Latest / What is Business Development? / Episode 157: “The Science of Selling” with Dr. Kieva Hranchuk

Transcript

Episode 157: “The Science of Selling” with Dr. Kieva Hranchuk · What is Business Development?

• 0:04
  Speaker 1: Welcome to the Business Development Podcast, brought to you by
• 0:07
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:12
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello, BD pros, and welcome to the BD Podcast. It's
• 0:25
  Speaker 2: the official podcast of the Global Business Development Association. And
• 0:29
  Speaker 2: today we're here with our guest author, Kiva Horanchuk, And
• 0:34
  Speaker 2: Kiva is going to share with us some very interesting
• 0:38
  Speaker 2: behavioral science. And like I always like to say on
• 0:42
  Speaker 2: this show, business development is behavioral science. It is neuroscience
• 0:50
  Speaker 2: that is at the core of everything that we do
• 0:53
  Speaker 2: for our prospects and for our customers. But before we
• 0:57
  Speaker 2: get into that, If you want to learn more about
• 0:59
  Speaker 2: the neuroscience of business development and all the other fun
• 1:03
  Speaker 2: science that goes with it, then get yourself a copy
• 1:06
  Speaker 2: of the Business Development Body of Knowledge. And when you
• 1:09
  Speaker 2: read the book, you can then go to the Global
• 1:12
  Speaker 2: Business Development Association website at gbdassociation.org to learn more about
• 1:19
  Speaker 2: how you can get your business development professional certification. Okay, folks, well,
• 1:25
  Speaker 2: let's pivot to our guest author today. Now, I know
• 1:30
  Speaker 2: you're probably thinking, hey, where's the book cover? Well, we
• 1:32
  Speaker 2: don't have a book cover yet because it's still in production.
• 1:36
  Speaker 2: So you folks are some of the first people hearing
• 1:40
  Speaker 2: about this book that will come out right around Thanksgiving
• 1:44
  Speaker 2: time here in the United States, just in time for
• 1:47
  Speaker 2: the stocking stuffer season of the gift-giving December holidays. So
• 1:52
  Speaker 2: you'll have something that you can give to your friends, family,
• 1:55
  Speaker 2: and colleagues right with this brand new book that's going
• 1:59
  Speaker 2: to come out from Kiva Horanchek. Now, let me tell
• 2:01
  Speaker 2: you a little bit about Kiva. She's a behavioral scientist,
• 2:05
  Speaker 2: and she has studied the science of selling, and she
• 2:10
  Speaker 2: helps entrepreneurs and organizations understand how buying decisions are actually
• 2:15
  Speaker 2: made and how to sell in a way that feels ethical, human,
• 2:20
  Speaker 2: and effective. With a doctoral-level professional foundation rooted in behavioral
• 2:26
  Speaker 2: science and academia, she spent her career studying how humans learn, change,
• 2:33
  Speaker 2: and make decisions. And as a professor and clinician, her
• 2:37
  Speaker 2: work has focused on understanding behavior at its most fundamental level,
• 2:42
  Speaker 2: the relationship between environment, motivation, and outcomes. And over time,
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  Speaker 2: she began to see a clear parallel between behavior change
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  Speaker 2: in clinical settings and decision-making in sales environments. So, buying
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  Speaker 2: is a behavior. Selling is a behavioral science. Well, I
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  Speaker 2: can't wait to talk more behavioral science with our guest
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  Speaker 2: author today, Kiva Horanchek. Kiva, welcome to the show.
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  Speaker 3: Thank you for having me.
• 3:14
  Speaker 2: Well, I'm so excited about having you on the show
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  Speaker 2: because people are probably tired of hearing me talk about
• 3:21
  Speaker 2: how BD is actually brain science. And now I have
• 3:24
  Speaker 2: a PhD, Dr. Kiva Horanchek, to actually tell me how
• 3:29
  Speaker 2: right I am. Or maybe I have something wrong. I
• 3:32
  Speaker 2: want to know. But first of all, Kiva, everybody wants
• 3:35
  Speaker 2: to know, how did you get into this very interesting
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  Speaker 2: field and why did you write the book?
