Have you ever tried to convince a prospect to care about the features or benefits of what you sell? And how did that go? It's true that prospects only care about the things that could affect them, and if they don't understand how what you sell does that, you'll struggle to sell. To understand how to research and communicate the information prospects care about, we sat down with Sanjay Dhebar, a professor of sales and marketing who showed us that to engage prospects, we must understand what should be keeping them up at night. It's all in this week's Bulletproof Selling podcast!