How ‘Buying Personalities’ Influence the Negotiation Process with Sonia Dumas, Ep #197
Release Date: 06/10/2020
Simple Fitness Changes for Salespeople on the Go, Ep #481
Sales Reinvented
Ian Cartwright thrives on maintaining headspace through disciplined organization, both physically and mentally. Drawing inspiration from his training routine, he likens his approach to rowing—focusing on executing every stroke perfectly rather than worrying about the outcome. For Ian, success in sales, much like athletic performance, comes from controlling the controllables: dedicating time to preparation, fitness, and structure. By keeping his environment and routines in order, Ian believes the desired results will naturally follow.Joining me is Ian, a New Zealand-based sales coach,...
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Small Fitness Habits, Big Sales Wins, Ep #480
Sales Reinvented
There’s a powerful link between physical fitness and professional sales performance, and my guest, Nick Kane, founder and managing partner of Janek Performance Group, joins me to dig into the details this week. With over 25 years of experience, Nick shares compelling insights on how building healthy habits and maintaining physical well-being can sharpen your focus, increase energy, boost confidence, and fortify resilience—essentials for thriving in the demanding world of sales. From morning routines and movement throughout the workday to the importance of treating health as an investment,...
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Morning Routines That Boost Sales Energy and Focus, Ep #479
Sales Reinvented
On the show this week, I’m joined by renowned sales expert Mark Hunter—also known as "The Sales Hunter"—for a dynamic conversation about the powerful link between physical fitness and sales performance. Mark shares personal stories and actionable insights, drawing from decades of experience, including his global speaking and best-selling books like "A Mind for Sales" and "High Profit Prospecting." We explore how daily fitness habits foster energy, resilience, and relentless discipline—essential ingredients for thriving in the demanding world of professional sales. You’ll hear...
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How Fitness Habits Drive Sales Success, Ep #478
Sales Reinvented
Karen Kelly’s approach to corporate sales has always gone beyond scripts and talk tracks—it’s rooted in her personal commitment to fitness and wellbeing. Early in her career, Karen set herself apart not just through her expertise, but through the discipline of starting each day with a run. Her colleagues quickly came to recognize that when she arrived fresh from her morning exercise, Karen was “unstoppable.” This daily ritual gave her mental clarity, energy, and stamina for the long days and tough meetings ahead. Unlike others who needed a caffeine boost by midafternoon, Karen found...
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Why Strong Bodies Build Better Sales Careers, Ep #477
Sales Reinvented
This week on the show, we welcome Denis Champagne—a trilingual sales coach, elite athlete, and creator of the Body Business Balance framework—for a powerful conversation all about the link between physical fitness and sales performance. Drawing on over 35 years of experience in international sales leadership and coaching, Denis shares how athletic discipline, strength training, and healthy lifestyle choices can transform not only your personal well-being but also your professional sales results. From the value of discipline over motivation, to practical advice on building resilience...
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Managing Stress and Burnout on the Road Through Healthy Habits, Ep #476
Sales Reinvented
Renowned negotiation strategist Dr. Keld Jensen—ranked among the top three negotiation experts globally and author of 27 books, including the upcoming "The Smart Negotiator" joins me on the show to shine a spotlight on the powerful link between physical fitness and professional sales performance. As someone who spends more than 200 days a year on the road advising governments and Fortune 500 companies, Keld brings invaluable personal insights on how exercise, nutrition, sleep, and even fasting keep him sharp, resilient, and creative—no matter the demands of travel or high-stakes...
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Improving Sales Results With These Simple Daily Fitness Habits, Ep #475
Sales Reinvented
Brandon Cornthwaite’s story is one of discipline overcoming distraction. Growing up in South Africa, a country shaped by military rigor, Brandon’s journey took him from the world of elite cycling to a life in the military. Throughout his varied career, Brandon discovered that maintaining physical fitness wasn’t just about health—it was key to unlocking energy, focus, and professional success. Living with ADHD, Brandon dedicated himself to exercise as a way to boost cognitive performance, manage neurotransmitter balance, and avoid the need for medication. His commitment to staying...
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Fitness Habits That Elevate Your Sales, Ep #474
Sales Reinvented
Kristie Jones — sales consultant, B2B SaaS expert, and author of "Selling Your Way In”- discovered that her best workouts aren’t defined by the time of day, but by consistency. After long, sometimes challenging days at the sales office, Kristie prefers to “defrag” with evening exercise sessions, finding them the perfect way to unwind and recharge. Rather than chasing morning routines, she focuses on fitting in activity at least five days a week, motivated by the endorphin boost each session brings. For Kristie, the most important part of fitness is enjoying the process and staying...