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  Speaker 3: Yeah, well, I'm definitely here to reinforce you, so don't
• 3:45
  Speaker 3: worry about that. But sales and ethical influence actually started
• 3:50
  Speaker 3: in a therapy room for me, not a boardroom. So
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  Speaker 3: I spent almost two decades sitting across from autistic children,
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  Speaker 3: trying to teach them new skills that would increase their
• 4:00
  Speaker 3: quality of life. And in that process, and then just
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  Speaker 3: sort of getting more into business and watching people the
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  Speaker 3: way people sell and the way people are making their
• 4:10
  Speaker 3: money inside their business, I started to notice this parallel
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  Speaker 3: between a therapist and a client and a buyer and
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  Speaker 3: a seller, which is that you have someone in front
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  Speaker 3: of you, you're trying to get them to do something
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  Speaker 3: because you swear it will make their life better. And
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  Speaker 3: you don't want to push them. You don't want to
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  Speaker 3: manipulate them. So I realized that there was really a
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  Speaker 3: huge gap in the business world that I had a
• 4:32
  Speaker 3: lot of knowledge that I could fill, right? Like, how
• 4:34
  Speaker 3: do we get someone to do something? in a way
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  Speaker 3: that actually works and it feels good with their brain
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  Speaker 3: and behavior, it doesn't work against it. So that's my story.
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  Speaker 3: And I've been really enjoying kind of making the connections
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  Speaker 3: between those two fields.
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  Speaker 2: Yeah, well, you know, that was kind of the pathway
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  Speaker 2: for me too, you know, going through the writing process
• 4:55
  Speaker 2: of the business development body of knowledge is really trying
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  Speaker 2: to get down to like, what is the fundamental first
• 5:00
  Speaker 2: principle of business development? I had like 1800 pages of
• 5:03
  Speaker 2: notes that I reviewed from so many papers, books, you
• 5:09
  Speaker 2: name it. And I finally distilled it down to, it
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  Speaker 2: all comes down to trust. And trust is actually neuroscience.
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  Speaker 2: And I'm sure we'll probably get into some of the
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  Speaker 2: really fascinating science behind all of this. So I can't
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  Speaker 2: wait to jump into the top three takeaways from your book.
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  Speaker 2: So again, folks, before we jump into takeaway number one,
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  Speaker 2: the book will be coming out in the November timeframe,
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  Speaker 2: right around the US Thanksgiving timeframe. If you're not in
• 5:41
  Speaker 2: the US, that's around November 25th, 27th timeframe, right around
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  Speaker 2: the end of November. So keep your eyes open and
• 5:52
  Speaker 2: we're going to be posting the landing page so you
• 5:55
  Speaker 2: can pre-register for Kiva's book on her website. And those
• 6:00
  Speaker 2: will be in the show notes for you to see.
• 6:02
  Speaker 2: So If you're listening to the podcast and you think, boy,
• 6:05
  Speaker 2: I really didn't get on the registration list for this.
• 6:07
  Speaker 2: I don't want to miss it. I want to make
• 6:08
  Speaker 2: sure it's in all the stocking stuffers for December. Don't worry.
• 6:12
  Speaker 2: We'll have the website on there so you can pre-register. Okay, Kiva,
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  Speaker 2: let's talk about your first takeaway from your book.
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  Speaker 3: So the first takeaway is that context and conditions when
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  Speaker 3: it comes to selling matter more than tactics or strategies.
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  Speaker 3: And so let me explain what that means. You can
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  Speaker 3: say whatever you want to someone, right, to try to
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  Speaker 3: get them to buy. But if they're not in the
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  Speaker 3: right context, they're not in the right decision state to
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  Speaker 3: even hear or care about what you're saying, it's not
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  Speaker 3: going to land. And the best example I like to
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  Speaker 3: give for this is you can't sell a gallon of
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  Speaker 3: water to someone who's just drank a gallon of water.
