startTime":2553.011,"endTime":2556.311,"body":"Like, uh, I got my first raise, I'm"},{"speaker":"Ramzi Marjaba","startTime":2553.011,"endTime":2556.311,"body":"like, I didn't, I don't want it."},{"speaker":"Ramzi Marjaba","startTime":2556.311,"endTime":2558.681,"body":"I don't like this is, this is wrong."},{"speaker":"Ramzi Marjaba","startTime":2560.226,"endTime":2565.176,"body":"But as a company, if you're not, if you're"},{"speaker":"Ramzi Marjaba","startTime":2560.226,"endTime":2565.176,"body":"not doing the proper job selling, that"},{"speaker":"Ramzi Marjaba","startTime":2565.176,"endTime":2567.306,"body":"means you can't pay for your employees."},{"speaker":"Ramzi Marjaba","startTime":2567.306,"endTime":2570.666,"body":"If you don't raise your prices where"},{"speaker":"Ramzi Marjaba","startTime":2567.306,"endTime":2570.666,"body":"every, all the prices around you are"},{"speaker":"Ramzi Marjaba","startTime":2570.666,"endTime":2576.426,"body":"being raised against you, you're, you're"},{"speaker":"Ramzi Marjaba","startTime":2570.666,"endTime":2576.426,"body":"doing this disservice to your employees."},{"speaker":"Ramzi Marjaba","startTime":2577.266,"endTime":2578.706,"body":"doing a disservice to your customers."},{"speaker":"Ramzi Marjaba","startTime":2578.706,"endTime":2580.776,"body":"'cause sooner or later you're gonna"},{"speaker":"Ramzi Marjaba","startTime":2578.706,"endTime":2580.776,"body":"run outta business and not gonna be"},{"speaker":"Ramzi Marjaba","startTime":2580.776,"endTime":2583.536,"body":"able to support them with whatever"},{"speaker":"Ramzi Marjaba","startTime":2580.776,"endTime":2583.536,"body":"they already bought from you."},{"speaker":"Ramzi Marjaba","startTime":2583.8959999999997,"endTime":2586.386,"body":"And that's a different"},{"speaker":"Ramzi Marjaba","startTime":2583.8959999999997,"endTime":2586.386,"body":"topic we can go into."},{"speaker":"Ramzi Marjaba","startTime":2586.386,"endTime":2587.586,"body":"I just wanted to throw that out there."},{"speaker":"Aaron Moncur","startTime":2587.816,"endTime":2588.1459999999997,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2588.206,"endTime":2591.386,"body":"Uh, tangentially related there,"},{"speaker":"Aaron Moncur","startTime":2588.206,"endTime":2591.386,"body":"i, i, it made me think of a"},{"speaker":"Aaron Moncur","startTime":2591.656,"endTime":2593.456,"body":"interview I did with Andy Wells."},{"speaker":"Aaron Moncur","startTime":2593.456,"endTime":2594.806,"body":"This was several years ago."},{"speaker":"Aaron Moncur","startTime":2594.806,"endTime":2599.846,"body":"He's, uh, let's call him a mature"},{"speaker":"Aaron Moncur","startTime":2594.806,"endTime":2599.846,"body":"gentleman who owns a manufacturing"},{"speaker":"Aaron Moncur","startTime":2599.846,"endTime":2603.866,"body":"business, has for many, many years,"},{"speaker":"Aaron Moncur","startTime":2599.846,"endTime":2603.866,"body":"and just an, an amazing human being."},{"speaker":"Aaron Moncur","startTime":2603.926,"endTime":2606.596,"body":"Uh, one of the, I would"},{"speaker":"Aaron Moncur","startTime":2603.926,"endTime":2606.596,"body":"say one of the most."},{"speaker":"Aaron Moncur","startTime":2607.026,"endTime":2611.976,"body":"Uplifting and, um, just positive"},{"speaker":"Aaron Moncur","startTime":2607.026,"endTime":2611.976,"body":"interviews I've ever done."},{"speaker":"Aaron Moncur","startTime":2612.006,"endTime":2616.506,"body":"And he talked to me about their marketing"},{"speaker":"Aaron Moncur","startTime":2612.006,"endTime":2616.506,"body":"and, and he said that they tried a lot"},{"speaker":"Aaron Moncur","startTime":2616.506,"endTime":2620.196,"body":"of different things with their marketing,"},{"speaker":"Aaron Moncur","startTime":2616.506,"endTime":2620.196,"body":"you know, typical things, putting ads"},{"speaker":"Aaron Moncur","startTime":2620.196,"endTime":2622.056,"body":"in trade magazines, things like that."},{"speaker":"Aaron Moncur","startTime":2622.056,"endTime":2623.556,"body":"And none of 'em really worked very well."},{"speaker":"Aaron Moncur","startTime":2623.916,"endTime":2626.766,"body":"And, um, something they started"},{"speaker":"Aaron Moncur","startTime":2623.916,"endTime":2626.766,"body":"doing kind of on the side."},{"speaker":"Aaron Moncur","startTime":2627.061,"endTime":2630.811,"body":"Was, uh, they were in an area"},{"speaker":"Aaron Moncur","startTime":2627.061,"endTime":2630.811,"body":"that was pretty poverty stricken."},{"speaker":"Aaron Moncur","startTime":2631.111,"endTime":2635.761,"body":"And, and they would bring individuals from"},{"speaker":"Aaron Moncur","startTime":2631.111,"endTime":2635.761,"body":"the community in and train them on, on how"},{"speaker":"Aaron Moncur","startTime":2635.761,"endTime":2640.171,"body":"to run these machines, you know, a milling"},{"speaker":"Aaron Moncur","startTime":2635.761,"endTime":2640.171,"body":"machine, lathe, CNC, things like that."},{"speaker":"Aaron Moncur","startTime":2640.561,"endTime":2642.191,"body":"And they would give them jobs and, and."},{"speaker":"Aaron Moncur","startTime":2642.4809999999998,"endTime":2644.611,"body":"Turned them into productive"},{"speaker":"Aaron Moncur","startTime":2642.4809999999998,"endTime":2644.611,"body":"members of society."},{"speaker":"Aaron Moncur","startTime":2644.701,"endTime":2650.221,"body":"And many of these individuals had criminal"},{"speaker":"Aaron Moncur","startTime":2644.701,"endTime":2650.221,"body":"records and, and felonies and, uh, no"},{"speaker":"Aaron Moncur","startTime":2650.221,"endTime":2653.821,"body":"other company would hire them because, you"},{"speaker":"Aaron Moncur","startTime":2650.221,"endTime":2653.821,"body":"know, they have these procedures in place."