"Do You Like This Brand?" — What to Say When a Customer Puts You on the Spot

Every salesperson has brands they believe in — and brands they don't. That's not the problem. The problem is when that bias starts showing up in ways that don't serve the customer. Jon Beresford and Anthony Fors dig into one of the most common and least-talked-about challenges on the sales floor: how do you talk about a brand you don't love without coming across as dismissive, biased, or dishonest? And what do you say when a customer looks you in the eye and asks, "Do you like this brand?" Jon walks through the full framework — the wrong approaches most salespeople don't even realize they're doing, how to separate your opinion from the customer's situation, why knowing a brand well enough to speak to both sides is non-negotiable, and why there really is a customer for every product if you can figure out who it was built for. This one is worth sharing with every salesperson on your team. Rate and subscribe wherever you listen to podcasts, and send your mailbag questions to: https://forms.office.com/r/XQLFmqn03F