4 Steps to Sell More and Influence Decisions

Persuade and Influence for More Effective Selling Have you ever presented a perfectly logical argument, only to have it completely ignored? Most of us believe that if we just explain the facts clearly enough, people will change their minds. But the reality is that decision-making is rarely purely rational; it is deeply rooted in psychology, emotion, and trust. This week on A New Direction with Coach Jay, we are shattering the myth that persuasion is just about having the “gift of gab” and revealing the actual science behind why people say “yes.” I am thrilled to be joined live by negotiation expert Andres Lares, author of The 4-Step Process to Influence People and Decisions. As the Managing Partner at the Shapiro Negotiations Institute, Andres has spent his career dissecting the mechanics of influence. He doesn’t just share theories; he provides a practical, tactical blueprint that you can use immediately. Whether you are leading a team, closing a sale, or simply trying to navigate family dynamics, Andres is going to walk us through how to move from being ignored to being indispensable. In this episode, we are diving deep into the “Persuasion Cycle.” We will explore why credibility is the currency of influence, how to ethically leverage emotion, and why logic only works after you’ve established a connection. Andres will break down his proven 4-step framework, teaching you how to prepare for high-stakes conversations and how to structure your communication so that your ideas aren’t just heard—they are accepted and acted upon. This is about ethical influence that builds long-term relationships, not manipulation. Don’t leave your success up to chance—join us! If you want to stop guessing and start influencing, you cannot afford to miss this conversation.  Let’s take A New Direction together! Andres Lares book, “Persuade: The 4-Step Process to Influence People and Decisions” is an outstanding read for anyone in sales or negotiations.  This book is backed by their own research, as well as research of others.  It is timeless and practical. Is it a sales tool kit? Yes!  And so much more! In Persuade, Andres and his colleagues from their research outline the 4 Step process to increasing your sales, closing, and influencing others.  This book is not just about business, it applies to everyone who is ever been in negotiations…that may even include your children, spouse, or significant other. The 4 Step Process builds on each in the form of a pyramid.  So, the base level is “Build Credibility”.  Wait!  Before you assume credibility there is more to it than what you may be thinking.  If you said the word, “trust” as part of that equation you would be correct.  But Andres Lares et al. break it down on how to develop trust.  And it’s not just with words; it is also non-verbal as well. The next stage that comes next is “Engage Emotion”. Fact is, we don’t make our decisions with logic.  That has been demonstrated time and time again.  If you want to really get to the meat of getting people to make a decision you need to understand their emotions, but you also need to understand yours as well.  This is where Persuade really differentiates itself from other “sales how to” books.  The research is quite robust. The third level is demonstrating logic, and the top level is “Facilitate Action” or the close.  I believe this to be one of the best books I have read.  Personally, I have used this on my sales teams and found it to be so beneficial to build confidence and increase their ability to close more. Get Your Copy of Persuade by Clicking Here Please thank the sponsors of A New Direction Linda Craft Team, Realtors   Linda built her business in 1985 one relationship at a time, and her team and her continue to do the same things she did 40 years later. They have provided thousands of people the ability to help people sell or buy their next home with personalized legendary customer service. They have the experience, knowledge, and understanding of the home industry.  They also understand you and what you want and need from your next home purchase or sale. What is more they can help you regardless of where you live.  Ready to buy or sell your next home or your first…click on over to to www.LindaCraft.com Enhance Your Audiobook Experience with Zoundy! If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation, Zoundy delivers crystal-clear sound, seamless editing capabilities, and professional-grade production tools—all in one intuitive platform. Whether you’re recording your own book or refining your narration, Zoundy ensures every word is heard with perfection. And here’s the best part: As a listener of A New Direction, you get an exclusive deal! Head over to zoundy.com/jay and use the code JAY25 at checkout to unlock special savings on your audiobook production. Don’t settle for anything less than studio-quality sound—power up your audiobook journey today with Zoundy! Here is the truth: You tune into A New Direction because you want to grow. But consuming content and executing strategy are two different things. If you are leading a company between $5M and $50M and you feel like you are hitting a ceiling, the problem isn’t a lack of information. It’s likely a “human” bottleneck. I am Coach Jay, a Behavioral Strategist who specializes in fixing the friction that kills profit. I don’t just look at your P&L; I look at the psychology of the people driving it. I recently helped a stalled mid-market firm save $3 Million and secure new capital—not by firing people, but by realigning their behavior. Stop guessing. Let’s find the millions trapped in your org chart. Reach out for a discreet conversation: 919-369-2121 or visit TheCoachJay.com.