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<v ->Core skills.</v>

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It means the ability to expertly manage

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and flawlessly execute the customer decision process

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to a place where the natural and logical conclusion

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is to partner and do business together.

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And that takes your quarterbacking a commitment

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through a series of incremental decisions.

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So what are the skills and competency required to do that?

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Well, first skill with questions.

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You have to sell from a position of intelligence.

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You have to understand the customer's situation,

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the points of pain, and how you're uniquely

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and differentiated and qualified to solve it.

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And then you have to build, you have to co-create

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an optimal environment where you're working in concert

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and with with that customer partner to do precisely that.

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And we talk about this technique called

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looping to understand,

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which is just a communication technique,

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but it's asking effective open-ended questions,

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it's probing for additional insight and information,

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and then it's summarizing for context and clarity

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so everybody's on the same page.

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That one skill set, that one competency alone,

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which I consider core, increases trust and likability

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in a negotiation or sales exchange by about 40%.

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It's just a skill.

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And so practice reinforcement, knowledge transfer,

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demonstrating, leveraging that skill.

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And then it's earning the commitment.

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You know, it's inviting the customer into the conversation

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in a way where the commitment is clear

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and moving past sort of the fear or the resistance

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of making a change and making a mistake.

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The value exchange becomes worth it to take that risk,

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and the risk is mitigated by managing

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an expert decision process.

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And those skills, those fundamental and foundational skills

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need to be constantly developed and continually reinforced.

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Those skills are core.

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They're core to building a partnership

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through a complex decision cycle.

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And so I think our ability to consistently reinforce those

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and train around that and share that knowledge

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and transfer that knowledge and best practices

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as commercial leaders is essential.