https://youtu.be/lqbkngcx5Qo

Let's talk about persuasion!

Whether in the form of sales, or a helpful coaching conversation, or "street epistemology" for a cause you care about, it's very useful to understand how human beings make decisions.

Today's guest is Ian Ross, a sales trainer specializing in understanding human psychology and communication.

In our conversation, Ian debunks the common misconception that effective sales techniques are inherently sleazy. Instead, he argues, sales can be all about communicating effectively so that our conversation partner makes a good decision.

It's certainly possible to misuse powerful communication skills, as with any tool. (You should see the havoc I can wreak with a reciprocating saw.) And there is a fine line between influence and manipulation — ultimately, it's all about intent.

After covering the basic principles of sales psychology, which apply to everyday interactions, we pivot into helping me become better at selling my own consulting and coaching services.

Ian helps me create a process for the sales call, including the right and wrong questions to ask, how to deal with financial issues, and how to end the call with a decision — whether yes or no — rather than a vague and wriggly "I need to think about it."

Ian's wisdom is invaluable for anyone looking to improve their persuasion skills, in both professional and personal contexts.

Vivid Selling on Instagram

Ian's Substack newsletter

Ian's Close More Sales podcast

Chris Voss on the Plant Yourself Podcast