Objection Handling and Win-Win Selling with Doug Brown


Doug Brown is a highly acclaimed revenue growth expert in revenue expansion, and sales optimisation. He began working for his family business at the age of three, and has since started and built over 35 companies.

During college at Berklee College, Northeastern University, and Salem State University, Doug supported himself by selling music equipment to colleges, universities, corporations, and some of the world’s biggest bands such as Aerosmith, Boston, Billy Joel and The Eagles among others.

He served over 12 years in the US Army, during which he was awarded the battalion’s most distinguished soldier award graduating 2nd his class.

Doug then became the top-selling sales representative for a 2-billion-dollar company and went on to start his own consulting and auditing company. Across 14 countries Doug has consulted, coached, advised, and trained thousands of people in business, including Enterprise-Rent- Car, Nationwide, Intuit, Proctor and Gamble, and CBS.

His greatest professional success has been increasing a company’s close rate by 862% and revenue growth by 116% within four months.

Doug also served as an independent president of sales and training for companies of Tony Robbins, Chet Holmes, and Russ Whitney. His efforts have collectively generated over 500 million dollars in sales – his last client generated 3 million dollars in new sales in 5 weeks and had an increase in revenue of 15 million dollars over the past 5 years.

Currently Doug helps companies with $5M+ in sales revenue to expand and optimise. He also helps other B2B business coaches and consultants to grow their business – to achieve a higher profit and to enjoy their life.

Doug’s book Win-Win Selling, unlocking your Power of Profitability by Resolving Objections became an international bestseller in the US, Canada, the UK, Australia, and the Philippines. It’s a unique must-read for anyone who sells, or wants to communicate on a higher level and have win-win outcomes. Doug has also developed a quiz to help salespeople determine their objections-handling style and how it could be improved.

During this podcast, Doug shares his practical perspectives on objection handling and getting to the root of the problem with your customers.

Key Points of This Discussion

  • About Win Win Selling and resolving objections
  • Dealing with the human side of an objection
  • How people’s belief system can invoke objections
  • How salespeople should get curious and not offended
  • Doug shares some examples of getting to the real problem
  • A more successful approach to cold calling
  • Choosing language based your customer’s language
  • Tracking numbers, metrics and following up

Learn more about Doug’s company Business Success Factors, and you can also find him here on LinkedIn.


Steven Norman

Steven Norman

Steven Norman is an accomplished frontline sales and business leader dedicated to helping B2B sales leaders upgrade their knowledge and skills, build next-generation sales teams and turbo-boost their careers. Over a 25 year career Steven has been responsible for more than US$4 billion of sales with major tech companies such as Dell, NEC and Targus across the Asia Pacific. Recent years of intense B2B sales research and analysis led to the foundation of Growth Acumen, a modern sales and leadership development advisory service. In 2019 Steven released his New Book Future Proof Sales Strategy. Seven steps to equip sales leaders with the tools to rise above the complex challenges facing the B2B sales industry.

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