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Episode #1 Featuring John Smith, Founder & CEO, Company Inc.
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038: The Psychology of Sales and Influencing Buying Behavior with Michael Bernoff
Michael Bernoff
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Michael Bernoff is the President and Founder of the Human Communications Institute, a leader in the personal and professional development industry dedicated to creating rapid and lasting change in people’s lives.

He believes that communication is an underdeveloped and underutilized asset that, if appropriately harnessed, can help someone achieve anything they want in life. He’s used his strategies to help entrepreneurs, athletes, executives, Fortune 500 companies, and more.

Today, we’re talking specifically about how Michael’s communication principles apply directly to the sales world. Although, selling isn’t the term he would use to describe what he does best… 

Michael uses the power of communication as a tool to influence people into action. Instead of persuading someone to buy, which he believes serves his own self-interests, he empowers them to make a decision for themselves. 

In this episode, you’ll learn the language that influences buying behavior, the psychology behind decision-making, and how to use emotion to overcome objections, so you can close more sales. 


“Empowering human beings is part of the sales process, not getting someone to buy something.” – Michael Bernoff

“It's not what you say, it's how what you said was heard that’s more important.” – Michael Bernoff

“If we always raise our average and agree that our average sucks, we can always do better in business.” – Michael Bernoff

Key Takeaways with Michael Bernoff

✔️ How to charge more by creating extra value upfront—and an example of how to use this sales tactic when a prospect asks, “how much does it cost?”

✔️ How Michael piques interest and attracts clients by saying and doing things differently than they expected.

✔️ Find out why Michael never tells his team he’s proud of them. Use this strategy to empower your customers to buy—not because you told them to, but because they wanted to.

✔️ How good can you help somebody feel by empowering them to decide what they want to do?

✔️ The psychology behind decision-making and why “I have to think about it” is just a buyer avoidance technique.

✔️ Why average sucks and is the metric that controls your level of success in every area of life.

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