The traffic light sales process (Daniel Hunjas with Jason Barnard)

Daniel Hunjas explains his analogy between traffic lights and the sales process. When selling, we often have a tendency to speed up at a yellow light, and that is the wrong thing to do – a yellow light is an objection, so you should slow down and take the time to explain to the potential customer… Daniel advises taking people to their pain points right from the start, which reduces churn and avoids wasting everyone’s time. Some lovely quotes “solutions hold no value, they only derive value from the problems they solve”, “tension is the chemistry of sales”…. this is the day I switched from being an SEO to being a marketer. Thanks Daniel.

Daniel on LinkedIn


Jason Barnard has over 2 decades of experience in digital marketing.

He currently teaches Brand SERP optimisation to students at and writes regularly for leading marketing publications such as Search Engine Journal, SEMrush, OnCrawl, Searchmetrics as well as appearing regularly on digital marketing webinars and speaking at major conferences around the world such as BrightonSEO, PubCon, SMX London, YoastCon.