Joshua Brunson's journey is a testament to the influence of upbringing on professional success. Growing up with a father who built and sold multiple businesses, Josh was immersed in an environment where entrepreneurship and sales were part of daily life. His father's unwavering belief in his products and services, coupled with relentless dedication, laid the foundation for Josh's understanding of what it takes to succeed in sales.

Josh emphasized the importance of authenticity in sales. He believes that being genuine and accountable is crucial for building trust with clients. Authenticity isn't just a buzzword; it's a strategic approach that can differentiate you in a crowded market.

One of the most insightful parts of the discussion revolved around strategies for handling objections in sales. Josh shared his approach to understanding the root of objections by diving deep into the psychology of potential clients. He uses a methodical questioning process to uncover their current obstacles, feelings of self-worth, and ultimately, their goals and desires.

Want to learn more about Joshua's work? Check out their website at

Connect with Joshua on LinkedIn at


Key Points

• Josh talks about growing up around his father's entrepreneurial ventures and how his belief in himself and his products led to success (1:03)


• Josh discusses his own bumps in the road as an entrepreneur and the importance of consistency and discipline in achieving success (5:47)


• Craig asks for advice on getting sales going in the current environment, and Josh emphasizes the importance of authenticity and offering support rather than help (10:40)


• Authenticity is key in the information age, and people want to feel heard and validated. Speaker 3 advises coaches to post about their real struggles and avoid bragging about overcoming objections. (15:51)


• Handling objections on the front end involves establishing an agreement at the beginning of a call and asking tough questions to understand where the person is at. Josh gives examples of tough questions and emphasizes the importance of understanding the person's mindset and struggles. (18:39)


• The zero resistance sales process involves asking questions to understand the person's obstacles and goals, and then tying those goals to emotions to sell on an emotional level (22:36)


• People buy off emotion, not statistics or information (24:10)


• Josh 's close ratio was close to 75%, but he realized that he can't help everybody and doesn't want to close too many people (25:22)