The Only Sales Guide You’ll Ever Need w/ Anthony Iannarino [Episode 276]

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Join us in this episode as Anthony and I discuss a range of topics from his new book including, why you as a salesperson are the primary value proposition, how psychology is more important than technology in sales, how a healthy sense of competitiveness is critical in sales, and how to ignite your competitive spirit.      

I am very excited to welcome back to Accelerate! my good friend, Anthony Iannarino. Anthony is a speaker, blogger, extraordinary sales leader, and author of a new book, The Only Sales Guide You’ll Ever Need.


Make sure to check out episode 11, from way back at the beginning, to hear Anthony share his unique start in sales.

What drove Anthony to write his book? He wrote it because he wants to serve salespeople.

Why do a few highly successful sales reps consistently outperform their peers?

You do understand that YOU are the primary value proposition! What does Anthony mean by this?

Psychology is more important than technology in sales, and we’re trying to win hearts & minds—that’s a very different game that does not lend itself to automation.

Anthony discusses the magic combination of mindset and skills.

How competitiveness is an essential element of sales success—You have to have a burning desire to be the best in sales.

Anthony’s thoughts on gamification as it relates to intrinsic vs. extrinsic motivation.

How competitiveness drives value creation in sales. And why competition and collaboration are so healthy for society.

Anthony breaks down the 3 facets to competitiveness—Desire, Persistence (“heart”), and Action!

The 3 ways to ignite your competitive spirit: 1. Play your game; 2. Study your wins & losses; 3. Leave no weapon unfired.

How a sales process can only take us so far because selling is a complex and dynamic, human interaction with unlimited variables.


Is it easier to teach a technical non-salesperson how to sell or teach the salesperson how to sell the value of the product?

I think it’s easier to teach a salesperson to sell the value. I think it’s much more difficult for a technical person, mostly because they’re constrained by their technical knowledge.

If you could change one thing about your business self, what would it be?

I wish that I was more understanding sooner about how important it is to be directive with the people that work for me.

What’s one non-business book that every salesperson should read?

The Lucifer Principle by Howard Bloom

Are buying decisions based on logic or emotion?

Buying decisions are based on emotion and we rationalize to determine the logic after the fact.

How should that change how you sell?

You need to create a preference for you and for your solution, and you need to understand the driving human needs that are causing somebody to want what they want and why they want it.