Benjamin Dennehy: Selling From The Colon, It’s Why You Are Probably Crap

by | November 20, 2020



In this episode of Agents Influence podcast, host Jason Cass interviews Benjamin Dennehy, Managing Director at The UK’s Most Hated Sales Trainer®. Benjamin talks about the sales process and his knowledge, and expertise in being a salesman.

Episode Highlights:

  • Jason introduces Benjamin Dennehy. (1:42)
  • Benjamin mentions his YouTube channel called The UK’s Most Hated Sales Trainer, and it’s about cold calling people live while filming it. (5:34)
  • Benjamin mentions that most salespeople think that it’s the winning personality because they only remember 20% of people that buy from them, and they’re selling to 20% of the people that have their personality. (6:56)
  • Benjamin thinks that luck is preparation when meeting opportunities. (8:21)
  • Benjamin shares a story about his job at a company that specializes in setting appointments. (15:07)
  • Benjamin shares that when he was turning into the person he was pretending to be, he started to figure out how selling works. (18:35)
  • Benjamin realized that buyers don’t tell the truth. All people lie to a salesman about everything and there’s nothing a prospect can say that’s not off ground. (22:07)
  • Benjamin mentions that salesmen don’t have control and they always defer to prospects. (24:35)
  • Benjamin shares that the hardest part is not trying to be liked and most salesmen believe that you have to be liked to sell. (26:00)
  • Benjamin mentions that every salesman should be 100% commissioned and shouldn’t be paid basic, at all. (28:20)
  • Benjamin shares that if you follow a process religiously and get better at it, even though you might not like the outcome, it will still be the right outcome. That’s why he follows a strict process. (30:30)
  • Benjamin mentions that everything he does breaks a patent, and it works because the buyers were expecting him to act a certain way. (50:16)
  • Benjamin shares that his advice for everyone is to pick a book about sales and do everything that’s on the book repeatedly, and regardless of what the system is, you’ll be successful. (1:02:36)

Key Quotes:

  • “To be good at sales, you have to be good at basically duplicating and mirroring the person you’re selling to and giving them the personality they need to feel comfortable to buy.” – Benjamin Dennehy
  • “There is the odd time where you could just somehow randomly fall in front of the right person at the right time, but that’s very rare. If you’re prospecting, you can’t say it’s luck. Well, because I was bloody trying to find you, so it’s hard luck.” – Benjamin Dennehy
  • “It’s all about control, and what I realized is salesmen never have control. They always defer to prospects. Another rule, the man with the gold makes the rules. Somewhere along the line, salesmen and people were taught that if you’ve got the money, you’ve got the power. But I realized very quickly, your money is useless if no one’s willing to take it.” – Benjamin Dennehy
  • “Every human being wants to be felt and understood, and for a human being to trust someone, they first have to feel comfortable with them. And the easiest way for a human being to feel comfortable quickly is to find someone less better off than them.” – Benjamin Dennehy

Resources Mentioned:


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