One of the things I’ve learned for building trust is when you first connect with a prospect, you should ask permission to set the agenda for the conversation. It’s dramatic what it can do.

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Brian W. Robinson has worked in sales and marketing with some of the best-known companies in the world, including Coca-Cola USA and Johnson & Johnson. Upon leaving his corporate career, he helped launch a successful start-up where he was the first person in the history of the industry to sell more than one million dollars in business in twelve months—entirely by phone.

His more than two decades’ worth of in-the-trenches, battle-tested, face-to-face and phone-presentation knowledge can benefit virtually anyone, from Fortune 500 companies to entrepreneurial ventures.

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In this episode, we talk about:

  • Lessons on selling niche-specific products
  • Why the questions you ask matter
  • How to get a prospect’s attention within seconds
  • Creating meaningful conversations
  • How to uncover a prospect’s needs
  • Building trust and rapport
  • Getting to a point of empathy with your customer
  • Key phrases that can make a difference in gaining a commitment
  • How to navigate more complex sales conversations
  • How to generate leads without making phone calls

Want to learn more about the topics? Listen to the full episode!


Brian Robinson on the It's Time to Sell Podcast Episode 130

In Sales, Conversations Matter

If you’re used to getting a salary, and you have a commission tied to that, it’s not do or die. And so it forced me to gets hard look at the process I was using.

And what I found was that the questions I was asking really mattered. It can literally steer the direction of the conversation.

So I spent a lot of time on the order of questions, the order of the conversation, digging deeper, and it changed everything.

Asking the Wrong Questions

When a salesperson walks in and has their agenda set in their mind as to what they’re going to ask, but don’t really do their homework and make a list of questions that are going to elicit the deepest type of emotional responses and information that can help the client, immediately jumping to the presentation of solutions, to me that’s showing up and throwing up. That’s verbal vomit and it’s sales malpractice.

How to Build Trust

One of the things I’ve learned for building trust is when you first connect with a prospect, you should ask permission to set the agenda for the conversation. It’s dramatic what it can do. It can bring a whole room of people to attention.


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The Selling Formula: Five Steps For Instant Sales Improvement by Brian Robinson

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