Welcome to McBrayer and Associates, the podcast. I’m Jim McBrayer. If you don’t know me already, I co-founded my sales methodology company, McBrayer & Associates, eleven years ago after working for a Fortune 200 company. That company was my first customer.

This podcast gives you some of the insight that my live training and coaching delivers. If you like what you hear, don’t hesitate to get in touch with me through email: that’s jim@mcbrayerandassociates.com. And please feel free to share the podcast with anyone who you think might benefit from it.

In this episode, I'll talk about how to use the "it," or the sore spot. If you haven't learned how to find "it" yet, go back and listen to episode 12. If you have, here, we'll move on to discuss how to blow "it" up--how to magnify the problem before you offer your solution.