About John Munsell: John Munsell is the CEO of Bizzuka, Inc. and author of INGRAIN AI – Strategy through Execution: The blueprint to scale an AI-first culture. With more than 10,000 hours working hands-on with AI, he created the AI Strategy Canvas® and Scalable Prompt Engineering™, frameworks that have helped everyone from law professors to non-technical construction CFOs use AI to compress weeks of work into hours and save their companies millions.

Known for making complex AI instantly understandable, John combines real-world case studies, clear frameworks, and a healthy dose of Southern charm. A former Adjunct Instructor of AI at Louisiana State University, he’s consistently rated as the speaker who “finally makes AI make sense” and gives audiences tools they can put to work immediately.

In this episode, Jennie and John Munsell discuss:

• Why most businesses overestimate their current level of AI mastery
• How AI can remove administrative work and free salespeople to focus on people
• Using AI to analyze conversations, uncover hidden needs, and improve follow-up
• How personalized, AI-assisted proposals dramatically increase conversion rates

Key Takeaways:

• AI isn’t just a faster copywriter; it’s a capacity creator that gives salespeople back time to build real relationships.
• The most powerful AI workflows start with understanding pain, frustration, and desire—before ever pitching a solution.
• Personalized proposals perform better because they reflect how buyers think, decide, and communicate, not just what they need.
• When sales conversations are guided by preparation and insight, prospects feel seen, heard, and understood.
• The future of sales belongs to those who use AI to solve problems, not push products.

"AI creates capacity, and if you know how to use AI, then you have this excess capacity that is then used to be in front of people, because you're delegating the paperwork to AI." — John Munsell

Connect with John Munsell:

Website: https://www.bizzuka.com/

LinkedIn: https://www.linkedin.com/in/jwmunsell

CONNECT WITH JENNIE:
Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/
Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/
YouTube: COMING SOON!
LinkedIn: https://www.linkedin.com/in/levelupcoachllc/
Email: jennie@badassdirectsalesmastery.com

Audio production by

Turnkey Podcast Productions.

You're the expert. Your podcast will prove it.

About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.

A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.

In this episode, Jennie and Patrick Van der Burght discuss:

• The seven universal principles of persuasion derived from Cialdini’s research
• The distinction between genuine reciprocity and gated lead magnets as rewards
• The roles of liking and unity in building rapport and a sense of shared identity
• The use of social proof and authority to enhance credibility and influence
• The impact of consistency and scarcity on ethical decision-making and behavior

Key Takeaways:

• Ethical persuasion is not about clever wording; it is about aligning your message with how people naturally make decisions.
• Clarity reduces friction. When buyers clearly understand what happens next, they feel safer saying yes.
• Trust is built not through volume or urgency but through consistency, credibility, and honesty over time.
• Authority works best when it is demonstrated rather than declared, especially in relationship-based sales models like direct selling.
• When persuasion principles are applied with integrity, decisions feel easier, faster, and more empowering for everyone involved.

“Information is not really power. Application skill is power, and I would argue that you need confidence to go along with it.” — Patrick Van der Burght

Connect with Patrick Van der Burght:

LinkedIn: linkedin.com/in/patrick-van-der-burght

Facebook: https://www.facebook.com/patrick.burght/

CONNECT WITH JENNIE:

Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/

Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/

YouTube: COMING SOON!

LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/

Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.

A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.

In this episode, Jennie and Patrick Van der Burght discuss:

• Why persuasion is not manipulation—and how ethical influence creates lasting behavior change
• The science of decision-making through Daniel Kahneman’s System One and System Two thinking
• Why selling feels harder today as attention spans continue to shrink
• How logical arguments often fail to move people toward action
• Why Dr. Cialdini’s principles of persuasion act as decision triggers rather than sales tactics

Key Takeaways:

• Persuasion isn’t about pushing—it’s about prompting. The most powerful influence happens when people feel, “I chose this,” not “I was sold this.”
• Your brain’s autopilot (System One) makes most decisions. If your message is 100% logic and data, it’s speaking to the 5% that decides the least.
• Attention is today’s scarcest resource. In a world of pings, pop-ups, and endless scroll, there’s rarely enough focus left to run deep, analytical thinking.
• When sales conversations rely only on rational explanations, they often create indecision rather than clarity.
• Ethical persuasion activates the right mental shortcuts so people can decide faster, with confidence, and without regret.

“I would argue that a lot of those no's aren't actually no's. They're indecision.” — Patrick Van der Burght

Connect with Patrick Van der Burght:

LinkedIn: linkedin.com/in/patrick-van-der-burght

Facebook: https://www.facebook.com/patrick.burght/

CONNECT WITH JENNIE:

Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/

Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/

YouTube: COMING SOON!

LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/

Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.