Today's guest is a sales leader, a thought leader, and a speaker on topics like sales methodology, sales training, and the cost of inaction. Jen Allen is the Chief Evangelist at Challenger and the host of winning the challenger sale podcast. Jen joins Casey on the show this week to talk about challenging your buyer's beliefs, and how to show the customer the cost of inaction.  Busted Myths:Your sellers are entering into your CRM, and are telling you that you are losing to budget, timing, and competitors, and you are 100% being misled.  TakeawaysWhat you are most often losing to is the customers' gut feeling. ROI doesn’t solve the problem COI (Cost Of Inaction) does. What is at risk if I do nothing?One of the biggest mistakes you can make with decks is spending too much time trying to wow the customer about you. There are zero excuses for not knowing what a business cares about today.Before you can reframe someone's belief system, you have to get them talking to you and leaning into you, and seeing that you're credible in order to earn the right to reframe them.Leading a sale with what your client is doing wrong is a quick way to not close a sale.Selling is not about how quickly you can place an order, it is about getting a customer to look at their company and realize they have a need for something they didn't think they did.  Quote of the Show:“I am a big believer that I should not be having the customer tell me anything that's publicly available.” - Jen Allen Links:Twitter: https://twitter.com/JenAllenCEB?s=20&t=rMpV6IeJgbXDr5mVPLko3Q LinkedIn: https://www.linkedin.com/in/jenniferallen1121/ Website: https://www.challengerinc.com/ Podcast: https://www.challengerinc.com/podcast/  Ways to Tune In:Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49ddSpotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6KdsamnStitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-showGoogle Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_ShowYouTube: https://youtu.be/ivVA4kQH-Wk