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38: The Psychology of Sales and Influencing Buying Behavior with Michael Bernoff

Episode 38 . 45:03
Michael Bernoff is the President and Founder of the Human Communications Institute, a leader in the personal and professional development industry dedicated to creating rapid and lasting change in people’s lives.
He believes that communication is an underdeveloped and underutilized asset that, if appropriately harnessed, can help someone achieve anything they want in life. He’s used his strategies to help entrepreneurs, athletes, executives, Fortune 500 companies, and more.
Today, we’re talking specifically about how Michael’s communication principles apply directly to the sales world. Although, selling isn’t the term he would use to describe what he does best…
Michael uses the power of communication as a tool to influence people into action. Instead of persuading someone to buy, which he believes serves his own self-interests, he empowers them to make a decision for themselves.
In this episode, you’ll learn the language that influences buying behavior, the psychology behind decision-making, and how to use emotion to overcome objections, so you can close more sales.
 Tweetables
“Empowering human beings is part of the sales process, not getting someone to buy something.” – Michael Bernoff
“It’s not what you say, it’s how what you said was heard that’s more important.” – Michael Bernoff
“If we always raise our average and agree that our average sucks, we can always do better in business.” – Michael Bernoff
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