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We are delighted to share with you this transcribed excerpt from Seminars on Demand - Brain Selling by Patrick Schul. This great seminar will teach you how to utilize your brain and give you insight for using other key skills to advance in a business environment.
I got two things, just simply two things I want to do. I want to give you enough information and
insight on the brain of the human, of your buyer, of your boss, of the people that work for you,
that you could be dangerous with that knowledge, and apply it the minute you walk out of here.
And the second thing I want to do, I want to introduce you to a set of levers, and I’m really
focused on increasing sales for people, that’s what I’m all about. I want to teach you how to
increase those sales by understanding your buyer’s brain. Because it is the ultimate, the ultimate
competitive advantage.
I’ve spent my entire life, since I was 25, either leading salespeople, coaching salespeople,
training salespeople, tens of thousands of them, company after company after company, trying to
teach them how to get different. How to differentiate, because it’s through differentiation that
we win, they would build competitive advantage, and we grow our companies. But in today’s
world, this is getting very difficult. You see, we’ve got a buyer, every day they come in, there’s
at least 15 things waiting on them to look at from one of their vendors. They have lost it. They
can’t stay up with it. You think they’re reading your proposals, don’t you, some of you that are
in sales? Forget about it, they’re not reading anything. But at the end of the day, they’ve given
up. And trying to find a difference in this world, you’re ending up with a broken ass. That’s
what I’m about. I’ve spent my entire life doing that. I have chased that. I’ve gone through
product differentiation, branding, client experience. I’ve tried every way I can to cut an edge,
and I’ve finally found it. I go to the source, the architect. It’s all about the brain. I’ve spent the
last four years studying this little piece of meat, highly efficient meat between your ears. Three
and a half pounds. Weighs less than a dolphin’s brain. Right? The most sophisticated machine
in the world. We’re going to talk about this in a minute, in more detail. I want to give you
enough, I don’t want to turn this into a science convention. I’m here to give you money in your
pocket, that’s all I’m after. Change. I’m going to give you the edge I have. I’ve read, I’ve gone
to the conferences. I’m a salesguy. I am not a scientist. But I can pitch to 400 or 300 year-old
scientists now about how I’ve taken their science and applying it in day-to-day business. We’re
going to learn how to do that tonight.
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