The Psychology of Sales. That's one of the things we're going to be talking to you about today.

I've got a very successful sales guy, 25 years of experience, lots of success, and what he calls

the psychology of the sale. You know, we're breaking it down. Some of the things we've talked about in the past, empathy, the understanding of what

the other person is going through, what they care about.

It's not the product.

And compassion, the desire to help them through this journey.

And he positions it more as being both on the same side.

Both people are trying to accomplish the same thing.

Throw away that adversarial mindset,

the objection handling and the pushing that we think of in sales.

Because in B2B sales, that doesn't help.

It kind of gets in the way.

This is one of my favorite interviews, I think, this year,

because he's both has the experience and the uniqueness of being able to articulate it.

A lot of great salespeople, they don't know how to articulate what they do differently.

They're unconsciously competent at it.

And I experienced that when I wrote my book. It was, okay, now how do I put this

into words that other people can understand? How do I really express it so that somebody can

take it and then go with it? It's hard. Seems like it would be easy, but try it.

What we end up doing is not going deep enough and we stick at the platitude level.

It's all about relationships or, you know, clothes strong. Okay, whatever. Okay, go away. Those are platitudes. They're not really

strategies. I think you're going to enjoy this interview. This is one that you don't want to listen

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