Host: Susan Finch

John Asher is joined by Fred Diamond to discuss the changing landscape of sales in the post-pandemic world. With the advancement of technology and increased access to information, sales professionals are facing new challenges in their roles. But great salespeople will always be in demand as sales is the lifeblood of any company. It is more important than ever for sales professionals to be well-informed, and prepared, as well as leading with empathy and emotional intelligence. Join us as we explore these exciting changes and discover what it takes to be a top-performing sales professional in the modern world.
Links from this episode:
https://www.amazon.com/Go-Giver-Expanded-Little-Powerful-Business/dp/1591848288 
https://freddiamond.com/ 
https://www.salesgamechangerspodcast.com/ 
https://i4esbd.com/ 
https://asherstrategies.com 
Fred Diamond on LinkedIn: https://www.linkedin.com/in/freddiamond
John Asher on LinkedIn: https://www.linkedin.com/in/johnasher/ 
Susan Finch on LinkedIn: https://linkedin.com/in/susanmfinch 
 
About our guest:
Fred Diamond is an engaging, energetic sales professional who spent time as an in-demand party DJ when he started his career. This experience, coupled with his rich experience as a senior marketing and sales professional at Apple, Compaq, and as a consultant to hundreds of high-growth software and tech firms, bodes well for an exceptional interviewing experience. As Co-founder and President of the Institute for Excellence in Sales (IES), he's interviewed thousands of sales professionals about their career always seeking tips from them to pass on to IES members and leaders to help them get better at the art and science of professional sales.
He is the author of Insights for Sales Game Changers and Love, Hope, Lyme: What Family Members, Partners, and Friends Who Love a Chronic Lyme Survivor Need to Know.

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 

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