Goran Blagus
Episode · #32
BIZKULTURA Goran Blagus
Guest Goran BlagusHosted by Goran ŠikićMay 3, 2026
Goran Blagus
About this episode
What you'll hear in this conversation
Many entrepreneurs encounter questions they were never prepared for, from formulating an offer to sensing a buyer's readiness. These are the daily challenges that often feel like navigating uncharted waters. Goran Blagus, a business coach, helps founders find their bearings not by prescribing answers, but by guiding them to discover their own. He offers a practical, structured approach to business challenges, often by breaking down complex interactions into clear, repeatable steps. Readers will leave this conversation with a clearer understanding of how to approach their own business obstacles, particularly in sales.
Insights from the conversation
What to take from this episode
01
Goran Blagus describes his entry into coaching as a blend of his early startup struggles, corporate experience, and formal coaching education. His path reveals that the most effective coaching isn't just theory; it's the application of learned techniques to a foundation of hard-won, practical business experience.
02
Business coaching, Blagus notes, often sounds like 'Americanized fog-selling' to the skeptical ear. The coach's role isn't to provide mystical answers, but to help an entrepreneur examine their situation from different angles and uncover solutions they already possess.
03
Blagus defines 'sales choreography' as a 'set of steps and states a potential client needs to go through to become a client.' By viewing sales not as a spontaneous act but as a designed 'dance,' entrepreneurs can systematize client acquisition and make their business growth more predictable.
04
In a case study involving a wedding invitation business, the owner initially 'pushed' sales by talking through options while the customers (bride, groom, and crucially, the mother of the bride) debated in front of him. When a sale stalls, the problem often isn't the offer, but the environment; letting customers openly discuss and decide without pressure is more effective than attempting to persuade them.
05
To improve sales for the invitation business, Blagus suggested a counter-intuitive move: the owner should excuse himself for four to six minutes after presenting the options, leaving the customers alone. Stepping away from the sales interaction, even briefly, creates a vacuum that allows customers to process information and align their decisions internally, rather than reacting to a salesperson.
06
Upon returning after the planned absence, the owner was instructed to ask one specific question: 'Which one did you decide on?' Framing the question with the assumption that a decision has already been made bypasses indecision and subtly guides the customer toward committing to a choice.
07
This single change in the wedding invitation sales process — the planned absence and the assumptive question — increased conversion by 30%. Even minor, precise adjustments to the 'choreography' of a customer interaction can yield significant, measurable improvements in sales outcomes.