From Courtrooms to Salesrooms: The Unseen Choreography of Decision-Making

TL;DR: Your feelings during a crime could determine your sentence. Facts and logic take a backseat when emotions enter the room.

Picture the courtroom in the O.J. Simpson trial, alive with emotions; each fact presented potentially altering the case, with pragmatism anchoring justice amidst human feelings.

Now, shift to a bustling salesroom, where a salesperson, much like a lawyer, crafts a narrative around a product, appealing to the client’s emotions, presenting the logic of the purchase, and aiming for a pragmatic deal closure.

Despite the apparent dissimilarity, courtrooms and salesrooms share a rhythmic dance of emotions, logic, and pragmatism, choreographing the outcome of trials or sales.

Through notable courtroom dramas and sales tales, let’s explore this decision-making choreography.

The jury, the heartbeat of any courtroom, reflects broader societal ethos. Their emotional resonance with facts can sway justice.

Similarly, in sales, emotions anchor customer engagement. A resonant sales pitch builds trust and understanding with clients.

The dance extends beyond emotions.

A lawyer, like a salesperson, lays down a logical path paved with facts, guiding the jury or client toward a rational case or product understanding.

For instance, the meticulous facts unravelling in the Enron scandal drew a stark deceit narrative, marking a clear right-wrong divide. In sales, a well-structured facts presentation fosters trust and understanding.

Pragmatism in the courtroom is embodied by the judge, balancing justice with verdict implications.

In salesrooms, this pragmatism is mirrored by buyers, weighing a deal’s practicality and value for a win-win outcome.

The dance climax is unveiled when the verdict or deal is sealed. The Andrea Yates case showcased how emotions significantly impact legal deliberations.

Similarly, in sales, the interplay of emotional resonance, logical persuasion, and pragmatic assessment often seals the deal.

The dance of emotions, logic, and pragmatism is a captivating lens to explore decision-making dynamics in courtrooms and salesrooms.

Mastering this dance, legal and sales professionals can drive narratives towards favourable outcomes, nurturing relationships rooted in trust, understanding, and mutual benefit.

Buyer Experience Design PSD

How to launch a school without talking about it or using digital (GTM Strategy)

In this digital age, it’s rare to find a marketing campaign that avoids the usual digital trappings where marketers are obsessed with SEO, organic or ads.

GTM with a twist.

My agency was tasked with launching a brand-new school, where we took an unconventional path, and the results? Well, they were nothing short of groundbreaking.

The Initial Brief: More Than Just a School
A decade ago, my agency was approached by a real estate developer with an intriguing assignment: craft an identity for their new school.

As discussions progressed, it became clear that this was more than just a branding exercise. This school was to be a beacon, elevating the entire neighbourhood’s appeal to families and thereby boosting local property values.

Armed with this understanding, I recognized the mission’s depth—it was about creating a community centrepiece.

Reimagining Competition: It’s About Parents’ Time
In a brainstorming session with the client leadership, I hit upon a realization that shifted our entire GTM strategy: our real competitor wasn’t other schools but rather the precious time of busy parents. To make an impression, we had to offer something invaluable.

Choosing to sidestep typical advertising routes, I recommended an out-of-the-box approach: host a drawing and painting competition, complete with appealing prizes, delicious food, and a mesmerizing magic show. This event wasn’t merely promotional; it was crafted to immerse parents and children in the school’s ethos.

We cleverly designed the experience and communication to make it easy for parents to choose the painting competition over other weekend activities.

We didn’t mention or talk about the school, building, staff, or curriculum in any communication. Get my drift?

We ran billboards and print ads in the local papers to promote the painting competition.

little girl holding white paper with rainbow drawing
Photo by RDNE Stock project on

The Result: Organic, Genuine Success
The day of the event was a testament to our strategy’s efficacy. Parents flocked in large numbers, experiencing the school’s environment firsthand, meeting with teachers, and genuinely visualizing their children thriving within those walls.

And by the close of the day, our enrollment for the inaugural batch was set.

The Lesson I Learned: Deep Dive into Your Audience’s Desires
This journey underscored a fundamental principle in marketing: the profound importance of truly understanding your audience. By focusing on what parents genuinely sought—a nurturing and enriching space for their kids—we were able to present the school in an authentic and impactful manner.

For marketers everywhere, my story serves as a reminder: be in harmony with your target audience’s needs and desires. When you craft strategies that resonate deeply, success often follows.

Buyer Experience Design SYNG

How do you get your team to believe in what you sell?

Have you ever scratched your head, wondering how to get the people in charge of selling to believe in what they’re selling?

You’re not alone.

Many business owners, founders, and chief sales officers grapple with the same issue. It’s a silent crisis – a creeping loss of self-belief in sales teams, especially when it comes to high-ticket/high-value sales.

Now, your gut might tell you to ramp up product training or enhance people’s selling skills. Maybe throw in some awards and lucrative commissions for good measure. But let’s pause for a moment.

What if I told you there’s a contrarian yet potent way to reignite that spark in your team?

I’m talking about the “quals” strategy, a simple yet powerful approach to leveraging authentic client testimonials. Whether selling a subscription SaaS product, a high-value or a large-scale transformation project, this strategy works like a charm.

Marrying IQ with EQ.

Picture this: Your clients rave about why they chose your service, sharing the transformations they experienced and the problems you solved for them. These aren’t just feel-good stories; they’re powerful narratives that showcase the real-world impact and value you bring.

Now, imagine sharing these golden testimonials with prospective clients. It’s like opening a window for them to glimpse the success they could achieve with you. It builds trust, fosters anticipation, and, let’s be honest, it’s a breath of fresh air in a world of glossy marketing pitches.

People can sniff out commission breath.

But here’s where the magic happens: When your team hears these testimonials, it reassures them of the tangible impact of your products or services. It gives them a renewed sense of self-belief, showing them the impact they can have on people’s lives.

Saying it in the buyer’s words.

You can even take it a step further by wrapping these testimonials in case studies, allowing you to articulate to your prospective customers in the words that your customers typically use, in context to the solution that you offer, the problem that you help solve, and the outcomes that your customers care about.

The “quals” strategy is a powerful tool to build self-belief, trust, and confidence within your internal teams and with your prospective customers. It’s more than a strategy; it’s a beacon of hope, promising to light the way toward renewed confidence and triumph in securing high-value engagements.