This episode of the Live Better Seller Better Podcast features Mark Kosoglow, VP for Sales at Outreach. To sell effectively, sellers must be passionate about what they're selling but also understand the reason why their buyers are so passionate about buying too.Mark shares their discovery framework and how it is the job of the sales rep to create the hype and demand around their product. He explains the two ways to create demand, namely aspirational and pain selling, and how you can use these strategies to unsell clients on what they have and buy into yours.To close, understand that what buyers want, like lower prices, must come as a trade to what you want. The skill of negotiation uses "sales judo" by throwing questions and objections right back at clients. Nine times out of ten, clients end up answering their own questions.SHOW NOTESHIGHLIGHTSBe passionate and understand why people are passionate about buyingBuild reps' confidence by embracing risks and being supportive of managersCreate a discovery framework and create demandTo sell someone something new, unsell them on what they haveIdentify champions and sell to themClose effectively: Ask 'are you willing to buy?' and negotiate a tradeLive better advice: Leaders need to make a conscious decision to enjoy peopleQUOTESMark: "I think that the thing is you can understand how they buy, but the more important part is why they're passionate around buying it. So go figure that out. Get yourself pumped up. If you're not excited about what you sell, KD, get out."Mark: "We have a saying here, let your passion overcome your professionalism. You're so worried about selling smart, you're so worried about phrasing stuff the right way that you're not afraid to get a little ugly, a little dirty."Mark: "I should be able to do, in two meetings, get you so hyped up about what we're doing that you go create the budget, authority, need, and timing."Mark: "There's two ways to create demand, one is aspirational selling which means they want to go up to something that they aren't currently at, and the other one is pain selling, meaning they want to go from somewhere they are up to a different level." Mark: "Sales judo is a very subtle and awesome thing in that people forget you don't have to give the answer every time. They can give an answer to their own question, and they will, if you give them a chance."You can find out more about Mark in the links below:LinkedIn: https://www.linkedin.com/in/mkosoglow/Website: https://www.outreach.io/