056 – Cycling Through the Emotional End of the Sales Process | Dave Enmark

056 – Cycling Through the Emotional End of the Sales Process | Dave Enmark

Imagine your home being broken into while you and your loved ones were in it. That’s the story Dave Enmark heard on a daily basis as he began his sales career selling ADT Security. He learned very quickly the features of his home monitoring systems and the devices installed on windows and doors were irrelevant. His customers simply wanted to know how he could restore their peace of mind.

Now serving as Director of National Business Development for the True Value Company, Dave continues to lean into the emotional aspects of the sale as he works with entrepreneurs trying to build their version of the American Dream. Whether it’s new store build-outs or converting independent hardware retailers to the True Value brand, Dave knows the overarching theme of his sale is going to wind up coming from a personal why as opposed to a data driven decision.

To keep his head clear, Dave spends a decent amount of his downtime in a saddle, cycling across the plains of Oklahoma. Combined with the health benefits and his competitive drive, there really isn’t a better hobby.


  1. Intellect vs Emotion: People don’t buy for intellectual reasons. They buy emotionally and then rationalize their decision after the fact. Rather than doing a feature/benefit vomit, get to know the person you’re attempting to sell to and understand what is motivating their desire to change.
  2. Define the Theme of the Opportunity: If you’re able to define the top 2-3 business drivers of an opportunity (I’m talking real pain, not just indicators of pain) you should be able to define an overarching theme for each individual opportunity. This will help you overcome typical objection BS by getting back the prospects real “why.”
  3. Create a Close Plan: Hope is not a strategy. I’ve heard way too many reps tell me they’re going to close a hot lead in 30 days, yet they can’t tell me a single step they need to take in order to get there. Creating a close plan forces you to think through a realistic timeline and put anchors on a calendar by listing every meeting you still need, which pieces of content the prospect will likely need, who from your team will need to get involved, and dates each of those will happen.

Book Recommendation


  • CostelloWhat if every sales rep inherited the habits of your best rep? With Costello, they do.
  • The pipeline-centric system is strategically built on a proven selling methodology that keeps teams focused on the only thing they can control in sales – actions that push deals to close.

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