Uploaded February 2025 | Updated September 2026, 1 day ago
Let's talk about persuasion!
Whether in the form of sales, or a helpful coaching conversation, or "street epistemology" for a cause you care about, it's very useful to understand how human beings make decisions.
Today's guest is Ian Ross, a sales trainer specializing in understanding human psychology and communication. He hosts the "Close More Sales" podcast and writes about sales at vividselling.substack.com .
In our conversation, Ian debunks the common misconception that effective sales techniques are inherently sleazy. Instead, he argues, sales can be all about communicating effectively so that our conversation partner makes a good decision.
It's certainly possible to misuse powerful communication skills, as with any tool. (You should see the havoc I can wreak with a reciprocating saw.) And there is a fine line between influence and manipulation — ultimately, it's all about intent.
After covering the basic principles of sales psychology, which apply to everyday interactions, we pivot into helping me become better at selling my own consulting and coaching services.
Ian helps me create a process for the sales call, including the right and wrong questions to ask, how to deal with financial issues, and how to end the call with a decision — whether yes or no — rather than a vague and wriggly "I need to think about it."
Ian's wisdom is invaluable for anyone looking to improve their persuasion skills, in both professional and personal contexts.
00:00 Understanding Sales and Human Behavior
08:43 The Role of the Guide in Sales Conversations
15:40 Navigating Integrity in Sales
23:43 Building Comfort with Uncomfortable Questions
31:45 Sales as a Path to Personal Development
36:47 The Power of Identity in Sales
42:15 Navigating Ethical Sales Practices
47:18 Intentionality and Self-Awareness in Coaching
53:17 Finding the Balance in Sales Conversations
01:03:28 Overcoming Self-Sabotage
01:06:01 Collecting Pain Points for Effective Coaching
01:09:02 The Art of Closing: Questions that Drive Commitment
01:11:58 Navigating Pricing Conversations with Clients
01:14:52 Creating Tension: The Key to Successful Sales
01:17:52 Balancing Coaching and Selling: Providing Value without Overcoaching
01:18:53 The Importance of Addressing Client Concerns
Let's talk about persuasion!
Whether in the form of sales, or a helpful coaching conversation, or "street epistemology" for a cause you care about, it's very useful to understand how human beings make decisions.
Today's guest is Ian Ross, a sales trainer specializing in understanding human psychology and communication. He hosts the "Close More Sales" podcast and writes about sales at vividselling.substack.com .
In our conversation, Ian debunks the common misconception that effective sales techniques are inherently sleazy. Instead, he argues, sales can be all about communicating effectively so that our conversation partner makes a good decision.
It's certainly possible to misuse powerful communication skills, as with any tool. (You should see the havoc I can wreak with a reciprocating saw.) And there is a fine line between influence and manipulation — ultimately, it's all about intent.
After covering the basic principles of sales psychology, which apply to everyday interactions, we pivot into helping me become better at selling my own consulting and coaching services.
Ian helps me create a process for the sales call, including the right and wrong questions to ask, how to deal with financial issues, and how to end the call with a decision — whether yes or no — rather than a vague and wriggly "I need to think about it."
Ian's wisdom is invaluable for anyone looking to improve their persuasion skills, in both professional and personal contexts.
00:00 Understanding Sales and Human Behavior
08:43 The Role of the Guide in Sales Conversations
15:40 Navigating Integrity in Sales
23:43 Building Comfort with Uncomfortable Questions
31:45 Sales as a Path to Personal Development
36:47 The Power of Identity in Sales
42:15 Navigating Ethical Sales Practices
47:18 Intentionality and Self-Awareness in Coaching
53:17 Finding the Balance in Sales Conversations
01:03:28 Overcoming Self-Sabotage
01:06:01 Collecting Pain Points for Effective Coaching
01:09:02 The Art of Closing: Questions that Drive Commitment
01:11:58 Navigating Pricing Conversations with Clients
01:14:52 Creating Tension: The Key to Successful Sales
01:17:52 Balancing Coaching and Selling: Providing Value without Overcoaching
01:18:53 The Importance of Addressing Client Concerns
