Category Archives for Emotion

New Products, Dan Cockerell, Donald C. Kelly

TSE 1195: Creating Great Customer Experiences To Close More Deals

New Products, Dan Cockerell, Donald C. KellyCreating great customer experiences to close more deals is often a neglected sales strategy by many. That shouldn’t be the case. 

Dan Cockerell grew up in the hospitality industry. He went to Boston University and worked at Disney World for a summer. He officially joined the Walt Disney Company as a parking attendant in 1991 after finishing college. After 26 years and 19 jobs at Walt Disney, he decided to leave to start his own consulting company. 

Most of the employees in Disney who are working as executives in the operation started in the frontline roles to understand the customer experiences at the ground level. Disney isn’t sales but the structure that is used in its marketing is similar to sales. 

Translating it to our language, salespeople are bound to creating customer experiences to close more deals

The beginning of Disneyland

Walt Disney was ahead of his time. He was an animator and he wanted to create a 3D world where people could escape reality and step into movies. He wanted to create happiness together as a family. This was his original thought for building Disneyland in 1955. He kept the business clean, he was nice to people, and he valued them. People kept coming back because of the Midwestern values set by the company. 

Dan understood then that people are looking for experiences. Even millennials these days are looking for experiences rather than buying objects that lose their value over time. Experience, on the other hand, gains value over time. Disney had a great business model: to make emotional connections with people and have a great product and service to offer them simultaneously. 

The immense popularity of Disney parks stems from its ability to create experiences. 

Creating great customer experiences to close more deals

Disney did a lot of research and measurements to help the company improve. They have round table discussions, group discussions, and surveys. They pulled out a group one year and made a survey on what makes them different and why people keep coming back to Disney World. The Disney team had their expected answers, including the fireworks, the hotels, the attractions, the food, the characters, and others. 

There are four things, however, that Disney and salespeople have in common. 

Disney makes people feel special

They translated that to the cast members and they had a common purpose which is to create happiness for guests. Their team always looks for ways to make their guests feel special every day. It’s challenging when you have 50 million guests coming to the park every year. 

The same is true in sales, salespeople need to make their potential clients and existing clients feel special. Often times, it’s the simple things like sending them notes on their birthdays or when there’s something big to celebrate in their company. You have to invest in time with them. 

Disney treats people as individuals

Connect with people individually and make exceptions depending on one’s situation. As salespeople, you also need to treat people as individuals. Don’t quote them because the policy won’t work for some of them. Figure out a way to make exceptions according to their needs to make them feel like individuals. 

Creating great customer experiences to close more deals doesn’t have to be expensive. It takes attention to detail in order to connect with people. You just have to hire people who are keen on taking interest in people.

 A team needs a good leader or role model. Show your people that you are approachable and you want to help them with their sales problems as much as possible. Talk to them and be with them. Seeing their role model in action motivates them to do better in creating great customer experience to close more deals. 

Get down with the best practices you can as an organization no matter how small these gestures are to make your potential and existing clients feel special. Think of the ways you can give your clients great experiences. 

Disney respects everyone 

Respect is basic. People who come to Walt Disney are treated equally regardless of where they are staying. Guests who pay $99 a night and guests who pay $1,200 a night are given the same amount of respect. Disney isn’t looking at the color of the skin, the language people speak, and where they came from. Everyone must feel welcome without prejudice. 

Salespeople must show respect to all clients regardless of color, language, or policy they are going to get. Even when, as a leader, you aren’t particularly fond of the organization you are in, you still have to take personal pride in your profession. 

When you treat your team professionally, they’ll also respond professionally. 

When the clients’ experience fails, it isn’t the fault of the sales rep but that of the leader. You might have hired them in an environment they shouldn’t be in, you might not have trained them, you might have failed to give them feedback, and/or acknowledged them enough. 

Leaders create the environment for their people then their people go and operate in that environment. #SalesQuote

Be knowledgeable 

Salespeople need to know the product inside out and really believe in it. It’s a lot easier to sell to clients when they hear the excitement in your voice. A good salesperson also needs to bring the product to the next level by implementing it to the needs of the clients’ company. Explain how your product or services would cater to the needs of their company. 

We don’t know the answer to every question so when the client asks you something that you have zero idea what the answer is, be honest. Dial-up a person who has the answer or read more. Don’t just give them bad information to save face. 

