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What’s the Value of Persuasion as a Sales Skill? w/ Bridget Gleason [Episode 297]

Join Bridget and me as we answer the question of a listener about how what you need to do to position yourself for promotion, attempt to define what persuasion is (what it can and cannot do), and examine the role that persuasion actually plays during the sales process.

Welcome to another Front Line Friday with my amazing guest, Bridget Gleason. On this week’s episode, Bridget and I try to persuade each other about the value of persuasion as a sales skill.


We start with a listener question — Amy, an SDR, wants to position herself to move up to an Account Manager or Account Executive role. Beyond succeeding in her current role, should she do to demonstrate to her bosses that she is ready?

Bridget suggests learning all the aspects of moving prospects through the sales process. In addition, Andy encourages Amy to start now to develop her knowledge of sales and business by constant reading and learning.

Is this statement true? “To master the art of selling, you must master the art of persuasion?” Andy thinks not — What do you think?

Bridget says persuasion is not manipulation. It’s not about persuading someone who’s not a good fit for the deal. It’s a transference of confidence that this is the right decision.

Andy asks whether it’s best if the customer thinks this co-creation of value is their own idea.

Bridget discusses the difference between persuasion and coercion. And how people who can inspire, persuade her.

Andy says, mastering responsiveness creates a positive perception that persuades the customer.

Do 100% of all decisions initiate from the emotional side of the brain?

How trust is built on a customer’s perceptions of you and your organization.

Andy reminds us, it’s a matter of who you are, as opposed to what you say. As Ralph Waldo Emerson said, “What you do speaks so loudly that I cannot hear what you say.”