You are!

Think about it: what’s the absolute first thing you do when you look at an old school photo? You look for yourself. (By the way, here's one of mine, can you spot me?*)

When we are coaching sales teams, we love to ask them, “Who's the most important person in the world?” We get all kinds of answers, ranging from “my wife”, “my husband” to “the King of England.”

But the answer is always the same: you are

As salespeople and business owners, we always need to keep in mind that our buyers think this way, too. So, while we might be incredibly excited about our shiny new product or service, we have to remember that we are the only ones losing sleep over it

Everybody else is busy being excited about their own world and their own stuff. If you want them to care about yours, you have to figure out how it fits into theirs

*Back row on the right!