In this episode, Thomas Morin breaks down why not every customer wants to be sold the same way, and how identifying a customer’s communication style, personality type, and buying mindset can help salespeople build trust, adjust their approach, and improve their chances of closing the sale.

In this episode we’re digging into what Thomas calls ‘The Anxiety Factor’—how customer anxiety affects communication, trust, and ultimately whether a sale happens at all.

Also, joining us today is Dr. Brandon Morris, owner of North Myrtle Beach Chiropractic in South Carolina, who’ll give us his perspective on working with anxious patients and building trust in a completely different customer setting.

In our first episode, we talk about what Thomas calls the ‘customer chess game’—how anxiety, discomfort, and past experiences can create a breakdown in communication before the sales process even really begins.