You know that selling to prospects requires understanding how they buy. But you may still be struggling to master this technique. Join me and my guests, Jorge Soto and Justin Dorfman, co-founders of Asset Mule, as they explain how to focus on the buyer’s perspective to build a successful sales pipeline.

Meet the Guests: Jorge Soto and Justin Dorfman

• Jorge Soto and Justin Dorfman are the co-founders of Asset Mule, a company specializing in buyer enablement. 

• They bring valuable insights on integrating human elements in sales and understanding the psychology and motivations of buyers throughout the process.

• Instead of relying solely on CRM systems to close deals, they emphasize that understanding each stage of the buyer’s psychological journey accelerates the sales process.

Focus on the Buyer’s Journey, Not Just Sales Techniques

• If you’re still using traditional sales scripts, it’s time to shift your approach. By understanding the buyer’s psychology and putting yourself in their shoes, you can better guide them through the journey. 

• Awareness Stage: How will this product help solve my problem?

• Consideration Stage: Are there other products like this? Who else is using it?

• Decision Stage: Will this fit my budget? Will I have support if needed?




• Today’s buyers are more informed and considerate at each stage. Jorge and Justin explain how to use psychology to build trust and enhance the customer experience.

Qualifying Leads with a Human Touch

• Early qualification calls help sales reps understand a buyer’s motivations. Jorge explains that asking direct questions can uncover issues that might otherwise be overlooked due to an over-reliance on tools and processes. 

• These questions also help map out sales assets to use at each stage of the buyer’s journey.

“Building rapport and trust by going the extra mile early in the process makes a real difference in the experience,” - Jorge Soto.

“Every deal and every buying process is unique. Eventually, your goal is to turn the prospect into a champion. Once you establish that relationship, you can leverage their insights into their organization and its stakeholders, allowing you to map the buyer’s journey together and identify which assets to use at each stage,” - Justin Dorfman.

Resources

AssetMule

Cold Call Openers

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2. This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3. This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com