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Using Cognitive Biases to Positively Influence Sales Prospects.


The sales process has been with us since before recorded history. It has been surveyed, examined, distilled, analyzed, and assessed. It would seem we’ve identified all we need to know about how sellers and buyers meet and agree. And yet, research into the human condition shows that ancient elements in sales processes are more deeply rooted than we previously thought.

The September 5th Asher Sales Sense Podcast, “Using Cognitive Biases to Positively Influence Sales Prospects,” continues John Asher’s discussion featured in his previous show, “How Neuroscience Disrupts the Standard Sales Process.” John is the CEO of Asher Strategies, a Washington DC-based business providing sales advisory services to clients from startups to Fortune 500 companies. In his US Navy career, John was a submarine commander and manager of a $2 billion combat systems program. In his second career, he co-founded an engineering services company that grew at a compound rate of 42% for 14 straight years. John and his current enterprise provide sales aptitude assessments, sales training, and sales process improvement workshops globally. John is the author of Close Deals Faster, available through Amazon.

This Asher Sales Sense session covers how an understanding of cognitive biases can assist sales professionals in the sales process. Cognitive biases are systematic patterns of deviation from rational decisions, well-known to psychologists and behavioral economists. There are over a hundred cognitive biases and many of them overly influence the buying process, often to the frustration of salespeople. What if you could employ practical applications of cognitive biases to help prospective customers make better decisions? Tune in on September 5th and find out how you can take buyer confusion out of the sales process and close deals faster.

John Asher, CEO, Asher Strategies

John is an experienced international speaker on sales, sales management, and marketing for Vistage, a worldwide network of CEOs. He co-founded an engineering firm in 1986. He and his team grew the company at a compounded growth rate of 42% per year for 14 straight years. During his tenure as CEO, the company acquired seven other engineering and software development companies. His team sold the company in 1997 after growing annual revenue to $165m. In 1998, he co-founded a sales advisory services practice that has grown into a global leader in sales strategies. These strategies include sales, sales management, and marketing. His team has trained over 80,000 Executives, Salespeople and other customer-facing managers in 22 countries over the past 19 years. His team has advised a number of Global Fortune 5000 companies including Goldman Sachs, General Dynamics, Alibaba, China Mobile, and 1400 other small and medium-sized companies.

In his first career, John was the captain of two nuclear submarines like the Dallas in the movie “Hunt for Red October”. He completed his Navy career in the Pentagon as the Program Manager (buyer) of a $2B nuclear submarine combat systems program. John is a graduate of United States Naval Academy with degrees in
mathematics and nuclear engineering. He has an MBA from George Washington University. He is the author of numerous sales training manuals and “Doing Business with the West”, published in China in 2012, and “Close Deals Faster” in 2017.


Asher Sales Sense is hosted by John Asher and Kyla O’Connell of ASHER Strategies which is a program on the Funnel Radio Channel.  ASHER Strategies is the sponsor of ASHER Sales Sense. 

ASHER Strategies   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Creating Urgency: How to Get Customers to Take Action Faster


Buyer indecision can kill your sales.  Research organizations from Gartner to Forrester indicate sales cycles are getting longer and more complex, and this is creating stress for sales organizations and salespeople.  Why do customers procrastinate in making buying decisions, and what can you do about it?

The July 4th Asher Sales Sense Podcast “Creating Urgency: How to Get Customers to Take Action Faster” with host John Asher features Mike Schmidtmann, Peer Group Facilitator, Business Coach and producer of the award-winning Trans4mers webinar series.  After building IT Sales organizations for 25 years, Mike now works with owners and managers to help them grow their businesses more effectively by teaching innovative practices to hire great people, win new business, and improve profits.

This Asher Sales Sense session with Mike Schmidtmann digs into the causes of indecision and offers tangible ways to create urgency for customers to take action quickly.  Listeners will learn the root causes of buyer procrastination, ways to create urgency for action, and how to “pull” rather than “push” customer decisions.  Why do buyers procrastinate?  What do salespeople do wrong?  And what are the most powerful motivators for action?  Tune in on July 4th to find answers to these and other urgent sales questions and get your customers lined up for action.

About John's guest:

Mike Schmidtmann coaches business owners and sales leaders for Solution Providers across the USA.  He works to drive results in sales recruiting, new business development, and profitability.

Mike led sales for Inacom Communications for ten years.  He then founded and built a $30 Million business unit for SPS covering five states.  His company was listed as the #1 Telecommunications Reseller three years in a row by the Washington Business Journal.  In 2005, he was honored by Avaya for making the largest competitive win-back sale in the United States. 

Mike produces the award-winning Trans4mers webinar series on IT sales and management subjects.  He contributes content for IT channel publications and is a frequent public speaker on business and sales topics.

Goal Setting for Results: Close Deals Faster


It’s now one-third of the way into 2019.  How are you coming along on those personal and professional goals you set for yourself at the first of the year? Not so great, huh?  Well, you’re not alone. Few of us make real progress on our goals because we don’t set ourselves up for success. We ignore the process and leave the content in the wish list.

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Using NLP to Get The Prospect to Pull The Trigger - A Podcast with Ramzy Ayachi & John Asher


Have you ever heard of neuro-linguistic programming, commonly referred to as NLP? Neuro stands for brain, linguistic refers to language, and programming is how neural language functions.

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Getting Breakthrough Sales Growth with Fractional Sales Leaders


Finding your new year’s sales projections already flatter than you hoped for?  Doing all you know how to do with the personnel and financial resources?  Maybe it’s time to get some outside help.  Everything is easier if you know how and the upcoming Asher Sales Sense Podcast might just be the answer you’ve been looking for to help you accelerate your sales.

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Using Neuro-Linguistic Programming to Close Deals Faster


For 2019, salespeople will have both challenge and opportunity. The challenge is meeting that ever-increasing sales goal. The opportunity is a chance to reinvent yourself into a super salesperson. Have you ever heard of neuro-linguistic programming, commonly referred to as NLP? Neuro stands for brain, linguistic refers to language, and programming is how neural language functions.

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Bringing Sales Success to Distribution Sales Teams


Are you considering selling through distribution partners or do you already?  These arrangements can bring both huge benefits and daunting challenges.  If you’re new to the game, it’s really important to know what you’re getting into and seek expert advice.  What are some considerations in selecting distribution partners?  What matters most to success in sales through distribution? 

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Five Factors Creating Elite Sales Mindsets


 John Asher interviews Kyla O’Connell, senior sales trainer and coach for Asher Strategies about Sales Training Reinforcement Techniques.  She relates the five factors that create an elite mindset for successful sales execution. 

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Aligning Sales and Marketing Strategy and Execution to Optimize Growth


One of the most difficult and enduring challenges business leaders face is 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. 

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