Close more deals

Four things are laid out in creating great customer experiences to close more deals. 

  • Make people feel special
  • Treat people as individuals
  • Respect everyone
  • Be knowledgeable

Pick one from these four ways and start doing it to change your sales game. Do this one bite at a time. 

“Creating Great Customer Experiences To Close More Deals” episode resources

Connect with Dan by visiting his website, He has his email there and his phone number. 

If you have sales questions, concerns, and great stories to share, don’t hesitate to connect with Donald via LinkedIn, Instagram, Twitter, and Facebook

This episode is brought to you in-part by TSE Certified Sales Training Program. It’s a program designed to help sales rep get from where you are now to where you can be in the future. Every seller should be making six- figures and this can be achieved with our rigorous training schedule and group coaching. Join us for a new semester beginning each quarter. 

Sign up now and get the first two modules for free! You can also call us at (561) 570-5077. 

Read more about sales or listen to audiobooks at Audible as well and explore this huge online library. Register now to get a free book and a 30-day free trial. 

If you like this episode, do give us a thumbs up and rating on Apple Podcast, Google Podcast, Stitcher, and Spotify. We produce high-quality podcasts weekly so make sure to subscribe to get more of these sales talks that matter! Share this with your friends and teach them how to subscribe as well. 

Audio provided by Free SFX and Bensound.

Janet Clark, The Sales Evangelist, Sales Process

TSE 1184 Sales From The Street: “The Heart Flow Sales Process”

Janet Clark, The Sales Evangelist, Sales Process

Sales is a process and every salesperson has to master the heart flow sales process before expecting results. 

Janet Clark’s company, The Freedom Shift, is a sales matchmaker. Janet matches high-ticket salespeople with coaches and consultants who want to expand their sales team. She is also helping the coaches with their lead generation and figuring out their qualified leads because this part of marketing can be difficult. 

Before she built her company, Janet started in corporate sales selling B2B. She built sales organizations for big telecommunications and internet-based companies. It was only five years ago that she started selling high-ticket transformation programs for top-level coaches and consultants. 

B2B selling and transformational selling

In B2B selling, a salesperson is selling somebody in a corporation and spending somebody else’s money. Their decision is still laced with emotion but it’s more of making the right decisions so as not to lose their jobs. 

In transformational selling, a coach or consultant is selling to a company owner who makes a decision to invest in himself to reach a new level of personal growth. A coach or consultant talks to a person who spends his own money. There are a lot of emotions involved in making the decisions of doing high-ticket investments yourself. 

The key to connect with people is to reach them from the heart, hence the heart flow sales process. Every letter in the word Heart Flow stands for one of the steps in the sales process. 

Factors to consider 

Two things need to happen before someone invests in a high-ticket program. Number one, the prospect has to know that the program works. They need to feel a level of trust in the person delivering the program. The second factor is for the prospect to consider whether the program will work for him.  

Marketing and the qualifying piece answer that question. Talking to the prospect about the program and how good it is alone wouldn’t result in a closed deal unless the conversation goes deeper and they figure out where their fear is coming from.

The Heart flow process is not hardcore selling and it’s not manipulative. 

Most people need a push and not manipulation. Sometimes, they need to borrow the confidence of the salesperson in order to make big decisions. There is a fine line between being confident and pushing somebody a little beyond their comfort zone and doing something manipulative. 

People who make investments need to see results and they won’t get the results they want when you bring them in the program in a coercive way. 

The Heart Flow Sales Process


Heart Flow is divided into three sections and as mentioned earlier, every letter stands for a step in the process. 

  • Hello
  • Explain
  • Ask
  • Recap
  • Teach

Hello is the greeting. It’s when you sit with your clients and figure out who they are. This is where you build rapport. Next, is to explain how the call is going to go. Set the stage right away and do an agenda before the call. It is important to take the prospects through the process in order to steer them in the right direction. 

Ask, because fact-finding and interviewing are two important parts of the sales process. Learn to ask the right questions and the typical objections in the program you are selling. When you realize that the person is not a qualified prospect, you go to the next section. 

Recap the things that they’ve said to ensure that they know you’re listening and absorbing the information they gave you. 

