Original Air Date: Oct. 4, 2018

Webinar Summary

The salesperson’s most important competitive weapon is his or her mouth. The winning salesperson uses words that reduce customers’ doubt, ease fears, and fosters fantasies. That’s why it is critical that salespeople master sales linguistics, the study of how the customer’s mind uses and interprets language. Because, you can recite a litany of reasons and a laundry list of benefits and the customer still won’t buy. This webinar will equip you with linguistic strategies to differentiate yourself from the competition and enable you to convince the customer mentally and emotionally to buy.


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  • Sales Linguistics Introduction: Recognizing how your customer is “wired” to communicate
  • Personal Persuasion: Adapting your communication style to build “rapport”
  • Psychological Differentiation: Establishing value and “situational dominance”
  • Selling to Men and Women: The latest research on the gender selling differences
  • Closing Strategies: The best strategy according to buyers


This webinar is designed for Chubb Agents and Brokers.


Steve W. Martin is the foremost expert on “Sales Linguistics,” the study of how salespeople and customers use language during the decision-making process. He is the author of five “Heavy Hitter” series titled books on the human nature of complex sales. His sales training program has helped over 100,000 salespeople become top revenue producers at companies including Allstate, Prudential, Morgan Stanley, Google, and PayPal. Steve is noted sales researcher who has written thirty-five Harvard Business Review articles. Visit www.stevewmartin.com to learn more.


Approximately one hour

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