I really enjoyed my conversation with Joe DeRosa, President of SAFEBuilt. These insights are aligned with Chapter 2 of the Buyer’s Way, The Refusal of the Call, where we identify the 4 Fears that slow Buyers down. A lot of sales teams shy away from digging into the emotions of their Buyers, and I get why. They’re hard to measure and have a propensity to end up in an onboarding document sitting on a shelf somewhere. I wanted to talk to Joe because he’s been in the hot seat as the VP of Sales, CRO and President, and has navigated the balance of both serving the emotional needs of our Buyers, while being able to communicate the real impacts of that effort on the top line to the board.  We hope you find it helpful.