},{"speaker":"Aaron Moncur","startTime":2653.821,"endTime":2654.661,"body":"Oh, we can't hire you."},{"speaker":"Aaron Moncur","startTime":2654.661,"endTime":2656.101,"body":"You have, you have a record, whatever."},{"speaker":"Aaron Moncur","startTime":2656.5209999999997,"endTime":2659.671,"body":"And Andy thought, well, let's"},{"speaker":"Aaron Moncur","startTime":2656.5209999999997,"endTime":2659.671,"body":"see what we can do here."},{"speaker":"Aaron Moncur","startTime":2659.7309999999998,"endTime":2661.681,"body":"And, and so he'd bring"},{"speaker":"Aaron Moncur","startTime":2659.7309999999998,"endTime":2661.681,"body":"these people in, train them."},{"speaker":"Aaron Moncur","startTime":2662.011,"endTime":2664.051,"body":"Anyway, it turned into"},{"speaker":"Aaron Moncur","startTime":2662.011,"endTime":2664.051,"body":"this wonderful program."},{"speaker":"Aaron Moncur","startTime":2664.761,"endTime":2666.681,"body":"Um, it, it worked out"},{"speaker":"Aaron Moncur","startTime":2664.761,"endTime":2666.681,"body":"well for the company."},{"speaker":"Aaron Moncur","startTime":2666.681,"endTime":2669.891,"body":"It worked out well for the"},{"speaker":"Aaron Moncur","startTime":2666.681,"endTime":2669.891,"body":"individuals, and, and he turned"},{"speaker":"Aaron Moncur","startTime":2669.891,"endTime":2671.031,"body":"that into their marketing."},{"speaker":"Aaron Moncur","startTime":2671.151,"endTime":2675.441,"body":"When, when he'd go and talk with a, a"},{"speaker":"Aaron Moncur","startTime":2671.151,"endTime":2675.441,"body":"company, um, he'd spend the first five"},{"speaker":"Aaron Moncur","startTime":2675.441,"endTime":2678.861,"body":"minutes telling the company about,"},{"speaker":"Aaron Moncur","startTime":2675.441,"endTime":2678.861,"body":"you know, this is how we can help"},{"speaker":"Aaron Moncur","startTime":2678.861,"endTime":2680.4809999999998,"body":"you from a, a technical standpoint."},{"speaker":"Aaron Moncur","startTime":2680.4809999999998,"endTime":2683.211,"body":"This is the, the business"},{"speaker":"Aaron Moncur","startTime":2680.4809999999998,"endTime":2683.211,"body":"outcome that we can do for you."},{"speaker":"Aaron Moncur","startTime":2683.601,"endTime":2686.061,"body":"And then he'd spend the rest"},{"speaker":"Aaron Moncur","startTime":2683.601,"endTime":2686.061,"body":"of the time talking about this"},{"speaker":"Aaron Moncur","startTime":2686.061,"endTime":2689.511,"body":"program that they had and, um, uh."},{"speaker":"Aaron Moncur","startTime":2689.736,"endTime":2693.0209999999997,"body":"I, I remember listening to that and,"},{"speaker":"Aaron Moncur","startTime":2689.736,"endTime":2693.0209999999997,"body":"and, and then asking him, I said,"},{"speaker":"Aaron Moncur","startTime":2693.0209999999997,"endTime":2695.7509999999997,"body":"Andy, don't you feel wrong ever?"},{"speaker":"Aaron Moncur","startTime":2695.7509999999997,"endTime":2699.351,"body":"Like, like you're exploiting these"},{"speaker":"Aaron Moncur","startTime":2695.7509999999997,"endTime":2699.351,"body":"people to, to sell your, you know,"},{"speaker":"Aaron Moncur","startTime":2699.351,"endTime":2701.331,"body":"your, your product, your service."},{"speaker":"Aaron Moncur","startTime":2701.451,"endTime":2704.721,"body":"Um, and, and he said, well, I"},{"speaker":"Aaron Moncur","startTime":2701.451,"endTime":2704.721,"body":"mean, how did it make you feel"},{"speaker":"Aaron Moncur","startTime":2704.721,"endTime":2705.9809999999998,"body":"after I told you this story?"},{"speaker":"Aaron Moncur","startTime":2705.9809999999998,"endTime":2707.391,"body":"You have to listen to him tell it."},{"speaker":"Aaron Moncur","startTime":2707.391,"endTime":2708.381,"body":"It was, it was really, was."},{"speaker":"Aaron Moncur","startTime":2708.386,"endTime":2709.316,"body":"Inspirational."},{"speaker":"Aaron Moncur","startTime":2709.3759999999997,"endTime":2711.386,"body":"And I said, it made me feel incredible."},{"speaker":"Aaron Moncur","startTime":2711.386,"endTime":2713.336,"body":"It made me feel like I want"},{"speaker":"Aaron Moncur","startTime":2711.386,"endTime":2713.336,"body":"to do that kind of thing."},{"speaker":"Aaron Moncur","startTime":2713.366,"endTime":2716.966,"body":"It made me feel like I want to give"},{"speaker":"Aaron Moncur","startTime":2713.366,"endTime":2716.966,"body":"back to my community in that way."},{"speaker":"Aaron Moncur","startTime":2717.416,"endTime":2719.846,"body":"And he said, okay, is, I"},{"speaker":"Aaron Moncur","startTime":2717.416,"endTime":2719.846,"body":"mean, is that a bad thing?"},{"speaker":"Aaron Moncur","startTime":2720.206,"endTime":2721.436,"body":"And I was like, oh, you're right."},{"speaker":"Aaron Moncur","startTime":2721.496,"endTime":2725.906,"body":"You know, if, if you didn't share"},{"speaker":"Aaron Moncur","startTime":2721.496,"endTime":2725.906,"body":"that story, yes, it was part of"},{"speaker":"Aaron Moncur","startTime":2725.906,"endTime":2728.936,"body":"their marketing for business,"},{"speaker":"Aaron Moncur","startTime":2725.906,"endTime":2728.936,"body":"but it was also just like this."},{"speaker":"Aaron Moncur","startTime":2729.441,"endTime":2734.241,"body":"Inspirational, uplifting story, and I"},{"speaker":"Aaron Moncur","startTime":2729.441,"endTime":2734.241,"body":"thought, yeah, I, I wouldn't, I wouldn't"},{"speaker":"Aaron Moncur","startTime":2734.241,"endTime":2738.261,"body":"have this, um, you know, this, this"},{"speaker":"Aaron Moncur","startTime":2734.241,"endTime":2738.261,"body":"desire to give back and do good that"},{"speaker":"Aaron Moncur","startTime":2738.261,"endTime":2740.541,"body":"you helped me feel with that story."