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  Speaker 3: It doesn't matter how good you are at selling. It
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  Speaker 3: doesn't matter how good your product is. or how valuable
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  Speaker 3: it is, they simply do not want it. So when
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  Speaker 3: I train sellers to understand their buyer, it really focuses
• 7:10
  Speaker 3: on understanding the buyer and the condition they're in and
• 7:14
  Speaker 3: the context they find themselves in before they even open
• 7:19
  Speaker 3: their mouth. So when we're trained in selling, we think
• 7:22
  Speaker 3: it's all about what we say and how we say
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  Speaker 3: it and when we say it. But it really starts
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  Speaker 3: way before that. So the whole book is about engineering
• 7:30
  Speaker 3: the conditions that make the yes inevitable.
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  Speaker 2: Yeah. And, you know, I think that fundamentally comes down
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  Speaker 2: to it's empathy, right? This is what it comes down to.
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  Speaker 2: It's all about empathy and understanding your buyer's context, your
• 7:45
  Speaker 2: prospect's customer and your customer's context as well.
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  Speaker 3: Yeah.
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  Speaker 2: Understand what's the frame of mind. Did they just drink
• 7:52
  Speaker 2: a gallon of water and you're trying to sell them
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  Speaker 2: soda water? I don't think it's going to work. And
• 7:57
  Speaker 2: most of all, that's not an ethical thing to do.
• 8:00
  Speaker 2: Why are you doing that? That's not appropriate. They'll probably
• 8:04
  Speaker 2: get sick if you sell them more water. So don't. Okay.
• 8:09
  Speaker 2: I like this whole idea of context. And so can
• 8:13
  Speaker 2: you kind of dive into kind of how you would
• 8:16
  Speaker 2: recommend folks kind of when they're sitting down with a
• 8:20
  Speaker 2: prospect or maybe even before they approach a prospect, how
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  Speaker 2: can you kind of uncover that contextual understanding?
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  Speaker 3: Well, I think it has a lot of work. It
• 8:30
  Speaker 3: has a lot to do with the work you're doing
• 8:32
  Speaker 3: in the background with your brand and your messaging and
• 8:35
  Speaker 3: your copy and the conversations you're having. You need to
• 8:38
  Speaker 3: be making sure that you're infusing those decision states that
• 8:43
  Speaker 3: they need to move through before they feel safe and
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  Speaker 3: comfortable saying yes. And so there are behavioral cues you
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  Speaker 3: can look for that, you know, a person will give
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  Speaker 3: you to tell you where they're kind of hanging out
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  Speaker 3: on what I call the yes ladder. You know, if
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  Speaker 3: they're asking what you do, they're still hanging out in
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  Speaker 3: like an awareness state. They don't even really understand that
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  Speaker 3: they have a problem or that you can solve that
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  Speaker 3: problem for them. But if they're asking you, you know,
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  Speaker 3: so when can we start? You know, how many sessions
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  Speaker 3: are there? That's a little that's higher up. So you're
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  Speaker 3: you understand that they probably are aware of what you do.
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  Speaker 3: They resonate with the way you speak about what you do.
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  Speaker 3: They've maybe felt inspired by you. They feel safe by
• 9:26
  Speaker 3: your authority signals that you've given out. And they're probably
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  Speaker 3: closer to feeling energized and activated towards saying yes. So
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  Speaker 3: it's really about reading the room. You're looking to see
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  Speaker 3: like what behavioral cues is the buyer giving me? What
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  Speaker 3: kind of questions are they asking? And then meeting them
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  Speaker 3: where they're at, right? So you sort of want to
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  Speaker 3: symptom mirror them. So if someone's asking you, when can
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  Speaker 3: we start? And you go back down to explaining what
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  Speaker 3: it is that you do, you're really bringing them back
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  Speaker 3: down that ladder when you could have gotten them. close
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  Speaker 3: to saying yes, if you had just listened to what
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  Speaker 3: they were asking you. Okay.
