Ian Altman and Tamsen Webster discuss her new book, "Say What They Can't Unhear," which focuses on creating messages that stick and lead to sustained action. Tamsen emphasizes the importance of aligning sales messaging with existing client beliefs and leveraging their desire to be seen as smart, capable, and good. She introduces nine persuasion proverbs, such as "Change isn't just an action, it's a reaction" and "Identity is the greatest influencer," to help salespeople build long-term buy-in. They also discuss the pitfalls of challenging deeply held beliefs and the value of validating clients' initial choices to ensure lasting commitment.

Biggest Mistakes

• Going straight to what we think will be remarkable or sticky without ensuring relevance.
• Focusing on quick action rather than long-term, sustained changes in thinking or behavior.
• Jumping to the solution without understanding why the problem is important to the client.
• Trying to change deeply held beliefs instead of finding stronger, aligned beliefs.
• Making clients feel bad about their past decisions or current vendors.

Best Practices

• Use clients' existing beliefs in your favor rather than challenging them.
• Focus on long-term, sustained changes in thinking or behavior rather than quick action.
• Give clients all the pieces of the story they need to tell themselves why your solution makes sense.
• Articulate your approach in a way that feels universally true to the client.
• Leverage the client's experience and what they know to be true to explain why your product works.