The Enterprise Sales Masterclass: What Most Salespeople Get Completely Wrong

Most salespeople make the same mistakes — chasing one decision maker, leading with features, and pushing for a close before they've earned the right to. In this enterprise sales masterclass, Chris Moreno and Adrian Danila break down the exact process he used to close multi-million dollar contracts with the top 50 multifamily owners in America — and the costly mistakes that almost stopped him from getting there. In this episode you'll learn: → Why you should disqualify prospects instead of qualifying them → How to map stakeholders in complex organizations (it's never just one person) → The HR, CFO, and CMO blind spots that kill most enterprise deals → Why "no budget" is almost never the real obstacle → How to run a pilot-to-portfolio deal cycle in multifamily → The difference between being the hunted and the hunter — and how to make the mental shift → What the Sandler Rule means by "spilling your beans in the lobby" → How Luxer One went from a startup in San Francisco to 2,000+ Home Depot locations 0:00 — Intro 1:18 — The biggest mistake in enterprise sales: chasing one decision maker 2:56 — The stakeholders everyone ignores: HR, CFO, and CMO 4:44 — Sandler, Challenger, and "spilling your beans in the lobby" 5:44 — Why you should disqualify instead of qualify 7:08 — Brian Chesky's rule: 1,000 customers who love you vs. 100,000 who don't 8:48 — Is the CEO the right person to start with? 11:32 — How to map stakeholders inside a large organization 12:52 — Why multifamily sales cycles are unlike any other industry 15:52 — When did it all click? The epiphany that changed everything 20:18 — The #1 reframe for anyone starting in enterprise sales 24:08 — Case study: closing the top 50 multifamily owners in America 29:14 — How to win an RFP: tell them what you don't do 32:22 — The end-of-quarter pressure trap (and the 90% discount story) 34:26 — What can silently kill a deal that looks like it's going well 37:22 — Budget is not the blocker you think it is 41:32 — The power of reference customers and early adopters 44:40 — How Home Depot became bigger than Greystar 46:22 — What selling Luxer One taught Chris about enterprise sales 52:36 — Small decisions that quietly decide deals before the proposal 55:00 — Strong beliefs, loosely held — staying open to new information 1:01:18 — Selling into a category that doesn't have a budget yet: EV charging 1:05:36 — The deal you lost — and the one small thing that would have changed it