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studies, and the “STORY” framework (Setting, Complication, Turning Point, Resolution) offers a fresh alternative to outdated techniques.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.

顶尖销售人员的成功之道

迈克尔·博斯沃思

3.87(224 Reviews)

《顶尖销售人员的成功之道》概述

忘掉那些强推式的销售策略吧。《优秀销售员的所作所为》（*What Great Salespeople Do*）揭示了在达成交易时，情感叙事如何胜过逻辑说服。该书入选了 Gong 评选的“58 本最佳销售书籍”，它通过应用神经科学见解重塑了商业沟通——这些见解证明，比起完美的推销辞令，展现真实感与共情力能与客户建立更深层次的联系。

选择讲述方式

一本书，多种聆听方式。

来自《顶尖销售人员的成功之道》的相同理念。选择适合你的声音、深度和节奏，随时切换。

第 1 章

The Story-Driven Sales Revolution

Have you ever wondered why some salespeople consistently outperform their peers, seemingly possessing an almost magical ability to connect with buyers? This question haunted sales training experts Michael Bosworth and Ben Zoldan for years as they watched the gap between top performers and everyone else widen from the traditional 80/20 rule to a staggering 87/13 split-where just 13% of salespeople generate 87% of revenue. Their journey to understand this disparity led them to challenge everything they thought they knew about effective selling. "What Great Salespeople Do" emerged from their realization that the conventional wisdom about sales-focused on logic, questioning techniques, and problem-solving-was fundamentally flawed. Drawing from neuroscience, psychology, and their own experiences, they discovered that buying decisions are primarily emotional rather than logical. The book has become required reading at companies like Oracle, IBM, and Salesforce, with executives praising it as "revolutionary" for transforming their sales approaches. Even celebrities like Tony Robbins have incorporated its storytelling techniques into their own work, recognizing the universal power of emotional connection in human influence.

第 2 章

Overturning the Sales Universe

For centuries, we've operated under the assumption that human decision-making is primarily driven by logic and reason. This belief has shaped virtually every sales methodology developed over the past fifty years-from consultative selling to solution selling to value-based selling-all built around the premise that buyers make rational choices based on facts, features, and benefits. Sales training programs have historically emphasized detailed product knowledge, competitive analysis, and structured questioning techniques, reflecting this logic-first mindset. But recent advances in brain imaging technology, particularly fMRI studies and neural response mapping, have completely upended this paradigm. Just as Galileo's telescope proved Earth wasn't the center of the universe, neuroscience has revealed that logic isn't at the center of our decision-making process. We are, as researchers now understand, "feeling machines that think," not "thinking machines that feel." Studies show that damage to emotional centers of the brain renders people incapable of making even simple decisions, despite intact reasoning abilities. The implications for sales are profound and far-reaching. When Mike Bosworth helped develop the SPIN selling methodology at Xerox in the 1970s, researchers recorded 1,500 sales calls but focused exclusively on observable behaviors like questioning techniques and presentation skills. They created linear, logic-oriented approaches that ignored how top performers established emotional connections before asking questions. Without the technology to measure emotional responses, they dismissed the "magic" or "chemistry" of top performers as something that couldn't be taught. This narrow focus missed crucial elements like voice tonality, facial expressions, and subtle rapport-building behaviors that we now know are essential to sales success. "We were looking in the wrong place," Mike admits. "We were studying what great salespeople did, but not how they made buyers feel. We didn't understand that emotion drives decisions, while logic merely justifies them afterward." Research now shows that up to 95% of purchasing decisions are made subconsciously, driven by emotional factors rather than rational analysis. This revelation explains why traditional sales training hasn't improved the performance gap between top performers and average sellers. By focusing exclusively on left-brain analytical approaches-diagnosing problems, asking questions, presenting solutions-we've been addressing only a small part of how people actually decide to buy. The most successful salespeople intuitively understand this, building trust and emotional connection first before engaging the rational mind. They tell stories that resonate emotionally, create genuine human connections, and tap into deeper motivations beyond simple business logic. Modern neuroscience has also revealed that decision-making involves multiple brain regions working in concert, with the emotional centers (like the amygdala and nucleus accumbens) often activating before the rational prefrontal cortex. This suggests that successful selling must engage both the emotional and rational brains, but in the right sequence - emotion first, logic second.

