In this podcast episode, John Golden from Sales POP Online Sales Magazine and Pipeline CRM, and Brian Will, a sales and management consulting expert, discuss the psychology of sales and negotiation. They emphasize the importance of authenticity, active listening, and asking the right questions in sales. They also discuss common mistakes made by salespeople, such as overwhelming clients with technical details and not utilizing CRM systems effectively. Brian shares his approach to sales training, focusing on understanding the client's reactions and needs. The episode concludes with a discussion on the role of sales managers in CRM utilization and training.