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How to Persuade, Negotiate and Influence w/ Kurt Mortensen [Episode 299]

In this episode, Kurt and I explore the relationships between influence, persuasion and negotiation, how sales has changed, whether you would rather talk to a salesperson or a consultant, and how learning the laws of persuasion can make you more effective in sales and any other human interaction.

Joining me on this episode of Accelerate! is Kurt Mortensen, one of America’s leading authorities on persuasion, negotiation, and influence. He is the author of multiple books, including Persuasion IQ, The Laws of Charisma, and his best-selling book Maximum Influence.


Trust is a key to building influence.

Andy and Kurt cover the Five Cs of Trust: Character, Competence, Confidence, Credibility, and Congruence.

Persuasion in sales has changed dramatically and some of the old skills don’t work anymore. People want to be persuaded, they want to have someone persuade them to make a decision.

Every word you use will attract or repel people.

Kurt suggests, if you know there’s a need and a want, and there’s interest, you don’t want to get a no.

If you get a lot of no’s, then what you’re asking is too big. Break your asks down into smaller and smaller yesses. That makes a big difference in response.

People start by looking for reasons not to do business with you. Kurt points out that if you can help them see one or two reasons why they should do business with you, then they start looking for more reasons they should.

The Law of Reciprocity is universal across cultures. When you do something for somebody, they feel an urge to do something back. If you don’t allow people to return a favor you’ve given them, it can damage your relationship and your ability to persuade them.

The Wobegon Effect is that 80-90% of people rate their skills as above average. The brain needs to be right.

Kurt and Andy discuss listening. If you can listen, and use their name, people will tell you how to persuade them.

It’s better to reveal to your prospect a minor weakness about you, your product or service, before they find one.


What’s your most powerful sales attribute?


Who is your sales role model?

Brian Tracy.

What’s one book that every salesperson should read?

How Customers Think: Essential Insights into the Mind of the Market, book by Dr. Gerald Zaltman.

What music is on your playlist right now?

Van Halen, Depeche Mode, anything from the 80’s.