边听边看，每个词都清晰呈现

轻松跟读，《顶尖销售人员的成功之道》中的每个词都会随音频实时高亮。

第 3 章

The Brain's Hidden Decision Engine

Understanding how the brain processes information reveals why traditional sales approaches often fail. The brain evolved in three distinct stages: first the reptilian brain governing basic survival functions, then the limbic system handling emotions, and finally the neocortex enabling higher thinking. Information flows from inside out-from the emotional brain to the thinking brain-making us hardwired to feel first and think second. When we encounter potential threats, including salespeople, our limbic system activates first, triggering fight-or-flight responses before our rational mind engages. This explains why buyers often seem defensive or skeptical-their brains are protecting them from perceived danger. The neocortex itself divides into two asymmetric hemispheres with different functions. The left hemisphere handles analytical processing, language, and logical reasoning-the domain of traditional sales training. The right hemisphere manages emotional processing, creativity, social cognition, and holistic thinking-the realm where buying decisions actually begin. "Most salespeople are trained to engage only the buyer's left brain," explains Ben. "They present logical arguments, technical details, and feature comparisons. But the decision to change-to buy something new-begins in the right brain and limbic system, where emotions reside." This insight explains why buyers often say they need to "sleep on it" before deciding. They're not just stalling; they're allowing their emotional brain to process the decision. When salespeople focus exclusively on logic, they're literally speaking to the wrong part of the buyer's brain. Mirror neurons further complicate the picture. These specialized brain cells fire both when we perform an action and when we observe others performing the same action. They form the neurological basis for empathy, allowing us to "catch" emotions from others. When salespeople appear anxious or inauthentic, buyers' mirror neurons detect this, creating discomfort and distrust. The good news? Our brains retain their plasticity throughout life. Even "left-brain" technical salespeople can develop their emotional intelligence and storytelling abilities with practice. The old adage that "old dogs can't learn new tricks" is neurologically false.

第 4 章

The Counterintuitive Power of Vulnerability

If traditional sales training emphasizes projecting strength and expertise, how do we explain Detective Anthony Terrell's success in hostage negotiation? When confronted with a desperate man threatening to kill his family, Terrell didn't rely on authority or logical arguments. Instead, he shared his own painful experience: "I've been in situations where I felt like there was no way out. I actually lost everything-my job, my home, my best friend-all at the same time." This vulnerable self-disclosure created an opening for the hostage-taker to share his own feelings of shame and anger, ultimately leading to a peaceful surrender that saved everyone involved. "Going first" with vulnerability creates the psychological safety necessary for others to open up. By sharing our own struggles, we signal trust and give others permission to reveal their challenges. This principle, while counterintuitive in business settings, is the foundation of human connection. "We don't connect with perfection," explains Ben's therapist Alana. "We connect with people who've been there." Ben learned this lesson when preparing for an important workshop with executives. Anxious about being "absolutely perfect," he was surprised when Alana shared her own story of working at a women's shelter where her perfect appearance created distance rather than connection. Dr. Brene Brown's research places shame and courage at opposite ends of a spectrum. Shame-the fear of disconnection-is universal except among psychopaths, manifesting as feelings of "never good enough." People with high shame resilience understand their triggers, talk openly about shame, live more authentically, and crucially-tell their stories. The key to resilience is having the courage to be imperfect while still liking yourself. In sales, vulnerability isn't weakness but strength. When Mike's friend Juliet, a cancer survivor, asked whether to mention her cancer battle in her dating profile, most friends advised against it. Mike suggested including it would eliminate anxiety about revealing it later. When Juliet added "cancer survivor" to her profile, her matches doubled-validating the power of vulnerability to create authentic connections.

