Have you ever tried to go somewhere new without directions? Your confidence in your sense of direction starts to wane as you realize it's not as simple as you thought it would be... Business can feel much the same way. The sense of I'll-figure-it-out bravado only takes us so far. At a certain point, we need some direction from someone who's mapped out the course to success. Today's guest is Kristin Zhivago literally wrote the book on the topic: Roadmap to Revenue. She is also the president and founder of Zhivago Partners. After our conversation, I can safely say that Kristin is an expert in the B2B buying process. In this episode, we will discuss the buyer’s mindset and how the buyers set the pace for how sales happen. As business owners and salespeople, we have to be in tune with that in order to adjust our sales and marketing efforts to listen to what buyers want and give them what they want in order to grow sales. Kristin has been helping CEOs and entrepreneurs increase their revenue for decades. Recently, Kristin and her introduced the concept of Mindset-Driven Marketing, a way to focus all your offers on the customer’s mindset when they set out on their buying journey. Matching the offer to buyer mindset results in a very rewarding result: increased sales.