How to Make Sales Training Work for You w/ Glenn Mattson [Episode 305]

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Among the topics Glenn and I dig into in this episode are why most sales training is not effective in producing improved performance, how to understand emotional drivers of behavior change, and why sales training that doesn’t focus on personal change is pointless.

My guest on this episode of Accelerate! is Glenn Mattson, President of Mattson Enterprise, Inc., a Sandler Training Consulting and Training firm.


Glenn describes the emotional drivers that cause people to purchase are based either on pain or gain; not on benefits and features.

Glenn shares why salespeople spend an awful lot of time and an enormous amount of resources chasing accounts that are not qualified and will not close.

Glenn describes the three stages of sales — Building Relationships, Qualification, and Closing– each broken down into further steps.

Why you need to learn the emotional drivers — of the company, and of the individual contact — during Qualification.

The importance of proof of concept trials. If the buyers are looking for something you can’t deliver, why continue through the process?

Learn the Ultimate Contract Question for buyers

If sales training were just a knowledge problem, people could read the book, and next thing you know, they should be able to do whatever they need to do. Glenn shares why training doesn’t work that way.

Glenn shares why sales training is not a knowledge problem, but a behavior challenge.

70% of each of your sales calls should be listening, not talking.


What’s your most powerful sales attribute?

My ears and my ability to ask the right questions.

Who is your sales role model?

David Sandler.

What’s one book that every salesperson should read?

Scripts People Live: Transactional Analysis of Life Scripts, by Claude Steiner.

What music is on your playlist right now?

Lynyrd Skynyrd, AC/DC, and Led Zeppelin.