从《顶尖销售人员的成功之道》中收获更多

每日获取新洞见，探索 10 万+ 条课程内容
文字实时高亮，与音频同步
保存你的书库，在所有设备上随时访问

第 5 章

The Storytelling Advantage

Stories bypass our defensive barriers in ways that facts and arguments cannot. When someone tries to sell or persuade us, our reactive left brain activates to protect us. But when someone says, "Can I tell you a story?" we nonconsciously relax, thinking "I don't have to decide anything," while simultaneously focusing because we're biologically wired to learn through narrative. This explains what Ben observed at Oracle's Financial Services Forum, where Wall Street CIOs largely ignored President Mark Hurd's PowerPoint-heavy presentation. They checked emails and ate breakfast instead of listening. But when Mark suddenly shared a personal story about struggling with his phone while his daughter easily found flight information, everyone immediately put down their devices and gave full attention. Our minds are wired for stories-we're natural story learners, tellers, and listeners from infancy. Dr. Jerome Bruner's research discovered that even two-year-olds think and communicate in story, and Harvard studies found that pre-language babies in their cribs attempt storytelling before they can speak. By school age, most children have heard thousands of stories that stick with them because we're fundamentally story learners. Unlike facts and figures that require left-brain mental effort, stories activate our emotional limbic brain and sensory perception system. We experience stories through all senses in our imagination, making them feel viscerally satisfying. Since decisions are primarily based on feelings rather than logic, stories cater perfectly to the right-brain activity of deciding to trust, act, or change. This storytelling advantage isn't new-it's ancient. Anthropologists have found evidence of storytelling in every human civilization, dating back 95,000 years to the development of language. At Uluru (Ayers Rock) in Australia, Aboriginal paintings tell stories of danger, survival, medicine, and hunting that have survived for 10,000 years. We evolved as storytellers because stories were our primary means of conveying crucial information for survival and cultural transmission.

第 6 章

Building Stories That Sell

Stories express how and why life changes. As Robert McKee explains, "A story begins with balance, then something throws life out of balance, then a story goes on to describe how balance is restored." Effective stories need both a plot showing change and emotional impact that connects with listeners. The Story Leaders framework provides a structure for building powerful sales stories using colored index cards to represent different elements: 1. The Point (yellow card): The foundation of any story-the belief or "why" that drives everything else. Without a clear point like "There is a better way" or "Never give up," you don't have a story. 2. The Setting (green card): Establishes time, location, context, and introduces characters. The setting provides crucial context that helps listeners understand what's at stake. 3. The Complication (white card): Encompasses events that challenge characters through conflict and struggle. Without struggle, there's no plot; without plot, there's no story. Complications often include "dumbass moments" where characters make mistakes, revealing vulnerability. 4. The Turning Point (blue card): Represents the emotional peak-the moment of realization or decisive action that alters the anticipated outcome. 5. The Resolution (red card): Shows the final outcome-how the complication gets addressed and what changes as a result. Stories are built backward, starting with the point, then resolution, setting, complication, and turning point-mirroring how our brains organize memories by meaning and emotion rather than chronology. The cards serve as a storyboard rather than a script, providing a lightweight framework with brief notes to jog memory during practice. After establishing the left-brain structure, developing the emotional dimension takes a story from 2-D to 3-D. Stories without emotional impact are labeled as unimportant by the brain, while emotionally intense experiences are remembered longest. The process involves writing emotions at the bottom of each card, noting their intensity. The emotional journey within a story is what delivers the point and gives it power to influence change. Though the card system might initially seem mechanical, humans are intrinsically story thinkers. With practice, the framework becomes second nature, and storytellers can visualize the cards mentally to build stories in real time.

