#20 - Danny Wasserman on Behavioural Economics, Creating Tension & Applying Science In The World Of Sales - Sales Enabled

In episode 20 of Sales Enabled, Dan is speaking with Danny Wasserman, Director of GTM Enablement at Gong on the topic of behavioural economics, decision science, and generally how to use the research around influence and persuasion to help salespeople be more effective. When Danny first got into enablement, he decided he was going to give salespeople more than just the generic sales training advice that they may have been used to, and committed to always using the best available science and research to both drive messaging and also help structure sales conversations. In this conversation, Dan and Danny explore the different research available around behavioural economics, and Danny shares some of the ways he has turned theory into practice with his salespeople. Specifically, Dan and Danny dive deep into the following topics:

• What was the one piece of information that nudged Danny into learning more about decision science 
• The importance of tension in a sales conversation and how to generate the right amount of tension
• How to avoid coming across as a doom-monger when using pain to motivate prospects and create urgency 
• Danny’s recommendation on which books to read to get started in studying persuasion science 
• How Danny sells his training and enablement ideas internally to get engagement 

If you want to know how to apply the theory of persuasion and decision science in a practical, sales-focused way, this is a great episode. It will also really help you to understand why some of the top sales training companies in the world structure their training the way they do, and how you can use these techniques to really improve your ability to persuade and influence. 

About Danny Wasserman

As a former restaurateur turned SaaS seller, Danny Wasserman is no stranger to grit. From consistently over-achieving on quotas to innovating sales programs, Danny has thrived in fast-paced environments that celebrate change. Most recently, he has researched, architected, and subsequently delivered sales enablement content that globally serves SMB, Commercial, Enterprise, Partner, and Customer Success teams. Danny has facilitated for audiences ranging from 30 people onboarding to thousands of people attending a sales kickoff. In between, he’s taken tremendous pride in ramping numerous facilitators to create a global faculty versed in teaching leaders and sellers alike on relevant, actionable curriculum. Whether it's in front of the room facilitating or in the back office ghostwriting communications for leaders, Danny remains equally committed to always playing for the team and never losing sight of humility. In my free time, you'll see him on the soccer pitch, on the ski slopes, or in the lab distilling his own gin.