Win First and Fight later is an axiom from Sun Tzu, the author of the Art of War.

Sizzling sales rainmakers win deals in the discovery phase, and don't claw and fight late in the battle with the only weapon left which is lowering the price.

In this episode we discuss the importance of getting involved early and how to accomplish that.

(0:00) Introduction to the episode: Win first, fight later

(1:15) The discovery phase in sales and its importance

(2:28) The connection between successful salespeople and active listening

(4:22) Understanding 'last look' in sales and strategies for winning bids

(6:38) Introduction to Mick Holly's book, "The Ultimate Formula for Winning Work with General Contractors"

(10:47) The three things people buy: People they like, companies they like, and the product or service

(13:43) Strategies to get time with decision makers in the 'fight later' phase

(16:59) Continuation of strategies for identifying key decision makers and building relationships

(18:01) Request for audience reviews and feedback

(18:16) Closing remarks and episode wrap-up