},{"speaker":"Aaron Moncur","startTime":2740.541,"endTime":2744.0209999999997,"body":"So, kind of tangential, but,"},{"speaker":"Aaron Moncur","startTime":2740.541,"endTime":2744.0209999999997,"body":"um, uh, it was kind of along the"},{"speaker":"Aaron Moncur","startTime":2744.0209999999997,"endTime":2747.441,"body":"lines of, of what you were saying"},{"speaker":"Aaron Moncur","startTime":2744.0209999999997,"endTime":2747.441,"body":"when it comes to, to, to selling."},{"speaker":"Ramzi Marjaba","startTime":2748.8959999999997,"endTime":2750.846,"body":"And like, I don't"},{"speaker":"Ramzi Marjaba","startTime":2748.8959999999997,"endTime":2750.846,"body":"know what the outcome was for"},{"speaker":"Ramzi Marjaba","startTime":2750.846,"endTime":2754.5009999999997,"body":"that gentleman, but also think"},{"speaker":"Ramzi Marjaba","startTime":2750.846,"endTime":2754.5009999999997,"body":"about it, even if you did nothing."},{"speaker":"Ramzi Marjaba","startTime":2755.841,"endTime":2757.431,"body":"Uh, for your community."},{"speaker":"Ramzi Marjaba","startTime":2757.641,"endTime":2760.641,"body":"After that, you felt good"},{"speaker":"Ramzi Marjaba","startTime":2757.641,"endTime":2760.641,"body":"and then people move on."},{"speaker":"Ramzi Marjaba","startTime":2760.641,"endTime":2764.301,"body":"They don't have time to get sucked"},{"speaker":"Ramzi Marjaba","startTime":2760.641,"endTime":2764.301,"body":"back into their own, uh, world."},{"speaker":"Ramzi Marjaba","startTime":2764.541,"endTime":2768.291,"body":"He probably had more money to"},{"speaker":"Ramzi Marjaba","startTime":2764.541,"endTime":2768.291,"body":"hire more of such people and"},{"speaker":"Ramzi Marjaba","startTime":2768.291,"endTime":2769.881,"body":"give them an opportunity to"},{"speaker":"Aaron Moncur","startTime":2770.031,"endTime":2771.141,"body":"Yeah, absolutely."},{"speaker":"Aaron Moncur","startTime":2771.321,"endTime":2771.561,"body":"Yep."},{"speaker":"Ramzi Marjaba","startTime":2771.9809999999998,"endTime":2777.411,"body":"So yeah, it's a disservice"},{"speaker":"Ramzi Marjaba","startTime":2771.9809999999998,"endTime":2777.411,"body":"to your own people to not raise the"},{"speaker":"Ramzi Marjaba","startTime":2777.411,"endTime":2779.691,"body":"prices, to not try to sell more."},{"speaker":"Ramzi Marjaba","startTime":2780.816,"endTime":2785.301,"body":"Uh, yeah, the, I'm bringing this"},{"speaker":"Ramzi Marjaba","startTime":2780.816,"endTime":2785.301,"body":"up and I'm kind of harping on it,"},{"speaker":"Ramzi Marjaba","startTime":2785.301,"endTime":2788.7509999999997,"body":"is because most people don't like"},{"speaker":"Ramzi Marjaba","startTime":2791.031,"endTime":2792.7709999999997,"body":"They think of it as an evil thing."},{"speaker":"Ramzi Marjaba","startTime":2793.551,"endTime":2794.961,"body":"I don't wanna do the hard sell."},{"speaker":"Ramzi Marjaba","startTime":2795.051,"endTime":2797.181,"body":"I mean, you don't have to do the"},{"speaker":"Ramzi Marjaba","startTime":2795.051,"endTime":2797.181,"body":"hard sell if you solve a problem."},{"speaker":"Ramzi Marjaba","startTime":2798.486,"endTime":2802.206,"body":"Right, or I don't want to"},{"speaker":"Ramzi Marjaba","startTime":2798.486,"endTime":2802.206,"body":"negotiate prices, right?"},{"speaker":"Ramzi Marjaba","startTime":2802.686,"endTime":2806.316,"body":"If they ask me for a, for a 5%"},{"speaker":"Ramzi Marjaba","startTime":2802.686,"endTime":2806.316,"body":"discount, I'll just give it to them."},{"speaker":"Ramzi Marjaba","startTime":2806.466,"endTime":2808.8959999999997,"body":"Well, that's 5% or whatever."},{"speaker":"Ramzi Marjaba","startTime":2808.8959999999997,"endTime":2812.226,"body":"Like you could have, you could have,"},{"speaker":"Ramzi Marjaba","startTime":2808.8959999999997,"endTime":2812.226,"body":"uh, reduced it down to 2% discount and"},{"speaker":"Ramzi Marjaba","startTime":2812.226,"endTime":2815.041,"body":"that money could have been going to a"},{"speaker":"Ramzi Marjaba","startTime":2812.226,"endTime":2815.041,"body":"raise for some one of your employees."},{"speaker":"Aaron Moncur","startTime":2815.706,"endTime":2815.916,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":2817.041,"endTime":2820.5209999999997,"body":"Okay, so if we bring this back to"},{"speaker":"Aaron Moncur","startTime":2817.041,"endTime":2820.5209999999997,"body":"kind of the core elements, right?"},{"speaker":"Aaron Moncur","startTime":2820.611,"endTime":2825.291,"body":"Um, probably a lot of the engineers"},{"speaker":"Aaron Moncur","startTime":2820.611,"endTime":2825.291,"body":"listening to this are not selling,"},{"speaker":"Aaron Moncur","startTime":2825.321,"endTime":2830.961,"body":"uh, uh, are not selling a piece of"},{"speaker":"Aaron Moncur","startTime":2825.321,"endTime":2830.961,"body":"equipment or a device or some software."},{"speaker":"Aaron Moncur","startTime":2830.961,"endTime":2831.891,"body":"They're engineers."},{"speaker":"Aaron Moncur","startTime":2832.186,"endTime":2833.116,"body":"In the trenches, right."},{"speaker":"Aaron Moncur","startTime":2833.116,"endTime":2834.466,"body":"Doing the engineering work."},{"speaker":"Aaron Moncur","startTime":2834.466,"endTime":2838.096,"body":"But like we talked about in the beginning,"},{"speaker":"Aaron Moncur","startTime":2834.466,"endTime":2838.096,"body":"you're, you're always selling something."