Episode 80 - Mastering Communication & Behavioral Change in Sales with Dale Kershner

In this episode of Call The Damn Leads, I’m joined by master communicator and sales expert Dale Kershner. Dale brings over four decades of experience in studying human behavior, persuasion, and the psychology behind communication. He shares some wildly insightful stories—like getting kicked out of a lumber mill for being overdressed—and drops straight-up tactical wisdom for leveling up your sales skills by understanding how people actually think and behave. From wardrobe lessons at lumber yards to dissecting how language reveals confidence (or lack thereof), Dale gets into the science and art of mastering communication. He even breaks down a step-by-step strategy for changing behavior—both in yourself and in your prospects—and gives real advice on how to practice sales the right way. If you want to elevate from salesperson to sales professional, this episode is a goldmine. 🔥 Episode Highlights 🪓 Dress Like Your Prospect Dale shares a classic sales horror story where he got turned away at a lumber mill for being too professional. After a quick trip to a Western store and a change into jeans and a flannel, he closed the deal. The lesson? Always know your audience—how they dress, how they talk, and what they value. 🧠 Communication Styles & Confidence Dale breaks down how the language people use tells you everything you need to know about how they think. Someone who says, “I feel like…”? That’s an emotion-based thinker. Someone who says, “I think…” or “Let’s look at the data…”? Logical processor. Tailor your language accordingly, and you instantly build trust. 🛠️ Behavior Modification in Sales (Yes, Really) Ever wish you could rewire your brain—or your prospect’s—to think differently? Dale walks us through a neuroscience-backed process for interrupting negative habits and installing new ones. This works in life AND sales. Step 1? Start tracking the behavior you want to change. 💬 Transfer of Confidence In sales, your job is to help your prospect jump out of the metaphorical airplane—and your confidence is the parachute. Dale and I dive into how you transfer confidence through communication to get someone to take action, even when it feels risky for them. 🎯 Practice Makes You a Professional We’re aligned on this one: If you’re not practicing, you’re not a professional. Dale compares sales pros to athletes—pros spend 90% of their time practicing, while amateurs just “show up and play.” Reps matter, and Dale breaks down how to do them intentionally. 🔄 Disruption Creates Change Dale shares how to shift someone’s mindset during a sales conversation in real time—without offending them. Strategic pauses, surprising word choices, and breaking the expected pattern force your prospect to think, which opens the door for decision-making. 💡 Key Takeaways Dress and speak to your audience – Know their culture, language, and vibe. Track your behaviors – Awareness is the first step to change. Practice the fundamentals – Repetition isn’t boring—it’s mastery. Confidence sells – Your belief in your solution is what moves people. Tailor your communication – Match your prospect’s style (feelers, thinkers, seers). Interrupt to influence – Disrupt patterns to create decision-making moments. Sales is service through persuasion – Ethical, effective communication is service. 🔗 Connect with Dale Kershner Dale’s goal is to help people elevate their communication, self-awareness, and influence. Whether you’re in sales or just want to improve your impact in the world, he’s got powerful tools to help. 👉 Website & Coaching Calls: http://dalekershner.com 📅 Book a FREE 30-Minute Coaching Call 🎙️ Look up Dale’s past guest appearances—he’s been dropping gems all over the podcast world. Call The Damn Leads “By sales professionals, for sales professionals.” Each week, Drewbie Wilson, a sales vet with 20+ years in the game, brings you humor, real-world stories, and powerful strategies to help you excel in your sales career. Expect a wild mix of: Real Sales Stories: Tales that entertain and inspire Proven Tactics: Practical tips for boosting your sales game Humor and Energy: Fun takes on the ups and downs of sales life Expert Advice: Learn from seasoned pros across different fields Whether you’re in sales, an entrepreneur, or just looking to grow your business skills, don’t miss out on these invaluable lessons and entertaining stories. Want to be a guest? Pitch your story at https://callthedamnleads.com/pages/podcast 📱 Follow Drewbie on Facebook – https://www.facebook.com/drewbierides 📸 Follow Call The Damn Leads on Instagram – https://www.instagram.com/callthedamnleads