This episode kicks off a special year for Sales with ASLAN as we celebrate 30 years in business by revisiting the most important truths we have learned along the way.

Tom and Tab start with the most foundational and most counterintuitive insight of all: the customer’s willingness to listen matters more than your ability to communicate.

From early days making cold calls to conversations with Fortune 100 leaders, from leadership teams to marriages and parenting teenagers, this truth shows up everywhere. When someone is not receptive, even the best message fails. When they are, influence becomes possible.

In this conversation, Tom and Tab unpack why traditional persuasion often backfires, why modern buyers are more resistant than ever, and what it really takes to create fertile soil before planting the seed.