What is *What Great Salespeople Do* about?

*What Great Salespeople Do* by Michael Bosworth and Ben Zoldan teaches sales professionals to prioritize emotional storytelling over logical persuasion. The book argues that breakthrough sales come from forging authentic connections, using neuroscience-backed frameworks to craft narratives that align with buyers’ values and challenges. It shifts focus from traditional "problem-solving" tactics to vulnerability-driven engagement.

Who should read *What Great Salespeople Do*?

Salespeople, managers, and entrepreneurs seeking to influence decisions through empathy will benefit most. The book is particularly valuable for those tired of transactional interactions and aiming to build trust-driven relationships. Leaders in consultative or complex sales environments will find its storytelling methods transformative.

Is *What Great Salespeople Do* worth reading?

Yes—endorsed by executives at Oracle and Selling Power, the book provides actionable strategies to humanize sales. Its blend of psychology, case studies, and the “STORY” framework (Setting, Complication, Turning Point, Resolution) offers a fresh alternative to outdated techniques.

What are the key concepts in *What Great Salespeople Do*?

Key ideas include: - **Emotional connection**: Decisions stem from right-brain engagement, not logic alone. - **Vulnerability**: Sharing flaws builds credibility and disrupts buyer skepticism. - **Narrative structure**: The STORY framework guides prospects from pain to resolution.

How does storytelling improve sales according to *What Great Salespeople Do*?

Stories bypass logical resistance by activating emotional brain regions. For example, Apple’s “Think Different” campaign tripled stock prices by linking products to aspirational narratives—not specs. The book teaches salespeople to craft similar purpose-driven stories that align with buyer identity.

What sales frameworks are presented in *What Great Salespeople Do*?

The authors merge Bosworth’s **CustomerCentric Selling** with narrative psychology: 1. **Diagnostic storytelling**: Use stories to surface unspoken needs. 2. **Co-creation**: Invite buyers to shape solutions within your narrative. 3. **Emotional ROI**: Quantify how stories reduce perceived risk.

Does *What Great Salespeople Do* address traditional sales techniques?

Yes—it critiques overreliance on diagnostic questions and ROI studies, which often trigger skepticism. Instead, it advocates for “story listening” to uncover emotional drivers, then aligning solutions through collaborative storytelling.

In *What Great Salespeople Do*, how do vulnerability and authenticity impact sales?

Admitting limitations (e.g., “Our solution isn’t perfect for everyone”) disarms buyers by contrasting with typical sales bravado. This authenticity fosters psychological safety, making prospects 34% more likely to share true objections.

What Great Salespeople Do Summary, PDF, EPUB, Audio

What Great Salespeople Do

Michael Bosworth

3.87 (224 Reviews)

Business Communication skill Psychology

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Forget pushy sales tactics. "What Great Salespeople Do" reveals how emotional storytelling trumps logic in closing deals. Featured in Gong's "58 best sales books," it's reshaping business communication by applying neuroscience insights that prove vulnerability creates deeper customer connections than perfect pitches.

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We are, as researchers now understand, "feeling machines that think," not "thinking machines that feel."

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"Feels effortless compared to reading. I’ve finished 6 books this month already."

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"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

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What Great Salespeople Do

Michael Bosworth

3.87 (224 Reviews)

Business Communication skill Psychology

Обзор

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Часто Задаваемые Вопросы

Исследуйте Свой Способ Обучения

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We are, as researchers now understand, "feeling machines that think," not "thinking machines that feel."

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Beyond Features and Benefits: The Human Connection in Sales

00:00

Have you ever noticed how some salespeople seem to effortlessly connect with buyers, while others struggle despite knowing every product detail? This disparity haunted sales experts Michael Bosworth and Ben Zoldan as they watched the traditional 80/20 rule evolve into a staggering 87/13 split - where just 13% of salespeople generate 87% of revenue. Their groundbreaking discovery? The conventional wisdom about sales-focused on logic, questioning techniques, and problem-solving-is fundamentally flawed. Buying decisions are primarily emotional rather than logical, and the most successful salespeople intuitively understand this hidden truth. What if everything we've been taught about sales is backward? Recent neuroscience reveals we're "feeling machines that think," not "thinking machines that feel." When traditional sales training focuses exclusively on left-brain analytical approaches-diagnosing problems, asking questions, presenting solutions-it addresses only a small part of how people actually decide to buy. This explains why the performance gap between top performers and average sellers persists despite decades of training. The most successful salespeople build trust and emotional connection first, then engage the rational mind-not the other way around.

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Создано выпускниками Колумбийского университета в Сан-Франциско

BeFreed объединяет глобальное сообщество из 200 000+ любознательных умов

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"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Создано выпускниками Колумбийского университета в Сан-Франциско

BeFreed объединяет глобальное сообщество из 200 000+ любознательных умов

Узнайте больше о том, как обсуждают BeFreed в интернете

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

1.5K Ratings4.7

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What Great Salespeople Do by Michael Bosworth Summary

Overview of What Great Salespeople Do

Similar books to What Great Salespeople Do

Лучшая цитата из «What Great Salespeople Do»

Похожее

Ключевые выводы

Beyond Features and Benefits: The Human Connection in Sales

The Neuroscience of Decision-Making and the Power of Vulnerability

Stories: The Secret Language of Influence

Essential Sales Stories and Story Tending

Creating Movements Through Organizational Influence

The Journey to Authentic Connection

Режим Краткое резюме - Прочитайте или прослушайте краткое содержание What Great Salespeople Do за 9 минут

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Скачать What Great Salespeople Do PDF

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Похожее

Ключевые выводы

Beyond Features and Benefits: The Human Connection in Sales

The Neuroscience of Decision-Making and the Power of Vulnerability

Stories: The Secret Language of Influence

Essential Sales Stories and Story Tending

Creating Movements Through Organizational Influence

The Journey to Authentic Connection