EQFIT® Blog

Objections Aren’t Rejection

Steve Goodner

Published on: 08/18/2026

An objection is not the buyer saying no. An objection is the buyer telling you, out loud, the precise thing they need reassured before they can say yes.

You Can’t Sell to Someone You Haven’t Heard

Steve Goodner

Published on: 08/10/2026

Trust is not a nice feeling that follows a sale. It is a measurable state you can create — and the fastest way to create it is to stop talking and start listening.

Grow Yourself, Grow Your Business

Steve Goodner

Published on: 08/05/2026

Product knowledge and closing tactics predict the short-term numbers, but the ability to build connection and trust predicts the long-term ones — and that ability is downstream of what you believe about yourself.

The Book Every Entrepreneur Needs Before Their Next AI Decision

Steve Goodner

Published on: 03/09/2026