},{"speaker":"Aaron Moncur","startTime":2838.366,"endTime":2842.866,"body":"So if we can bring this back to kind of"},{"speaker":"Aaron Moncur","startTime":2838.366,"endTime":2842.866,"body":"the, the core fundamentals, especially"},{"speaker":"Aaron Moncur","startTime":2842.866,"endTime":2846.526,"body":"for those engineers who are not actually"},{"speaker":"Aaron Moncur","startTime":2842.866,"endTime":2846.526,"body":"selling a, a product, a service."},{"speaker":"Aaron Moncur","startTime":2846.526,"endTime":2849.346,"body":"They're just, they're actually doing"},{"speaker":"Aaron Moncur","startTime":2846.526,"endTime":2849.346,"body":"the engineering work, but they need to."},{"speaker":"Aaron Moncur","startTime":2849.871,"endTime":2851.071,"body":"Promote their ideas."},{"speaker":"Aaron Moncur","startTime":2851.071,"endTime":2853.741,"body":"They need to sell their ideas"},{"speaker":"Aaron Moncur","startTime":2851.071,"endTime":2853.741,"body":"to whoever their boss, their"},{"speaker":"Aaron Moncur","startTime":2853.741,"endTime":2855.031,"body":"manager, their supervisor."},{"speaker":"Aaron Moncur","startTime":2855.391,"endTime":2860.011,"body":"What, what are like the core elements"},{"speaker":"Aaron Moncur","startTime":2855.391,"endTime":2860.011,"body":"of the, the sales process, the"},{"speaker":"Aaron Moncur","startTime":2860.011,"endTime":2865.081,"body":"discovery phase and such that the,"},{"speaker":"Aaron Moncur","startTime":2860.011,"endTime":2865.081,"body":"the, these engineers working as"},{"speaker":"Aaron Moncur","startTime":2865.081,"endTime":2870.871,"body":"individual contributors should know"},{"speaker":"Aaron Moncur","startTime":2865.081,"endTime":2870.871,"body":"to, to, you know, best promote their"},{"speaker":"Aaron Moncur","startTime":2870.871,"endTime":2872.581,"body":"ideas and, and help their company."},{"speaker":"Ramzi Marjaba","startTime":2873.996,"endTime":2878.616,"body":"So the sales process"},{"speaker":"Ramzi Marjaba","startTime":2873.996,"endTime":2878.616,"body":"usually starts with a lead, then"},{"speaker":"Ramzi Marjaba","startTime":2878.616,"endTime":2883.026,"body":"switch to qualification, discovery,"},{"speaker":"Ramzi Marjaba","startTime":2878.616,"endTime":2883.026,"body":"and then you go through the selling"},{"speaker":"Ramzi Marjaba","startTime":2883.026,"endTime":2885.096,"body":"and negotiation, closing the deal."},{"speaker":"Ramzi Marjaba","startTime":2885.336,"endTime":2887.736,"body":"I think it changes a little bit"},{"speaker":"Ramzi Marjaba","startTime":2885.336,"endTime":2887.736,"body":"when you're an internal individual"},{"speaker":"Ramzi Marjaba","startTime":2887.736,"endTime":2892.236,"body":"contributor, and I would say"},{"speaker":"Ramzi Marjaba","startTime":2887.736,"endTime":2892.236,"body":"it starts with an idea, right?"},{"speaker":"Ramzi Marjaba","startTime":2892.326,"endTime":2895.206,"body":"You have an idea that would make"},{"speaker":"Ramzi Marjaba","startTime":2892.326,"endTime":2895.206,"body":"someone's life better and you want."},{"speaker":"Ramzi Marjaba","startTime":2895.686,"endTime":2900.246,"body":"To run it by your bosses to figure out"},{"speaker":"Ramzi Marjaba","startTime":2895.686,"endTime":2900.246,"body":"if they're gonna let you do that, right?"},{"speaker":"Ramzi Marjaba","startTime":2900.246,"endTime":2901.806,"body":"Is that kind of what we're talking about?"},{"speaker":"Ramzi Marjaba","startTime":2903.006,"endTime":2903.246,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":2903.546,"endTime":2903.756,"body":"Okay."},{"speaker":"Ramzi Marjaba","startTime":2903.756,"endTime":2908.886,"body":"So I would say the first thing is, is,"},{"speaker":"Ramzi Marjaba","startTime":2903.756,"endTime":2908.886,"body":"again, qualification and verification."},{"speaker":"Ramzi Marjaba","startTime":2908.886,"endTime":2912.246,"body":"You wanna verify that idea who,"},{"speaker":"Ramzi Marjaba","startTime":2908.886,"endTime":2912.246,"body":"who would benefit from this?"},{"speaker":"Ramzi Marjaba","startTime":2912.246,"endTime":2916.806,"body":"Who would care about this before you"},{"speaker":"Ramzi Marjaba","startTime":2912.246,"endTime":2916.806,"body":"even take it to your boss, right?"},{"speaker":"Ramzi Marjaba","startTime":2918.066,"endTime":2921.546,"body":"If I'm making something"},{"speaker":"Ramzi Marjaba","startTime":2918.066,"endTime":2921.546,"body":"that will help team."},{"speaker":"Ramzi Marjaba","startTime":2922.191,"endTime":2928.071,"body":"Speed up their, their, uh, know,"},{"speaker":"Ramzi Marjaba","startTime":2922.191,"endTime":2928.071,"body":"their, they create automation."},{"speaker":"Ramzi Marjaba","startTime":2928.071,"endTime":2929.241,"body":"Let's talk about easy motion, right?"},{"speaker":"Ramzi Marjaba","startTime":2929.241,"endTime":2930.201,"body":"You, you started with that."},{"speaker":"Ramzi Marjaba","startTime":2930.5009999999997,"endTime":2933.831,"body":"Let's say it's some, one of, one of"},{"speaker":"Ramzi Marjaba","startTime":2930.5009999999997,"endTime":2933.831,"body":"your people's ideas that ca came up"},{"speaker":"Ramzi Marjaba","startTime":2933.831,"endTime":2937.611,"body":"with that, one I wanna understand"},{"speaker":"Ramzi Marjaba","startTime":2933.831,"endTime":2937.611,"body":"like, what does this do for me?"},{"speaker":"Ramzi Marjaba","startTime":2937.641,"endTime":2939.261,"body":"What does, what would"},{"speaker":"Ramzi Marjaba","startTime":2937.641,"endTime":2939.261,"body":"this do for the team?"