“Our goal is to make salespeople more therapeutic, more human, and guide their own way.” - Jack Frimston As human beings, we don’t take action based on logic alone. We act when emotion comes first, and then we justify it with logic. No emotion = no urgency. No urgency = no movement. That’s why great sales conversations don’t sound like pitches. They sound like therapy. The real skill isn’t talking. It’s asking the right questions and then listening long enough for the emotion to surface. When prospects hear themselves say what’s frustrating them, what’s costing them, or what’s holding them back… Change starts to feel necessary. Your job on the phone isn’t to convince. It’s to create clarity. Emotion opens the door. Logic helps them walk through it.