The Psychology of Selling With Jason Cooper

Welcome to the Freedom Point Podcast! In this episode, Jeremy talks with Jason Cooper—Top 10 Global Sales Thought Leader and high-performance coach—about how neuroscience and psychology are transforming the world of sales. Jason explains how understanding the brain helps sales professionals build deeper connections, make better decisions, and communicate more effectively. They unpack why emotion drives most buying decisions, how to overcome decision fatigue, and why behavior change is so difficult for even seasoned professionals. Jason also shares strategies for staying motivated, building trust with clients, and using AI as a tool rather than a threat. This episode is a masterclass in combining science, mindset, and human connection to sell with authenticity and purpose.

Tip #1: Selling Starts with Understanding the Brain
“The more we understand what goes on in the brain, the more we can help clients think better and decide faster.”
Jason explains how neuroscience provides insight into customer motivation and helps salespeople align emotionally with buyers.

Tip #2: People Buy on Emotion, Not Logic
“People make decisions based on a feeling—and justify them later with logic.”
Sales success comes from connecting emotionally, not overwhelming buyers with data or choices.

Tip #3: Avoid Decision Fatigue with the Rule of Three
“When you present three clear options, you make it easier for the brain to choose.”
Jason breaks down how simplifying proposals helps clients avoid overwhelm and take action faster.

Tip #4: Behavior Change Starts with Belief
“If you don’t believe you can change, you won’t.”
He discusses how internal motivation and consistent habits over time lead to real behavioral transformation in sales performance.

Tip #5: Motivation Follows Action
“Most days, I’m not motivated until I start doing the work.”
Jason emphasizes that motivation isn’t a prerequisite—it’s a result of taking consistent daily action.

Tip #6: Build Trust Through Authenticity and Consistency
“People buy from people. Be real, be transparent, and always follow through.”
He reminds listeners that credibility is earned through reliability and genuine human connection.

Tip #7: Find What Truly Motivates Each Person
“As a leader, discover what drives your team—money, recognition, or meaning—and build from there.”
Motivation is personal; great leaders tailor their approach to each salesperson’s values.

Tip #8: Relationships Beat Transactions Every Time
“If you treat people like transactions, they’ll never come back.”
Jason and Jeremy agree that lasting business growth comes from building relationships, not chasing quick wins.

Tip #9: Use AI to Enhance, Not Replace
“AI is a time management tool—it can’t replace human connection.”
Jason shares how he uses AI to refine communication but stresses that empathy and trust can’t be automated.

YouTube Chapters
00:00 – Introduction
01:23 – Jason’s Background and Journey
03:39 – The Science of Neuroselling
05:25 – Why Emotion Drives Decisions
07:50 – The Rule of Three in Sales
10:04 – Why Behavior Change Is Hard
12:18 – Building Motivation Through Action
15:18 – Overcoming Procrastination and Fear
18:25 – Building Trust and Credibility
21:06 – Consistency and Follow-Up
23:59 – Motivation and Intrinsic Drivers
26:31 – Relationship vs. Transactional Selling
29:12 – The Human Element in an AI World
32:12 – Using AI as a Sales Tool
33:22 – How to Connect with Jason Cooper