},{"speaker":"Ramzi Marjaba","startTime":2939.591,"endTime":2941.4809999999998,"body":"Oh, it will help speed"},{"speaker":"Ramzi Marjaba","startTime":2939.591,"endTime":2941.4809999999998,"body":"up their automation."},{"speaker":"Ramzi Marjaba","startTime":2941.4809999999998,"endTime":2945.411,"body":"They won't have to do a thousand"},{"speaker":"Ramzi Marjaba","startTime":2941.4809999999998,"endTime":2945.411,"body":"test cases for r and d or they won't"},{"speaker":"Ramzi Marjaba","startTime":2945.411,"endTime":2949.461,"body":"have to, they will reduce their r"},{"speaker":"Ramzi Marjaba","startTime":2945.411,"endTime":2949.461,"body":"and d time from days to hours, right."},{"speaker":"Ramzi Marjaba","startTime":2950.226,"endTime":2950.676,"body":"Okay."},{"speaker":"Ramzi Marjaba","startTime":2950.766,"endTime":2951.906,"body":"Who would benefit from that?"},{"speaker":"Ramzi Marjaba","startTime":2952.266,"endTime":2956.466,"body":"I need, now I need to build the business"},{"speaker":"Ramzi Marjaba","startTime":2952.266,"endTime":2956.466,"body":"case, so I'm also doing a discovery,"},{"speaker":"Ramzi Marjaba","startTime":2956.886,"endTime":2961.116,"body":"maybe not with another human being,"},{"speaker":"Ramzi Marjaba","startTime":2956.886,"endTime":2961.116,"body":"but I'm, I'm trying to discover what it"},{"speaker":"Ramzi Marjaba","startTime":2961.116,"endTime":2964.836,"body":"would do for other people, and that could"},{"speaker":"Ramzi Marjaba","startTime":2961.116,"endTime":2964.836,"body":"include talking to other human beings."},{"speaker":"Ramzi Marjaba","startTime":2965.6459999999997,"endTime":2965.826,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":2965.8559999999998,"endTime":2970.656,"body":"Maybe I'll talk to you for a little bit,"},{"speaker":"Ramzi Marjaba","startTime":2965.8559999999998,"endTime":2970.656,"body":"like, Hey, what would happen if I reduced"},{"speaker":"Ramzi Marjaba","startTime":2970.656,"endTime":2973.591,"body":"the, the r and d time from days to hours?"},{"speaker":"Ramzi Marjaba","startTime":2974.571,"endTime":2976.221,"body":"How would that benefit the company?"},{"speaker":"Ramzi Marjaba","startTime":2976.611,"endTime":2980.031,"body":"Would you be able to hire more teammates"},{"speaker":"Ramzi Marjaba","startTime":2976.611,"endTime":2980.031,"body":"That would help me do other things?"},{"speaker":"Ramzi Marjaba","startTime":2981.411,"endTime":2982.221,"body":"Alright, cool."},{"speaker":"Ramzi Marjaba","startTime":2983.121,"endTime":2986.331,"body":"so if I do that, would"},{"speaker":"Ramzi Marjaba","startTime":2983.121,"endTime":2986.331,"body":"you let me run with it?"},{"speaker":"Ramzi Marjaba","startTime":2986.781,"endTime":2988.491,"body":"If I have an idea like that,"},{"speaker":"Ramzi Marjaba","startTime":2986.781,"endTime":2988.491,"body":"would you let me run with it?"},{"speaker":"Ramzi Marjaba","startTime":2989.421,"endTime":2992.691,"body":"And so person tied it back"},{"speaker":"Ramzi Marjaba","startTime":2989.421,"endTime":2992.691,"body":"to what's in it for you."},{"speaker":"Ramzi Marjaba","startTime":2993.9809999999998,"endTime":2996.531,"body":"It's never about what's in it for me"},{"speaker":"Ramzi Marjaba","startTime":2993.9809999999998,"endTime":2996.531,"body":"when I'm trying to sell you something."},{"speaker":"Ramzi Marjaba","startTime":2996.621,"endTime":2999.351,"body":"It's what's in it for you when"},{"speaker":"Ramzi Marjaba","startTime":2996.621,"endTime":2999.351,"body":"I'm trying to sell you something."},{"speaker":"Ramzi Marjaba","startTime":3000.191,"endTime":3002.561,"body":"And in this case, I'm selling"},{"speaker":"Ramzi Marjaba","startTime":3000.191,"endTime":3002.561,"body":"you an idea that will help you"},{"speaker":"Ramzi Marjaba","startTime":3002.621,"endTime":3004.511,"body":"speed up your process by days."},{"speaker":"Aaron Moncur","startTime":3005.246,"endTime":3007.526,"body":"It was interesting"},{"speaker":"Aaron Moncur","startTime":3005.246,"endTime":3007.526,"body":"that you brought up Easy Motion."},{"speaker":"Aaron Moncur","startTime":3007.586,"endTime":3012.056,"body":"Um, for those of you who don't know,"},{"speaker":"Aaron Moncur","startTime":3007.586,"endTime":3012.056,"body":"uh, shameless Plug, go check out"},{"speaker":"Aaron Moncur","startTime":3012.056,"endTime":3013.916,"body":"our website and look at Easy Motion."},{"speaker":"Aaron Moncur","startTime":3013.916,"endTime":3018.1459999999997,"body":"It's a really cool product for very,"},{"speaker":"Aaron Moncur","startTime":3013.916,"endTime":3018.1459999999997,"body":"very easily programming, automated"},{"speaker":"Aaron Moncur","startTime":3018.1459999999997,"endTime":3020.156,"body":"motion and uh, and other things."},{"speaker":"Aaron Moncur","startTime":3020.486,"endTime":3024.866,"body":"Anyway, I. This was an, uh, an internal"},{"speaker":"Aaron Moncur","startTime":3020.486,"endTime":3024.866,"body":"project for us here at Pipeline,"},{"speaker":"Aaron Moncur","startTime":3024.8959999999997,"endTime":3028.946,"body":"and we worked on it for like a year"},{"speaker":"Aaron Moncur","startTime":3024.8959999999997,"endTime":3028.946,"body":"and a half and it didn't quite work"},{"speaker":"Aaron Moncur","startTime":3028.976,"endTime":3030.956,"body":"and we basically had abandoned it."},{"speaker":"Aaron Moncur","startTime":3030.986,"endTime":3034.031,"body":"You know, we put a lot of time and"},{"speaker":"Aaron Moncur","startTime":3030.986,"endTime":3034.031,"body":"money into developing this thing and it,"},{"speaker":"Aaron Moncur","startTime":3034.346,"endTime":3036.266,"body":"it mostly worked, but, but not quite."