Host: John Asher

One of the most difficult and enduring challenges business leaders face is the misalignment of sales and marketing. And Brian Beveridge knows how to fix this. Even if you have winning talent and winning solutions, if you can’t get your sales and marketing strategy and execution working seamlessly you’re missing out on money. 

In our previous episode, John Asher covered the 6 Most Important Cognitive Biases a Salesperson Must Overcome.
In this episode, John talks about the next six cognitive biases out of the 47 that pertain directly to sales and marketing: 
Status Quo Bias
Rationale and Consistency Biases that go together
Clear Distinction Bias
Active Emotional Engagement Bias
Commitment Bias
John also went over the best architecture of a customer story.
Start with the buyer's need and any emotions expressed by them
Relate the story directly to the buyer
Include the details of how you helped them so they can see you were really involved
Include the financial benefit the buyer got
Tell the story about how the buyer's emotion was at the end.

There's been this international consortium of neuroscientists in 70 countries, sharing their research, sharing their studies in the cloud. So all of them get to see what everybody else is doing. The growth of this knowledge is really just exponential. If you go to Wikipedia and type in cognitive bias, see there are 184 of them. Asher Strategies has analyzed all 184 of them and boiled them down to 15 or 20 of them that apply really directly to sales that can have a big impact. In most cases, they apply to marketing as well. We are covering the first six in this episode of Asher Sales Sense.
compliment bias
reciprocity bias (The Chinese call this Ren-Chang-Ching)
similarity bias 
anchor bias
single option aversion bias
choice paradox bias 

In this episode, John Asher is joined by the author of "Seven Stories Every Salesperson Must Tell", Mike Adams. One of the best ways to get someone, specifically a business prospect, to pay attention to you is by being a great storyteller. And who better to explain this than a best-selling author? Mike and John are here to explain the difference a great story can make, and the effects storytelling has on the brain... and your sales. You'll want to bookmark this episode, hosted by John Asher, with special guest Mike Adams, "How do you hook prospects to stay, listen, then tell their story?". 
About John's guest, Mike Adams:
Engineer turned salesman, Mike Adams taught himself storytelling ‘on the job’ while selling and managing sales teams in the United Kingdom, Russia, India, China, Vietnam, Indonesia, Malaysia, and Australia for international corporations Schlumberger, Siemens, Nokia, and Halliburton. Since 2014, Mike has been helping companies find and develop their own stories through his storytelling consulting practice.
Pick up a copy of Mike's Book, "Seven Stories Every Salesperson Must Tell" from Amazon. 

In this final piece of John Asher's series on Digital Transformation. Do you think your company has already been digitally transformed? How about your sales team? This isn't just for larger companies. Smaller companies are in trouble because with AI, it's easier and almost effortless for larger companies to dominate the areas that were formerly reserved for smaller companies. Successful companies that have truly transformed their businesses are using AI to really transform their strategic planning and marketing plans. In this episode, John cites tools and companies to help any size company successfully accomplish this.
Listen to the first two pieces to have all the tools you need. You'll want the tools and the understanding as to why the buyer's behavior has permanently changed.
The Five New Skills Sales Professionals Need
5 Ways the Buyer’s Behavior has Permanently Changed

Did you know that 10% of buyers will spend up to a million dollars a year per transaction without ever speaking to a sales rep? 30% will buy up to have a million per transaction without ever speaking to a rep. Digital transformation is here to stay. For many companies, it's a game of catch-up. In order to know what you need to change, you first have to understand what has permanently changed in the buyers' behavior. Listen to John Asher run through those five ways and the WHYs to give you the understanding and fuel you need to implement these changes to outshine your competition. This is just one point covered. You'll want to take notes in this episode of Asher Sales Sense.
Catch the previous episode in this series:  The Five New Skills Sales Professionals Need

John talks about the 1/3, 1/3, 1/3 rule. People are interacting with buyers 1/3 of the time in person, 1/3 of the time on a remote platform like Zoom or the final 1/3 of buyers are just buying themselves on companies' websites, eCommerce sites, interactive portals, sometimes even mobile apps. All that face-to-face we were doing before is not going to be available in the future. And we ask the buyers, "Do you like this new omnichannel way of buying?" They'll say, "Yeah, we, we love it. In many cases, it's, we're much more productive."
In this discussion, John talks about the 5 new skills all sales professionals must possess. You'll want to listen to this more than once. 
Thorough research on the buyer's need.
This consistent video marketing,
Increasing the operational proficiency on the VC platforms and, um, keeping
Keeping your LinkedIn profile totally up to date eight.
Putting the buyer first.

This Asher Sales Sense Podcast - “Building Sales Pipeline with Cold Calling, Podcasts, and Video” - features host John Asher with guest Collin Mitchell, Chief Revenue Officer of Salescast, the only fully-managed tech and service stack offering an end-to-end thought leadership platform. Collin Mitchell is also the host of the Sales Transformation Podcast.
Many sales professionals believe that cold calling is dead, that podcasts don’t bring revenue, and video is a waste of money. Collin Mitchell gives examples of why these commonly-held beliefs are false. It’s all in how these messaging technologies are applied, not in the capabilities themselves.
How can you identify which people will pick up the phone?
Are there automated ways to help you get more phone connections?
Which people listen to podcasts and watch videos?
Do “blended” approaches work? With whom?
What is “intent data” and what value does it have?
Is it possible to research podcasts to get inside the C-Suite?
Do you know what podcasts your clients listen to?
How effective is the use of video in the first sales touch?
Can you use video to help your coaches sell for you inside their companies?
Listen to the answers of these questions and learn new ways to build more pipeline by turning your sales craft into sales art.

 
This Asher Sales Sense Podcast - “Selling with Authentic Persuasion” - features host John Asher with guest Jordan Benjamin, Founder of My Core OS, working with companies and sales teams to help drive a growth mindset and create championship business cultures. My Core OS is built to help update your personal/corporate operating systems to drive peak performance and harmony between work and life. Jordan also hosts the ‘Peak Performance Selling Podcast,’ interviewing top sellers and sales leaders on how they show up at theirbest every day.

This Asher Sales Sense Podcast - “Selling with Authentic Persuasion” - features host John Asher with guest Jason Cutter, Sales Success Architect and Keynote Speaker in Fort Myers, Florida. Jason is the CEO and Founder of the Cutter Consulting Group and the author of the book with the same name as this episode’s title - Selling With Authentic Persuasion: Transform from Order Taker to Quota Breaker. Jason is also the host of the Authentic Persuasion Show, the Scalable Call Center Sales podcast, and Call Center Confidence with Cutter & Catt.