The Sales Hunter Podcast w/ Bruce Turkel

Sales isn’t just about facts and figures. It’s about emotion. That’s the message branding expert and author Bruce Turkel brought to the Sales Hunter Podcast. Bruce is the author of All About Them, and he joined me to unpack what it really takes to create a message that resonates with your audience.

Why Emotion Beats Logic in Sales

Salespeople often believe their product or service sells because of credentials, features, and proof points. But Bruce made it clear: people buy with emotion and justify with facts.

“When we lead with facts, we’re leaving out the biggest part of the transaction—the emotional response,” Bruce explained. Whether you’re selling B2C or B2B, the buyer is still a person. And people buy based on how a purchase makes them feel.

B2B vs. B2C: It’s All People-to-People

Some salespeople argue that emotion works in consumer sales but not in business-to-business. Bruce disagrees.

He reframed the conversation: “There’s B2C, there’s B2B—but ultimately it’s all P2P: people-to-people.”

No matter what industry you’re in, every buyer has someone they must answer to—a boss, a board, or even themselves. That accountability carries an emotional weight. Facts and figures are important, but they’re simply reasons to believe. What sets the transaction in motion is emotion.

Shifting Focus: It’s Not About You

The heart of Bruce’s book—and his advice—is simple: it’s not about you. It’s about the customer. Buyers aren’t focused on your product, your pitch, or your numbers. They’re focused on their needs, their problems, and how your solution helps them succeed.

Bruce compared it to a doctor visit. Patients often describe symptoms, not the real problem. The salesperson’s job is to uncover the underlying cause—the true pain point—and speak to that.

The Salesperson’s Emotional Responsibility

Interestingly, Bruce said the emotional burden is often heavier on the salesperson. Why? Because customers can sense why you’re there. Are you focused on making your numbers, or do you genuinely care about helping them?

Your motivation shapes how you show up. Buyers mirror that energy back. If you only show up to check boxes, your customer feels it. If you show up with curiosity and a desire to help, that comes across too.

Standing Out With Your Unique Story

Bruce used a personal example: he often plays the harmonica during his keynotes, handing out instruments so the audience can play along. People remember the experience, and it reinforces his message.

No, you don’t need to show up at a sales call with a harmonica. But you do need to figure out what makes you unique. Maybe it’s your background, a life experience, or a personal story. Everyone has something that sets them apart—and those details help customers connect with you as a person.

Creating a Message That Resonates

So how do you actually craft a message that works? Bruce laid it out in two steps:

Find the intersection between who you are and why you matter, and who your customer is and what they want.Translate it into language that shows relevance. Customers don’t care about every feature. They care about how your solution fits into their life or work.

At its core, messaging is about making the buyer the hero. When you can connect your story with their aspirations, you’re no longer just selling—you’re creating value.

Final Thoughts

Bruce left us with a challenge: figure out what makes you fascinating, and then use it to show people what’s in it for them. Because, in the end, the most powerful sales messages aren’t about you. They’re all about them.