Once you’ve learned all of the word tracks and sales tactics, where do you go? What can you do? Dr. Brynn Winegard, and award-winning professor, speaker, and expert in business brain sciences, knows why your customers do what they do, and why they make the decisions they make.

As a consultant to companies like Pfizer, Nestle, and Johson and Johnson, Dr. Winegard shares her best advice for thos in the car business wanting to take their influence and persuasive abilities to the next level.

Noteworthy Topics from this Episode:

06:01 – Humans are run by their brains. A knowledge of their own brain would really help them in business and in the work that they do.
07:21 – There’s so much more to sales perhaps than just the words.
08:23 – Our buyers in both marketers and salespeople must be aligned on the fact that we are trying ultimately to get people to buy good services products.
08:36 – We should go to market with first is the knowledge of our buyer and how they really work and knowledge of ourselves and how we really work. This aligns both manufacturer and consumer, producer and consumer.
09:22 – A misconception in our culture that the brain is this big black box and we might as well not even start to try to understand it.
11:02 – Common novice marketer or a salesperson error is that we feel that we show up almost like cheaters to the market place where we feel like we have to qualify to be adequate.
12:18 – Don’t talk about the pen when the guy isn’t in the market for a pen, don’t ask him anything except for what he’s in the market for. The first order of operation should be, what are you in the market for? And then we figure out what we’re, what we offer the answers to that as a solution.
13:55 – They’re already telling you what they are interested in, yet there tend to be so many barriers that we put in place for them rather than just giving them what they want.
14:44 – What do they really need? What are they looking for? What are their emotions about that? Let them do the talking.
16:02 – Make sure that you understand what their pain points are, what their mindset is, how they are really feeling, which is going to take a lot of words, but it’s also going to take a little bit of time to understand because words are very inefficient when it comes to understanding a person.
16:58 – Allow your customers to start talking and telling you about their problems and their emotions and their need states and their wants and their aspirations, allowing that small talk, allowing them to air out the need for human interaction. Allow them to create a vision in our own minds of what their life looks like and what the picture that they’re painting for us about what they don’t have currently.
18:08 – If the customer has shown up to your store, they probably have already displayed a large amount of courage and interest. You need to demonstrate not through words, but through your actions that you actually care about that individual.
20:09 – How can you as an individual inside of such an industry start demonstrating that you are different?
20:26 – Ask questions before you make statements.
21:10 – The more talk time they had, the better their thought the conversation went. It’s counterintuitive to a salesperson.
21:57 – When we actually do deep listening, they give us all the keys, all the insights we need to be able, not just to close the deal or close the sale, but to really understand them.
22:34 – Some people are more emotive, effective, practical, etc. You’re not going to know that until you’ve had them talk first.
23:29 – The only way to get someone to trust you is to feel that you understand them.
26:32 – People typically use key opinion leaders or their favorite celebrities or their friends or family members to make those purchase decisions.
26:49 – Human interaction is the only the one that matters. You need to humanize customers’ interaction with your brand.
31:59 – The idea of word of mouth marketing is that you need to have both authenticity and credibility. Establishing yourself as a credible source of the information, as well as having an authentic message is very important.
32:38 – Word of mouth is absolutely the critical piece here in terms of getting people to believe in your source, credibility, your message, authenticity and the human component of that transaction process.
37:23 – When people are really displeased they tell 10 people when they’re moderately pleased they tell 1.
38:40 – Self-talk is what salespeople do is really important because most of what we convey to people is not verbal. It is not language based. In fact, beeing being face to face is seeing eye to eye – it is where our minds really meet.
40:47 – It’s important to get in front of people and have that little, useless, tiny, small talk because this is when the brain decides whether you’re a friend or a foe and whether or not they can trust you.
41:57 – People like people who look like them. They like people who are just like them, who are similar somehow.


Brynn adds that being able to listen is a craft of its own and it makes a huge difference between super successful salespeople and those that struggle to close. You need to be able to ask questions and then let the customer talk and tell you exactly what they need and want. What are they in the market for? And then figure out what you offer that answers to that as a solution. What do they really need? What are they looking for? What are their emotions about that? Let them do the talking and you do the listening.

Small talk matters.

Brynn says that that little chit chat that always feels awkward is what decided if the customer is going to do business with you or not. You need to humanize customers’ interaction with your brand. People do business with who the like, trust and who is similar to them somehow. That small talk is when your customer’s brain decides whether you’re a friend or a foe and whether or not they can trust you and want to do business with you.

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