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 Aug 25, 2021

# Gerry Spence 'Win Your Case' Book Review

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

- Today I review "[Win Your Case: How to Present, Persuade, and Prevail, Every Place, Every Time](https://amzn.to/3QnhgOs)," by Gerry Spence
- His title reminds me of "[The Five Proven Steps To Make Every Sale](https://thesaleswhisperer.com/blog/to-make-every-sale-recognize-every-sales-step)"
- Who am I, and what am I going to do with the rest of my life?
- Stand on a table and sing.
- Paint. Write poetry.
- Credibility is the key to winning...so you must be honest with yourself to be credible.
- We learn from our pain, but we often defend against it in inappropriate ways.
- Our power is in our uniqueness. We are indomitable when we realize this. But we have no ears for simple truths.
- We allow ourselves to be turned into uniform products, consuming uniform products.
- Don't let the Church of Uniformity drown you in its baptismal waters.
- Your vulnerability can be palpable.

---

Related episodes and posts

- .

---

- Your big heart and unself-conscious smile are attractive. 
    - It gives you power.
    - Caring is contagious.
    - Appreciate who you are.
    - "I'm all I got. And it's enough."
- We need a vision.
- Our psyches are fragile.
- Find the courage to be yourself.
- Be genuine to be humble.
- Bring in the real you to every meeting.
- Show you care and emit the shining light of credibility.
- Tell the truth.
- Shake off all pretenses.
- You'll be yourself, which will make you unconquerable.

 

[![Score My Pipeline](https://no-cache.hubspot.com/cta/default/443614/interactive-178194433547.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKTOr3vzAaxz5jcqW6Q2HGKvsbqPaARyja4gndo5Pht9ABbyfPBbmvYeUZ6p4e1efk2ppOJWSgrtvJq8xqqSr1FaH7ZdG4JL98%2B7sB7doaF%2BS92k5fF%2Bc3kUDM%2FbNY7DdhR0Q3Ebqrsyo32vbh3qpU9owFOCypdEEsRbtz9Myg5UBPCOgtPRxHXaffd0H%2BknzGR%2BMhs2R1K&webInteractiveContentId=178194433547&portalId=443614)

- We are too left-brained. We need to feel more.
- It's okay to cry. It's okay to express true anger.

> We have no ears for simple truths."

> We allow ourselves to be turned into uniform products, consuming uniform products"

- To suppress your feelings is to murder yourself.
- Kids are happy and joyful. We say they are innocent. He says they are honest and credible.
- Thinking is not feeling.
- How does it feel to be in your prospect's shoes?
- We must learn to feel again.
- The most powerful person in the courtroom—and at the negotiation/sales table—is the vulnerable person who is aware of his feelings and can share them honestly.
- Feelings of love, fear, helplessness, and being alone abound in everyone, even the "power people."
- In order to gain your trust, I must be trustworthy.
- I must be real.
- I must bring my whole self into the negotiation room.
- Logic is a shifty product of the brain. We arrive at a just decision through our feelings.

> For this is the truth: I have departed from the house of the scholars, and the door have I also slammed behind me. Too long did my soul sit hungry at their table: not like them have I got the knack of investigating, as the knack of nut-cracking. Freedom do I love, and the air over fresh soil; rather would I sleep on ox-skins than on their honours and dignities." ~Friedrich Nietzsche

- The person who is intelligent enough to have acquired a working knowledge of the self is among the most intelligent of all.
- Facts only have meaning via their emotional content.
- When you speak with big words, people think you are hiding something, such as incompetence, fear, and small minds. They make you appear empty of caring and conviction.
- We can recognize those who cannot be trusted.
- Your candor and caring will cast a dazzling light that will push all of your shortcomings into forgotten shadows.
- To move others, we must first be moved.
- To persuade others, we must first be credible.
- To be credible, we must tell the truth, and the truth always begins with our feelings.
- To be a great listener, listen to yourself.
- Listen to yourself as you speak, and you will be guided on how best to deliver your idea and win.
- Spontaneity is the key that unlocks the door of the listener because it's honest and is heard as honest, and honesty is convincing.
- Listen to your inner voice, but trust the editor. Not everything you think needs to be said.
- The editor is usually trustworthy, but we are timid.
- Take the risk of doing something in the moment.
- It takes practice to listen and hear with the third ear.
- Talk to yourself out loud.
- Better to be scorned than to bore. Better to be slightly outrageious than to join the walking dead.
- We are not listened to, so we do not listen.
- Listen to what is going on inside you by tuning out what Big Brother and Madison Avenue want you to hear.
- We can safely ignore most of the junk thrown at us that claims to be "information."
- We must hear with our third ear. We must read and hear between the lines.
- .
- .

 

<https://thesaleswhisperer.com/blog/lance-tyson>

<https://thesaleswhisperer.com/blog/lance-tyson>[![Twelve weeks. Live deals. We start in 48 hours. Book The Fit Call](https://no-cache.hubspot.com/cta/default/443614/interactive-184500196010.png)](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLIj5hg9RC0E6QzSJlnyQluvLaPJ%2B7NcfKvmewCcmMAgFlBe47bcGaDJ7ycWRStCH8wQ0bc2LBxpKHhIPR3KRqU2L89dtoTjg%2BaE3C2sWGKDKVhlc3GDRMGKXw%2B31WqOXapYTDr2xwikICN1T96PQylt18Ny6Pl%2FSAJ%2BZDxXR05Wr%2F0BkoYpDmGfM6lvbb1lvbZtNnxAaEKoVtTS4b6LmpEr&webInteractiveContentId=184500196010&portalId=443614)

 

 

- .

> ."

- .

> "

- .
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