The Science of Persuasion & Influence

Buckle in y’all.

This is the one. 

This right here is one of the most important topics out there.

The Science of Persuasion and Influence is rarely talked about.

Think about that for a second. 

We are in sales. We communicate. We need to know how to influence.

Yet we never talk about how people make decisions. 

Straight goods - one of the most common things I hear when this topic arises is “well KD, are you teaching people how to get their way and manipulate situations?”

Hell to the no. 

I repeat. Hell no. 

There’s a distinct difference between manipulation and influence. 

Manipulation = I benefit. 

Influence = You benefit. 

If I’m trying to influence you to do something that I truly believe will help you then game on. 

Otherwise - stop reading this y’all. I don’t want you to use these tips for selfish/manipulative reasons. 

Before we go deeper into the sales psychology goods I wanted to share some plays I put together with my friends at Clari to help you close more deals. Read it and share it with your teams.

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Let's get real.

Most sales strategies barely scratch the surface when it comes to actually closing qualified pipeline.

I see this scenario all the time:

Sales teams have all the right tools – sharp sales reps with great work ethics and a collaborative, encouraging work atmosphere. 

But the numbers just aren’t there.

That’s why I’ve teamed up with Clari’s Sr. Manager, Revenue Development, Derek Antti, to uncover our top proven plays to create, convert, and close more revenue.

Inside, you'll discover how to:

🔥 Create new meetings using my KPIC Method

🔥 Convert by ensuring prospects see you everywhere

🔥 Close more pipeline by aligning on business outcomes

Don't let this opportunity to capture more revenue slip by.

Check out the must-read “Create, Convert, and Close: 3 Sales Plays to Capture More Revenue” playbook today.

Happy closing from your friends at Clari.

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And now, back to the sales psychology piece. 

If you truly want to be great at sales then you need to study the greats before you. 

Here are just SOME of the books I’ve read and re-read (on top of the $$$$ I’ve spent on learning from coaches and expats on this topic). 

• Influence

• Sales Secrets

• Science of Selling

• Ultimate Influence

• What Great Sales People Do

• The Lost Art of Closing

• Magic Words

• Straight Line Persuasion 

• Methods of Persuasion 

There are countless others but you get the point. 

I’m obsessed with this topic. 

One thing is clear though… 

Human Beings are Very Complex - Yet We Are Very Simple

• 80% of us have the same fears

• 80% of us have the same wants

• We make decisions emotionally and THEN justify them logically

• We want to be liked

• We don’t want to get things wrong

• At the end of the day, we are simple creatures that make things harder than they need to be!

This is why it’s so important to study people. 

So stop thinking about B2B or B2C. Start thinking about B2P - Business to Person. 

Cause that’s who we are selling to. 

I wasn’t gonna originally do this but efff it y’all I’m giving it to you. 

Here is one of the Psychology of Persuasion sub-modules (Session ⅖) from my Sales Leadership Accelerator. 

It’s 15 minutes long but worth every second.

If you like this and want more - then reply to this email with the word “SLA” and I’ll send you more info on our brand new pricing model (launching this soon!).

In the meantime - rest up, recharge and stay tuned for the next one -

KD

PS - I want to get you the most relevant content so you get value every weekend. Can you fill out this 2s poll and let me know if you like it / want to see something different?