},{"speaker":"Aaron Moncur","startTime":3036.266,"endTime":3039.416,"body":"It was a little buggy and so we just, you"},{"speaker":"Aaron Moncur","startTime":3036.266,"endTime":3039.416,"body":"know what, we're just gonna shelve this."},{"speaker":"Aaron Moncur","startTime":3039.416,"endTime":3040.136,"body":"Like we can't keep."},{"speaker":"Aaron Moncur","startTime":3040.166,"endTime":3041.306,"body":"Pouring money into it."},{"speaker":"Aaron Moncur","startTime":3041.666,"endTime":3045.476,"body":"And one of our engineers approached me"},{"speaker":"Aaron Moncur","startTime":3041.666,"endTime":3045.476,"body":"and he said, you know what, I, I have some"},{"speaker":"Aaron Moncur","startTime":3045.476,"endTime":3050.306,"body":"ideas for how we can make this work and,"},{"speaker":"Aaron Moncur","startTime":3045.476,"endTime":3050.306,"body":"and I think it, I think it's gonna work."},{"speaker":"Aaron Moncur","startTime":3050.336,"endTime":3053.036,"body":"And I was like, ah, you know, we've"},{"speaker":"Aaron Moncur","startTime":3050.336,"endTime":3053.036,"body":"already spent so much time and"},{"speaker":"Aaron Moncur","startTime":3053.036,"endTime":3054.116,"body":"money, I, I don't wanna do this."},{"speaker":"Aaron Moncur","startTime":3054.116,"endTime":3058.226,"body":"And he said, just gimme two days, gimme"},{"speaker":"Aaron Moncur","startTime":3054.116,"endTime":3058.226,"body":"two days to work on it, and if I can't"},{"speaker":"Aaron Moncur","startTime":3058.226,"endTime":3061.916,"body":"produce, you know, this result, by the end"},{"speaker":"Aaron Moncur","startTime":3058.226,"endTime":3061.916,"body":"of two days, I'll never bring it up again."},{"speaker":"Aaron Moncur","startTime":3062.216,"endTime":3063.386,"body":"So I said, okay, fine."},{"speaker":"Aaron Moncur","startTime":3063.596,"endTime":3064.8559999999998,"body":"Two days, let's see what you can do."},{"speaker":"Aaron Moncur","startTime":3065.306,"endTime":3067.736,"body":"And sure enough, two days"},{"speaker":"Aaron Moncur","startTime":3065.306,"endTime":3067.736,"body":"later he came back and he had"},{"speaker":"Aaron Moncur","startTime":3067.736,"endTime":3069.416,"body":"this, this one element working."},{"speaker":"Aaron Moncur","startTime":3070.151,"endTime":3073.241,"body":"And then he said, you know what,"},{"speaker":"Aaron Moncur","startTime":3070.151,"endTime":3073.241,"body":"I, I think that this other problem"},{"speaker":"Aaron Moncur","startTime":3073.241,"endTime":3075.5209999999997,"body":"we've been having, I think I"},{"speaker":"Aaron Moncur","startTime":3073.241,"endTime":3075.5209999999997,"body":"know how to solve that as well."},{"speaker":"Aaron Moncur","startTime":3075.701,"endTime":3078.431,"body":"And I was like, ah, there's no way that"},{"speaker":"Aaron Moncur","startTime":3075.701,"endTime":3078.431,"body":"other problem we've been working on"},{"speaker":"Aaron Moncur","startTime":3078.431,"endTime":3079.961,"body":"forever, and we just can't figure it out."},{"speaker":"Aaron Moncur","startTime":3080.051,"endTime":3081.2509999999997,"body":"He says, gimme two days."},{"speaker":"Aaron Moncur","startTime":3081.491,"endTime":3083.141,"body":"Two days, and, and"},{"speaker":"Aaron Moncur","startTime":3081.491,"endTime":3083.141,"body":"let's see what I can do."},{"speaker":"Aaron Moncur","startTime":3083.201,"endTime":3083.621,"body":"Okay?"},{"speaker":"Aaron Moncur","startTime":3083.681,"endTime":3084.5209999999997,"body":"Two days go for it."},{"speaker":"Aaron Moncur","startTime":3084.791,"endTime":3086.051,"body":"Two days later he comes back."},{"speaker":"Aaron Moncur","startTime":3086.081,"endTime":3086.651,"body":"It's solved."},{"speaker":"Aaron Moncur","startTime":3086.891,"endTime":3090.791,"body":"And I, I, I bring that up because I"},{"speaker":"Aaron Moncur","startTime":3086.891,"endTime":3090.791,"body":"think that's such, especially for the"},{"speaker":"Aaron Moncur","startTime":3090.791,"endTime":3092.411,"body":"individual contributors out there."},{"speaker":"Aaron Moncur","startTime":3093.611,"endTime":3096.341,"body":"Don't try to sell the farm all at once."},{"speaker":"Aaron Moncur","startTime":3096.611,"endTime":3099.581,"body":"Bite off little, you know,"},{"speaker":"Aaron Moncur","startTime":3096.611,"endTime":3099.581,"body":"little demos that you can do."},{"speaker":"Aaron Moncur","startTime":3099.581,"endTime":3105.221,"body":"Little, little, um, uh, pieces of proof"},{"speaker":"Aaron Moncur","startTime":3099.581,"endTime":3105.221,"body":"that you can bring to your leadership,"},{"speaker":"Aaron Moncur","startTime":3105.221,"endTime":3111.341,"body":"your, your manager, um, to incrementally"},{"speaker":"Aaron Moncur","startTime":3105.221,"endTime":3111.341,"body":"show them like, Hey, this idea has merit."},{"speaker":"Aaron Moncur","startTime":3111.341,"endTime":3112.181,"body":"It can work."},{"speaker":"Aaron Moncur","startTime":3112.391,"endTime":3115.181,"body":"It was really effective when"},{"speaker":"Aaron Moncur","startTime":3112.391,"endTime":3115.181,"body":"my engineer did that for me."},{"speaker":"Ramzi Marjaba","startTime":3117.071,"endTime":3118.421,"body":"So why did"},{"speaker":"Ramzi Marjaba","startTime":3117.071,"endTime":3118.421,"body":"you give him two days?"},{"speaker":"Aaron Moncur","startTime":3119.456,"endTime":3123.266,"body":"Because I really wanted"},{"speaker":"Aaron Moncur","startTime":3119.456,"endTime":3123.266,"body":"it to work, and, and he gave me enough"},{"speaker":"Aaron Moncur","startTime":3123.326,"endTime":3125.546,"body":"hope that maybe he knows something."