--- title: "How to Develop Greater Influence in the Sales Process by Being a Go Giver Influencer, with Bob Burg – Episode #107 | The Sales Blog" description: What sales professional in their right mind would NOT like to have greater influence over buyers during the sales process? Visit here to continue reading. image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/ITA-bob-burg.jpg --- ### [Now booking SKO meetings for 2026/27! 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It’s an ability we all need to have. But greater influence comes at a cost, and it’s a cost that’s not typically about sales techniques or approaches. It’s one you pay by doing the hard work to become a better person yourself. In this conversation, Anthony and his good friend, Bob Burg chat about why the characteristics Bob outlines in his book, “The Go-Giver Influencer” are really character traits and have to be genuinely birthed in the heart of a person before they can be capable of having greater influence in any area of life. It’s a great conversation between two sales professionals who are great friends. Be sure to listen to this episode of In The Arena.   [How to develop greater #influence in the #sales process by being a go-giver #influencer, with @BobBurg, on Episode 108 of #InTheArena with @iannarinoClick To Tweet**](https://twitter.com/share?text=How+to+develop+greater+%23influence+in+the+%23sales+process+by+being+a+go-giver+%23influencer%2C+with+%40BobBurg%2C+on+Episode+108+of+%23InTheArena+with+%40iannarino&via=iannarino&url=https://thesalesblog.com/2018/04/27/develop-greater-influence-sales-process-go-giver-influencer-bob-burg-episode-108/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Great influencers attract people, to themselves first and their ideas second Greater influence comes from becoming a better version of yourself. Bob Burg explains that people are first attracted to you, the person they are involved with before they ever become interested in your ideas or solutions. The real power of influence comes when you are thinking about how you can benefit the other person, and that’s a mindset we have to develop as part of our character. You have to care about their needs and be genuinely focused on building everyone who is involved in the process, not just your sales accounts. Bob’s insights into these kinds of things are one of the reasons he’s made 4 appearances on this podcast, so take the time to find out why he’s considered to be a leader in the industry. ## Great negotiation requires collaboration that brings about better options for everyone When you think about a sales negotiation you likely think of the need to come to a place of compromise that everyone involved can live with. But Bob Burg says that compromise means everyone gives up something and nobody winds up happy. Instead, he believes the salesperson needs to become a master at collaboration, coming into the situation with a view toward everyone receiving something even greater than they have in mind. When you can approach a sales negotiation with that kind of optimism and a commitment to making it a win for everyone, you’ll be the one everyone involved remembers when it comes time for another deal.   [Great #sales #negotiation requires #collaboration that brings about better options for everyone. Don’t resign yourself to the losing scenario of compromise. @BobBurg explains how to win at sales on this episode of #InTheArena with @IannarinoClick To Tweet**](https://twitter.com/share?text=Great+%23sales+%23negotiation+requires+%23collaboration+that+brings+about+better+options+for+everyone.+Don%E2%80%99t+resign+yourself+to+the+losing+scenario+of+compromise.+%40BobBurg+explains+how+to+win+at+sales+on+this+episode+of+%23InTheArena+with+%40Iannarino&via=iannarino&url=https://thesalesblog.com/2018/04/27/develop-greater-influence-sales-process-go-giver-influencer-bob-burg-episode-108/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Greater influence comes from stepping into the other person’s shoes It’s a tired old phrase but nevertheless true, “People don’t care how much you know until they know how much you care.” When you as a salesperson are able to step into another person’s shoes in a way that enables you to understand their true needs, you have the opportunity to influence them in a way nobody else can. Compassion goes a long way in establishing the trust necessary to consummate a sales relationship. In this episode, Bob Burg explains what it means to have compassion as a sales professional and how learning to listen “with the back of your neck” enables you to truly care for your buyers and close more deals. ## Your expectations about an interaction change you and influence the interaction as a result If you walk into a meeting expecting others to be disagreeable, contentious, or rude you will have set your own attitude in a negative direction and will influence the meeting negatively as a result, without ever meaning to do it. But if you set your expectations differently, on purpose, and go into the room with a broad smile and a belief that the people on the other side of the conversation really do want the help you provide and are eager to receive it, you’ll similarly influence the situation, but this time for good. Bob Burg explains how this is not a mystical, magical formula but a very logical and natural impact that your expectations have on you first, and the situation second. Don’t miss it. These are powerful insights from one of the greatest living business coaches of our time.   [Your #expectations about a #sales negotiation change you and influence the interaction as a result. Let @BobBurg help you adjust your #mindset and close more deals, on this episode of #InTheArena with @IannarinoClick To Tweet**](https://twitter.com/share?text=Your+%23expectations+about+a+%23sales+negotiation+change+you+and+influence+the+interaction+as+a+result.+Let+%40BobBurg+help+you+adjust+your+%23mindset+and+close+more+deals%2C+on+this+episode+of+%23InTheArena+with+%40Iannarino&via=iannarino&url=https://thesalesblog.com/2018/04/27/develop-greater-influence-sales-process-go-giver-influencer-bob-burg-episode-108/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Outline of this great episode - Bob Burg’s 4th appearance on the show and why he’s here - When is influence “pull” instead of “push.” - Why does negotiation require collaboration? - It’s important that a person master their emotions to have influence - What does it mean to listen with the back of your neck? - Why it’s important to smile with all of you - The vital importance of walking into rooms with the right energy - How “the frame” can change the entire context of a conversation ## Resources & Links mentioned in this episode - [Bob’s website](http://www.TheGoGiver.com), grab the first two chapters for free - [Anthony’s new planner](http://www.B2BToolkit.com) - Anthony’s new training: [Sales Accelerator](http://www.b2bsalestraining.com) - Bob Burg [on episode 7](http://thesalesblog.com/2013/03/16/what-is-free-enterprise-with-bob-burg-episode-7/) - Bog [on episode 28](http://thesalesblog.com/2013/10/27/episode-28-on-turning-adversaries-into-allies-with-bob-burg/) - Bob [on episode 54](http://thesalesblog.com/2016/04/22/bob-burg-power-true-go-giver-episode-54/) - BOOK: [The Go Giver](https://www.amazon.com/Go-Giver-Expanded-Little-Powerful-Business/dp/1591848288) - BOOK: [The Go Giver Influencer](https://www.amazon.com/Go-Giver-Influencer-Little-Story-Persuasive/dp/1591846374) - BOOK: [Winning Without Intimidation](https://www.amazon.com/Winning-Without-Intimidation-Positive-Persuasion/dp/1890344117) - BOOK: [Winning Through Intimidation](https://www.amazon.com/Winning-Through-Intimidation-Robert-Ringer/dp/0449207862) - BOOK: [Influence](https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X) - BOOK: [The No Complaining Rule](http://jongordon.com/books/no-complaining-rule/) - BOOK: [How to Win Friends and Influence People](https://www.amazon.com/How-Win-Friends-Influence-People/dp/0671027034) - BOOK: [Emotional Intelligence](https://www.amazon.com/Emotional-Intelligence-10th-Anniversary-Matter/dp/055380491X/) The theme song “[Into the Arena](https://soundcloud.com/ohhushmusic/sets/songs-ive-written-produced)” is written and produced by Chris Sernel. You can find it on Soundcloud ## Connect with Anthony [Website](http://thesalesblog.com/) [Youtube](http://www.youtube.com/Iannarino) [Facebook](https://www.facebook.com/iannarino) [Twitter](https://twitter.com/iannarino) [LinkedIn](https://www.linkedin.com/in/iannarino) Tweets you can use to share this episode   [Great #influencers #attract people, to themselves first and their ideas second. Find out why @BobBurg stresses that #influence is about personal character, on this episode of #InTheArena with @IannarinoClick To Tweet**](https://twitter.com/share?text=Great+%23influencers+%23attract+people%2C+to+themselves+first+and+their+ideas+second.+Find+out+why+%40BobBurg+stresses+that+%23influence+is+about+personal+character%2C+on+this+episode+of+%23InTheArena+with+%40Iannarino&via=iannarino&url=https://thesalesblog.com/2018/04/27/develop-greater-influence-sales-process-go-giver-influencer-bob-burg-episode-108/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare)   [Greater #influence comes from stepping into the other person’s shoes. @BobBurg explains why #compassion exerts the most influence in a #sales negotiation on this episode of #InTheArena with @IannarinoClick To Tweet**](https://twitter.com/share?text=Greater+%23influence+comes+from+stepping+into+the+other+person%E2%80%99s+shoes.+%40BobBurg+explains+why+%23compassion+exerts+the+most+influence+in+a+%23sales+negotiation+on+this+episode+of+%23InTheArena+with+%40Iannarino&via=iannarino&url=https://thesalesblog.com/2018/04/27/develop-greater-influence-sales-process-go-giver-influencer-bob-burg-episode-108/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ###### Tags: [The Anthony Iannarino Show](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) [2018](https://www.thesalesblog.com/blog/tag/2018) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 27, 2018 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![hustler-ebook-v3-1-cover](https://www.thesalesblog.com/hs-fs/hubfs/Free%20Resources/ebooks-2020/hustler-ebook-v3-1-cover.jpg?width=768&height=994&name=hustler-ebook-v3-1-cover.jpg) ### Guide to Becoming a Sales Hustler You weren’t put here to survive. You were put here to do something and to flourish. You’re here to reach your full potential and to make a difference. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T1:50:41 PM", "datePublished" : "2018-04-27 09:44:56", "description" : "What sales professional in their right mind would NOT like to have greater influence over buyers during the sales process? 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