In this episode of The Transaction, Co-Hosts Matt Amundson and Craig Rosenberg sit down with Becc Holland, a sales expert known for her innovative approaches to diagnosing and solving sales challenges. They delve into the nuances of effective sales strategies, emphasizing the importance of proper diagnosis over traditional sales tactics. Becc shares her insights on understanding buyer metrics, discovering hidden problems, and delivering real value.TakeawaysEffective selling is about diagnosing problems the buyer is unaware of.Understanding and leveraging buyer metrics are crucial.Sellers should focus on delivering insights, not just pitching products.Discovery calls should be separate from demo calls to allow thorough diagnosis.Providing value through actionable advice builds credibility and trust.Chapters00:00 Introduction02:00 Viral Meme and Easter Bunny Anecdote05:00 Transition to Business Discussion08:00 Welcoming Becc Holland10:00 Importance of Bold Moves in Marketing15:30 Discovering Hidden Problems25:00 Diagnosing and Solving Buyer Issues35:00 Metrics and Industry Averages45:00 Strategic Risk-Taking and Big Wins55:00 Outro and Final ThoughtsQuote of the Show "It's not about showing me that you know me; it's about showing me that you know something about me that I don't know." - Becc HollandSponsor The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. They handle everything from creative to guest booking, so you can focus on the conversation. Discover how your company can leverage B2B podcasts to deliver outsized ROI at ringmaster.com.Connect with Becc HollandLinkedIn: Becc HollandShoutoutsGartnerForresterJordan PetersonAndy RaskinPhrases Minted in this Episode"Diagnose the Correct Things""Pain is Different from a Problem""Outlearn Your Competitors"Follow the ShowCraig’s LinkedIn: Craig RosenbergMatt’s LinkedIn: Matt AmundsenThe Transaction on LinkedIn: The TransactionThe Transaction Website: The Transaction PodSubstack: The Transaction SubstackWays to Tune InSpotify: The Transaction on SpotifyApple Podcasts: The Transaction on Apple PodcastsYouTube: The Transaction on YouTube