What You’ll Learn From This Episode:* Influence people with the right psychology* Importance of building long-term relationships with customers* Why you need to change your old 'tactics'Related Links and Resources:I will give two valuable resources; if you go to the library and check out Dr. Robert Cialdini's book 'Influence' and read it cover to cover, you will find that the tactics that have been taught are not being taught properly. You will be ahead of the game if you take Dr. Cialdini's advice. If you go to www.matthewchampagne.com/sbs and if you go to that link, there's a direct download for the infographic that list out the 9 psychological principles upon which all of these are being based. I want you to read that and see if that resonates with you. Summary:For 28 years, Dr. Matt Champagne has been a researcher, university professor, and serial entrepreneur. He was named “Technology Visionary” by SURVEY Magazine for his pioneering work merging psychology and technology to predict customer behavior. When not teaching, Matt can be found on-stage playing keyboard in his rock band.Here are the highlights of this episode:Matt's motto is "keep your customers forever" and if that resonates with you, you'd probably be an ideal client for him. But he also helps those who sell their products or services to a live audience whether it's webinar or on stage. He knows that some feel like their tactics, formulas, or the hacks don't work like they used to, and Matt tells us that there's a psychological reason behind that. People buy from others that they trust. For salespeople, they try to build relationships along the way. But when you're trying to sell on a webinar for 35 minutes and try to convince the audience to trust you, it's just not enough. What you need to do is extend that trust runway through psychology. You should start asking people attending the webinar before the event, and then share the answers to them. And then, we ask the right questions in the right way during the event. And those who don't buy, we ask them after the event. This is like extending relationship building. You don't want to have that 'icky' feeling when you try to present and reach out to customers. Some tries hit the audience with all those influence tactics just to close the sale immediately but most of these audience would want to build a long-term relationship. He then stated "Do you want to be that person who uses just the tactics?" Matt’s Valuable Free Action (VFA): If you can step back from the digital world and try to talk to them (audience) as if they're in front of you, would you treat them in that way? How would they like to be sold to? Think of what you would like to say in order to establish a relationship and familiarity with them. So, when you start thinking of that person being in the room, it totally changes the way you deliver on webinar. Ask yourself "How would you want to be sold to or how would you sell to a friend?"