If the End User Hates It, the Sale is Toast Says Russ Broomell

This is episode 743.

Read the complete transcription on the Sales Game Changers Podcast website.

This is a Sales Story and a Tip episode! 

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Today’s show featured an interview with Faheem Moosa, founder of Consulting Leap.

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RUSS’ TIP:  “That phrase, ‘If the pressman doesn’t like it, it ain’t going to work,’ has stayed with me since the 1990s, and it still applies to every sales situation I’ve been in. No matter how senior the buyer is, I’ve learned that the people actually using your product—the ones with their hands on it—are the ones who make or break the deal.”

🚀 Key Takeaways:

✅ The real influencers aren’t always at the top. End users—like press operators, admins, or engineers—can make or break a deal based on their experience with your product.

✅ Get the ground truth before the boardroom pitch. Talking to the people who actually use the technology uncovers insights and blockers that execs and procurement might not even be aware of.

✅ Relationships still matter—especially with users. Building trust with everyday users can uncover deal-closing intel and build lasting loyalty beyond just the contract signers.