Teach is the transition point where you start giving them some information. It’s important to teach them something that they’re not aware of and give them that eureka moment. Teaching them little things that they don’t know or might have known in a way that is an Aha! Moment. 


The next section is Flow. 

  • Feeling
  • Layout the offer
  • Own the silence
  • Wrap it up

Feeling is asking them how they feel about what you’ve said. This step makes them reflect on the things you’ve said and respond accordingly. This brings you to the next section, layout the offer. 

This is where you explain to them that what you just taught them (in the Teach step) is incorporated in this program. Layout to them the elements and the components that make the program work. It’s more of the benefits and results of the program rather than the times of the day you’re going to do the coaching calls. 

Own the silence and don’t make the mistake of owning the talk after you’ve laid the offer. It’s important to mute yourself and let them come up with what they’re thinking. 

The last step is to wrap it up. Answer their questions and move forward into getting them into the program. There is science to the sales process and a way that it needs to flow. There’s also an art to sales so that every person brings their own artistic way of doing the process. The heart flow sales process allows you to be creative but still keep the process flowing so that you can stay on track. 

Refrain from reading a sales script and do it in a natural format but in a guided way. 

Sales should be a normal conversation with people where you’re helping them through the process of making a decision. #SalesHacks

“Sales From The Street: The Heart Flow Sales Process” episode resources

As a salesperson, make sure that you’re doing this for the right reason and not just to make a commission. Connect with Janet Clark. You can find her on Facebook, High Ticket Sales Collaborative or visit her site, The Freedom Shift. You can also shoot her an e-mail if that’s more convenient for you. 

This episode is brought to you in-part by TSE Certified Sales Training Program. It’s a helpful guide for sales reps and sales leaders to improve their pitches and presentations. It has 12 courses and you can get the first two modules for free! 

If you like this episode, don’t be shy and give us a thumbs up and rating on Apple Podcast, Google Podcast, Stitcher, and Spotify. We produce podcasts weekly so make sure to subscribe to get more of these sales talks that matter! Share this with your friends and teach them how to subscribe as well. 

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit to learn more and register! 

If you’re a reader who loves reading and listening to books, you can also check out Audible as well and explore this huge online library with thousands of books. Register now to get a free book and a 30-day free trial. 

For sales concerns, you can shoot us your question anytime. Connect with Donald via LinkedIn, Instagram, Twitter, and Facebook

Audio provided by Free SFX and Bensound


John Livesay, Audible, Story Telling,

TSE 1129: Sales From Street: “Better Selling Through Storytelling”


John Livesay, Audible, Story Telling,Instead of pushing your message out to your prospects in hopes that they’ll latch on, sellers can make their message magnetic and practice better selling through storytelling

John Livesay is known as the “pitch whisperer” because he helps people become compelling storytellers. Plato said stories rule the world, and it’s still true, except 2,600 years later, we have many distractions that he didn’t have. 

Push and pull

Pushing your message out to sell a product or service just doesn’t work anymore. The new technique is to pull people in with great stories. John’s work as a storyteller began at an ad agency where he was tasked with creating 30-second commercials for movies. He discovered the need to tell a concise story that made people want to see the movie. 

During a stint in Silicon Valley, he competed against IBM and other massive companies to sell technical products. He realized that if you confuse people, they say no. But you can pull people in by telling the story of what the technology does.

His work culminated in a career selling ads for Conde Nast magazine, where he had to bring to life the vision of a particular brand to a particular advertiser so they could see why their brand would resonate with the stories being told in the magazine.   

Self-esteem roller coaster

John points to the fact that sellers tend to feel good about themselves only when their numbers are up. When they’re down, self-esteem suffers. 

He recognized his sense that he had to constantly push information out, which was exhausting. Even worse, if you’re pushing and trying without getting anything in return, you end up feeling bad about the whole process. 


The glow of PowerPoint has replaced the glow of campfires, and we often sit in meetings where someone reads to us from a slide. Don’t do that. Nobody wants to be read to. John suggests using a series of images from which you can tell a story. 

Stories work because of our right-brain, left-brain way of processing information. If you’re buying a car, when the seller shares how many miles-per-gallon it gets, you cross your arms and prepare to negotiate on price. But if you say, “Donald, let me tell you a story of someone like you who bought this car and how it changed his life,” you’ll pull the buyer into the story. 

