The marketplace is LOADED with promises, right? Everybody can reduce this by 20%, increase that by 15%, show you an ROI - but when you play that numbers game, you run the risk of just being a part of the noise. What if there was a way to cut through all of that and connect with your customers on a much deeper level?

Brian shares a game-changing conversation he had with a healthcare executive that completely shifted his sales approach, and it has nothing to do with features, benefits, or data. We're diving into identity-based selling: the art of selling to who your customer wants to become rather than what your product does.

Listen in for:

• Why Brian's new crew socks are actually a perfect example of identity-based selling
• How one conversation with a physician changed Brian's entire approach to sales
• Why leading with percentages and data makes you part of the noise
• The psychology behind identity-based selling and why it works so well
• Real examples from fitness, real estate, and pharmaceutical marketing
• How to identify what your customers really want to become
• Practical frameworks you can use to implement this in your business today

The bottom line: Your identity drives your behavior - both who you are AND who you want to be. When you're selling to that identity instead of just listing features, you create emotional connections that cut through the marketplace noise and build long-term relationships.

We're giving you plug-and-play examples for different industries, from financial advisors to wedding photographers, so you can start implementing this approach immediately.