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  Speaker 2: I love it. Start with a contextual understanding, listen to
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  Speaker 2: what your prospects are saying and understanding those cues of
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  Speaker 2: where they are in the relationship, really being tuned into
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  Speaker 2: those so that you can make your way along the
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  Speaker 2: yes ladder. Okay, good. I would like to make our
• 10:27
  Speaker 2: way to takeaway number two from your book. And again, folks,
• 10:32
  Speaker 2: Kiva's new book, it's going to come out in the
• 10:35
  Speaker 2: end of November. So keep your eyes peeled. We'll have
• 10:38
  Speaker 2: a link to the landing page where you can pre-register
• 10:41
  Speaker 2: for her book. All right. Let's jump into takeaway number two, Kiva.
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  Speaker 3: So the next takeaway I want to highlight is this
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  Speaker 3: need for an understanding of what's called proximal versus ultimate reinforcers, right?
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  Speaker 3: So when we are taught in sales, we're taught to
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  Speaker 3: sell the transformation. Sometimes we take that too far in
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  Speaker 3: a way that doesn't feel attainable or even realistic to
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  Speaker 3: the buyer. So if you hear someone saying, you know,
• 11:11
  Speaker 3: sign up with me and you'll make 50K months, right?
• 11:14
  Speaker 3: Or sign up with me and you'll have a lifetime
• 11:17
  Speaker 3: access to confidence and you'll unlock your, you know, your
• 11:21
  Speaker 3: higher self. It sounds attractive, but people actually discount those
• 11:27
  Speaker 3: types of statements because they don't feel achievable. Right. And
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  Speaker 3: so there is this saying in sales, sell them what
• 11:35
  Speaker 3: they want and give them what they need. And it's
• 11:38
  Speaker 3: absolutely true. We need to sell the broccoli or sorry,
• 11:42
  Speaker 3: we need to sell the chocolate, but give them the broccoli. Right. So,
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  Speaker 3: This takeaway is really about understanding that when you're selling
• 11:50
  Speaker 3: your transformation and you're explaining to someone, you know, this
• 11:53
  Speaker 3: is the outcome of working with me when we do business.
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  Speaker 3: We really do have to sort of start smaller than
• 11:59
  Speaker 3: that and tell them, like, what are they going to
• 12:02
  Speaker 3: get right away? We need to create some safety with
• 12:04
  Speaker 3: some process clarity and paint the picture of what's going
• 12:09
  Speaker 3: to happen, you know, right when you sign up. And
• 12:11
  Speaker 3: what can you expect within the first two months and
• 12:13
  Speaker 3: the first three months, etc.
• 12:17
  Speaker 2: Yeah, I like that.
• 12:18
  Speaker 3: Okay.
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  Speaker 2: So it's really giving them the dream, but breaking down
• 12:25
  Speaker 2: that dream transformation in an achievable way, kind of giving
• 12:31
  Speaker 2: them the initial next best actions, if you will, of
• 12:36
  Speaker 2: what it will take. And I think you're also kind
• 12:39
  Speaker 2: of giving them the expectation of what the initial outcomes
• 12:43
  Speaker 2: will be. You know, yes, I can get you to $ 50, 000
• 12:47
  Speaker 2: a month. We can work on that. But here's what
• 12:50
  Speaker 2: the initial first step will look like. And this is
• 12:52
  Speaker 2: the accomplishment you'll achieve in that first step. Am I
• 12:56
  Speaker 2: repeating that properly?
• 12:58
  Speaker 3: Yeah, exactly. It's really about making things like they need
• 13:02
  Speaker 3: to be able to picture themselves in your world, in
• 13:06
  Speaker 3: your offer, achieving the outcome that you're promising. And so
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  Speaker 3: it's just something I think a lot of traditional sales
• 13:12
  Speaker 3: training really mixes up When they say sell the transformation,
• 13:16
  Speaker 3: people think, oh, how can I make this sound as
• 13:19
  Speaker 3: attractive as possible? And how can I get them in?
• 13:22
  Speaker 3: And it really borders along that, the border between manipulation
• 13:28
  Speaker 3: and motivation, right? Because you're trying to like beat out
• 13:31
  Speaker 3: a million other people that do the same thing you do.
• 13:34
  Speaker 3: And it starts to get manipulative where we're making promises
• 13:37
  Speaker 3: that we can't actually keep.
