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The Sales Evangelist

Brian Will on TSE Podcast

Are you ready to learn top sales tricks from a seasoned professional?

Tune into this episode of The Sales Evangelist Podcast. You’ll learn sales psychology techniques to win clients over in five minutes or less. 

Host Donald Kelly sits down with Brian, an experienced entrepreneur and sales strategist. They discuss the ins and outs of masterful sales techniques and negotiation psychology. 

This compelling episode offers listeners an in-depth overview of Brian’s robust background in business and sales and the wisdom he’s encapsulated in his book and coaching programs. 

Brian’s Background

  • Brian is a seasoned entrepreneur with a wealth of experience in business, having started and sold multiple companies across different industries. 
  • His entrepreneurial journey also includes running a coaching program designed to aid other entrepreneurs in navigating the complex world of business. 
  • Brian has not only applied his extensive sales knowledge practically but has also authored a book focused on sales and negotiation psychology. The book is a culmination of his years in the field, providing readers with insights into understanding clients’ psychologies and the inherent mistrust they often have toward salespeople. 
  • His deep understanding of the sales process is backed by his history of hands-on experience and his dedication to teaching others through various platforms, including his media presence and the courses he offers.

Educating the Customer: A Delicate Balance

  • Brian draws an intriguing analogy between purchasing a car and buying a CRM system — customers don’t always need to know every single detail, akin to not requiring an entire owner’s manual. 
  • This idea aligns with his belief that the essence of a successful sale is not about overwhelming customers with information but rather about asking appropriate questions, navigating objections, and guiding the customer toward self-realizing their needs.

Negotiation Tactics and Sales Psychology

  • The conversation transitions to negotiation strategies, emphasizing making low initial offers and understanding the client’s perspective. 
  • Brian explains that the art of closing effectively involves leading a potential customer to conclude the deal themselves, a technique he elucidates through a compelling role-play scenario with Donald. 
  • In this demonstration, Brian focuses on preemptively diffusing objections, presenting informed options, and validating the customer’s authority to make decisions.

Closing Strategies and Building Rapport

  • Donald and Brian discuss closing techniques, stressing the necessity of approaching the sales process thoughtfully rather than hastily.
  • With a 30% closing ratio illustration, Brian illustrates the need for clarity in objection handling and more efficient movement through rejections. 
  • Rapport and trust are highlighted as indispensable elements of a successful close, enhanced through humor and active listening.

For listeners looking to refine their sales approach and negotiation skills, this episode of ‘The Sales Evangelist Podcast’ with guest Brian provides a treasure trove of strategies grounded in psychological insight. Offering both theoretical and practical wisdom, Brian’s dialogue with Donald is an essential listen for anyone eager to up their sales game and connect with clients on a deeper level.


Brian Will Media

The Psychology of Sales and Negotiations 

Masters of Sales and Negotiations 

Class Code: SALES

Sponsorship Offers

  • This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

  • This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

  • This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.


As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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