边听边看，每个词都清晰呈现

轻松跟读，《顶尖销售人员的成功之道》中的每个词都会随音频实时高亮。

第 7 章

The Three Essential Sales Stories

Every salesperson needs at least three core stories to establish trust and connection with buyers: Who I Am, Who I Represent, and Who I've Helped stories. These stories help buyers progress through their buy cycle-the series of steps customers go through before making a purchase decision. The Who I Am story reveals your personal journey and why you do what you do. Linda's transformation demonstrates this power. Initially, she created a shallow "Why I'm So Great" story, but through coaching, she uncovered her authentic journey-how she overcame years of insecurity to discover her true value as someone who deeply understood customer problems. When she later used this authentic story in a high-stakes presentation to reluctant executives, it immediately engaged them, turning crossed arms into leaning-in interest, ultimately saving a major project. The Who I Represent story tells your company's journey, focusing on why you do what you do rather than just what or how. Laura's story about her telecommunications company illustrates this perfectly-it's a David versus Goliath narrative about challenging the Bell System monopoly. Despite setbacks and temporarily losing their competitive edge, they ultimately invested hundreds of millions to build an independent infrastructure. This story inspired their sales team who remarked, "I never knew what a great company we were." The Who I've Helped story demonstrates your ability to solve problems similar to those your prospect faces. Ben's story about Phil Godwin shows how a frustrated VP of Sales transformed his company by implementing storytelling approaches. Despite previously implementing traditional sales methodologies without success, Phil's company learned to stop focusing on products and start communicating through stories. This shift helped employees emotionally connect with the company's purpose and transformed the business, resulting in 43% revenue growth during a down economy. Sometimes you need specialized stories for specific situations. Adam Luff needed to convince IT professionals who'd failed three times implementing software on their own to accept help without making them defensive. By sharing his own similar failure in the 1990s-how he stubbornly tried to integrate systems without proper tools and ultimately left his job after failing-Adam broke through their defensiveness. Instead of a chest-beating sales pitch, his story prompted them to open up about their implementation struggles.

第 8 章

The Art of Story Tending

The most powerful aspect of story-based selling isn't just telling your stories but creating space for buyers to tell theirs. "Story tending" involves expressing genuine caring and curiosity about the buyer's whole story: where they were, where they are now, how they feel, where they'd like to be, and why. This approach transforms the traditional sales call from an interrogation into a collaborative exchange. When we ask workshop participants what they tend in their personal lives, they mention children, spouses, parents, gardens-things that grow. Relationships and conversations should be nurtured the same way. Effective story tending requires empathic listening-listening with the intent to understand, not just to identify problems you can solve. As Theodore Roosevelt said, "People don't care how much you know until they know how much you care." Unfortunately, what passes for listening in our culture often falls short. Common listening blocks include rehearsing your next statement, judging the speaker, placating, sparring, mind reading, daydreaming, advising prematurely, and insisting on being right. Salespeople are particularly prone to "premature elaboration"-getting excited when they identify a problem they can solve perfectly, then rushing to present their solution before establishing trust. At Xerox, researchers discovered that salespeople's performance peaked at 18 months before sharply declining. The reason? By that point, salespeople had become "experts" who could diagnose problems quickly but stopped listening. They would interrupt prospects to explain solutions before earning trust. Ironically, less experienced salespeople performed better because they had to genuinely listen and demonstrate curiosity. True empathic listening involves more than hearing words-it requires tuning into body language and nonverbal cues. The Chinese character for listening incorporates the ear (hearing), eyes (observing), heart (feeling), undivided attention (focus), and treating the speaker like royalty. This comprehensive approach requires awareness, encouragement, and reflection. When you truly "get" a buyer's whole story through empathic listening, you naturally discover their challenges plus much more valuable information. This approach offers three key advantages: it circumvents the buyer's left-brain resistance to persuasion, establishes an emotional connection that opens them to influence, and reveals contextual information you wouldn't have known to ask about.

