Share
CASE STUDIES
The Psychology of Selling: Book Of The Month
Season 1, Ep. 74
•
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
132. Jason Van Camp: Highlight Episode
40:15||Season 1, Ep. 132In this episode of Case Studies, Casey sits down with Jason Van Camp - West Point graduate, Army Ranger, Green Beret, and founder of Warrior Rising - for an unforgettable deep dive into resilience, leadership, and building a life of purpose through discomfort.Jason shares his journey from a football scholarship at West Point to the front lines of Iraq, revealing what it takes to endure the most elite military training in the world, and how those lessons translate far beyond the battlefield. From Ranger School to Special Forces selection, Jason unpacks the physical and emotional challenges that tested his resolve, the power of expectation management, and the surprising leadership truths he learned in combat.They explore how to lead under pressure, why discomfort is essential for growth, and what it really means to earn trust. Jason also opens up about life after the military, managing health challenges, and how service to others gave him new purpose through Warrior Rising.This episode is a masterclass for entrepreneurs, leaders, and anyone striving to operate with more grit, loyalty, and conviction.132. Ty Williams: Why the Best Leaders Never Stop Recreating Themselves
01:34:17||Season 1, Ep. 132In this episode of Case Studies, Casey sits back down with Ty Williams, senior executive at Sunrun and one of the most respected leaders in the direct sales industry, for a deeper, more evolved conversation on leadership, reinvention, and staying relevant in a rapidly changing world.Ty shares how his thinking has sharpened through new challenges at scale, from navigating executive leadership to preparing for massive shifts in technology, energy, and the workforce. He introduces the idea of “sales craft” as something far greater than performance, a framework for life built on adaptability, judgment, and continuous growth.Together, he and Casey explore why comfort is often the biggest threat to long term success, how great leaders consistently recreate themselves, and what it means to operate with urgency in moments that truly matter. Ty also opens up about his obsession with optionality, his fear of stagnation, and the internal standard of always “impressing yourself.”This episode targets entrepreneurs and leaders who want to evolve with intention, embrace change, and refuse to settle at any stage of the journey.131. Stan Ricks: Highlight Episode
27:56||Season 1, Ep. 131Casey Baugh sits down with investor and serial entrepreneur Stan Ricks to unpack a lifetime of hard-won wisdom. From navigating the 2008 housing crash to hitchhiking across Africa, Stan’s story is a masterclass in resilience, risk-taking, and long-term thinking.Learn how integrity, relationships, and adaptability built a career that thrived through multiple economic cycles. Stan offers real-world insights into investing, entrepreneurship, and what it takes to lead through chaos with courage and clarity.Whether you’re an aspiring entrepreneur, seasoned investor, or simply navigating uncertain times—this episode delivers.131. Lynn Perry: Turning Obsession With Excellence Into a $130M+ Annual Business
01:47:03||Season 1, Ep. 131In this episode of Case Studies, Casey sits down with Lynn Perry, founder of Central Milling, for a deeply meaningful conversation on excellence, faith, and building a business that truly serves people.Lynn shares how a simple idea rooted in chemical-free farming evolved into a nine-figure organic flour business over four decades, but what stands out is not the scale, it's the intention behind it. From obsessing over product quality to creating flour tailored for world-class bakers, Lynn reveals how a commitment to craftsmanship turned a commodity into something extraordinary.The conversation takes a powerful turn as Lynn reflects on a life-changing experience with his daughter that reshaped his perspective on leadership, service, and purpose. That mindset ultimately influenced one of his proudest decisions, implementing an ESOP that created life changing wealth for employees across the company.This episode is for leaders and entrepreneurs on building with heart, leading with principle, and proving that true success comes from creating value far beyond yourself.130. Bonnie H. Cordon: Highlight Episode
31:51||Season 1, Ep. 130In this episode of Case Studies, Casey sits down with Bonnie Cordon - former General Young Women President, current president of Southern Virginia University, and a lifelong champion of potential - for a deeply moving conversation about faith, leadership, and the life-changing impact of simple belief.Bonnie shares the formative experiences of her childhood in Idaho Falls, where lessons in responsibility and resilience were woven into farm chores and family life. She reflects on pivotal moments - from a life-altering interaction with Elder L. Tom Perry to navigating unexpected career opportunities at Oracle - that taught her the transformative power of showing up for others. Together, Casey and Bonnie explore how small acts of kindness, persistence, and seeing the best in people can ripple through generations.This inspiring conversation is packed with wisdom for entrepreneurs, leaders, and high performers seeking to build a legacy of influence rooted not in titles, but in genuine connection, service, and faith.130. Shauna Smith: The Operator Behind Savory’s Billion-Dollar Vision
