Jonah Berger is a professor at Wharton business school and author of a new book titled, "The Catalyst: How to Change Anyone’s Mind." There's a passage in it that stands out, "Behavioral scientist Kurt Lewin once noted, 'If you want to truly understand something, try to change it.' But the reverse is also true. To truly change something, you need to understand it.” Sales is all about change. People are doing things a certain way. They know they probably need to change. But making the decision to change is hard. And it becomes measurably harder to help them make the decision to change if they don’t feel that they are understood. Which is one of the topics we’ll talk about in this episode: How to enable conversations by finding common ground in shared experiences. Plus, we get into how people have a built in resistance to being persuaded and the steps you can take to mitigate that and engage people in conversation.