The Art of Non-Sales Selling
With Cerebral Selling Founder David Priemer
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In this episode of Tuesdays with Morrisey, I'm joined by David Priemer, founder of Cerebral Selling and the author of Sell the Way You Buy and The Sales Leader They Need. David’s approach to sales is refreshingly straightforward: treat customers the way you’d want to be treated. With a background in atmospheric science and nearly two decades in sales leadership, David brings a unique mix of analytical thinking and empathy to modern sales.
In our conversation, we dive into David’s philosophy of understanding the customer’s problems, why empathy is essential in sales, and how outdated tactics no longer work. David also shares insights from his time leading sales teams at Salesforce, discussing the importance of coaching and building trust with customers. Check out some key takeaways below.
Episode Highlights (~1 Minute, Full Episode Linked Above)
Key Takeaways:
Sell Like a Person, Not a Salesperson:
David points out that nobody enjoys feeling like they’re being “sold to.” The typical sales process often feels pushy and scripted. Instead, he suggests approaching the customer’s problem like you would in a regular conversation—by listening carefully and responding thoughtfully, without applying unnecessary pressure.
Focus on the Problem, Not Just the Solution:
One of David’s key ideas is that the most effective way to connect with a customer is to understand and explain their problem even better than they can. By doing this, you show genuine insight into their challenges, which opens the door to more meaningful discussions and real solutions.
Build Trust Over Time:
Rather than going after quick wins, David emphasizes the importance of building trust gradually. Whether it's sharing helpful advice, resources, or just offering value without strings attached, these gestures help establish a stronger foundation for future interactions and better outcomes.
Move Away from Old-School Sales Tactics:
David calls out outdated sales methods—many of which comes from what he calls the "Cobra Kai Paradox"—that rely on high-pressure and aggressive approaches. He advocates for a more thoughtful and customer-focused approach, one that resonates better with today’s buyers.
Lead with Empathy:
In The Sales Leader They Need, David stresses that great sales leaders aren’t just focused on hitting targets—they invest in their team’s development. By offering genuine coaching, constructive feedback, and accountability, leaders can help their teams grow both professionally and personally.
Resources:
David Priemer's Website (Cerebral Selling)
David Priemer's LinkedIn
Sell the Way You Buy by David Priemer
The Sales Leader They Need by David Priemer
Full List of Topics Covered:
David’s journey from atmospheric science to sales and how he shifted his approach to selling.
Why leading questions in sales are ineffective and how to ask better, open-ended questions that spark real conversations.
The philosophy behind selling the way you’d want to buy—shifting from product-centric to problem-centric sales.
The importance of deeply understanding and articulating the customer’s problem before offering any solutions.
How building trust over time, rather than pushing for quick sales, leads to better results and lasting relationships.
Why aggressive, outdated sales tactics don’t work anymore and what modern sales strategies should look like.
Insights from David’s book on leadership and how effective coaching can make a significant difference in a sales team’s performance.
I hope you enjoy this conversation with David Priemer. Please share your thoughts, or pass this along to someone who might find it helpful.
—Adam