Today, I’m honored to have Robin Dreeke join us on the Systematic Selling Podcast. Robin is a veteran Marine, former chief of the FBI Counterintelligence Behavioral Analysis Program, and bestselling author of three books, including The Code of Trust, An American Counterintelligence Expert's Five Rules to Lead and Succeed.Reading this book inspired me to reach out to Robin to come on the show.That’s because, in it, he breaks down the systems he developed in the FBI to produce more consistent results in building trust with Russian spies while recruiting them to become informants for the U.S.The idea behind systems is to create a higher level of consistency and predictability in the responses you elicit from others.And if Robin could develop effective trust-building systems in the high-stakes game of counterintelligence, couldn’t those same systems be applied to sales?The answer is Yes.But what, exactly, are those systems? And how can we apply them to sales?Robin breaks it all down for us in this wide-ranging conversation on building trust and forging unbreakable alliances. Have pen and paper handy because you’ll want to take notes on this one or come back to listen to Episode 12 of the Systematic Selling Podcast. 👇Systematic Selling is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Key Topics Discussed in Episode 12:* Introduction to Robin Dreeke: Discover Robin's fascinating background as an FBI spy recruiter, his main focus on Russian intelligence, and how his career has shaped his understanding of trust.* Transition from FBI to Sales and Leadership: Learn about Robin's journey from the FBI to starting his own company and how the principles of counterintelligence apply to sales and leadership.* The Science of Trust Building: Robin breaks down his approach to trust, emphasizing the importance of understanding others' challenges and aligning your offerings with their needs.* Practical Strategies for Sales: Insights into Robin's four keys of communication to inspire safety and trust, and how these strategies can be applied in sales to improve outcomes and build lasting relationships.* Navigating Challenges and Building Alliances: Discussion on the challenges of building trust, especially in difficult situations, and strategies for creating unbreakable alliances in business and life.* Dreeke's Publications and Contributions: Overview of Robin's books, including The Code of Trust and Sizing People Up, offering listeners resources for deeper learning on trust and relationship building.15 Action Items for Building Trust in Sales:* Be deeply present without any distractions (focus on another human being)* Communicate with transparency and vulnerability* Foster healthy relationships by demonstrating curiosity towards others and suspending ego* Own your actions and take full accountability for them* Seek to understand others' context, empathize, and build deep empathy* Continually build and maintain relationships through consistent actions* Put in the reps to improve mastery of communication skills* Focus on others by seeking their thoughts and opinions instead of telling them yours.* Talk in terms of their challenges, priorities, and pain points instead of your own.* Be non-judgmentally curious and validating to make people feel seen and heard.* Empower people with choices to give them situational awareness and make them feel safe.* Seek the thoughts and opinions of potential customers to understand their needs and preferences.* Talk about the challenges they are facing, such as specific problems related to their business or personal life that your product or service can solve.* Show genuine curiosity about their experiences, interests, and goals without passing judgment on their choices or beliefs.* Offer them choices when presenting solutions so they have control over the decision-making process.🎯 The Bottom LineRobin provides a masterclass on the critical role of trust in sales, emphasizing empathy, understanding, and strategic communication. His unique perspective, rooted in his experiences with the FBI, offers valuable lessons for anyone looking to enhance their sales effectiveness and build stronger, more trusting relationships.Let us know what you think!Leave a comment 👇Or simply hit “reply.” In the meantime…If you haven’t already done so, consider subscribing to the Systematic Selling Newsletter for free.👇This is where you can learn how to build, fix, and maintain the 10 systems every business needs to produce more consistent, predictable, and—most importantly—profitable sales growth.I’ll leave you with this: Always remember…When you fix your systems, you’ll fix your sales.See you next time!SeanAbout the Host: Sean M. Lyden is the founder and CEO of Lyden Communications LLC, an Orlando, Florida-based sales training and media company for founders looking to systematize their sales and scale their business. Get full access to Systematic Selling at www.systematicselling.co/subscribe