从《顶尖销售人员的成功之道》中收获更多

每日获取新洞见，探索 10 万+ 条课程内容
文字实时高亮，与音频同步
保存你的书库，在所有设备上随时访问

第 9 章

Creating Organizational Change

Enterprise sales present a unique challenge: influencing not just one person but an entire organization to change. While traditional approaches emphasize "calling high" to reach decision-makers with budget authority, research on animal herds reveals that change isn't top-down but democratic. Any single animal can initiate movement by sensing a threat and moving away, followed by others forming subgroups. Once these subgroups reach 51 percent-the tipping point-the entire herd moves together. Pack leaders are actually least likely to influence change because they're often insulated from sensing needs. Similarly in organizations, tribal leaders-those connected to both ideas and other people-drive change more effectively than executives. Seth Godin defines a tribe as any group connected to one another, a leader, and an idea. When tribal leaders assemble tribes that assemble other tribes, an idea can become a movement. This explains Keith's success selling Solution Selling to IBM after Mike's direct approach to the North American operations president failed. Keith began with a midlevel sales director-a connection Mike considered too low to be valuable. After just one workshop, the attendees became believers who sold for Keith throughout the organization. Within three months, one workshop had multiplied into six, eventually reaching the same C-level executive who had previously ignored Mike's approach. Rather than fixating on access to budget holders, salespeople should think of themselves as "story leaders" who start grassroots movements by exciting tribal leaders about new ideas or beliefs. To create organizational change, start with one person willing to listen to your story and challenge the status quo, then empower them to tell their own story within their tribe.

第 10 章

Creating a "Storiable" Organization

Organizations must support their salespeople to help them become great sellers. CEOs, product marketers, and sales managers exert the strongest influence over an organization's sales force and must treat sales reps as internal customers who will then influence external customers. As chief storytellers, CEOs shape organizational identity through the stories they share. Herb Kelleher, Southwest Airlines' cofounder, exemplifies this power. His vision of an efficient, low-cost airline with excellent customer service, sketched on a cocktail napkin in 1967, became the founding story every employee learned. This story-based culture yielded remarkable results: 24 consecutive profitable years, industry-leading safety and service records, and recognition as one of America's best employers. Product marketers often make the mistake of overwhelming salespeople with information rather than inspiration. One executive described their typical product launch: "We lock salespeople in rooms and bombard them with excessive information: 300-slide PowerPoint decks packed with bullets, graphs, features, statistics, and technical details." This approach leaves salespeople confused and ill-equipped to sell effectively. Instead, product trainers should treat salespeople as internal customers, selling to them through stories rather than specs. Share the product's journey: whose idea was it, what need it addresses, the development challenges, and how real humans use it. This approach enables sellers to connect with and influence customers by passing along these stories. Sales managers, who work directly with salespeople daily, exert perhaps the strongest influence on their teams' success. Many top salespeople fail as managers because they abandon what made them successful-connecting with people and building relationships-instead focusing on control through spreadsheets, forecasts, and reports. Phil Jackson's coaching success with the Chicago Bulls and Lakers demonstrates the power of personal connection. Despite having superstars like Michael Jordan and Kobe Bryant, Jackson's teams won championships because "his players truly believed Jackson cared about them. Which he definitely did." Jordan declared, "If Phil's not in Chicago, I'm not playing-anywhere." Similarly, sales managers must lead the way they sell-by connecting through stories. One client replaced weekly sales meetings with "Monday Morning Campfires" where reps share selling experiences, fostering peer-to-peer learning. This builds institutional knowledge, improves morale, and reinforces a culture of storytelling.

边听边看，每个词都清晰呈现

轻松跟读，《顶尖销售人员的成功之道》中的每个词都会随音频实时高亮。

第 11 章

Embracing the Journey

Like interlocking your fingers with the opposite thumb on top, trying new sales approaches feels uncomfortable initially. When learning to drive a stick shift, the procedural left brain dominates, focusing on mental checklists that prevent broader awareness. With practice, skills become routine, allowing the left brain to relinquish control and engage the right brain. That's the goal with storytelling-practicing until the card system, emoting, and passing the torch become natural, enabling full presence without self-conscious worry about each step. Though storytelling won't require the 10,000 hours Malcolm Gladwell identifies for mastery (because humans are wired for narrative), you'll still need substantial practice to influence buyers effectively. Oracle executive John Burke was initially skeptical about implementing the storytelling approach, finding it "weird." During a golf game, Ben convinced him to try it on his next sales call. Despite initial resistance from a colleague who worried about "airing dirty laundry," Burke told his story to a Fortune 100 CIO. The result was transformative-the CIO opened up with his own story, and Burke's skeptical colleague immediately wanted to learn the technique. Expect struggles and "dumbass moments" as you become a Story Leader, but don't be discouraged. Keep practicing, remembering we're all natural-born storytellers who may have gotten rusty. Your turning point will come when you see these techniques working, leading to the high level of connection that fosters collaborative sharing of ideas and beliefs-communication that moves people to change. The ability to influence others isn't limited to a select few-we can all do it by drawing upon meaningful events from our lives and sharing them. This connection is what makes great salespeople great. It cannot be seen, but it is felt. You just have to take the leap and try it.