},{"speaker":"Aaron Moncur","startTime":3125.546,"endTime":3129.056,"body":"The other engineers who are working on"},{"speaker":"Aaron Moncur","startTime":3125.546,"endTime":3129.056,"body":"this didn't know and he can make it work."},{"speaker":"Ramzi Marjaba","startTime":3130.181,"endTime":3131.741,"body":"So you wanted the outcome"},{"speaker":"Aaron Moncur","startTime":3131.756,"endTime":3132.8959999999997,"body":"I wanted the outcome."},{"speaker":"Aaron Moncur","startTime":3133.1059999999998,"endTime":3133.316,"body":"Right."},{"speaker":"Aaron Moncur","startTime":3133.316,"endTime":3134.036,"body":"I I, okay."},{"speaker":"Aaron Moncur","startTime":3134.246,"endTime":3134.426,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":3134.426,"endTime":3135.086,"body":"Lemme back up."},{"speaker":"Aaron Moncur","startTime":3135.086,"endTime":3138.266,"body":"The reason I wanted it to work was"},{"speaker":"Aaron Moncur","startTime":3135.086,"endTime":3138.266,"body":"because I, I think it, it's, uh."},{"speaker":"Aaron Moncur","startTime":3138.476,"endTime":3143.6059999999998,"body":"Fantastic product that other"},{"speaker":"Aaron Moncur","startTime":3138.476,"endTime":3143.6059999999998,"body":"companies need and, and we"},{"speaker":"Aaron Moncur","startTime":3143.6059999999998,"endTime":3145.406,"body":"can sell and, and make money."},{"speaker":"Aaron Moncur","startTime":3145.466,"endTime":3147.416,"body":"That was the business outcome I wanted."},{"speaker":"Ramzi Marjaba","startTime":3148.631,"endTime":3148.871,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":3148.871,"endTime":3149.741,"body":"So you wanted that."},{"speaker":"Ramzi Marjaba","startTime":3150.011,"endTime":3151.7509999999997,"body":"And he also reduced the risk"},{"speaker":"Aaron Moncur","startTime":3151.796,"endTime":3152.306,"body":"Yes."},{"speaker":"Ramzi Marjaba","startTime":3153.011,"endTime":3153.401,"body":"just two"},{"speaker":"Aaron Moncur","startTime":3153.596,"endTime":3153.866,"body":"Yeah."},{"speaker":"Ramzi Marjaba","startTime":3154.091,"endTime":3155.351,"body":"uh, let"},{"speaker":"Ramzi Marjaba","startTime":3154.091,"endTime":3155.351,"body":"me work on this problem."},{"speaker":"Ramzi Marjaba","startTime":3155.591,"endTime":3157.301,"body":"He didn't say, let me work on everything."},{"speaker":"Ramzi Marjaba","startTime":3157.301,"endTime":3157.901,"body":"I'll fix it"},{"speaker":"Aaron Moncur","startTime":3158.246,"endTime":3158.636,"body":"Right."},{"speaker":"Ramzi Marjaba","startTime":3158.651,"endTime":3159.5209999999997,"body":"two days, he would've said."},{"speaker":"Ramzi Marjaba","startTime":3159.831,"endTime":3160.881,"body":"That's not gonna happen in"},{"speaker":"Aaron Moncur","startTime":3160.946,"endTime":3160.976,"body":"I."},{"speaker":"Ramzi Marjaba","startTime":3161.061,"endTime":3164.301,"body":"days, he said,"},{"speaker":"Ramzi Marjaba","startTime":3161.061,"endTime":3164.301,"body":"gimme, he broke it down to the"},{"speaker":"Ramzi Marjaba","startTime":3164.721,"endTime":3169.191,"body":"first problem two days and then the"},{"speaker":"Ramzi Marjaba","startTime":3164.721,"endTime":3169.191,"body":"second, and he earned trust, right?"},{"speaker":"Ramzi Marjaba","startTime":3169.2509999999997,"endTime":3173.901,"body":"Sometimes you talk in sales like you"},{"speaker":"Ramzi Marjaba","startTime":3169.2509999999997,"endTime":3173.901,"body":"earn the right to the next meeting."},{"speaker":"Ramzi Marjaba","startTime":3174.951,"endTime":3177.5009999999997,"body":"That's sometimes that's all you can get."},{"speaker":"Ramzi Marjaba","startTime":3177.591,"endTime":3180.381,"body":"You don't always earn the right"},{"speaker":"Ramzi Marjaba","startTime":3177.591,"endTime":3180.381,"body":"to sell within the first meeting."},{"speaker":"Ramzi Marjaba","startTime":3180.381,"endTime":3182.571,"body":"Sometimes you just earn the"},{"speaker":"Ramzi Marjaba","startTime":3180.381,"endTime":3182.571,"body":"right for the next meeting."},{"speaker":"Ramzi Marjaba","startTime":3182.691,"endTime":3186.321,"body":"He earned the right for"},{"speaker":"Ramzi Marjaba","startTime":3182.691,"endTime":3186.321,"body":"the next problem to solve."},{"speaker":"Aaron Moncur","startTime":3187.621,"endTime":3188.641,"body":"Yep, absolutely."},{"speaker":"Aaron Moncur","startTime":3189.211,"endTime":3189.331,"body":"You."},{"speaker":"Aaron Moncur","startTime":3189.331,"endTime":3193.891,"body":"You usually can't go straight from"},{"speaker":"Aaron Moncur","startTime":3189.331,"endTime":3193.891,"body":"A to Z, but oftentimes you can go"},{"speaker":"Aaron Moncur","startTime":3193.891,"endTime":3197.5209999999997,"body":"from A to B, and if B looks good then"},{"speaker":"Aaron Moncur","startTime":3193.891,"endTime":3197.5209999999997,"body":"then you have an opportunity to go"},{"speaker":"Aaron Moncur","startTime":3197.5209999999997,"endTime":3199.921,"body":"to C and then D and eventually Z,"},{"speaker":"Ramzi Marjaba","startTime":3201.101,"endTime":3203.171,"body":"Yeah, and the more"},{"speaker":"Ramzi Marjaba","startTime":3201.101,"endTime":3203.171,"body":"trust you earn, whether with your"},{"speaker":"Ramzi Marjaba","startTime":3203.171,"endTime":3207.236,"body":"boss or with your customers, the"},{"speaker":"Ramzi Marjaba","startTime":3203.171,"endTime":3207.236,"body":"more leeway you get to try things."},{"speaker":"Aaron Moncur","startTime":3207.2709999999997,"endTime":3207.721,"body":"right?"