Authority in the Wild #145 - 2 Words That Kill Every Sale w/ April Palmer
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Most salespeople give prospects the ick. They check boxes, recite scripts, and reek of commission breath. April Palmer does the opposite and closes enterprise deals by saying no, asking kindergarten-level questions, and letting clients talk 80% of the time.
In this episode, April breaks down the invisible mechanics of sales that actually work: why telling prospects "this isn't right for you" builds more trust than any pitch, how to stop competing on price by solving problems nobody else sees, and the specific words that destroy credibility the moment they leave your mouth.
She reveals her exact process for running discovery calls without feeling like an interrogation, the AI workflow that keeps her present during conversations, and why most salespeople are solving the wrong problem (hint: "I need to save 20%" is never the real issue).
This isn't about tactics. It's about understanding what people actually buy and it's rarely what they say they need.
🟪 Timestamps
(00:00) Introducing April Palmer
(02:08) April’s Early Sales Experience
(04:53) The Importance of Connection in Sales
(10:24) Building Trust and Setting Boundaries
(15:50) Effective Sales Techniques and Tools
(28:03) Creating a Personalized Sales Experience
(29:06) Leveraging Tools and Team Collaboration
(32:16) Understanding Customer Needs and Buying Behaviors
(37:54) Consulting for Small Businesses
(44:18) Effective Communication in Sales
🟪 About the Guest
April Palmer is a sales strategist, educator, and recovering overachiever who helps fast-growing companies make smarter business and technology decisions. She specializes in enterprise sales, negotiation strategy, and making complex topics actually enjoyable to learn. Known for teaching humans how to sell without the sleaze, April turns messy business problems into practical, joyful insights.
🟪 Connect with April Palmer
- LinkedIn: https://linkedin.com/in/hotmessboss
- Instagram: https://www.instagram.com/hotmessboss/
- Website: https://www.duckbillhq.com
🟪 Connect with Gabe Marusca
- Website: https://www.gabemarusca.com
- YouTube: https://www.youtube.com/@gabemarusca
- LinkedIn: https://www.linkedin.com/in/gabemarusca/
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Pura Vida!
Gabe Marusca