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E212: Win Deals with Sales Jiu-Jitsu with Daniel Moskowitz and Elliot Bayev

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Elliott Bayev and Daniel Moskowitz take a combined 50 years experience in Brazilian Jiu-Jitsu and building 8-figure sales teams and bottle it up inside a powerful new International Bestselling book: Sales Jiu-Jitsu – The Secret Black Belt System for Champion Leaders.

Episode highlights:

  • What sales and Jiu-Jitsu have in common.
  • What makes Jiu-Jitsu different from other martial arts, and what that has to do with the boardroom.
  • Who they look for when hiring salespeople.
  • How Jiu-Jitsu competition steps apply to sales: preparing, fighting, winning, post-fight.
  • Is this concept just pitting aggressor vs. defender? The duo weighs in.
  • What they look for in “setting up the win”.
  • How to brilliantly address objectionsbefore the objection even comes up.
  • Best advice: 1.) Listen more than you speak. 2.) Start with why: know why you’re doing what you do.
  • Habit that contributes to success: 1.) Ability to be in the other person’s shoes and connect to them. 2.) Listening well.
  • Recommended tool: 1.) Focus At Will 2.) Sleep Cycle
  • Recommended book: 1.) Influence by Robert Cialdini 2.) The Art of War Plus – The Warrior’s Apprentice by Sun Tzu and Gary Gagliardi
  • Run time: 42:22



  • “You simply need to be converting your leads at a higher rate.”
  • “The difference….is how we train.”
  • “They’re constantly working in a real-world environment.”
  • “It’s a very visceral way of increasing their sales skills at an exponential rate.”
  • “It’s all about the forces that get in the way of saying ‘yes’ and solving a problem.”
  • “Why wouldn’t I send that 7th email, or that 9th email?”
  • “Your first job is to secure it. Don’t get pushed back an inch.”
  • “They almost hear their own voice in it.”
  • “Nobody wants to be incongruent with what they said.”


  • Practice real-life scenario “sparring sessions” to prep sales reps and keep them sharp.
  • Have the customer consider the COI: Cost Of Inaction.



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