01:18:00||Season 1, Ep. 130In this episode of Case Studies, Casey sits down with Shauna Smith, co-founder and powerhouse operator behind Savory Fund, for a deeply personal and insightful conversation on resilience, leadership, and building something meaningful from the ground up.Shauna shares her journey from a challenging childhood in the South to becoming a central force in scaling over 50 Kneaders Bakery locations and helping build one of the most respected restaurant investment platforms in the country. Along the way, she opens up about stepping into responsibility at a young age, navigating family adversity, and how those early experiences shaped her grit and perspective.Together, she and Casey explore what it really takes to operate at a high level, from executing vision and building teams to making hard decisions and learning from failure. Shauna also reflects on her role in growing brands like Swig and Mo’ Bettahs, her “no A-hole policy,” and why culture and character matter more than anything in business.This episode is a masterclass for leaders and entrepreneurs on ownership, humility, and the power of doing hard things well.00:00 | Introduction & Reconnecting02:02 | Family Life & Partnership with Andrew08:29 | Visionary vs Operator Roles09:54 | Growing Up in Alabama14:12 | Family Adversity & Moving to Utah20:19 | Forgiveness & Personal Growth24:32 | College Years & Meeting Andrew30:20 | Unexpected Pregnancy Story33:24 | Early Entrepreneurial Journey35:13 | The Call to Build Kneaders39:01 | Learning to Run a Restaurant41:19 | Thriving During the 2008 Crisis47:16 | Scaling to 50+ Locations48:49 | Key Lessons from Franchising52:40 | Investing in Swig & Mo’ Bettahs56:56 | Launching Savory Fund59:06 | Fund Growth & Investment Strategy01:00:30 | Biggest Mistakes & Lessons Learned01:01:57 | The “No A-hole Policy”01:02:54 | Best Deal Ever: Swig01:03:47 | Transitioning Roles & Future Vision129. Corinne Stokoe: Highlight Episode
31:06||Season 1, Ep. 129In this episode of Case Studies, Casey sits down with Corinne Stokoe, founder of Mint Arrow and a trailblazer in the influencer marketing space. Corinne shares her unconventional path from competitive pianist to entrepreneur, revealing how discipline, faith, and adaptability shaped her journey.She dives into the early days of blogging, the evolution of digital marketing, and how she built one of the most successful affiliate-driven businesses in the industry. Casey and Corinne discuss the power of personal connection in a world dominated by AI, the realities of running a personal brand, and the importance of knowing when to pivot.Corinne also opens up about the role of faith in her career, how she integrates business with purpose, and why embracing authenticity has been the key to her success. Whether you’re an entrepreneur, content creator, or simply looking for inspiration, this conversation is packed with valuable insights on resilience, reinvention, and building a lasting impact.129. Lloyd Roberts: The Billion-Dollar Founder Who Cracked the Code to a Fulfilling Life
01:18:13||Season 1, Ep. 129In this episode of Case Studies, Casey sits down with Lloyd Roberts, co-founder of LoanPro and serial entrepreneur who has helped launch more than a dozen companies, including a billion-dollar fintech platform built alongside his brothers in Utah. But Lloyd’s story goes far beyond business success; it is a powerful exploration of urgency, perspective, and what it really means to live a fulfilling life.Born with cystic fibrosis and told early on that his time might be limited, Lloyd developed a mindset that shaped everything from how he approached failure to how he built businesses. He shares the lessons learned from starting 17 companies, bootstrapping their ventures without outside capital, and eventually partnering with a growth equity firm to scale LoanPro into a major fintech platform.The conversation then turns to the insight that changed Lloyd’s life: realizing that financial success alone doesn’t produce fulfillment. Today he teaches a simple but powerful framework built around gratitude, growth, and giving; a formula he now shares through his book, speaking, and retreats. Together, Casey and Lloyd unpack how entrepreneurs can pursue success while building a life of meaning, impact, and intentional living.Learn more about Lloyd’s book:https://gcubedformula.com/book/128. Matt Clayton: Highlight Episode
28:50||Season 1, Ep. 128What if the future of education isn’t bigger—but smaller, more personal, and radically student-driven?In this episode of Case Studies, Casey Baugh sits down with Matt Clayton, founder of Slope School, to explore how traditional schools are being disrupted by a new, human-centered model. From working at Goldman Sachs to studying under Clayton Christensen, Matt shares how autonomy, real-world learning, and community are transforming how kids learn.You’ll hear why Slope School focuses on mastery over credentials, how AI is accelerating student growth, and why building identity is the most important part of education. This episode is packed with insights for parents, educators, and entrepreneurs who care about the next generation.