Ep. 127: How Cognitive Biases Help Entrepreneurs Close More Deals with John Asher
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Ep. 127: How Cognitive Biases Help Entrepreneurs Close More Deals with John Asher
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Host Steve Cook sits down with sales expert, entrepreneur, and author John Asher to explore how understanding how people think can transform how entrepreneurs sell. Drawing on his unique background as a Navy submarine captain, Pentagon buyer and program manager, engineering firm founder, and sales advisor, John explains why selling is a skill every business owner needs.
John breaks down the neuroscience behind common cognitive biases that influence purchasing decisions and shares practical ways to apply them in everyday conversations. From using genuine compliments to build rapport, creating reciprocity by giving value first, and leveraging similarity to strengthen connections, to offering the right number of choices to avoid decision fatigue, he provides actionable strategies that help businesses build trust and close more sales.
Whether you're a swim school owner, youth program operator, or entrepreneur looking to improve your sales process, this episode delivers simple, science-backed techniques that can help you communicate more effectively, connect with customers, and grow your business.
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