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TV Expert Interviews / Negotiations / Dec 29, 2023 / Posted by Brian Will / 57

Cracking the Sales Code: Mastering the Psychology of Negotiation (video)


Are you tired of the same old sales tactics that fall flat? In a captivating podcast episode, I sat down with Brian Will, a veteran in the sales and negotiation arena, to delve into the fascinating psychology behind it all. From building authentic connections to mastering the art of the question, we explored the secrets that separate good salespeople from the rest.

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Authenticity: The Power of Being Yourself Brian passionately debunks the myth of manipulative tactics and cheesy scripts. He emphasizes the importance of genuine connections and real conversations, arguing that clients can sense inauthenticity a mile away. Ditch the pressure to be someone you’re not. Building trust and rapport through genuine interactions is critical for long-term success in sales.

Active Listening: Hearing Beyond Words The art of listening goes far beyond simply hearing. Brian stresses the crucial role of active listening in uncovering client needs and objections. He emphasizes the need for salespeople to truly absorb what’s being said, engage in thoughtful dialogue, and avoid the temptation to dominate the conversation.

Building Bridges: The Power of Personal Connection: People buy from people they like and trust. Brian believes in going beyond the sales pitch and fostering personal connections with clients. This can involve sharing a laugh, finding common ground, and building a sense of rapport that goes beyond the transaction.

Asking the Right Questions: Unlocking the Client’s Needs Sales is not about talking; it’s about understanding. Brian highlights the importance of asking insightful questions that uncover client needs, pain points, and motivations. This information is crucial for tailoring your pitch and addressing their specific challenges.

Avoiding Information Overload: Let the Product Shine Don’t drown your client in a sea of data. Brian warns against overwhelming clients with excessive technical details. However, let’s shift gears and focus on highlighting the benefits and value proposition of your product through clear and concise language. This will allow the product itself to speak for itself and ignite the client’s interest

Early-Stage Qualification: Building a Strong Pipeline Brian emphasizes the importance of early-stage qualification to ensure a healthy and productive sales pipeline. This involves identifying qualified leads early on and filtering out those who are not a good fit. This saves time and resources, allowing you to focus your efforts on potential customers with real buying potential.

The Art of CRM: Utilizing Technology to Your Advantage: Effective pipeline management hinges on utilizing your CRM system to its full potential. Brian stresses the responsibility of sales managers to properly train their teams on CRM usage. This empowers salespeople to leverage technology, accelerating their performance and optimizing their sales process.

Beyond the Numbers: The Psychology of Sales Management Brian reminds us that sales success is multifaceted. While the successful closure of negotiations is of considerable import, the comprehension of the psychological undercurrents influencing the quantitative data is equally crucial. He encourages sales managers to delve deeper into their team’s performance, identify areas for improvement, and provide ongoing coaching and support.

A Conversation Worth Having: Our conversation with Brian Will provided invaluable insights into the psychological side of sales and negotiation. By embracing authenticity, active listening, and a client-centric approach, you can unlock the secrets to building trust, overcoming objections, and closing more deals.

Ready to elevate your sales game? Head over to Brian’s website to explore his executive coaching, sales training, and business consulting services. Discover more about his books and podcasts, and embark on your journey to becoming a master negotiator and sales leader.

Our Host

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 has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Brian Will is an industry expert in sales and management consulting, the bestselling author of "The Dropout: Multi-Millionaire" and "NO... The Psychology of Sales and Negotiations," and a serial entrepreneur with over 35 years of experience. He has created seven highly successful companies across four industries, worth over half a billion dollars at their peak. Today, Brian is a visionary business leader, owning restaurants in Atlanta, an insurance and technology company in Denver, and a real estate business in Georgia and Florida. His expertise in turnaround projects and driving billions in sales make him a sought-after consultant and speaker.


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