The One Negotiation Tactic That Will Win Any Real Estate Deal with Steve Shull

Investing In The U.S.

Ever walked into a listing presentation thinking it was yours, only to leave wondering what went wrong?

Steve Shull has spent over 30 years coaching real estate agents, but it wasn’t until a chance encounter with “Never Split the Difference” by Chris Voss that everything changed. At the time, Steve was teaching a rigid, numbers-driven system rooted in logic, facts, and persuasion. But he quickly realized he had it all backwards: people don’t make decisions with logic—they decide with emotion.

That epiphany led Steve to completely transform his coaching philosophy. He threw out the old scripts and built a system grounded in tactical empathy, connection, and trust. He hasn’t taught the traditional “listing presentation” in over a decade.

In this episode, Steve shares the exact mindset shift that will change the way you sell forever—and the one tactic that closes more deals than any pitch or presentation ever could.

Tune in!

Key Takeaways:

• 00:00 Intro
• 02:10 How Steve made his first dollar as a kid
• 03:52 Before coaching
• 06:17 Tactical empathy and coaching real estate professionals
• 21:49 Building trust early on
• 23:31 Market conditions and coaching demand
• 29:40 Future outlook
• 34:17 Top 5 investing tips
• 38:41 Recap and outro

Additional resources:

➡️ Learn more about Steve Shull:

• Website: https://www.performancecoaching.com/

• Instagram: https://www.instagram.com/shullperformancecoaching/

➡️ Visit https://reedgoossens.com/ and:

• Invest passively in multifamily real estate

• Get FREE access to my 100% Passive Real Estate Investment Masterclass

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Investing in the U.S. is a podcast for real estate investors and entrepreneurs who want to break into the U.S. market and grow their wealth!

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