John Lester: Psychology, Mindset, and Success in Sales

About John Lester: John Lester is the Founder of Attitude Selling, helping struggling organizations and salespeople become sustainable revenue creators. Throughout his career, John has been acknowledged as a transformational leader, specializing in revitalizing underperforming organizations. He possesses a deep understanding of opportunity development, excelling in identifying and seizing market opportunities to accelerate expansion and boost revenue through fostering collaborative partnerships, strategic connections, and new market segmentation. Having managed extremely large and complex accounts, John understands the importance of delivering quality, consistent service. He exhibits a unique talent for root-cause analysis, swiftly pinpointing the core issues clients face and articulating them effectively while establishing optimal courses of action. He recognizes that business is ever-evolving. John's observations underscore the critical importance of aligning the organization along the "lead to satisfied customer" continuum for achieving large-scale, repeatable success in sales. John is also the author of "Winning the Inner Game of Sales: The Foundation of Success is Mindset." Check out the latest episode of our Conversational Selling podcast to learn more about John.

In this episode, Nancy and John discuss the following:

• John Lester's background and expertise in sales
• Sales as an art and the importance of human connection
• Challenges in sales and the impact of mental models
• The importance of understanding buyers and their psychology
• Difficulties solopreneurs face in sales
• Explanation of Attitude Selling and its focus on mindset
• The Sales Mastermind program and its purpose

Key Takeaways: 

• Good salespeople help others achieve their dreams, goals, and objectives.
• All these mental models are in your head, and until you get them out, they won't work.
• Wait a minute, if the person asks about price, wouldn't it be worth figuring out why they're asking about price right away instead of pushing that conversation away?
• You're not going to make progress if you don't get pushed.
   

"Sales is so amazing for a couple of reasons. One is because it is not a science as much as it's an art. It is not practical as much as it's human. And what you're really dealing with in sales is human behaviors and human emotions. You can't predict any of that. And that makes it so much fun. But the other thing that's so amazing about sales is that good salespeople help other people achieve their dreams, their goals, their objectives." – JOHN

"I would say the biggest misconception about the role of selling is that the seller needs to go, "Excuse me, but beat the living daylights out of the buyer into submission." All right? Don't. Stop. All right? It doesn't work. But there's so many. Sellers are told and taught, and hopefully not that much anymore, but told and taught that the buyer is uninformed, buys on price, and knows what they want. Stop! They were wrong, okay? The buyer buys because they think it's a good deal. No, none of its true. None of its true. They all come into play, but none of its true." – JOHN

"Great question, but it's natural, and I want all the solopreneurs listening to take a deep breath. The solopreneurs, for the most part, start a business because they have some kind of expertise. Usually, it's technical expertise, some kind of subject matter that they know about, whether it's a physician, a psychologist, or a plumber. They go, "Hey, I want to deliver that expertise." So, they understand their expertise, and again, this goes back to what I said in the very beginning: their expertise is a technical, definable offering. But the decision to buy their expertise is not technical; it's not definable; it's human; it's behavioral. And so, they're operating at this technical level, which is fine. Still, in order to sell, they have to change who they are to a certain extent and operate at the human level, and operate at the—I will say—political, not in the sense that everybody thinks of political, but political from the perspective of interaction. They're not used to doing that. I mean, I don't know how many schools in the country at any level offer such courses on how to come to an agreement, how to read another person. I don't know anybody who does, but you need those things. We have lots of classes on accounting." – JOHN

Connect with John Lester:

• LinkedIn: https://www.linkedin.com/in/johnlester973/
• Attitude Selling: https://attitudeselling.com/

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Connect with Nancy Calabrese: 

• Twitter:https://twitter.com/oneofakindsales
• Facebook:https://www.facebook.com/One-Of-A-Kind-Sales-304978633264832/
• Website:https://oneofakindsales.com
• Phone: 908-879-2911 
• LinkedIn: https://www.linkedin.com/in/ncalabrese/
• Email: leads@oneofakindsales.com