Salespeople's biggest struggle isn't caring about what they sell, it's convincing prospects why THEY should care. There's a group of salespeople who are expert at selling ideas before anything tangible appears – and you've seen their work. To learn how to apply this expertise to our own sales process, we sat down with Julie Barlow and Jean-Benoit Nadeau, professional writers and small business coaches. They shared the techniques they've honed over careers of selling ideas and helped us build a system that any salesperson can use to show prospects why they should care about what we're selling. It's all in this week's Bulletproof Selling podcast!