In this episode of the Mastery Unleashed podcast, Christie Ruffino engages in an enlightening conversation with Bob Burg and Jeff C. West, who share their insights on overcoming sales objections and enhancing sales strategies. They introduce their book, which focuses on a unique approach to handling objections in sales, emphasizing empathy, understanding, and collaboration with potential clients rather than confrontation.

Bob and Jeff discuss the concept of “fusion points,” a methodology that aligns emotion and logic in the decision-making process, fostering positive connections and responses from prospects. They outline a strategic approach to prospecting that builds relationships even before the first meeting, enhancing the likelihood of securing appointments and advancing sales conversations.

The discussion also highlights an upcoming event, SalesWise Live 2024, designed to offer intensive sales training and networking opportunities. The event promises to equip attendees with advanced sales skills, fostering both personal and professional growth.



For over 30 years, Jeff West coached and led sales teams in multiple industries and was among the top sales performers and leaders in the nation. For over twenty years, he was an entrepreneur in field sales management with a well known Fortune 500® insurance company.

Now a sought-after conference speaker, Jeff is the author, along with international bestselling author, Bob Burg, of the business/sales parable, Streetwise to Saleswise: Become ObjectionProof™ and Beat the Sales Blues. He is also author and coauthor of two multi-award-winning sales parables, The Unexpected Tour Guide and Said the Lady with the Blue Hair (coauthored with Lisa Wilber).

Jeff has been on numerous national and international podcasts and been a quoted source for publications such as Sales and Marketing Management Magazine, the National Federation of Independent Business, and Peak Sales Recruiting.

Whether onstage or during interviews, he combines hard-hitting, take-to-the-bank sales wisdom with a folksy humor that engages the audience as have few others.



For over 30 years Bob Burg has been successfully showing entrepreneurs, leaders, and sales professionals how to communicate their value and accelerate their business growth.

Although for years he was best known for his sales classic, Endless Referrals, it’s his business parable, The Go-Giver, (coauthored with John David Mann) with over one million copies sold and translated in 30 languages that has created a worldwide movement.

His newest book (coauthored with Jeff West) is Streetwise to Saleswise: Become ObjectionProof™ and Beat the Sales Blues.

Bob publishes the very popular Daily Impact email.

He is also an unapologetic animal fanatic and works with a rescue, foster, and adoption organization in his town of Jupiter, Florida.



Streetwise to Saleswise: Become ObjectionProof™ and Beat the Sales Blues

Download the first 2 chapters of their book for free.






Mastery Unleashed is a podcast for success-driven women who want to empower their thoughts, design their dream businesses, and build beautiful lives that are aligned with their destinies—hosted by Bestselling Author and Business Strategist Christie Ruffino.

Each episode features today’s top influencers and entrepreneurs on the rise as they share empowering stories and ninja tips meant to become the FUEL that will ignite a positive change in YOUR life and the lives of others.

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