People buy emotionally and then back their decision up with logic. 

Sellers who deal in Ferraris don’t talk about miles-per-gallon. They sell the emotion of driving a sexy car. People buy emotionally, and storytelling is the best way to tap into people’s emotions. 

If you tug at people’s heartstrings, they open their purse strings.  

Sales outreach

John recently worked with Honeywell on the sales of technical products that keep the air clean inside operating rooms. The team talked a lot about the technology and the specifications and how it was better than what the competition had to offer. 

The real story is what happens if the air isn’t clean in the operating room. The patient gets an infection and has to be readmitted for additional surgeries. 

Just about every seller has a case study or testimonial of some sort that can form the basis of a good story. 

Paint a picture

Some sellers use before-and-after pictures to sell their product or service, accompanied by a bunch of facts. There’s no emotion or story. 

A good story has exposition and it paints a picture of the work you did with a previous client. It marries the who, what, when, where, and why of a client with the problem you were solving. It demonstrates how much better life is for your client after he works with you.

But you are never the hero in the story. Tell your story so that the client can see himself in your story. It will make your closing very different because the client will want to take that journey with you. 

Tell a story with specifics, and be sure to include the drama that happened along the way. 


Most sellers make the mistake of having too many words in their PowerPoint presentations and failing to think about what their opening will be. Thanking them for the opportunity to be there isn’t memorable because everyone does it. The fact that you’re excited isn’t what excites your clients.

Whether you’re pitching to fund a startup, to get hired, or to tell people why they want to work with you, use an opening that pulls people in. It’s the most important part of any presentation. 

Sellers often rely on ploys like presenting last in hopes that their presentation will be the most memorable, but the best story is going to get the sale. It doesn’t matter what order you present in. 

Sell yourself first, then sell your company, and then sell your product or service. Most people skip the first two. Tell a story about yourself, then about the company and its culture, and then how you help other people. 

Elements of a story

Don’t just tell the story of how you solved a problem for a client. Paint a picture of the resolution and what the client’s life looks like now. 

John recounted a client who was dropped into the Amazon jungle when he was 18 to survive for two weeks as a rite of passage. The entrepreneur shared the story of how his lessons in the Amazon jungle translated into the concrete jungle of entrepreneurship, and he got the funding he was looking for. His investors figured if he could survive in the Amazon, he’ll figure out how to survive here.

Make yourself memorable and connect emotionally with your prospects. It gives you a tool in your toolbox that you don’t normally have.

Three stories

Anytime you’re starting out with this concept, ask yourself these questions:

  • How am I going to sell myself? Why did I take this job? 
  • What’s the company story of origin?
  • What case study can I develop into a story that people will see themselves in?

Arthur Ash, tennis pro, said the key to success is confidence, and the key to confidence is preparation.

“Better Selling Through Storytelling” episode resources

Grab a copy of John’s book, Better Selling Through Storytelling. Text the word “pitch” to 66866 and John will send you a free chapter of the book that has a step-by-step process on moving from invisible to irresistible as a seller. 

You’re a savvy salesperson who wants to learn and grow. Check out audible for thousands of titles, plus a free 30-day trial, plus a free book. 

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there. I’m fairly easy to connect with. Just comment on something about my podcast. Send me an email.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

Audio provided by Free SFX and Bensound.


Todd Coponi, Transparency Sale, Sales Podcast

TSE 1109: Leading With Your Flaws

essay about smartphone.

Power Reviews

It seems counterintuitive in sales, but leading with your flaws can shorten the sales cycle and disarm your customers, ultimately leading you to better metrics.

Todd Caponi was the chief revenue officer for a company called Power Reviews which helps retailers and brands collect and display ratings and reviews on their website. His time there caused him to rethink the way he leads sales organizations because he discovered that consumers were more likely to buy a product that had a 4.2 to 4.5 rating than a 5-star rating.

Statistics show that 95 percent of consumers in the B2C world are looking at reviews before they buy. Of those, 82 percent are looking for negative reviews before buying. Todd wondered what might happen if the same notion could be applied to the B2B world.

Pros and cons

Todd embraced the idea of embracing the pros and cons and leading with them. He discovered that his first deal, which previously had a sales cycle of 6 months, closed within 4 weeks.

