18 January 2026
The only thing between where we are and where we want to be is a collection of things we do not know yet.
If we already knew them, we would already be there.
It is not what we know that holds us back.
It is what we do not know.
A painful lesson
Many years ago, I created what I thought was the perfect presentation.
- Every fact was covered.
- Every objection was pre-handled.
- Every slide led neatly to the close.
My offer was on a pedestal, polished and ready.
And then the universe said: “Bernie, you are an idiot.”
What I did not know
Most prospects are not moving toward our “shiny object” opportunity.
They are not waking up hoping to hear about our business.
So presenting the perfect company was a complete waste of time.
Most prospects are moving away from something.
- A problem.
- A frustration.
- A worry.
- A pain.
An example
I was busy explaining how good the opportunity was.
What I should have been doing was listening.
Listening for what?
Why were they unhappy.
What they wanted to change.
What they were trying to escape from.
Prospects take action when they want to fix a problem.
A better approach
Instead of talking more, we listen more.
If we become great listeners, we learn the problems our prospects want to avoid.
Once we know that, presenting becomes easy.
Sometimes, it is barely needed at all.
A question to ask ourselves
Before we pitch our wonderful business, ask this:
“What problems are my prospects running away from?”
Learning new things matters
I recently learned this:
“Our sensations begin in the brain’s thalamus, where the five senses first merge before being sent to higher brain areas. This process creates perception.”
I already knew this because I am a brain science nerd.
But this explanation is clearer.
And clarity helps us turn knowledge into something useful for our business.
The real point
If we learn just one helpful thing every day, where will we be in 100 days?
Much further along the journey.
Do not delay
Let us learn skills that actually move the needle.
Skills that shorten the journey.
A blended learning programme
I have created a blended learning programme built around five key skills:
- Building solid rapport in seconds
- Prospecting and networking skills
- Getting quality appointments on the phone
- Closing more easily
- Automatic referrals
This programme includes video, audio, worksheets and accountability tests with CPD certificates.
No travel time.
No travel expense.
If you would like more details, email me at: bernie@berniedesouza.com
Humour
To be honest, the only reason my wife and I are together is the children. Neither of us wanted custody.
Henry the Eighth’s second wife, Anne Boleyn, had a brother.
His name was Tenpin.
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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