It was an ordinary day. I was deep in the CRM, hunting for leads, when the distinct three-tone ring of my office phone jolted me back to reality. It was an internal call—rare and intriguing.
A quick glance at the caller ID revealed extension 001.
Upstairs was calling.
This was code for the owner’s suite above—the nerve center of the third largest Nissan dealership in the country.
My heart quickened as I picked up, trying to sound composed.
“Hello, this is Gus…” I said, enunciating each word, hoping my voice conveyed confidence.
Before I could gather my thoughts, his secretary's voice cut through. “Mr. _______ wants to have dinner with you.
Be at The Palm Restaurant at 7:00 pm sharp tonight.”
"Uh, okay. I’ll be
The click of the line disconnecting left me with a storm of thoughts.
"Am I getting fired?"
"Is it a promotion?"
"Why me?"
...it had to be good news, I convinced myself.
...as you'll soon find out it was anything but.
By 6:45 pm, I was at The Palm, scanning the room as I waited.
At 6:57, he entered with a firm handshake and a nod to the hostess.
Without a word, we moved to the back room.
Seated at the table, surrounded by an impressive array of appetizers and drinks, he finally spoke.
"I bet you’re wondering why you’re here…" he began, a slight smile playing on his lips.
"Yes," I replied eagerly, anticipating the purpose behind this unexpected invitation.
As he swirled the crystal tumbler in his hand, his words shattered my expectations. "Gus, I'm dying."
“What?” I blurted out, my mind reeling from the sudden blow.
“I have terminal brain cancer.
I was stunned. Here was the man who had recruited me, let me build the internet department from scratch, provided me opportunities most only dream of.
Now, he faced an unimaginable reality.
I wanted to ask a million questions, but knew better.
The only thing I could say was...
“Oh my gosh, I'm so sorry” as I put my head down in some sort of acknowledgement.
We sat in silence for about 10 seconds (which felt like an absolute eternity) as I tried to process what I just heard.
“That’s not why you’re here,” he said, breaking my dazed thoughts.
"It’s not?" I asked, confused and a bit relieved.
Silently thinking to myself... what else could he possibly tell me?
There's something I want to tell you that only a handful of my family and few close friends know.
“Ok” I said with a curious look on my face.
"Ok but I'm not sure I can take much more? I softly responded.
He looked directly into my eyes and said...
"...it will be the most important thing I ever tell you so pay attention."
Coming to grips with the gravity of the situation I firmly put my feet on the floor and straightened up in my chair like I was ready for the next gut punch.
Don’t worry this is the good news.
I let out a quick sigh of relief as he opened with...
"When I was getting started in my sales career back in the 1950's my mentor taught me the single most important thing about selling.
...and now it’s time I pass it along to you.
Ok. I said.
The first thing you must understand is...
Trying to figure out where he was going with this I asked...
Ok, makes sense, but I'm not sure I understand.
He laughed and said... I thought you'd say that.
Until you can get a prospect to tell you the truth about what they’re trying to accomplish... you’ve got nothing.
“Ok” I said but how do I do that?
“Simple, find out where they are at in their Buyer Journey”
Their what? I asked
He then continued...
It’s the five steps every prospect goes through before they buy.
Some buyers take a few minutes to go through the 5 steps and others may take hours, weeks or even months.
The click of the line disconnecting left me with a storm of thoughts.
But know this…
Every buyer goes through these 5 steps.
...and until you know exactly where your buyer is at in their journey...
None of them address the absolute, most important thing in selling which is...
Ok, so how do I find out where they are at in their Buyer Journey? I asked.
He quickly responded...
"Easy, ask very specific questions without the prospect knowing the real meaning behind the questions."
Let me give you an example...
Have you ever watched any of those Attorney shows on T.V. like LA Law, The Practice or Law & Order?
You know when the attorney has a witness on the stand and they are asking those "easy, softball” questions?
Yes, I responded.
Then all of a sudden, out of nowhere you'll hear the attorney for the other side jumps up and say…
"Objection your honor, he's leading the witness."
Being a great salesperson uses this same concept... you need to ask questions which lead the prospect down a specific path in order to get them to respond.
...so you can quickly identify which step they are on in their Buyer Journey.
And once you have their responses (which will be the truth)...
It’s Like Having A Crystal Ball.
Because you'll know EXACTLY what to do and say as you guide them through the Buyer Journey.
...it’s like watching a magic show but instead you're the one who's on stage directing the show.
Then he said this...
"The fatal mistake almost every salesperson makes is they always start their sales process on STEP 1... without having any idea where the buyer is at in THEIR journey"
This statement hit me like a ton of bricks.
I immediately realized why none of closing strategies or courses on selling had ever worked for me...
...because they’re all geared to close which is the last and final step while the buyer is still on step 1 or step 2 when they actually reach out to you".
From the initial contact to getting them to say YES. Everything was revealed to me that spring night almost 20 years ago.
After hearing and seeing how selling really works...
It finally all made sense.
Everything.
I knew sales would be easier.
And they were.
...and they have been for me the past 20 years.
Once you know and use The Holy Grail of Selling foundation you’ll have an unfair advantage over everyone.
Your sales process will go more smoothly because you'll know exactly what to do and say.
You’ll sell more and at higher profit margins.
Your prospects will be amazed at how well they’re being treated and served.
If you're interested in learning more about the Holy Grail of Selling...
I've created special 37 minute workshop which will walk you through each step so you too can have this special knowledge.
I don't want you to think of this as sales training but rather a "shift" in your awareness.
Sure, I could charge $500, $1,000 or even $5,000 for this same workshop but my goal is to help as many salespeople as possible because I know first hand that...
I’ve never seen one expert, guru talk about the Buyer Journey - all they give you is regurgitated cheesy sales lines, word tracks, tell you to follow up more and grind it out.
Every sales person is trying to close without knowing what step their buyer is even on.
Think how many more people you’d sell if you would know where the prospect is at in their buyer journey and then guide them the rest of the way until they bought.
If you ask the right questions, get them to respond, you'll know exactly where they are at in their Buyer Journey.
Now that you have heard the story...
This is where I can help you…
To this day, I've never heard one of these "Sales guru's" ever talk about the Buyer Journey.
Because they know if you actually understood how the Buyer Journey works you wouldn't need to keep buying their programs and courses.
Once you watch the Holy Grail of Selling Workshop...
...and it can be explained to you in 37 minutes just like it was to me all those years ago.
That's it, 37 minutes of your time to have a skill set and knowledge which only a handful of people on the planet have.
You'll be one of the few.
But the best part is...
You'll have the skills, awareness and plan to put into action on every lead you have.
Sold, unsold, cold, inactive, lost.
Simply just "Seeing" how the Holy Grail of Selling works will instantly leverage everything you already know by allowing you to see the big picture.
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...understanding the signals, psychology and motivation behind buyer behaviors.
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