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January 15, 2025 17 mins

Unlock the secrets of transforming your sales approach with insights that promise to shift your perspective from pressure to service. Join us as we dissect the traditional sales stereotypes—like the notorious "used car salesman"—and explore why these interactions often feel intrusive. Through personal stories and examples, we reveal how these encounters activate subconscious triggers that make people wary of sales. By understanding the psychology behind these reactions, we emphasize the need to prioritize emotional intelligence, helping you distinguish between real and perceived threats, and ultimately crafting a sales strategy that serves rather than convinces.

Journey with us into the realm of mastering sales psychology and coaching, where we uncover the pitfalls of relying solely on hype to engage potential clients. Instead, discover how true coaching techniques can empower both sales professionals and clients. Learn to view objections as opportunities to build trust and foster leadership skills, rather than barriers to overcome. We invite you to a transformative workshop that promises to equip you with essential life coaching and sales strategies, setting you on a sustainable and effective path to success. Get ready to elevate your sales game and lead with confidence.

If you would like to learn more about working with Josh, and the Performance Coaching Certification, visit JoshCoats.com!

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hi, my name is Josh and I'm your push coach.
I'm a failed rock star turnedseven-figure life coach.
I've trained over 40,000coaches and entrepreneurs since
I got started back in 2014.
I currently run my own lifecoach certification for those
who want to learn the powerfultools of transforming lives
using the psychology of truecoaching.

(00:20):
On this show, we're going toexplore business from a
different perspective.
I combine high energy withpsychology to teach you business
in a totally different way.
If you're tired of being toldto just show up and do the work,
or just believe more or justtrust the compound effect, this
podcast will take you on a deepdive to help you understand what

(00:43):
is actually holding you andyour clients back from doing the
work.
Once you understand thepsychology of performance, we
can build powerful messagingthat will attract the right
people who finally show up anddo the work.
If you're ready to be apowerful leader and build your
legacy, let's dive in.
Hello, what's up everybody?

(01:08):
Today we are talking about whypeople hate sales, aka sales,
the wrong way.
So sales is a very triggeringword, for the most part because
of just what we have seen likewhat we have actually personally
experienced with sales, and Iwant to give like a couple

(01:29):
examples of this.
I think these are kind of themain examples that have kind of
created these triggers.
We've got the used car salesmanright.
Like as you pull into the cardealership, they're literally
like walking around the parkinglot, like following you around.
What do you want to look attoday?
Some of the worst salestraining in the world and back

(01:51):
when I worked in retail as ateenager, they told me to do
this is to always ask some typeof an open ended question as
people walk in so that they haveto answer you, and that's real
dumb.
It's real stupid.
Putting people in a positionwhere they are forced to do
something literally goes againstall psychology that exists.

(02:14):
It really, really, really does.
Another bad example is I don'tknow if any of you are as old as
me.
I'm 41.
I just turned 41 in December.
When I was probably 18, 19, 20,21, I used to shop at the buckle
Not very often because Icouldn't afford it.
However, I would go in theresometimes and I'll never forget

(02:35):
buying my first pair of jeansthat was like $65.
I mean, I spent like half of myweek working in the shoe store
to buy this one pair of jeans,and their associates there were
trained in traditional sales Now, I wouldn't call it good sales
at all, and that's why we'rehere to talk about this but they

(02:57):
would just follow you aroundeverywhere you go.
Oh, that would look so good onyou.
Oh, my God, that would lookamazing on you.
Oh, that would blah, blah, blah, blah, blah.
You go to the fitting room.
They're like hey, let me getthat for you.
We have that in like threedifferent colors and three
different washes.
Oh, hey, this t-shirt wouldlook so good with that.
And it was so annoying and sofrustrating, because the reality

(03:17):
is, I didn't have enough moneyto buy anything other than these
jeans.
Jeans Probably should not havebeen buying $65 jeans, but I
really wanted them.
So I went in there and I feltlike, even though I wanted this
pair of jeans, I walked into afreaking trap where I was like,
okay, we got you, now we'regoing to get you for everything

(03:38):
we can, and I hated that feeling.
So what I started doing isnever, ever, ever going to the
buckle, unless there wassomething very specific I knew I
wanted to buy and the goal wasget in, get out, as fast as
humanly possible.
It is these past experiencesthat create these triggers in

(04:01):
our subconscious mind.
So we're going to have to diginto something.
Today we can't actually talkabout sales without talking
about psychology, because thereality is, until we understand
psychology, there's no way wecan possibly understand the
right way to sell.
You see, the wrong way to sellis I got to create enough hype,

(04:27):
I got to talk about it oftenenough.
I got to like shove it downpeople's.
I got to be like in their faceall the time.
And while there is an elementto wanting to be at the front of
someone's mind as often aspossible which is why we post
every day, which is why we dostories, which is why I send out
emails every single day thereis a difference between making

(04:48):
noise versus making the rightnoise, or the way I like to say
it is.
When you don't understandpsychology, it's sales by
convincing.
When you understand psychology,it's honestly more of like
sales by serving psychology.
It's honestly more of likesales by serving.
Okay.

