It’s Brain Science: Participation drives performance
Participation Isn’t Performance Theater. It’s a Performance Trigger. People don’t want to be forced. But they do want to be part of something. The Latin root of the word participation means “to share in.” And sharing—especially early in a process—has a profound impact on human behavior. Science shows that when people write something down, their […]
For Your Situational Awareness: Why Loss Framing Gets to YES Faster
A fighter pilot friend of mine once sent me an email with a strange acronym at the heading: FYSA. It read: “FYSA—this video will expire soon.” I asked what FYSA meant. “For Your Situational Awareness,” he said. “It’s not pressure. It’s a heads up. Something’s coming, and I want you to be ready for it.” […]
The David Mammono Show Episode
Dean joins David Mammano on The David Mammano Show. In the episode, Dean teaches us how to get people to say ‘yes’…without bribery, Jedi mind tricks, or awkward handshakes. Expect laughs, real stories, and tips that actually work in the real world!
The Brain Science of Letting Go of B.S. (Belief Systems, Burdens, and Stuff That Weighs You Down
Today is Michaelmas—the Feast of St. Michael, the warrior angel known across cultures and centuries as the one who fights battles too heavy for us to carry. And on a day like today, I’m thinking about what we carry that we don’t need to. Because when you lead, when you influence, when you try to […]
The Word That Changes Everything
YESENTIALS®: Because The Word That Turns “No” Into “Go” Words don’t just inform — they influence. And a few words have disproportionate power to change what happens next. In this YESENTIALS® module, we explore one of the most famous and replicated studies in behavioral psychology — a study that proved a simple truth: Add the […]
You’re Only One Introduction Away
YESENTIALS®: Introductions Introductions Make Possibility Visible What if the thing that changes your life isn’t a strategy — but a sentence that starts with, “You’ve got to meet…”? Before anything enters our awareness, it must be introduced. That’s true in conversation, and it’s true in connection. The word introduction itself dates back to the 1300s, […]
The Brain Says Yes to the Safer Choice
YESENTIALS®: Risk When someone says, “I need to think about it,” they’re not buying time. They’re signaling fear. The human brain has two top priorities: stay alive and save energy. That means we don’t engage unless we feel safe. From a brain science standpoint, RISK is one of the most powerful decision amplifiers. Research shows […]
The Shortcut to Trust Is Vulnerability
This month, one of the YESENTIALS® I’m exploring with clients and Vistage Groups is the science around “Vulnerability.” In this YESENTIALS® module—Vulnerability, one of the 26 Essentials of Yes—we dive into three science-backed strategies that act as shortcuts to trust, engagement, and psychological safety—for teams, for clients, and for ourselves. From a brain science perspective, […]
Seed Evidence. Grow Results.
“The research suggests that when people are in situations of uncertainty, they look for evidence indicating they’re about to make the right decision.” This is from page 58 from my first book The One-Page Sales Coach. Showing Evidence (the “E” in the 7 part MAGNETS model from that book) is one of 7 strategies you […]
Objection Prevention eats Objection Handling for lunch
Understanding the difference between objection handling and objection prevention—and between objections and conditions—can immediately improve your sales performance. And it’s not just technique——it’s brain science and at the core of essential sales best practices. Here’s the truth: Your top reps aren’t “handling” objections… They’re preventing them. They identify the question in advance—and answer it before […]