---
title: The 7 Steps To Get People To Buy, With Cole Gordon
description: Cole Gordon shares the 7 beliefs a prospect must hold before they buy, from pain to trust, on The Sales Podcast with The Sales Whisperer® Wes Schaeffer.
image: https://thesaleswhisperer.com/hubfs/_Podcast_Images/Coach-Deb-Cole-The%20Sales%20Podcast%207.png
---

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 Jun 13, 2022

# The 7 Steps To Get People To Buy, With Cole Gordon

![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)

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## How to get salespeople to perform.

***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://podcasts.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847)***

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## [Professional Sales Tips](https://thesaleswhisperer.com/daily) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...

- Is sales dead?
- Is closing dead?
- For higher ticket sales, you need great salespeople
- MDR, SDR, Account Executives 
    - SDRs are reaching out cold (Sales Development Reps)
    - MDRs reach out after you opt in for something (Marketing Development Reps)
    - AEs are the closers
- Seven beliefs the prospect must have to buy 
    - Pain 
          - Pain—move away from
          - Unfulfilled desire—move towards
          - Business is about solving problems
          - People exchange money when you show them value
          - But we must start with pain
    - Doubt 
          - They must doubt they can do it themselves
          - Why not DIY?
    - Cost 
          - It's more costly to stay where they are
          - Tony Robbins and the Dickens process: imagine years from now if nothing changes, and bring it to the present cost/value
          - You must set up these questions
          - It must sound natural
    - Desire 
          - The payoff if they fix the problem
          - The compelling future
    - Support 
          - Your partners/team will support you in the decision
    - Money 
          - They must have the money/budget to invest
          - They must have the willingness to invest the funds
    - Trust 
          - Trust in you and the company
          - They must trust your methodology
          - So you must sell them simultaneously on why their current world won't change, why it is too painful, and why your system will work

Before You Do Anything Else

Seven beliefs is a process. Write your sales process down, step by step, so every rep sells the same way and you can see where deals stall.

[The rule I give every client before they buy anything →](https://thesaleswhisperer.com/process-first)

- Break down their limiting beliefs
- Prospects will close themselves when you do this right
- There are a lot of soft salespeople today

---

Related episodes and posts

- [Close More Sales With the Hardcore Closer](https://thesaleswhisperer.com/blog/hardcore-closer-ryan-stewman)
- [Open Relationships Instead of Close Sales With Jeffrey Gitomer](https://thesaleswhisperer.com/blog/gitomer)
- [See every guest who has been on The Sales Podcast](https://thesaleswhisperer.com/podcast-guests)

---

- There are times to hold people accountable to be in alignment with their words
- You must learn sales management to really scale your business
- Ad costs are rising, etc., so you need internal sales teams
- The business owner must be the leader
- Salespeople can't perform if they are not inspired
- Your culture matters
- [Cold calling works](https://thesaleswhisperer.com/blog/how-to-master-cold-calling) great in a targeted industry, and you have to reach high up the food chain
- He goes after founders of $1-$4 million companies
- He usually gets emails rather easily
- He gets decent answer rates on calls
- Data is the biggest thing
- You need good lists
- He manually builds his own lists
- Uses [Seamless.ai](https://thesaleswhisperer.com/blog/brandon-bornancin)

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- - He can't use their search function
    - He needs a launch point
    - Use BuiltWith to find software they use
    - Find a Facebook Group
    - It's hard to find these people who self-identify
    - Realtors self-identify, but use Zillow to see who is advertising, so you're not just calling all Realtors
    - Use Seamless to get all of their info
    - The research team customizes the first line to complete the list
    - Then clean the list to have good deliverability
- If you want to get into sales, reach out
- If you're not making great money in sales, reach out
- If you have a service or course or online delivered service, reach out
- You need to have a way to generate leads
- You can't just hire a salesperson and cut them loose, and tell them to make it work

 

[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast), [Sales Coaching](https://thesaleswhisperer.com/blog/topic/sales-coaching)

## Related posts

[![Michelle Weinstein Is The Pitch Queen on The Sales Podcast with Wes Schaeffer, The Sales Whisperer®. ](https://thesaleswhisperer.com/hs-fs/hubfs/_Podcast_Images/Michelle-Weinstein---The-Sales-Podcast%20%23293.png?height=200&name=Michelle-Weinstein---The-Sales-Podcast%20%23293.png)](https://thesaleswhisperer.com/blog/michelle-weinstein)

[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)

## [Michelle Weinstein Is The Pitch Queen](https://thesaleswhisperer.com/blog/michelle-weinstein)

![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) 

 Jun 13, 2025

Read your prospects to sell how they want to buy

[Read more](https://thesaleswhisperer.com/blog/michelle-weinstein)

[![Go Certify Yourself Says Danielle Eyman — AI-powered sales insights from Wes Schaeffer, The Sales Whisperer](https://thesaleswhisperer.com/hs-fs/hubfs/Blog_Featured_Images/pexels-1036622.jpg?height=200&name=pexels-1036622.jpg)](https://thesaleswhisperer.com/blog/danielle-eyman)

[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)

## [Go Certify Yourself Says Danielle Eyman](https://thesaleswhisperer.com/blog/danielle-eyman)

![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) 

 Nov 22, 2022

Wherever you are...it's your own damn fault \[ LISTEN NOW ON APPLE PODCASTS \]

[Read more](https://thesaleswhisperer.com/blog/danielle-eyman)

[![Shark Tank Entrepreneur "Major Mom" Helps You Get Your Act Together — AI-powered sales insights from Wes Schaeffer, The Sales](https://thesaleswhisperer.com/hs-fs/hubfs/Blog_Featured_Images/pexels-5593606.jpg?height=200&name=pexels-5593606.jpg)](https://thesaleswhisperer.com/blog/shark-tank-major-mom-angela-cody-rouget)

[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)

## [Shark Tank Entrepreneur "Major Mom" Helps You Get Your Act Together](https://thesaleswhisperer.com/blog/shark-tank-major-mom-angela-cody-rouget)

![Picture of Wes Schaeffer](https://thesaleswhisperer.com/hs-fs/hubfs/Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png?width=50&name=Wes%20Schaeffer%2c%20The%20Sales%20Whisperer%20black%20white.png) [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer) 

 Jun 13, 2025

Shark Tank's Angela Cody-Rouget, "Major Mom," On The Sales Podcast Session 39 About Today's Guest...

[Read more](https://thesaleswhisperer.com/blog/shark-tank-major-mom-angela-cody-rouget)

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