• 13:39
  Speaker 2: Okay, I am making my way down the bingo card
• 13:42
  Speaker 2: of the business development body of knowledge in the first
• 13:44
  Speaker 2: few paragraphs where we talk about neuroscience. So we're checking
• 13:49
  Speaker 2: them off the list really quickly here when it comes
• 13:51
  Speaker 2: to the neuroscience of it, where we say that trust
• 13:55
  Speaker 2: consists of purpose, empathy, and truth. We talked about empathy
• 13:58
  Speaker 2: in takeaway number one, which is really having that contextual understanding.
• 14:02
  Speaker 2: And what we're talking about here in takeaway number two
• 14:05
  Speaker 2: is understanding their purpose, their dream that they want to accomplish.
• 14:08
  Speaker 2: but you have to truthfully deliver to them. You know,
• 14:13
  Speaker 2: when you speak the truth, that gives them the trust
• 14:17
  Speaker 2: to believe you can fulfill on the dream. So if
• 14:20
  Speaker 2: you tell them you're going to help them make $ 50, 000
• 14:23
  Speaker 2: a month, set their expectations properly and truthfully telling them
• 14:29
  Speaker 2: this won't be easy. It's going to take work from you.
• 14:31
  Speaker 2: I did it with a client earlier today. I said, here,
• 14:35
  Speaker 2: You know, this is where we can get you to,
• 14:36
  Speaker 2: but I'm going to walk you through the first several
• 14:38
  Speaker 2: steps and we can only get there as quickly as
• 14:41
  Speaker 2: I said we could if you are partnering with me
• 14:45
  Speaker 2: to make that happen. And so having that foundation in
• 14:50
  Speaker 2: takeaway number two, understanding the dream and then truthfully telling
• 14:54
  Speaker 2: them what it's going to take to get that dream. Okay,
• 14:59
  Speaker 2: let's move on to takeaway number three.
• 15:04
  Speaker 3: So the third one is the role of the power
• 15:07
  Speaker 3: of consequences in business. So again, I'm like anti-bro energy selling.
• 15:13
  Speaker 3: And when I say that, I don't mean anti-male. I mean, anti,
• 15:17
  Speaker 3: you know, like, yeah, like, let's go. Are you going to,
• 15:19
  Speaker 3: are you going to painful? Like, let's do it. Who
• 15:21
  Speaker 3: cares about asking your partner? I don't sell like that.
• 15:25
  Speaker 3: But there's this saying of the fortune is in the follow-up, right? So,
• 15:29
  Speaker 3: and what they mean by that is, keep following up
• 15:32
  Speaker 3: over and over and over until they're so annoyed that
• 15:34
  Speaker 3: they say yes to you. The whole premise of my
• 15:36
  Speaker 3: book is that we can get people to say yes,
• 15:40
  Speaker 3: but unless it's done ethically and it's done because they
• 15:44
  Speaker 3: wanted it, not you, that's not going to lead to
• 15:47
  Speaker 3: a sustainable business, right? Because you're going to get refund requests.
• 15:52
  Speaker 3: You're not going to get testimonials. People are going to
• 15:54
  Speaker 3: drop off because they didn't really want to be there.
• 15:56
  Speaker 3: They were tricked into saying yes. And so in behavior science,
• 16:00
  Speaker 3: we know that behavior is actually governed by an ABC contingency, antecedent, behavior, consequence.
• 16:09
  Speaker 3: And most of what we do as sellers or even,
• 16:11
  Speaker 3: you know, in business is we focus on that antecedent phase.
• 16:16
  Speaker 3: What can we do to build the business? How do
• 16:18
  Speaker 3: we get people in? But we need to be paying
• 16:22
  Speaker 3: a lot more attention to the consequence. And that's what
• 16:24
  Speaker 3: happens after they sign up with you. right? Because that's
• 16:27
  Speaker 3: going to create brand ambassadors. That's going to have people
• 16:30
  Speaker 3: coming back, singing your praises, doing your marketing for you
• 16:34
  Speaker 3: because they actually had a good experience. And so everything
• 16:38
  Speaker 3: in behavior science has shown that, you know, we can
• 16:41
  Speaker 3: set up an environment to get a behavior to happen.