(05:09):
You can literally do sales in away that feels more like
service, less like convincing,okay.
And when we do it the right way, that's what happens.
But we can't really even diveinto this topic without like
having a little mini 101 lessonon how psychology works.
Okay, so this is what weliterally teach inside my life
coach certification.
This is what I learned fromgetting certified almost 11

(05:30):
years ago.
So let's talk about how ourbrain works.
Okay, we have this part of ourbrain called fight or flight.
Most people have heard of thatand what's happening is you have
a part of your brain that isconstantly scanning everything
in your life everything, lookingfor any possible threat.

(05:52):
If you're in a place where youcan actually take notes, I want
you to write this down my brainis triggered by anything that is
a possible threat.
Now, people who have developedenough emotional intelligence
usually through learning how toself-coach and understanding

(06:13):
what we're talking about todayunderstand that there's a really
big difference between anactual threat and a possible
threat.
The house you don't grab all ofyour belongings, grab the kids
and sprint out the house andjump into the street.

(06:34):
You stop and you look around totry to figure out what is
actually wrong.
But because no one has taughtus how to understand what's
happening in our own brain,inside of our own feelings,
oftentimes in our business, whenwe start to feel unsafe,
instead of looking around andtrying to get down to the bottom
of it and figure out what'sgoing on, we just run for our
lives.
Okay, now this is important tounderstand for the sake of your

(06:58):
own beliefs, of your ownconsistency in your business.
If you don't understand howpsychology works, it will be
almost impossible for you toshow up on a regular business,
because the reality is, yourbrain is triggered by anything
and everything that is new,because anything that's new is a

(07:20):
possible threat.
So if you got goals to hit anew rank, make more sales, reach
more people, grow yourengagement, make more sales,
reach more people, grow yourengagement.
Every single one of thesethings is technically new and
therefore your fight or flightor your subconscious mind sees
it as a possible threat.
So if you don't understand this, just showing up is going to be

(07:45):
really, really hard.
But let's talk about how thispertains to sales really hard.
But let's talk about how thispertains to sales, because every
single time you ask someone totry a new product, to change
anything about their lifestyle,to even get a new outcome, even
if that new outcome is somethingthey really really want,

(08:17):
something they really reallywant, if in any way it is new to
them, it is triggering theirfight or flight.
And so here's a lot of peopledo for the sake of sales and
marketing and get like really,really hyped up, like I just got
to get.
I got to bring so much energythat there's no way this person
can say no.
But then you throw out thedetails and this person pieces
out on you.
This person ghosts you andyou're like what did I do wrong?
What happened?
Well, it's not that you didanything wrong per se, even

(08:38):
though there's probably somethings you could have done
better.
It's the fact that, bypresenting something new to them
, even if they were excited,even if they were able to draw
off your energy, you have toremember at some point your
energy can only take people sofar.
At some point they're going torun into their own limiting
beliefs about the money they gotto spend, about the time it's

(09:02):
going to take, about any type ofchange to their lifestyle and
about any type of new outcome.
In other words, when we'retrying to sell something to
someone, there are at least at aminimum four different moving
pieces that are triggering theirsubconscious mind, causing them
to freak out.
And if you don't understandpsychology and, honestly, if I'm

(09:25):
just being super real.
If you don't understand theprocess of what I call life
coaching, you don't understandthe process of how to ask the
right questions to get peoplemoving through these things and
past these things, sales isalways going to be way harder
than it needs to be, because 80%of sales is dealing with

(09:50):
someone's brain is navigatingthrough all of the triggers and
all of the limiting beliefs.
And if you don't know how to doit right, what we often do is
we accidentally trigger people'sfight or flight instead of
helping them navigate, or flightinstead of helping them

(10:14):
navigate.
And that is what makes sales sochallenging for most people is
they don't even know that thisis happening.
People come to me all the timelike I literally don't know why
this person stopped talking tome.
I don't know.
I mean, I know I probably didsomething wrong, but I literally
don't even know what I didwrong.
And that can be reallyfrustrating when you don't even
know what you did wrong.
But for me personally, I alwayssay that I have this cheat code

(10:36):
.
Most people try to learnbusiness and sales first and
then they kind of get more intomindset stuff and if I'm being
real, most of the mindset stuffout there is garbage.
Most of the mindset stuff isessentially what I would call
conscious level coaching, whichmeans it changes the way you
feel in the moment, but itdoesn't address the deep rooted

(10:57):
beliefs that are waiting for youwhen you wake up tomorrow,
sometimes when you wake up inthe middle of the night.
And true coaching is the processof asking the right questions
to dig into all of that stuff,find out what's actually holding
people back and then help themwork through it.
Most people are scared to deathof objections because they're
not sure what to do when ithappens.

