FOUR ACTIONABLE TAKEAWAYS

Understand the VEX Scale: Classify prospects as Vetted (using a competitor), Educated (familiar but undecided), Cold (new to the space), or Self-Service. Tailor your approach accordingly.
Ask About Their Journey: Send an email upfront asking where they are in their learning process. This helps you position the conversation at the right level.
Skip Basic Discovery for Vetted Prospects: If they already use a competitor, focus on their current solution’s gaps and ideal outcomes instead of re-explaining the category.
Avoid Restarting Discovery: When new stakeholders join later calls, recap prior findings first, then ask how those problems impact their specific role.

JAKE'S PATH TO PRESIDENT’S CLUB

RESOURCES DISCUSSED

How to Find and Pursue Your Purpose with Dr. John Stanko - L3 Leadership