The Science of Sales: How to Communicate, Connect, and Close Better with Shawn Karol Sandy
Most salespeople are trained to talk, not to truly communicate.
We’re told to “use this script,” “say this line,” or “overcome objections” as if we’re robots following a formula. But the reality is that the best salespeople are the ones who understand their prospect the best and LISTEN to them.
In this episode of Sales is Not a Dirty Word, I sit down with Shawn Karol Sandy, CRO and seasoned sales expert, to talk about the science of communication and why it changes everything about how we sell.
Shawn breaks down how fear, empathy, and even basic human biology affect the way we connect and close. She shares how awareness, tone, and timing can completely shift a sales conversation from pressure to partnership.
We get into what actually happens in your body when you sell, why so many people lead with fear without realizing it, and how small, intentional changes in how you communicate can make you instantly more trustworthy and effective.
You’ll hear:
✔ The science of communication and how it shapes every sale you make
✔ How fear sneaks into sales conversations and shuts people down
✔ Why empathy and curiosity are the most powerful sales tools you have
✔ How to make every touchpoint a preview of what it’s like to work with you
✔ The small, 10% improvements that can completely change your results
✔ Why manipulation and outdated tactics no longer work in modern sales
If you’ve ever walked away from a sales call thinking, “I said all the right things, so why didn’t it land?” this episode will show you exactly what’s missing.
Because at the end of the day, selling isn’t about convincing. It’s about connecting. And once you understand how humans actually communicate, every part of your sales process becomes easier, faster, and more natural.
👉 Connect with my guest, Shawn Karol Sandy, on LinkedIn at linkedin.com/in/shawnsandy/ and keep learning how to sell with science, empathy, and confidence.
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