video1.0<iframe src="https://www.loom.com/embed/9957cb38ecb043148f07f8656d47b94d" frameborder="0" width="1440" height="1080" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>10801440Loomhttps://www.loom.com10801440https://cdn.loom.com/sessions/thumbnails/9957cb38ecb043148f07f8656d47b94d-c7c0461c29ea70f0.gif991.474In this video, I discuss the critical difference between surface discovery and archaeological excavation in sales. I reveal that 50 to 70% of your pipeline revenue is likely phantom revenue, stemming from surface problems that do not justify large investments. By shifting your focus to existential risks that threaten a company's market position, you can tap into transformation budgets, leading to larger deals—potentially $250,000 to $2 million—rather than the typical $50,000 operational deals. I urge you to examine your current pipeline and consider whether you are filling it with operational problems or uncovering deeper, strategic pain points. Throughout this workshop, I will provide you with the tools and techniques to become a more effective seller, moving from surface-level conversations to impactful, high-stakes discussions.