• 16:44
  Speaker 3: In our case, it's saying yes. But if the consequence
• 16:47
  Speaker 3: for saying yes is punished, it's not going to happen again.
• 16:50
  Speaker 3: If it's reinforced, it will happen again. And so retention
• 16:55
  Speaker 3: lives in that consequence phase. And I think we need
• 16:58
  Speaker 3: to pay a lot more attention to our delivery, to
• 17:01
  Speaker 3: the quality of our program, you know, to the actual
• 17:04
  Speaker 3: business that we're delivering to people to keep our business
• 17:07
  Speaker 3: running like a well-oiled machine. Okay.
• 17:11
  Speaker 2: Kiva. Bingo. I've got a bingo because we've completed the
• 17:18
  Speaker 2: full loop here. Purpose, empathy, and truth. You deliver that,
• 17:21
  Speaker 2: but you have to keep a keen eye. You have
• 17:24
  Speaker 2: to be continually empathetic to understand and watch the consequences,
• 17:28
  Speaker 2: the outcomes of your actions, and see what the impact
• 17:32
  Speaker 2: is on your customers once you convert them from a
• 17:36
  Speaker 2: prospect into a customer. Or even if you're still in
• 17:40
  Speaker 2: the prospecting phase, like you said, kind of this scarcity mindset,
• 17:46
  Speaker 2: bro science, whatever you want to call it. I'm just
• 17:49
  Speaker 2: going to just power through it regardless of what the
• 17:52
  Speaker 2: consequences are for my prospect. This is what my sequence
• 17:57
  Speaker 2: and my cadence tells me to do, regardless of the
• 18:00
  Speaker 2: fact that they just drank a gallon of water. It
• 18:02
  Speaker 2: just says right here, email them 16 more times and
• 18:05
  Speaker 2: tell them they need to buy a gallon of water. No.
• 18:08
  Speaker 2: you're not being empathetic. And that consequence of not being
• 18:12
  Speaker 2: empathetic is destructive to the relationship. It destroys trust. And
• 18:17
  Speaker 2: that destruction is unforgettable. But if you are empathetic and
• 18:22
  Speaker 2: you reinforce those positive consequences, they remember that. And over time,
• 18:28
  Speaker 2: they become your biggest champions. They become your fans. And actually,
• 18:31
  Speaker 2: they become your best business developers. They'll go out and
• 18:34
  Speaker 2: tell two or three friends who then become raving fans
• 18:38
  Speaker 2: who then sent two or three friends. And this gets
• 18:41
  Speaker 2: back to that original gap you talked about in your intro, Kiva,
• 18:46
  Speaker 2: is where you were looking at the sales and you
• 18:49
  Speaker 2: were looking at what was missing. And the thing that's
• 18:53
  Speaker 2: missing between marketing and sales is business development. It's that
• 18:58
  Speaker 2: trust building. It's that behavioral science where you're building the relationship,
• 19:03
  Speaker 2: that trusting relationship, with the prospect. You are their advocate.
• 19:08
  Speaker 2: You don't work for the company. You work for them. Um,
• 19:11
  Speaker 2: you know, I, I talked to a client that, you know,
• 19:13
  Speaker 2: the same client today, you know, they said they were
• 19:15
  Speaker 2: shopping around. I said, great, you should be, you should be.
• 19:19
  Speaker 2: And as a matter of fact, you know, the one
• 19:20
  Speaker 2: competitor you mentioned, I know them well, I actually like
• 19:23
  Speaker 2: those guys. They're good guys. So you should be doing
• 19:26
  Speaker 2: that as a responsible business owner. You should be shopping
• 19:28
  Speaker 2: around and getting the best deal you can. And I
• 19:30
  Speaker 2: hope you do get the best deal you can. And
• 19:33
  Speaker 2: Just those words, those empathetic words just build so much
• 19:37
  Speaker 2: trust with prospects and customers because they know you have
• 19:41
  Speaker 2: their best interests in mind. Kiva, anything else you wanted
• 19:44
  Speaker 2: to add from a behavioral science standpoint?
