In this episode, Andrew Rice interviews Mark Phinick, a B2B deal coach with over four decades of experience in sales. Mark discusses the unique role of a deal coach, emphasizing the importance of focusing on customer outcomes rather than just product features. He shares insights on common mistakes sales teams make, the effective use of sales frameworks, and strategies for reigniting conversations with champions. Mark also addresses how to overcome procurement and CFO objections by reframing deals in financial terms. Throughout the conversation, he provides valuable lessons learned from high-stakes deals and offers practical advice for founders and sales managers on navigating challenges in the sales process.