Share
CASE STUDIES
The Psychology of Selling: Book Of The Month
In this solo episode, Casey breaks down the core skill that has shaped his career: the art of selling. Reflecting on his own experiences and insights from Brian Tracy’s classic, The Psychology of Selling, he unpacks the eight principles that have made a lasting impact—from believing in yourself to mastering the art of persuasion.
Casey shares personal stories, including lessons learned from top-performing colleagues at Vivint, and explains why identifying customer pain points and maintaining a positive mindset are game-changers in sales. He also reveals the power of continuous learning and how a single decision to invest in his own education led to years of consistent success.
Whether you’re a seasoned professional or just starting out, this episode offers practical, timeless advice to sharpen your sales skills and elevate your performance.
Chapters:
00:00 – 00:26 | Introduction: The Power of Selling
• Why sales is the most valuable skill
00:26 – 00:44 | The Most Influential Sales Book
• How The Psychology of Selling shaped Casey’s career
00:44 – 01:29 | Learning from Top Performers
• Lessons from Vivint’s #1 sales rep, Bo Gardner
01:29 – 03:59 | Principle #1: Believe in Yourself
• Overcoming fear and rejection
03:59 – 05:25 | The 80/20 Rule in Sales
• How top 20% earn 80% of the money
05:25 – 06:34 | Believing in Your Product
• Why conviction determines sales success
06:34 – 08:53 | Principle #2: Focus on the Customer’s Needs
• Selling solutions, not products
08:53 – 09:10 | The Key to Selling: Solving Problems
• Finding and fixing customer pain points
09:10 – 11:03 | Principle #3: Develop a Positive Attitude
• Why mindset impacts sales performance
11:03 – 12:57 | Principle #4: Master the Art of Persuasion
• Why people buy emotionally, then justify logically
12:57 – 13:16 | Why People Buy Emotionally
• The subconscious decision-making process
13:16 – 15:06 | Principle #5: Ask the Right Questions
• Selling is listening, not telling
15:06 – 17:12 | Principle #6: Overcome Objections
• How to reframe objections into opportunities
17:12 – 18:33 | Why Objections Are a Sign of Interest
• Recognizing buying signals in pushback
18:33 – 21:42 | Principle #7: Learn How to Close Effectively
• Why 48% of salespeople never ask for the order
21:42 – 22:09 | Principle #8: Commit to Continuous Learning
• How investing in yourself 10X’s success
22:09 – 25:27 | The 10X Investment in Personal Development
• Lessons from 20 years of dedicated learning
25:27 – 26:35 | The Mindset of a Sales Professional
• Mastery, success, and fulfillment
26:35 – End | Closing Thoughts
• The never-ending process of growth
More episodes
View all episodes
138. David Butler: Highlight Episode
01:42:20||Season 1, Ep. 138In this episode of Case Studies, Casey sits down with David Butler, teacher, author, and tour leader, for a thoughtful conversation on faith, imagination, and what it means to believe in a God bigger than we often dare to picture.David shares his story of growing up in Texas, teaching seminary and institute, and navigating a faith journey shaped by encounters with world religions, moments of doubt, and unexpected experiences in places like China and Rome that reshaped his view of God’s reach. He reflects on why the opposite of faith is not doubt but false certainty, and how embracing questions can actually deepen trust.Together, they explore themes of sin and repentance through fresh lenses, the importance of language in shaping our spiritual lives, and why patience, curiosity, and humility matter in both leadership and discipleship. David also opens up about leading “holy envy” tours, posting weekly reflections that serve as “church” for many, and walking through personal loss while holding onto hope.This conversation is an invitation to entrepreneurs, leaders, and seekers alike to expand their perspective, embrace the tension of growth, and live with more wonder, courage, and compassion.138. Mark Durham: Revitalizing Cities, Building Businesses, and a Life of Quiet Persistence
50:41||Season 1, Ep. 138In this episode of Case Studies, Casey sits down with entrepreneur, philanthropist, and community builder Mark Durham for a powerful conversation on persistence, faith, leadership, and creating meaningful impact over a lifetime. Mark shares the journey from winning state debate championships and pursuing art on a scholarship at the University of Utah, to building and selling successful businesses, leading a mission in Tokyo, and eventually launching initiatives that are transforming cities across Utah. Through stories of entrepreneurship, painful setbacks, grit-filled seasons of debt, and moments of spiritual clarity, Mark reveals how faith quietly shaped every major decision in his life. Casey and Mark explore what it means to build businesses with strong culture, why persistence matters more than talent, and how true leadership comes from empowering great people. They also dive into the vision behind My Hometown and City Strong Foundation, organizations focused on revitalizing communities through education, service, housing, and neighborhood transformation. This episode is a masterclass on long-term thinking, stewardship, and the compounding power of consistent service over time.137. Jeff Mendez: Highlight Episode
01:42:00||Season 1, Ep. 137In this episode of Case Studies, Casey sits down with Jeff Mendez, a builder, leader, and operator who led a 5,000-person sales force and helped generate over $2 Billion in commissions. His track record has made him one of the most respected operators in the door-to-door industry.Jeff reflects on his early life in Puerto Rico and the Dominican Republic, sharing how his father’s bold conversion story and a childhood shaped by grit and cultural pride gave him a lasting sense of identity. He walks through his corporate start at Walmart, the discovery that entrepreneurship was his true path, and the moment he chose conviction over comfort. That choice launched an 18-year run at the center of Vivint’s rise.With sharp insight and zero pretense, Jeff breaks down the principles behind his success: operational excellence, relentless value creation, and why energy, not capital, is the true currency of entrepreneurship. This is a conversation for builders, leaders, and anyone ready to stop playing small and start building something real.137. Chris Lee: Why Hitting Rock Bottom Made Him a More Impactful Entrepreneur