• 19:49
  Speaker 3: Just. would reiterate something you said in my intro that
• 19:52
  Speaker 3: because buying is behavior, selling is behavior science. And unless
• 19:56
  Speaker 3: you have an understanding of human behavior, I'd say you're
• 19:59
  Speaker 3: missing like 95% of it because it's not about you.
• 20:03
  Speaker 3: It's about them. And until you can put yourself in
• 20:06
  Speaker 3: their context and really listen to what they need and
• 20:10
  Speaker 3: fill that gap for them, I would say you're not,
• 20:13
  Speaker 3: you're not going to run a very sustainable business.
• 20:17
  Speaker 2: Yeah, I agree with you on that. And it's not just,
• 20:21
  Speaker 2: it's not bro science, it's actually behavioral science. And, and
• 20:25
  Speaker 2: I applaud you for everything you've done to really apply
• 20:29
  Speaker 2: hard sciences to what I felt when I was going
• 20:34
  Speaker 2: through the writing process was just It was just bro science.
• 20:39
  Speaker 2: It's just what people did and they just did it
• 20:42
  Speaker 2: over the years and they passed it on to other
• 20:44
  Speaker 2: people and who knew how much was right and how
• 20:47
  Speaker 2: much was wrong. And that's why a lot of the
• 20:50
  Speaker 2: book was written on references to hard research science. So
• 20:55
  Speaker 2: I'm just so excited you were able to join us today.
• 20:58
  Speaker 2: Let me just kind of summarize the top three takeaways
• 21:00
  Speaker 2: for everybody listening. Correct me if I'm wrong. But the
• 21:04
  Speaker 2: first one is having that contextual understanding. having the empathy
• 21:08
  Speaker 2: to listen to where your prospect is in the process.
• 21:16
  Speaker 2: And then the second thing is having the understanding of
• 21:21
  Speaker 2: what their dream is that they want to accomplish and
• 21:25
  Speaker 2: their purpose, if you will, and then empathetically understanding, listening
• 21:30
  Speaker 2: to those signals, that yes ladder, so you can move
• 21:34
  Speaker 2: them along the yes ladder. And then the final thing
• 21:38
  Speaker 2: is this is a continual process. Watch the consequences of
• 21:42
  Speaker 2: your actions. Watch the consequences of their actions and be empathetic. Again,
• 21:47
  Speaker 2: going back to the step number one of being very
• 21:50
  Speaker 2: tuned in empathetically to where they are and how you're
• 21:53
  Speaker 2: building that trust. So Kiva, it's been so great talking
• 21:57
  Speaker 2: to you. How can folks follow you, connect with you?
• 22:01
  Speaker 2: And again, folks, we're going to have a link. to
• 22:03
  Speaker 2: the book on the show notes. But Kiva, how can
• 22:07
  Speaker 2: folks connect with you, say on LinkedIn and whatnot?
• 22:10
  Speaker 3: Yeah, on LinkedIn, you can find me under my name,
• 22:13
  Speaker 3: Kiva Horanchuk. On Instagram, I'm the yes scientist. And my
• 22:19
  Speaker 3: website is buyerbehaviorinc.com.
• 22:23
  Speaker 2: All right.
• 22:24
  Speaker 3: Well, Dr.
• 22:24
  Speaker 2: Kiva Horanchuk, thank you so much for everything that you're
• 22:28
  Speaker 2: doing to really advance the art, science and ethics of
• 22:33
  Speaker 2: business development and having more scientists and folks in academia
• 22:39
  Speaker 2: like you. We need more folks like you. And it's
• 22:41
  Speaker 2: been so great having you on the podcast. I can't
• 22:43
  Speaker 2: wait to have you back on the show sometime in
• 22:46
  Speaker 2: the future. So thank you so much, Kiva. Awesome.
• 22:49
  Speaker 3: Thank you so much, Tony.
• 22:53
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 22:57
  Speaker 1: our free community of corporate partners and business development professionals
• 23:01
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• 23:06
  Speaker 1: profession at GBDAssociation.org.