They discovered that when you lead with your flaws, your sales cycle speeds up dramatically. You’ll qualify deals faster and eliminate those deals that you probably weren’t going to win anyway.

Todd was in New York when his VP of sales called him to say the company had an inbound lead from an apparel brand that wanted to initiate an evaluation. The brand happened to be headquartered in NY, so Todd scheduled coffee with the senior vice president of e-commerce. The coffee meeting became a presentation instead, and the SVP got right to the point.

Competitor is better

He said that his company had been talking to Todd’s competitor, and he wanted to know why Todd’s company was better than the competitor. Todd figured he had nothing to lose, so he asked an unexpected question.

“Do you mind if I tell you why the competitor is better?”

He explained that the competitor had offerings that his own company didn’t, so if he wasn’t going to be able to meet their needs, he wanted to determine that quickly so both parties could move on. The room deflated. The guy clearly thought Todd was crazy, but he agreed to the idea.

Todd talked about an add-on that the other company had but explained that his own company was focused on certain core beliefs. The SVP acknowledged that the add-on the competitor was offering wasn’t a necessity for his company, so they moved on.


Within 20 minutes, the SVP kicked everyone else out of the meeting and grabbed a folder that includes the company’s budget for ratings and review software. He pointed to a number inside and asked Todd if he could hit that figure.

The two engaged in a collaborative process that culminated in a deal a few weeks later. The company didn’t initiate an evaluation. It simply chose Todd’s company. He recounted that he had called Todd’s competitor, who quickly went on a rant about the add-on that distinguished the two companies.

Every time they led with their flaws, it completely disarmed their prospects. The company built its sales cycle on a foundation of trust and all of its metrics moved in a dramatically positive direction.

Wired to resist

Todd said that we’re all wired to resist being sold to. As a buyer, he simply wants to be able to predict what his experience with a certain product will be like, and then to get the best deal he can. He said that a salesperson will demonstrate within the first five minutes whether he will be a great resource or push toward a sale even if it isn’t what the buyer wants.

People believe in authenticity and honesty. Many of them believe that there’s a trade-off required so that in order to have authenticity and honesty, you will sacrifice results. But the data suggests otherwise. The data says that when you provide authenticity and honesty to your customers, you’ll maximize your sales results.

Truthfully, the era of hiding your flaws from your prospects is over. The proliferation of ratings and reviews has moved into the B2B area and it has become the way of the world.

B2B buying behavior

A company called Trust Radius just published a study of B2B buying behavior. The data demonstrated that B2B buyers are using reviews 56 percent of the time and analyst ratings only 24 percent of the time.

Every year, reviews are climbing and independent studies are going down. Marketing is becoming less trustworthy and reviews are becoming the core that brings buyers to the table. Sellers must embrace that.

It’s counter-intuitive to most people to show weakness. Many sellers will listen to this and wonder why this works. Todd dug into the neuroscience of this and discovered that buyers make decisions using feeling and then back them up with logic. Logic is the justifying mechanism to emotional decisions.

We are also wired to disbelieve anything that looks perfect. We are taught to seek the negative. A recent study reported that buyers in a typical purchase cycle spend 39 percent of their time talking to sellers and 61 percent of their time doing other homework. This includes research, reviews, and back-channel information.

Utilizing levers

In his book, Transparency Sale, Todd tells the story of a rep who was selling something to an oil company. He explained the concept of levers, which he has become famous for.

If you search Google for tips on negotiating, you’ll find countless pointers that destroy trust. It’s like a Texas Hold ‘Em tournament.

But if you want to build trust through the goal line, you lead with what is important to you as an organization. You create buyers who are actually able to negotiate their own deals.

In the case of the oil company, Todd was pulled into a last-minute negotiation with a group of procurement people. Before they even started, he asked for permission to write four things on the board. He listed four levers on the whiteboard.

  • Volume, or how much they buy
  • Timing of cash, or how fast they pay
  • Length of commitment, or how long they commit
  • Timing of deal, or when they signed


The people in the meeting immediately asked for 30 percent off. Instead of offering to do 15 percent and initiating that song and dance, he acknowledged that it might be doable and then suggested using the four concepts on the board. These concepts represent four things Todd’s company was willing to pay for in the form of a discount.