01:14:05||Season 1, Ep. 137In this episode of Case Studies, Casey sits down with Chris Lee; entrepreneur, investor, and founder of Next Level Pros - for a conversation about resilience, reinvention, family, and the lessons that only come from taking big swings in life and business. Chris opens up about the early ambition that drove him into entrepreneurship, the painful collapse of his first company, filing bankruptcy, and discovering that rock bottom was not nearly as devastating as he once feared. He shares hard-earned lessons on partnerships, leadership, culture, and why belief is often the greatest competitive advantage an entrepreneur can have. Casey and Chris also dive into fatherhood, criticism, faith, personal growth, and the tension between building something meaningful and slowing down enough to enjoy life. From raising five kids to building businesses, hobby farming, and mentoring entrepreneurs, Chris reflects on the deeper purpose behind success and the responsibility leaders have to truly impact people. This episode is packed with insight for entrepreneurs, builders, and anyone learning how to navigate failure without losing belief in themselves.136. James Clarke: Highlight Episode
01:33:44||Season 1, Ep. 136In this episode of Case Studies, Casey sits down with James Clarke - founder of Clearlink and managing partner at Clarke Capital - for an intimate look into the hard-won lessons behind a life of entrepreneurship, stewardship, and service.From his roots as a farm kid in Rexburg, Idaho to helming billion-dollar exits, James opens up about the foundational values instilled in him by family, mentors, and faith. He shares what it really means to lead with “labor and honor,” the ethos he now passes on to his children. Through raw reflections on early failures, pivotal pivots, and defining moments - including a highly publicized company controversy - James offers powerful insights on integrity, resilience, and staying the course.Casey and James explore themes of earned success, navigating public scrutiny, the difference between operators and investors, and why meaningful relationships matter more than ever in business. This is a thoughtful and inspiring episode for anyone building something that matters.136. Kip Sheppard: From Zero to 35,000 Units in Affordable Housing
01:15:23||Season 1, Ep. 136In this episode of Case Studies, Casey sits down with Kip Sheppard, a leader in affordable housing development whose career spans more than three decades and over 35,000 units built nationwide. What begins as a conversation about Kip’s early life and church mission experience in Germany quickly evolves into a masterclass on discipline, resilience, and long-term value creation.Kip shares how foundational experiences like athletics, faith, and his time as an accountant shaped his approach to business, teaching him that mastering the language of business is essential to building anything meaningful. He reflects on pivotal relationships with mentors and the defining partnership with Dell Loy Hansen, which ultimately launched a career built on innovation within the low income housing tax credit space.Casey and Kip explore lessons from navigating the 2008 financial crisis, the power of attention to detail, and why consistency, integrity, and showing up on time remain the ultimate competitive advantages. At its core, this episode is about building more than real estate; it is about building a life centered on family, purpose, and lasting impact.135. Nate Randle: Highlight Episode
01:24:22||Season 1, Ep. 135In this episode of Case Studies, Casey sits down with Nate Randle, CEO of Gabb and former executive at Nike, Vivint, Qualtrics, and the Utah Jazz, to unpack a lifetime of lessons in resilience, leadership, and personal growth. From navigating childhood adversity to steering major brands through crisis, Nate shares how his experiences shaped his leadership philosophy and deepened his commitment to supporting others.They discuss his journey from Nike Golf to running a high-growth company, the importance of authenticity in leadership, and the power of relationships in business. Nate also opens up about overcoming personal hardships, including a powerful story of forgiveness that changed his life.135. Spencer Cook: Turning Desperation Into a Multimillion Dollar VR Breakthrough
01:13:21||Season 1, Ep. 135In this episode of Case Studies, Casey sits down with Spencer Cook, co-founder of Continuum and creator of the breakout VR game UG, for a candid conversation on resilience, risk, and the long road to meaningful success in the virtual reality gaming industry.Spencer shares the six-year journey behind building UG into one of the top-performing titles on MetaQuest, unpacking the lessons learned through failed VR games, missed payroll, and the pressure of leading a startup through uncertainty. From experimenting with augmented reality and VR development to finally achieving product market fit in the gaming space, his story highlights what it really takes to build a successful VR game and scale a business in an emerging market.Together, Spencer and Casey explore entrepreneurship, leadership under pressure, and the mindset required to fail forward. They also dive into VR game design, monetization strategy, and how community-driven gameplay helped UG become a breakout success.This episode is a must-listen for entrepreneurs, founders, and anyone interested in VR gaming, startups, and building something meaningful through persistence and smart pivots.134. Justin Juntunen: Highlight Episode
01:06:48||Season 1, Ep. 134In this episode of Case Studies, Casey sits down with Justin Juntunen - founder of Cedar and Stone Sauna - to explore why the ancient practice of sauna bathing is finding new life in the heart of modern wellness. What starts as a conversation about custom craftsmanship and cardiovascular benefits quickly unfolds into something deeper: a dialogue on slowing down, creating meaning, and pursuing a business with soul.Justin shares his journey from building saunas with his grandfather in Minnesota to leading a company that crafts world-class sauna experiences, from private homes to luxury resorts. More than just heat and steam, his mission is about reconnecting people to their bodies, their breath, and each other. Together, they unpack the science, cultural traditions, and spiritual rituals behind the sauna movement, and why it's resonating with high performers and families alike.