★★★★★

你已读完《顶尖销售人员的成功之道》

深受 100 万+ 学习者喜爱

“坚持使用 23 天了，我每天都会打开它。它现在已经成为我的日常习惯。”

jayallen

《顶尖销售人员的成功之道》核心主题

storytelling in business
emotional decision making
neuroscience of persuasion
building buyer trust
right brain selling

《顶尖销售人员的成功之道》经典语录

Emotion drives decisions, while logic merely justifies them afterward.
We are 'feeling machines that think,' not 'thinking machines that feel.'
We were studying what great salespeople did, but not how they made buyers feel.
Most salespeople are trained to engage only the buyer's left brain.
We don't connect with perfection.

《顶尖销售人员的成功之道》主要人物

Michael BosworthAuthor and sales expert who co-developed SPIN
Ben ZoldanAuthor and sales training expert

关于作者

Michael Bosworth 是畅销书《优秀销售员在做什么：通过情感连接和故事力量销售的科学》(What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story) 的作者，也是全球公认的销售哲学家和以客户为中心的方法论先驱。作为施乐 (Xerox) 顶尖销售团队的资深成员以及具有影响力的“方案销售”(Solution Selling®) 框架的创始人，Bosworth 将数十年的实战经验与关于人类连接的突破性研究相结合。他的工作探索了神经科学、故事讲述和销售策略的交叉领域，帮助专业人士在竞争激烈的市场中建立信任并施加影响。

除了《优秀销售员在做什么》之外，Bosworth 还撰写了销售经典著作《方案销售》(Solution Selling) 和《以客户为中心的销售》(Customer Centric Selling)，这些书籍至今仍是财富 500 强培训计划的必读书目。作为一名备受欢迎的主旨演讲者，他主持研讨会并出现在领先的销售播客中，分享其从加州州立理工大学商业教育以及 50 多年科技销售生涯中汲取的实践见解。

他的故事讲述框架已被全球各地的组织所采用，从初创公司到企业团队均有涵盖。《优秀销售员在做什么》持续位居亚马逊商业类畅销书前列，已被翻译成 12 种语言，并被改编用于大学销售课程。

下载《顶尖销售人员的成功之道》摘要

免费获取《顶尖销售人员的成功之道》摘要的 PDF 或 EPUB 版本。可打印或随时离线阅读。

用户还喜欢

Great Leads

Michael Masterson

Secrets of a Master Closer

Mike Kaplan

Secrets of Closing the Sale

Zig Ziglar

Science of Selling

David Hoffeld

New Sales. Simplified.

Mike Weinberg

Sales EQ

Jeb Blount

The great sales man of the world

Og Mandino

Conversations That Sell

Nancy Bleeke

关于本书的常见问题

发现更多

学习计划

The Tactical Empathy Playbook

This playbook is essential for sales professionals who face constant resistance and repetitive objections in high-stakes environments. It provides a psychological framework to move past surface-level rejection and build genuine influence with skeptical prospects.

1 h 12 m•3 章节

学习计划

Master sales and persuasion techniques

This comprehensive plan bridges the gap between basic selling and high-level influence by combining psychological theory with tactical execution. It is ideal for sales professionals, entrepreneurs, and leaders looking to master the art of persuasion and build predictable revenue systems.

2 h 6 m•4 章节

学习计划

The Neurobiology of Sales Resilience

This program is essential for sales professionals facing high burnout or rejection fatigue. It combines neurobiology with practical sales tactics to help teams maintain peak performance under pressure.

1 h 30 m•3 章节

学习计划

Sales Charisma and High-Stakes Influence

This plan is designed for experienced sales professionals and leaders who need to move beyond scripts to achieve true executive presence. It combines psychological techniques with strategic B2B navigation to help you win in high-pressure environments.