The best time to have started thinking about AI in your sales processes was about 14 months ago when OpenAI launched its public version of ChatGPT.The next best time?Right now.Because the AI landscape is changing daily. Literally. And the founders who lean into AI tools for sales—and not dismiss them—already have a significant competitive advantage in speed, hyper-targeted messaging, and much lower customer acquisition costs. If you feel like you’ve fallen behind, how can you catch up?I asked Henry Hays, co-founder of DisruptREADY, to join me to discuss AI’s impact on sales on Episode 11 of the Systematic Selling Podcast. 👇Systematic Selling is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Henry is a founder, keynote speaker, and adjunct instructor at LSU. He co-founded DisruptREADY to help companies prepare for and implement disruptive technologies, like AI…before it disrupts them. That’s why I invited Henry to join us. He spent over 20 years climbing the corporate sales ladder before becoming a founder. Now, he’s on the front lines helping companies tap into the power of AI to gain a competitive advantage.Henry understands sales. He has his finger on the pulse of AI. And he knows what it’s like to be a founder.I can’t wait for you to hear this episode!✅ Your Action ItemsHere are six action items to consider after listening to today’s episode:* Embrace a mindset of possibility thinking regarding AI and its capabilities.* Educate yourself and your team about AI and its potential applications.* Consider enrolling in the Digital Assets Team University (DATU) program for comprehensive AI training.* Build a digital assets team and empower them to explore and implement AI solutions.* Develop a clear vision of success with AI and communicate that vision to your team.* Explore the possibilities of AI tools to automate repetitive tasks, such as research, lead qualification, and proposal generation.📜 Episode IndexIntroduction- Welcome to the pod (00:19)* Henry's background and expertise (00:02)Henry's Journey—College and love for communication (02:18)* Understanding the importance of urgency and truth in sales (06:06)* Building a trusted network for learning and validation (11:39)Artificial Intelligence—Your attitude towards AI (12:23)* Parallel principles of openness to learning and humility in sales (13:56)DisruptREADY—Starting as a boutique consultancy (16:31)* Focusing on translating AI for small to medium-sized businesses (17:04)* The essential eight principles (18:27)Time Management and AI—Using time and resources effectively (21:39)* Analyzing time allocation and priorities (21:53)* Example of research (22:36)AI Trends—Specific impact on  sales (24:21)* Prompt engineering and deriving desired outcomes (30:11)* Right person, right message, right timing (32:44)AI Tools for Sales—Outbound prospecting and targeted messaging (33:14)* Crafting messages with AI assistance (33:40)* Summarizing and recalling conversations (34:39)AI in Business—Aligning AI trends with business goals (35:29)* Identifying target audience and communication strategies (35:37)* Training bots for specific industries (41:02)Leveraging AI for Sales Success—Using AI for lead generation (42:36)* Maximizing time with clients using AI tools (43:48)* Expanding messaging templates and scalability (45:10)Embracing AI Education—Importance of continuous learning (46:38)* Drip-style educational format (47:10)* Empowering employees with AI knowledge (48:27)Resources and Conclusion—Free online resources for AI education (50:09)* Contact information for DisruptREADY (56:18)Note: The timestamps provided are approximate and may vary slightly based on the exact timing in the original recording.🎯 The Bottom LineLet me know what you think of this episode!Leave a comment 👇Or hit me up at [email protected]. In the meantime…If you haven’t already done so, subscribe to our email newsletter for free. This is where you can learn how to build, fix, and maintain the 10 systems every business needs to produce more consistent, predictable, and—most importantly—profitable sales growth.I’ll leave you with this: Always remember…When you fix your systems, you’ll fix your sales.See you next time!SeanSean M. Lyden is the founder and CEO of Lyden Communications LLC, an Orlando, Florida-based sales training and media company for founders looking to transition out of sales by building a consistently successful sales team. Get full access to Systematic Selling at www.systematicselling.co/subscribe

#10. The Salesman’s PrayerListen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#9. “I will act now.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#8. “I will multiply my value a hundredfold.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#7. “I will laugh at the world.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#6. Today, I will be master of my emotions.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#5. “I will live this day as if it is my last.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#4. “I am nature’s greatest miracle.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe

#3. “I will persist until I succeed.”Listen to this scroll 3x per day for 30 days.And watch your life change forever.The 10 Scrolls from Og Mandino’s The Greatest Salesman in the World:Scroll Marked I: “Today, I begin a new life.”Scroll Marked II: “I will greet this day with love in my heart.”Scroll Marked III: “I will persist until I succeed.”Scroll Marked IV: “I am nature’s greatest miracle.”Scroll Marked V: “I will live this day as if it is my last.”Scroll Marked VI: “Today, I will be master of my emotions.”Scroll Marked VII: “I will laugh at the world.”Scroll Marked VIII: “I will multiply my value a hundredfold.”Scroll Marked IX: “I will act now.”Scroll Marked X: “The Salesman’s Prayer”Get the book here: https://www.amazon.com/Greatest-Salesman-World-Og-Mandino/dp/055327757XJoin other smart entrepreneurs (and their sales teams) on the journey to mastering the sales process and achieving your most ambitious goals.Subscribe at www.SystematicSelling.co Get full access to Systematic Selling at www.systematicselling.co/subscribe