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From Burnout to Breakthrough Sales Success Through Wellness, Ep #473
Sales Reinvented
There’s a powerful connection between physical fitness and professional sales success. Bob Woods, a leading LinkedIn and social selling strategist, best-selling author, and Chief Product Officer at Social Sales Link, shares how fitness energizes and builds resilience—key ingredients that help sales professionals shine in their roles. From his personal journey of losing 120 pounds to the daily habits that keep him sharp, Bob offers practical strategies and real-world examples of how movement, sleep, and consistency fuel both business achievements and personal health. Whether it’s treating...
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Uplevel Your Sales with Fitness and Mindset Routines, Ep #472
Sales Reinvented
Laura Hayton, Head of Business Development North at Transicon and a passionate advocate for the power of physical fitness in boosting sales performance, is with us on the show this week. Laura opens up about her personal journey, revealing how strength training helped her overcome anxiety, build resilience, and unlock a new level of professional success—all while balancing the demands of her career and being a single mother to neurodivergent twins. We explore the direct connections between physical well-being and high performance in sales, and discuss the practical steps sales professionals...
info_outlineAre you aware of how buying personalities influence the negotiation process? And that each different personality changes the direction of your negotiation process? In this episode of the Sales Reinvented Podcast, Sonia Dumas joins me to talk about how buying personalities influence negotiations.
Sonia Dumas is the Financial Sales Expert with The Sales Experts Channel, a Cryptocurrency Strategist, and a Certified & Licensed B.A.N.K® Trainer. Sonia emphasizes the importance of understanding buying personalities and personality science in the sales negotiation process. Don’t miss her unique insight!
Outline of This Episode
- [1:06] Sonia’s definition of negotiation
- [2:07] Why is mastering negotiation important?
- [3:06] The reasons WHY salespeople hate negotiation
- [4:39] Sonia’s negotiation process: determining buying personalities
- [9:24] The attributes a skilled negotiator must embrace
- [10:28] Sonia’s simple 5-step negotiation process
- [11:25] How to determine a prospect’s buying code
- [13:07] Top 3 negotiation dos and don'ts
- [15:38] Sonia’s favorite negotiation story
Why we should change the word ‘Sales’ to ‘Influence’
Salespeople don’t love negotiation because they have to do elevator pitches, create countless proposals, answer endless questions in endless meetings, create marketing campaigns, and can chase down indecisive prospects for months. Sonia points out that instead of trying to find new sales tactics, you should focus on fixing your mindset.
What if salespeople stopped calling it ‘sales’ and started calling it ‘influence’? Wouldn’t everyone like to be more influential with their company, clients, prospects, and network? Influence isn’t just a sales tactic, but the fastest path to cash. Sonia also points out that the most effective way to be influential is to know how your clients and prospects make emotional buying decisions.
Determining buying personalities should be your FIRST step
Sonia is all about making complex situations simple. Figuring out your prospects ‘buying personality’ or ‘buying code’ should be your first step—that you complete well in advance. There are four main buying personalities: assertive, amiable, expressive, and analytical. It’s far easier to influence people who make buying decisions just like we do.
However, you must strive to understand the buying language of the other personalities. Once you understand their buying personalities, you can create an agenda and presentation to match their buying personality. You must focus on what’s important to them and tailor thenegotiation to what they need to know AND what they want to hear. This is Sonia’s #1 suggestion to shorten the cycle and get to more yeses.
How can you determine a prospect’s buying personality? Sonia shares that ‘Crack my Code’ is what she uses to quickly determine buying personalities. A simple 90-second process for the prospect can change the way you negotiate.
Sonia’s simple 5-step negotiation process
This is the typical strategy that Sonia follows to prepare and execute a negotiation:
- Calculate buying personalities
- Craft an agenda/presentation based on that buying personality
- Determine questions to ask to discover if you’re a good fit
- Determine what you will say ‘no’ to at any point in the process
- Follow up on the negotiation based on their buying code
Per Sonia: “On some deep emotional level a prospect has already said yes to meeting you, yes to reviewing your information, they’ve said yes to involving other stakeholders, yes to revealing their buying code, yes to their emails and the phone calls you’ve made up until now...You have more yeses on your side than you do nos.”
Implementing a strategy based on their buying personality sets you up to create a relationship with a prospect—the revenue will follow.
Communicate confidence in your products and services
As Sonia shared her lists of ‘dos and don’ts’ she emphasized that you must not come across as needy, desperate, or inferior (or what is referred to as “commission breath”). Prospects can sense that you NEED their business—which gives them the power and leverage in the negotiation. Instead, you must communicate confidence and level the playing field.
Sonia implores you to focus the conversation with their buying personality in mind. Focus on what is high-value to them while also communicating confidence in your own products and services. They need to understand the massive value that you bring to the table. Providing them with a transformative negotiation experience will be a gamechanger.
Listen to the whole episode for our in-depth discussion on buying personalities, the negotiation process, and Sonia’s favorite negotiation story.
Resources & People Mentioned
Connect with Sonia Dumas
Connect With Paul Watts
Audio Production and Show notes by
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