The notion immediately disarmed the people in the meeting.

“Commit to more technology and because that’s valuable to us, we’ll pay you in the form of a discount.”

“Since we have a three-year commitment, pay us for years two and three and we’ll pay you in the form of a discount.”

“Extend your deal to five years and we’ll discount an extra 5 percent for years four and five.”

Todd’s company got something in return for every dollar they gave away, and the oil company loved Todd’s company at the end. Remember that you aren’t negotiating hostages. You’re negotiating agreements with products.

Be upfront

Commit to being as transparent as possible. Every person simply wants to feel that they’ve been heard and that they’ve gotten a good deal.

Get rid of one-sidedness. You’ll bring humanity back to the conversation. You’ll have the confidence of interacting with people as human beings. So few companies have a framework for the way they negotiate.

You could implement this concept right now. It doesn’t require a three-day class.

“Leading With Your Flaws” episode resources

You can connect with Todd on LinkedIn or at his website, Grab a copy of his book, Transparency Sale. If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.      

Sales Pitch, Sales Pitch, The Sales Evangelist

TSE 1072: Why Your Perfect Pitch Is Not Working!

Sales Pitch, Sales Pitch, The Sales EvangelistMany sellers discover that their perfect pitch is not working because, as they work to build value, they are appealing to logic rather than emotion.

We’re devoting the whole month to a discussion about building value, and some of today’s information comes from the book The Transparency Sale written by Todd Caponey. Todd will visit with us on the podcast in the near future, but today we’ll talk about the decision-making process and the role our brains play.

Brain power

Every day, we engage in activities every day that are so routine that we don’t even think about them. When we drive to work, we put a seatbelt on without even thinking about it. When we back the car up, we put our arms over the seat beside us and then look backward.

You’re able to listen to this podcast while you’re driving because you don’t even have to think about driving.

Todd talks about three levels of the brain, which you may have heard of before. The reptilian part, the limbic part, and the neocortex.

The reptilian portion is the core or center, and it’s the oldest part of the brain. It prompts us to do things without thinking. It drives our instincts. It’s the part that prompts us to react to pain without thinking, and it’s part of our survival.

The limbic portion is more intricate and it helps deals with feelings and emotions. It helps us make decisions and motivates our behaviors.

The neo- or frontal cortex is the newest part of our brain and it’s associated with information and logic. It’s the largest part of the brain and it ties with math and reasoning and justification.

Sales standpoint

We typically show up to our prospect meetings with PowerPoint presentations, charts, spreadsheets, and graphs of all the amazing things our product or service can do. We show up prepared to sell to the customer’s neocortex — the logical part.

Remember, though, that the logic part of our brain isn’t where decisions are made. Decisions form in the middle portion of the brain, where our feelings and emotions reside.

You must help people make a decision emotionally, and then justify it logically. You can build value as a sales rep by using stories to tap into the emotion or pain that the prospect is experiencing.

Unless there is some kind of pain, your customer won’t make a decision.

Status quo

The reptilian part of our brain wants us to stay where we are. If nothing is harming us, why would we move? Leave things as they are.

Until someone points out the reason we need to make a change and appeals to our emotion, we’ll never see a need to move. If a seller use emotion to prompt the customer to move and then help him justify the move logically, he’ll be much more likely to make a change.

Tie the emotion and the logic together to help your prospects understand the need to make a change.

Making it work

I recently met a guy who sells water filtration systems in Florida. He begins by asking people whether people drink water, and many people say no because it tastes bad and it’s unclean and unhealthy.

He points out that taking a shower in the same water can be just as unhealthy because your skin is your body’s largest organ, which presents a pain point for his prospects.

The seller never mentions price or facts about his product. He focuses on the emotion of wanting to be healthy.

Do it with stories or by asking the buyer questions that tap into emotion.

Defining sales

I define sales as helping people persuade themselves to make a change. If we try to persuade them, their guard immediately goes up.

Great sellers leave the buyer in charge of the decision. If your demos are flopping or your presentations aren’t working, you’re probably focusing too much on logic. Don’t sell to the logical part of the brain. Sell to the emotional part.

“Perfect Pitch Is Not Working” episode resources

Grab a copy of the book The Transparency Sale written by Todd Caponey for more information about the role our brains play in the buying process.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.