In this Expert Insight Interview, Jason Cutter discusses his book Selling with Authentic Persuasion. Jason Cutter is the first marine biologist we’ve had on the show. He is actually a marine biologist who turned into a sales mentor and sales trainer, helping people sell with authenticity.
This Expert Insight Interview discusses:
- The importance of understanding the impact you’re making as a salesperson
- Empathy as a crucial aspect of authentic persuasion
- Where salespeople should get their motivation from
Impact and Mindset
There are plenty of people in sales jobs out there who perhaps haven’t asked themselves about the impact of what they’re doing. If you want to make a successful career in sales, you can’t think in terms of simple transactions. Instead, you must understand that you are the conduit enabling somebody to get a product or service they need.
This is one of the key motivations behind Jason’s book Selling with Authentic Persuasion. If you want to be a sales professional and a deal maker, you can’t simply default to taking orders and hoping things take care of themselves. You have to have a specific system and, most importantly, the right mindset.
In a B2B scenario, making a purchase can be career-enhancing or career-limiting if it doesn’t work out. There are a lot of emotions attached to it, and sellers often don’t spend enough time empathizing with the person on the other end and realizing that the person or group is making decisions that could have positive or negative ramifications for them.
Empathy is the second part of Jason’s process, called The Authentic Persuasion Pathway. You have to care and understand why this sale matters to the other person at some point in the pathway. Once you know you have the thing that will help them get to a better place, it’s also about you doing everything you can to guide them across the finish line.
Sales are something you should be doing for somebody and with somebody. It is a service. You should want to see your prospects succeed with or without your product, but if you have the right thing for them, you should do everything to get the message across.
This is where the sales professional’s conviction and persuasion come from. This conviction should never come from a place of needing to hit a quota.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.