[563] Speaking the Right Language and What Buyers Want, with Lamar Johnson from University of Texas

What are some qualities of salespeople who bring value? How do you make a difference if you are in sales?

The best salespeople understand their customers' language and needs. They should be able to present their product or service in a way that people can relate to it.

In this episode, Lamar Johnson from The University of Texas and I talk about speaking the right language with your customers and what buyers these days want from salespeople.

Learn more about this topic and make sure to pick up some gems that may be helpful for your sales career.

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Lamar's Bio
Lamar is a 33 + year veteran of Procter & Gamble in Sales and Supply Chain. He returned to his alma mater to enable experiential learning opportunities for marketing and sales students at the McCombs School of Business. He is a founding member of the Professional Sales & Business Development Minor at UT Austin and leads corporate relationships for the program.

Lamar's Links
• https://www.mccombs.utexas.edu/faculty-and-research/departments/marketing/programs/professional-sales-and-business-development-minor/

• https://www.linkedin.com/in/lamar-johnson-1889026/

Further Sales/Research reading recommendations by Lamar:

• Chung, Doug J. (2021), “How to Transform from Selling Products to Selling Services,” Harvard Business Review, no. 2 (March-April): 48-52.

• Chung, Doug J., Byungyeon Kim and Niladri B. Syam (2020), “A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?,” Foundations and Trends® in Marketing 14, no. 1: 1-52.

• Chung, Doug J. (2015), “How to Really Motivate Salespeople,” Harvard Business Review, no. 4 (April): 54-61.