Human Connection at the Heart of Sales

Last Updated March 11th, 2022

Dr. Cindy McGovern, Dr Cindy, Orange Leaf Consulting, Every Job Is A Sales Job, Sales, The Customer Experience Podcast, selling, to sell is human, salesperson
Listen to “189. Human Connection at the Heart of Sales w/ Dr. Cindy McGovern” on Spreaker.

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Listening is the secret to selling almost anything — but most of us don’t listen the right way.

To listen, you have to ask good questions. You have to pay attention to what people are saying…and what they aren’t saying. A good listener considers the context of what the other person is trying to accomplish. They create human connection through thoughtful conversations that offer value and build trust. What do people need? What are they trying to tell you?

True listening requires a complete view of what’s happening with the other person. You’re listening to understand – not to respond.

Today’s guest is Dr. Cindy McGovern. Dr. Cindy is CEO at Orange Leaf Consulting, where she’s responsible for empowering employees to create moments that matter to customers. But Dr. Cindy feels strongly that there are no moments that matter without actively listening to your customer.

In addition to her role at Orange Leaf Consulting, Dr. Cindy is the author of the Wall Street Journal bestseller Every Job Is a Sales Job — a book that helps readers sell more naturally, confidently, and effectively. She’s also a board member at Prevention Now, an outstanding organization that uses data to stop human trafficking before it starts.

Today Dr. Cindy shares how she helps her clients design a customer experience made up of moments that matter that their customers then want to share with others. Dr. Cindy also talks about the importance of video in the hybrid sales world. Human connection is at the heart of sales. And using video can help you sell your humanity while focusing on the needs of the other person. It creates a genuine emotional, human-centered connection that not only enables you to sell a product or service but also helps you sell yourself with warmth, confidence, energy, and authenticity.

Dr. Cindy and I also discussed:

How to turn non-salespeople into salespeople
What it means to realize that selling means helping
Why you should be proactive about creating moments that matter
How to use video to create meaningful sales connection
What Dr. Cindy’s 5-step sales process is



Human Connection is at the Heart of Sales

Hear Episode 189 and any/every other conversation of The Customer Experience Podcast in your favorite podcast player …

In your podcast player, please give an extra click to rate the show (or even take a minute to leave a review) – it’s very helpful!


We also embed the full conversation and make it searchable right here in these blog posts. The recording with Dr. Cindy McGovern is right here …

Listen to “189. Human Connection at the Heart of Sales w/ Dr. Cindy McGovern” on Spreaker.



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Video Highlights: Human Connection at the Heart of Sales

Check out the top five video highlights from the discussion with Dr. Cindy McGovern


1. Moments That Matter



2. Hearing Versus Listening



3. Five Steps of Selling



4. Why to Send Video Messages



5. Two Times to Send Personal Videos


Links Related to This Conversation:



Other Episodes You’ll Enjoy:



Subscribe, Listen, Rate, and Review The Customer Experience Podcast:



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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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