1 h 30 m•3 章节

学习计划

The Art of Persuasion and Direct Closing

In a competitive landscape, the ability to influence decisions and finalize deals is a critical differentiator for professionals. This plan is ideal for sales leaders, negotiators, and entrepreneurs who need to master high-stakes communication and psychological framing to drive results.

1 h 30 m•3 章节

学习计划

Sales & Negotiations Pro

This learning plan is essential for anyone looking to excel in sales, business development, or client-facing roles where influence and negotiation determine success. Whether you're a sales professional aiming to close more deals, an entrepreneur needing to sell your vision, or a manager seeking to enhance persuasion skills, this comprehensive program builds both foundational and advanced capabilities that directly impact your bottom line.

4 h 34 m•4 章节

学习计划

The Psychology of Growth

This plan is essential for entrepreneurs and marketers who want to move beyond surface-level tactics and master the science of persuasion. It provides a deep dive into how the human brain makes decisions, making it perfect for anyone looking to increase conversion rates through psychological insight.

1 h 36 m•4 章节

学习计划

Sales

Sales skills are critical for anyone looking to drive revenue, whether you're a sales professional, entrepreneur, or business leader. This comprehensive learning plan takes you from foundational pipeline-building through advanced consultative selling, equipping you with the psychology, techniques, and strategic frameworks needed to close deals at any level and build a sustainable sales career.

4 h 49 m•4 章节

由哥伦比亚大学校友在旧金山创建

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"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

查看更多网络上关于 BeFreed 的讨论

由哥伦比亚大学校友在旧金山创建

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"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

查看更多网络上关于 BeFreed 的讨论

开启你的学习之旅，就是现在

第 2 章

顶尖销售人员的成功之道

概述《顶尖销售人员的成功之道》概述

一本书，多种聆听方式。

The Story-Driven Sales Revolution

Overturning the Sales Universe

边听边看，每个词都清晰呈现

The Brain's Hidden Decision Engine

The Counterintuitive Power of Vulnerability

从 《顶尖销售人员的成功之道》中收获更多

The Storytelling Advantage

Building Stories That Sell

边听边看，每个词都清晰呈现

The Three Essential Sales Stories

The Art of Story Tending

从 《顶尖销售人员的成功之道》中收获更多

Creating Organizational Change

Creating a "Storiable" Organization

边听边看，每个词都清晰呈现

Embracing the Journey

你已读完 《顶尖销售人员的成功之道》

《顶尖销售人员的成功之道》核心主题

《顶尖销售人员的成功之道》经典语录

《顶尖销售人员的成功之道》主要人物

关于作者

下载《顶尖销售人员的成功之道》摘要

用户还喜欢

关于本书的常见问题

What is What Great Salespeople Do about?

Who should read What Great Salespeople Do?

Is What Great Salespeople Do worth reading?

What are the key concepts in What Great Salespeople Do?

发现更多

1,000,000+ curious minds.

1,000,000+ curious minds.

一本书，多种聆听方式。

The Story-Driven Sales Revolution

Overturning the Sales Universe

边听边看，每个词都清晰呈现

The Brain's Hidden Decision Engine

The Counterintuitive Power of Vulnerability

从 《顶尖销售人员的成功之道》中收获更多

The Storytelling Advantage

Building Stories That Sell

边听边看，每个词都清晰呈现

The Three Essential Sales Stories

The Art of Story Tending

从 《顶尖销售人员的成功之道》中收获更多

Creating Organizational Change

Creating a "Storiable" Organization

边听边看，每个词都清晰呈现

Embracing the Journey

你已读完 《顶尖销售人员的成功之道》

用户还喜欢

发现更多

《顶尖销售人员的成功之道》概述

从《顶尖销售人员的成功之道》中收获更多

从《顶尖销售人员的成功之道》中收获更多

你已读完《顶尖销售人员的成功之道》

从《顶尖销售人员的成功之道》中收获更多

从《顶尖销售人员的成功之道》中收获更多

你已读完《顶尖销售人员的成功之道》