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when you read back into sales history you'll find that all of the problems the challenges the ejections the compensation structures uh the Sales Management they're all the same they're all exactly the same there's one issue that sales leaders did not have back then that they have today pervasively and it's forecasting and so I looked at that and I was like that's weird why is it that in all of these magazines and books nobody's complaining about forecasting but they are in everything today and I put my finger on it all right so buckle up it goes back to everybody's favorite sales movie right show me the money maybe not but 1992 Glengarry Glenn Ross he goes through you know coffee is for closers and then ABC always be closing and then he does something called Aida he's got Aida on his board he actually got that right and here's why and I'll explain what Aida is do I have your attention it was actually theorized in 1898 by a guy named Elias Saint Elmo Lewis who back in 1898 said that every single buyer on their journey goes through four stages Aida was the four stages a are they paying attention right do I have their attention I interest are you interested I know you are D have they generated a desire for our solution or product whatever we're selling and then a is are they ready to take action Aida now why that's important is that was about recognizing buyer behavior and it became the basis for every sales process and every sales forecasting methodology from 1898 through at least 1940. salespeople were taught processes and structures based on recognizing buyer Behavior fast forward to 1993 when siebel was first founded and then 1999 with Salesforce what are the stages that come out of the box huh they're seller focused aren't they Discovery qualification demo proposal clothes those are all things that we're doing every sales process things that we're doing huh why is it that we can't predict when a buyer is going to buy when we're spending all this time getting endorphin rushes and moving processes along based on what sellers are doing who knew right that was the thing recently that blew my mind is back then the endorphin rush the process every structure every conversation was based on buyer behavior and focusing there and now we say that we're buyer Centric but all of our processes in our pipeline stages in the endorphins we get moving a deal across are based on what sellers are doing that that was the big recent one and it was something that we did like when I was cro of power reviews we looked at the stages and then we layered in buyer Behavior over the top and our forecast immediately got more accurate I think that's a huge opportunity and it's a huge thing that they did right that we're doing wrong that Aida thing when I say it was pervasive every sales book all of them talk about Aida in 1924 there was a guy named Elmer Ellsworth Ferris in his book salesmanship that actually has a paragraph in it that says all sales philosophers concede that it's Aida like they and I'm not going to talk about it because it's conceited and today where do you hear Aida nowhere and then we wonder why our forecasts are messed up