The Longer You Do This, the Easier It Is to Forget

When you have done something for long enough, you get desensitized to it. The newness wears off. You forget the novelty of it.

You approach with curiosity and empathy.

It happens a lot with salespeople. At the beginning of your sales role, you are excited, asking your prospects questions, and listening. You approach with curiosity and empathy. This is somewhat caused by your lack of knowing what to say – how to fully explain your product and process, how to overcome every objection perfectly, and how to move to the close with ease. Basically…you (still) care about the people you are talking to and helping buy.

Then a shift happens that you don’t notice. You become what I call a professional – you know what to say, you know the transaction process really well. You not only have the perfectly crafted objection rebuttals available, but you also know how to use them in advance so there isn’t even an objection. When you speak with someone who ‘qualifies’ (whatever that means for your product/service) then you just assume they should buy. Not just that they should buy, but it’s the best thing for them.

The rub comes when this version of you as a salesperson interacts with a new prospect, who doesn’t know the process or if they really should buy what you are selling. They don’t know what concerns they will have until they have them. So, when you skip the part about them, as a person going through this for the first time, and the questions, hesitations, fears, worries, memories of past experiences that hit them throughout, it causes challenges in their mind.

So, when you skip the part about them – as a person – going through this for the first time…it causes challenges in their mind.

Imagine you are a mountain guide. You have hiked that mountain so many times you could literally do it with your eyes closed. You know every obstacle to watch for, every turn, the good places to stop and take a break or enjoy the view. There was an area in Northern California that I hiked so many times it was second nature. I knew the route down the mountain and where I could run (note – I am not a runner) at the right pace to feel like I was flying. The hike was two miles up to a plateau with a mountain lake, either a two-mile loop or a four-mile version, and then two miles down back to the parking lot – so 6 or 8 miles. I like traveling light, so I would have my car key, my phone, ear buds, and no water or snacks. Just go!

Now, imagine that someone else decides to join me (which has happened). I tell them, “don’t worry about anything, I have done this a lot, I will take care of things.” Again, no water, snacks, just music and a fast pace. They don’t know the first two miles is basically up. They don’t know that after that, it’s a nice flat hike around a lake. They don’t know that the faster way down is really steep and rocky. They don’t know where the two porta-potties are on the whole 8-mile trail.

Instead, what would be better (and create a nicer experience for them), is having the emotional intelligence to remember that they don’t know what I know, and to be empathetic to what they might want to know. To remember what it was like when I didn’t know everything about the trail and how I felt the first time I went by myself and figured it out. Truly, to be the guide and not the hero. The hero says – I know the way, follow me, don’t ask questions, trust me, and keep up.

Truly, to be the guide and not the hero.

If you have been a business broker for long enough, which is subjective, you can easily slip into the desensitized sales mode. When you know the process, you have seen enough scenarios, and you lose touch with the human you are speaking with. The one who has no idea how the process goes, what dangers lie ahead, how to minimize risk of failure, and hedge things in favor of success, and everything is riding on a successful exit from the business they built that holds all of their financial future and legacy.

Remember the person – have the emotional intelligence to always approach with curiosity and empathy. To explain. To overcommunicate. You might know what is happening in the process at that time, or what you are waiting for – but don’t assume they know. Don’t assume they know how much longer the up part of the hike is before getting a break.

Use your experience to be the Guide and not the hero.

Use your experience to be the Guide and not the hero. They are the hero on their journey to victory. Your job is to care, inform, protect, and lead.

Featured Podcast Episode

We just released a value-packed episode featuring Aldrin Raphael Fernandes, founder and principal broker of AR Business Brokers in Canada. Whether you’re a broker, business owner, or thinking about either, this episode is full of actionable takeaways!

Aldrin’s Journey: From Entrepreneur to Main Street Brokerage Leader

Aldrin’s story began across continents, gaining business and marketing experience in the Middle East, India, and Africa before moving to Canada. After owning and exiting several businesses himself, Aldrin discovered a striking void in Canada’s business brokerage space: Main Street businesses (typically under $5 million) were underserved and lacked specialized support. That revelation drove him to start AR Business Brokers—now a thriving 22-person team dominating their niche.

Aldrin’s advice for brokers:

• Invest in yourself: Treat brokerage like building a brand and enterprise, not just a job.
• Get educated: Never stop learning. Associations like the IBBA offer invaluable resources and networking.
• Specialize: Whether it’s by sector, deal size, or type, become known for something.
• Build your network: Cultivate relationships with lawyers, accountants, and wealth managers.
• Qualify your clients: Don’t be afraid to walk away from deals that don’t feel right.

Want to Hear More?

Listen to the full conversation for insights on:

• Navigating Canada’s unique deal financing landscape
• Avoiding the common pitfalls that derail Main Street transactions
• Building a brokerage model that scales—and stands out
  
  

  LISTEN TO THE FULL CONVERSATION

Click here to listen to the full episode ➜ https://businessbrokergrowth.com/podcast/

Until next time,

Jason

PS. Take the Digital Impact Assessment (free) →https://get.businessbrokergrowth.com/assessmentNL