},{"speaker":"Aaron Moncur","startTime":3208.171,"endTime":3208.381,"body":"Yep."},{"speaker":"Aaron Moncur","startTime":3209.726,"endTime":3210.116,"body":"All right."},{"speaker":"Aaron Moncur","startTime":3210.116,"endTime":3213.206,"body":"Well, man, this, uh, close to"},{"speaker":"Aaron Moncur","startTime":3210.116,"endTime":3213.206,"body":"an hour has gone by really fast."},{"speaker":"Aaron Moncur","startTime":3213.206,"endTime":3213.806,"body":"This was fun."},{"speaker":"Aaron Moncur","startTime":3213.806,"endTime":3215.706,"body":"I knew it would be, uh, Ramzi."},{"speaker":"Aaron Moncur","startTime":3215.726,"endTime":3218.761,"body":"What, what else do you want to say"},{"speaker":"Aaron Moncur","startTime":3215.726,"endTime":3218.761,"body":"that we haven't talked about yet?"},{"speaker":"Ramzi Marjaba","startTime":3220.781,"endTime":3224.141,"body":"Don't be afraid of"},{"speaker":"Ramzi Marjaba","startTime":3220.781,"endTime":3224.141,"body":"just learning more about sales."},{"speaker":"Ramzi Marjaba","startTime":3224.141,"endTime":3227.891,"body":"I think sales would help in any way,"},{"speaker":"Ramzi Marjaba","startTime":3224.141,"endTime":3227.891,"body":"in any aspect of life, whether you're"},{"speaker":"Ramzi Marjaba","startTime":3227.891,"endTime":3233.051,"body":"trying to buy a car, buy a house, get"},{"speaker":"Ramzi Marjaba","startTime":3227.891,"endTime":3233.051,"body":"a girlfriend, boyfriend, whatever."},{"speaker":"Ramzi Marjaba","startTime":3233.531,"endTime":3237.551,"body":"It will help in all of those aspects"},{"speaker":"Ramzi Marjaba","startTime":3233.531,"endTime":3237.551,"body":"and you can apply different, different."},{"speaker":"Ramzi Marjaba","startTime":3240.311,"endTime":3245.531,"body":"methodologies to any aspect of your"},{"speaker":"Ramzi Marjaba","startTime":3240.311,"endTime":3245.531,"body":"life and you'll, your life would"},{"speaker":"Ramzi Marjaba","startTime":3245.531,"endTime":3247.691,"body":"be easier as far as I'm concerned."},{"speaker":"Ramzi Marjaba","startTime":3248.081,"endTime":3251.531,"body":"Again, if you do it honestly,"},{"speaker":"Ramzi Marjaba","startTime":3248.081,"endTime":3251.531,"body":"authentically, and with"},{"speaker":"Ramzi Marjaba","startTime":3251.531,"endTime":3255.7309999999998,"body":"known nefarious uh, goals."},{"speaker":"Ramzi Marjaba","startTime":3255.881,"endTime":3258.101,"body":"'cause at some point you're"},{"speaker":"Ramzi Marjaba","startTime":3255.881,"endTime":3258.101,"body":"gonna get found out and"},{"speaker":"Ramzi Marjaba","startTime":3258.101,"endTime":3259.241,"body":"you're gonna pay for the cons."},{"speaker":"Ramzi Marjaba","startTime":3259.2709999999997,"endTime":3262.571,"body":"You're gonna pay the consequences"},{"speaker":"Ramzi Marjaba","startTime":3259.2709999999997,"endTime":3262.571,"body":"of those actions if you have."},{"speaker":"Ramzi Marjaba","startTime":3263.486,"endTime":3266.036,"body":"you have goodness in your heart, I"},{"speaker":"Ramzi Marjaba","startTime":3263.486,"endTime":3266.036,"body":"guess it'll be very useful to you."},{"speaker":"Ramzi Marjaba","startTime":3266.486,"endTime":3269.486,"body":"And it's a tool like anything else could"},{"speaker":"Ramzi Marjaba","startTime":3266.486,"endTime":3269.486,"body":"be used for good, could be used for bad."},{"speaker":"Ramzi Marjaba","startTime":3269.696,"endTime":3271.526,"body":"If you use it for bad, you're"},{"speaker":"Ramzi Marjaba","startTime":3269.696,"endTime":3271.526,"body":"gonna get found out sooner or"},{"speaker":"Ramzi Marjaba","startTime":3271.526,"endTime":3273.296,"body":"later and you're gonna be outed."},{"speaker":"Aaron Moncur","startTime":3273.811,"endTime":3274.681,"body":"Ethical selling."},{"speaker":"Ramzi Marjaba","startTime":3276.446,"endTime":3276.716,"body":"Yeah."},{"speaker":"Aaron Moncur","startTime":3277.321,"endTime":3277.921,"body":"All right."},{"speaker":"Aaron Moncur","startTime":3277.9809999999998,"endTime":3279.641,"body":"Where can people find you, Ramzi?"},{"speaker":"Aaron Moncur","startTime":3279.661,"endTime":3280.781,"body":"How can people get in touch with you?"},{"speaker":"Ramzi Marjaba","startTime":3282.091,"endTime":3284.576,"body":"My website is"},{"speaker":"Ramzi Marjaba","startTime":3282.091,"endTime":3284.576,"body":"we, the sales engineers.com."},{"speaker":"Ramzi Marjaba","startTime":3284.576,"endTime":3290.256,"body":"You can, uh, connect with me on LinkedIn,"},{"speaker":"Ramzi Marjaba","startTime":3284.576,"endTime":3290.256,"body":"Ramzi Mebo, or uh, you can email me at"},{"speaker":"Ramzi Marjaba","startTime":3290.3759999999997,"endTime":3292.496,"body":"Ramzi at we the sales engineers.com."},{"speaker":"Ramzi Marjaba","startTime":3292.976,"endTime":3297.506,"body":"If you're like, uh, Aaron in the same boat"},{"speaker":"Ramzi Marjaba","startTime":3292.976,"endTime":3297.506,"body":"and looking for some help, just reach out."},{"speaker":"Ramzi Marjaba","startTime":3297.506,"endTime":3298.346,"body":"I'm happy to help."},{"speaker":"Ramzi Marjaba","startTime":3299.306,"endTime":3300.506,"body":"You know, no strings attached."},{"speaker":"Aaron Moncur","startTime":3300.596,"endTime":3301.046,"body":"Awesome."},{"speaker":"Aaron Moncur","startTime":3301.556,"endTime":3304.046,"body":"Alright, Ramzi, thank you so"},{"speaker":"Aaron Moncur","startTime":3301.556,"endTime":3304.046,"body":"much for being on the show today."},{"speaker":"Ramzi Marjaba","startTime":3305.156,"endTime":3305.846,"body":"Thank you for having me."}]}