(11:17):
When you understand truecoaching, you understand that an
objection is your very bestfriend.
This is important friends.
If someone doesn't tell youwhat their objection is, you're
almost never going to make asale, because people are not
going to give you their moneywith big, deep-rooted questions
in their brain.

(11:37):
But if they can say theirobjections out loud now, we get
to help them navigate throughthose objections and when they
wake up tomorrow, instead ofstill being caught on this one
singular thing, we've actuallyworked them through it.
So when you understandpsychology and how true life
coaching works, we do our lifecoach certification very heavily

(12:02):
for people that are leadingother people Okay, because if
you're leading people, man, ifyou can't help them address
their deep-rooted fears andlimiting beliefs, you don't
stand a chance.
But I also love to just likekind of point out the sales and
marketing side of things,because the reality is, every
single time you are trying toget someone else to do something

(12:25):
, whether that's show up fortheir business, we would call
that leadership, or purchase aproduct, we would call that
sales.
It's all the same thing.
And oh, by the way,self-coaching, or getting
yourself to actually show up anddo what you're supposed to do,
is also selling.
It's selling yourself.

(12:46):
So if you understand how thispsychology works, if you know
how the brain works, if you knowwhat's triggering it and you
know how to move through that,it makes motivating yourself a
hundred times easier, it makesselling to other people a
hundred times easier and itmakes motivating or leading
other people a hundred timeseasier.

(13:06):
If you don't know how to do it,well, honestly, you are just
fully reliant on hype and energy.
And while I love hype andenergy and I try to bring hype
and energy to everything I do,hype and energy without
psychology is not effective.
And even if you don't have theright amount of hype and energy,

(13:29):
you can have the rightpsychology and still be just as
effective.
When you depend on hype andenergy, it always takes you more
and more and more and more workto get the same, if that
results.
When you understand psychology,you know how to help people work
through things.

(13:49):
They don't need you sendingthem five-minute hype messages
every single day to keep themmotivated or to get them to show
up.
You truly empower them to workthrough the that's holding them
back and find their truth of whythey really want to do this.

(14:10):
But they've also navigated thethings that were keeping them
stuck.
Does that make sense?
I hope that helps.
Got a lot of cool resources onthis, but I really want to
invite everyone to an upcomingworkshop that I have January
29th, the Wednesday night at 7pm Central, where it's
technically the workshop that weuse to teach people what life

(14:32):
coaching is all about, so thatyou can make a decision about
whether or not you want to gothrough our certification.
But I want to extend thisworkshop, this invite, to just
anyone out there.
That's like you know what I'meither struggling to show up for
myself, to motivate myself, orI'm struggling to make
consistent sales, or I'mstruggling to motivate others.

(14:56):
Some of you that might be allthree things, but if you're
struggling with any one of thosethings, you're going to learn
in this powerful workshopexactly what it takes to
understand the psychology andthe systems and principles that
actually get people working pasttheir limiting beliefs, instead

(15:16):
of just can I say somethingthat's going to sound a little
mean I promise I don't mean itmean toward anyone.
I really really, really don'tbut, like 99% of entrepreneurs,
think that fixing your mindsetmeans to flood yourself with
more positivity, more hype andmore energy.
And while it can be good tohave positivity, for sure, if

(15:40):
you are doing that, but avoidingthe limiting beliefs that are
truly holding you back, you'renever creating a permanent
solution.
It's kind of like the personwho is absolutely exhausted
because their adrenal glands arejust destroyed and, instead of
taking the time to get healthy,they just keep drinking more and

(16:01):
more and more and more and morecaffeine.
Is it fixing it?
In the moment, yes, but it'slong-term, making things worse
and worse and worse, and that'swhat most people do, most people
.
Instead of actually addressingthe root cause or the root
problem that's holding them back, they just keep dumping more
calls, more videos, more books,more podcasts, and essentially,

(16:26):
every single day is just abattle to motivate yourself to
show up, and what I want to helpyou do is learn what it
actually takes to finally workthrough that and become the
person who doesn't have to dealwith that anymore and oh, by the
way, help others to do the samething.
So if you're interested in that,make sure and check out the
link that we've got in the shownotes, or you can just go to

(16:46):
joshcoatscom.
We'll have the link right therefor you on the website.
All right, I love you guys somuch, believe in you.
Thanks for tuning into thepodcast.
Remember that everything youneed living on the inside, all
the resources you'll ever need,right under your nose.
Have an amazing day and we'llsee you soon.
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