Today’s episode is about the mental friction that holds back a sale, why sellers struggle with it, and Sean Adams’ approach to overcoming it.Sean is the Head of Sales and Partnerships at Iorad, a platform that helps you create tutorials quickly and easily. He’s also a big part of the enablement and sales community on LinkedIn.Selling through Sean’s eyes is about understanding circumstances, not features. For sellers who have never truly been in their customers’ shoes, that’s a tall order.He and his team at Iorad approach that challenge with the Jobs To Be Done framework. This conversation became a practical discussion of how to apply the framework to the sales process.This is a Learning Culture Podcast bread-and-butter kind of episode.It’s filled with stories and tactical insights that you can bring into the fold of your work today.With that, sit back, relax, and enjoy this episode with Sean Adams.Sean’s Adams LinkedInAndrew Barry LinkedIn