The Perception Formula: How to Build Trust and Influence with Shira Abel

Catalyst Sale Podcast

Shira Abel is a marketing and sales expert with over 25 years of experience, having built a seven-figure agency specializing in account-based marketing (ABM). She is the creator of the Perception Formula, a framework that helps people understand trust, communication, and decision-making in business and relationships. Shira’s expertise spans startups, team dynamics, and behavioral economics, making her a powerful speaker and consultant.

Key Quotes:

1. "Trust isn’t just about intent—it’s about understanding how someone thinks."
2. "If your business relies on manipulation, it won’t last—trust builds long-term success."
3. "The golden rule isn’t enough; you need to adapt to how others think and perceive the world."

Shira Abel shares the Perception Formula, a framework built on heuristics, hormones, history, and heritage, to improve trust, sales, and team dynamics. She discusses cultural communication differences, feedback, and how perception shapes success. Whether in startups, leadership, or personal growth, understanding how people think can be your greatest catalyst.

https://www.linkedin.com/in/shiraabel/

5 Key Takeaways: 1. The Perception Formula: Understanding How People Think

• Perception is shaped by heuristics (mental shortcuts), hormones, history, and heritage.
• Without emotional connection, people won’t remember or trust you.
• Aligning with someone's background improves communication and decision-making.

2. The Role of Trust in Sales, Marketing, and Teams

• Trust isn’t about manipulation—it’s about delivering real value.
• High-value sales rely on relationships, not tricks.
• Cultural differences impact trust (e.g., "ask" vs. "hint" communication styles).

3. Feedback: The Key to Growth and Learning

• Feedback helps you iterate and improve faster.
• "Nice" people avoid tough conversations; "kind" people tell the truth to help others grow.
• The best teams and leaders actively seek and apply feedback.

4. Hormones and Decision-Making: The Science Behind Influence

• Dopamine drives excitement and engagement (e.g., notifications, rewards).
• Cortisol (stress hormone) blocks clear thinking—positive reinforcement is key.
• Oxytocin and serotonin create trust and belonging in teams and customer relationships.

5. Coachability: The Differentiator Between Success and Failure

• Coachability is not about instant agreement—it’s about long-term adaptation.
• The most successful people take feedback, reflect, and adjust.
• Leaders should observe who listens, applies feedback, and improves over time.

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