The Art of the Sale — Phillip Broughton

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  • George Bonnano, resilience/grit important, a trait that can be produced by various factors: supportive family, experience of hardship, and not being neurotic

  • Difference between declarative (instinct) and procedural knowledge (learnt)


  • Sales = story-telling and that comes in 3 parts: the surprise, the puzzle/struggle, and the resolution

  • Wynn's success lies in getting employees to want to deliver service


  • Most critical factors in sales

    • Understanding what you're doing and why (68 -- mastery and purpose)

  • Ego and empathy are equally necessary: "excellent empathizers who aren't so empathetic they can't close a sale… people with strong ego needs wo can still take a moment to figure out what another person wants. They must be aggressive enough to close, but not so aggressive they put people off. Too much empathy and you'll be a nice guy finishing last." (73)

  • Temperament decided by amygdala depending on environmental effects.

    • Jerome Kagan research: 4 types, timid, bold, upbeat, and melancholy

  • Fixed vs crystallized intelligence


  • Sales has roots in evangelism… Jesus Christ was the most successful salesman because he not only knew how to close (John the Baptist), but knew how to inspire followers

    • Robert Cialdini research: "no leader can hope to persuade… all the members of the group. A forceful leader can reasonably expect, however, to persuade some sizable proportion of group members. Then the raw information that a substantial number of group members has been convinced can, by itself, convince the rest. Thus the most influential leaders are those who know how to arrange group conditions to allow the principle of social proof to work maximally in their favor."

  • Martin Seligman research, Attributional Style Questionnaire uncovers how we interpret events:

    • Internal/external cause

    • Stable/unstable factors

    • Global/specific scope

  • Socially phobic people tend to make 3 assumptions

    1. Fear of not meeting expectations

    2. Fear of consequences due to (1)

    3. Fear they are not really competent



  • New products require sales, incrementally improved products require marketing only


  • "sales talks, shit walks" … sales as a means to understanding human beings

  • "can I help you" = aggressive approach + Y/N question = awful


  • Customer-oriented vs performance-oriented sales culture

    • Business determines sales culture


  • Robert Coles research: morality is developed in the young by experience… experience -> moral sophistication