Lessons - Understanding the Human Component of Sales | David Priemer - Cerebral Selling Founder (Bestselling Author)

In this lessons episode, uncover why authentic communication is the core of effective sales. Learn how to replace scripted pitches with credibility-driven language that builds trust, explore science-back tactics for discovery, objections, and negotiation that engage both emotion and logic and understand how empathy and tone can turn any interaction into genuine connection and lasting conversion. Good, it's a good thing to know a good point that regardless of the sales strategy or whatever you subscribe to if it's spin or challenger or there's a million and one different things that different organizations use. Miller, I'm in like a whole bunch of different types, right? This underlies all of them. This can be added onto because if it's how to use tone and how to I would say be more human and more authentic in your approach and be more more confident in your approach and I'm sure that I'm using very general words and you can probably go a little bit deeper on how this actually manifests and when a rep uses it. This can be implemented in line with any sales strategy because it's not a different strategy. It's something that you have to add on, correct? Correct. It's very foundational. It's very human feeling. Now, there are a lot of tactics. We talk about messaging tactics, discovery tactics, objection, healing, negotiation, and so on. For example, people are familiar with Bant or Medic. People have these discovery methodologies where they say, hey, look, Scott, when you go into the call to the customer, here's the list of things that you need to come out with. Then what happens is we get too tethered to those lists and we say, so Scott, what's your budget? You say, I don't know, we haven't said it. I'm like, okay, awesome. So who's going to sign this thing? I don't know, maybe in my boss and like, okay, great. When you need this by and your customers can feel that it's like a polite interrogation that you're just working down a checklist. It does not feel human. We talk about tactics. It's about using tactics that you can execute with passion, conviction. They're not all easy to execute by any stretch, right? But that's the whole idea behind sales being a thinking person's profession. You really have to unpack it. Some of them are easy, but yes, manifesting the emotion, the conviction, using words like, you know, even just like a very simple thing when you have a lot of let's say young sales reps and they go in and talk to a customer and they say, well, you know, Scott, what I think and what I've what I've seen and Scott's there thinking like, who the hell is this kid? What I've seen. Yeah, if it's you've seen nothing anything, okay? Like you're not Oprah, like you're not Bill Gates, like you've seen nothing. So, you know, one of the tactics I talk about, and this is just like a small little thing is I call it the eye phrasing trap where we start saying, well, I've seen I found it like no one cares what you think. So I say, well, who has credit, if you don't have credibility, who does your customers have credibility? Third party, you know, articles and studies and reputable journals have credibility. The collective experience of your company has credibility. So I say, shift your eye phrasing to we phrasing and invoke the credibility of the entities that have it. So I say, you know, well, what we found, like we've been in business for 10 years and what we found working with tons of customers like you is and you can use that on day one of your job, right? You just have to execute it with passion and conviction and there's lots of ways to do that. But just like these little tweaks to your repertoire can make you feel completely different about how you execute that sales motion when you feel completely different, your customers can feel too. And it's very powerful from a conversion perspective. So let's break down what the current modern day iteration of cerebral selling is, because now you have a book out, you have a course that's been broken down into I'm pretty sure six different components. What is what is the full complete cerebral selling when you train it when you when you teach somebody how to sell this way? Well, you know, it's funny. Like when you start a business like like mine, when you're focused on training, it's not just about the content because there's lots of great content out there. I oftentimes will focus just as much on the delivery mechanism and the retention, right? Because people forget and actually as a consumer of sales training over the years where the sales trainer comes in and does it the thing for two days, you forget most of it. And this has been proven out. So what I do is I focus on a particular topic like messaging, you know, and we focus on that. And then, you know, I leave you to execute those tactics in the field for two, three weeks before I come back and I I teach you something else. So we focus on the fundamentals, messaging, discovery, objection, handling, negotiation, leadership, focus. And in each case, we focus on like science-based tactics executed with the right empathy and tone. And you know, it's especially relevant now when you think about like the current buying climate, you know, whatever it is you say you do, there's a million people that will say the same thing, at least in the you know, now you think you're this delicate snowflake and you're unique from everyone else and maybe you are, but to your customers, you just all sound the same. So no one really cares what it is you do. And a lot of times you and I say, oh, so Scott, what are you doing? You're like, oh, well, we're a platform to like, no one cares about your stupid platform. And I'm saying that the best possible. No one cares about your platform, okay? Like people walk around caring about their problems and their lives and not even like features and benefits, right? So speaking the language of like pain and enemies, like for example, if you say like, so David, like, what do you do with cerebral selling? Yeah, I can say, oh, well, I'm it's a sales training and thought practice and I have a book and like, no one cares, right? So I said, like, like, I work with sales teams who realize that like people love to buy stuff, but they hate talking to sales people, right? And now you've had like a little ammonia piphany of like, oh, yeah, you know, it's true. I also hate talking to sales people. All right, tell me more, right? So when you think about from a messaging perspective, it's not just having empathy for your customers, but like, really thinking like, how does my customers brain process this information when I give it to them, so that I maximize my chances of creating interest and conversion later on down the road. And none of this is like, this is all completely above board. It's easy stuff. It's stuff that you can execute with passionate conviction, but that's that's how it breaks down in every step messaging, discovery, objection, handling. There's all these like little tips and tricks that you can manifest. I mean, I can give you more examples. I would know I think that so what I wanted to do. So I saw there's messaging, discovery, objection handling, negotiating, leading for growth, which I'm not sure what that actually means. And then I don't know what that actually means, but it sounds interesting. And then it sounds great. I like I like the copy. It's great copy for for these little for these breakdowns and then mindful execution. So so five and six, let's we can we can shell those for a quick second. So messaging, discovery, objection handling, negotiating. These are things that if you sold anything to anybody and put an ounce of effort into researching how to sell something, these will come up again and again and again. So let's break down the cerebral approach, excuse me to the other three. So discovery, objection and negotiation. And how do you do that with this cerebral nuance? For sure, well, with with discovery, I kind of think about two things. And you go you go into a discovery call with a customer. Well, what is it that you want to know? Like what do you want to talk about with that customer? Because there's like a million things you could talk about, not all the things will be equally important and not all things will have an equally emotional impact on the customer. So we talk about that. The other thing we talk about is the science of self disclosure. How do you get people to tell you things that they don't want to tell you? Like when I come to you and I say to Scott, like, what's your budget for this project? Like even if you walked into a car dealership and the car salesperson's like, so Scott, like, what's your budget? All of a sudden you're the hamster wheels cranking in your brain, you're like, I don't, I don't want to. Yeah, why are they asking, what are they going to do with this information when I give it to them? What should I say? Should I lowball? Right? And so we get into like the science of self disclosure and like how to kind of recognize the kind of pictures that are going on inside people's heads and how to kind of approach those discussions with objection handling. It's all about understanding, before we even handle the objection, it's understanding what the intent. So for example, the most common objection in sales of any kind is too expensive, right? Everything's too expensive. If everything was free, life would be good, but everything's not free, unfortunately. So when someone says, so it's too expensive, it's like, if I ask you out on a date, Scott, and you don't want to go with me. And I say, so Scott, hey, look, we mad like Saturday night, I'm free. You want to go out Saturday night and you don't want to go with me. And you say, oh, David, I'm sorry, I'm busy on Saturday night, right? That's the equivalent of it's too expensive. Thanks for tuning in. 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