Ep. 127: How Cognitive Biases Help Entrepreneurs Close More Deals with John Asher
Host Steve Cook sits down with sales expert, entrepreneur, and author John Asher to explore how understanding how people think can transform how entrepreneurs sell. Drawing on his unique background as a Navy submarine captain, Pentagon buyer and program manager, engineering firm founder, and sales advisor, John explains why selling is a skill every business owner needs.
John breaks down the neuroscience behind common cognitive biases that influence purchasing decisions and shares practical ways to apply them in everyday conversations. From using genuine compliments to build rapport, creating…
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