Our newest team member, Patrick Birleffi, began his sales career in the Texas Christian University Call Center. At an age younger than most, Patrick began to appreciate the idea that knowing proper sales techniques can benefit one along all facets of life. As Patrick has developed these techniques into a career, he is never shy in admitting that sales coaching actually changed his life. Read his article below:



I am a recent college graduate, and like all young adults graduating from college, I was plagued by the universal question—“where can I get a job?” Luckily, my search was fairly short, and after 1 month of searching, I received a job offer from Forrest Performance Group (FPG). FPG is a sales-training company that specializes in long term, sustainable training, with the goal of building mutually beneficial relationships that last decades. As my journey as a sales professional for FPG began, the essence of my livelihood soon became learning the material I was going to be selling. While my sales knowledge has expanded tenfold since starting at FPG, there has been one selling technique we teach that I have really latched onto: Three Why’s Deep.


The technique is known as asking ‘three why’s deep’, and it has improved not only my selling abilities, but my personal life as well. It seems simple enough, but when you truly think about your interactions with a client or consumer, you may find that you ask why they might be making a particular decision only once—or even not at all. Asking ‘three why’s deep’ is essentially asking an individual “why” first and foremost, and then asking “why” twice more as a follow-up question based upon the preceding answer. By asking three whys deep, you will immediately establish a stronger emotional connection with a customer and, therefore, make the selling process easier.


With a firm grasp upon the idea of making an emotional connection with the customer, I began to think of how I could apply this theory to my personal life as well. After hearing testimonies from multiple FPG clients stating that our techniques had improved their lives as well as their selling I thought maybe these techniques could improve my life also.


My first step in applying the ‘three why’s deep’ technique began with typical hot button public topics. Instead of taking an immediate stance on an issue, I worked to understand the stance of the person I was speaking with. I began to ask ‘three why’s deep.’ I often found that there was either an extreme emotional connection to the topic, or extended programming by family or past environments that caused the person to think in a particular way. After having several discussions with close friends, I started to think, “What if I turned the three whys deep on myself. How might my life improve or what might I realize about myself?”


I started out very broad, asking myself the big question: “What is the purpose of my life?” Well, I would like to help improve as many people’s lives as possible. “Why do you want to improve as many people’s lives as possible?” The answer—I like people, what is the point of living a life in misery and not getting the most out of it? The final question, “Why do I like people?” I am a person; I know that happiness is the highest an individual can feel.


At first, I was a little disappointed. I didn’t really seem to achieve anything more than a philosophic answer; however, I decided to take it one step further and change the question to what. What can I change in my life to inspire happiness in others and myself? This is how I improved my life.


I began to ask “why” more


I decided to stop fussing over the small things, and started to take everyone else’s wants and beliefs more into consideration, which has improved my relationship and friendships.



I began to eat better, drink less, and workout more.


This may not be a necessary goal for everyone, but I was unhappy about never having energy or feeling enough strength.



I set long-term, achievable goals for myself.


I had started to get unhappy solely through the things I wanted that weren’t happening in an instant. These things take time, and asking myself “why” caused me to realize this and protect myself from further self-discouragement.



I made a roadmap for myself


I mapped out goals for my relationship, work, and my lifestyle, and I laid a foundation so that I could achieve those goals.



So, I encourage you all to do the same thing. Start by using the three why’s to cater to other people and identify the true meaning behind their wants. This is especially helpful for those in industries where, like me, the art of selling is one’s livelihood. Then, turn the three why’s towards you. Maybe you are looking for a path for the rest of your life. Maybe you are about to get married and start a family. Maybe you are about to send your last child to college, and you are experiencing the empty nest syndrome. No matter your stage in life, asking others and yourself three whys deep can always create improvement.




Here’s to earning what you’re worth!




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PATRICK BIRLEFFI began working in sales as a student at Texas Christian University (TCU) in the calling center. After only one semester, Patrick was promoted to trainer; after three years, he became Head Supervisor and oversaw all the functions of the call center. While a supervisor, he worked on the calling center’s training curriculum. Patrick was also part of the team that raised the most money for TCU—just under $700,000.


Patrick takes pride in his sales career and strongly believes that sales should be a revered profession. He loves working with people and being part of the spreading of ideas. As a young professional, Patrick is intent on establishing himself as a provoking thought-leader.






FORREST PERFORMANCE GROUP is a global leader and designer of corporate training programs, leadership training programs, and sales training programs. Forrest PG’s unique distinction and edge is its belief that true, permanent change begins from the top, transforms from the inside-out, and requires long-term coaching and accountability, rather than short-term training. Too many organizations are short-sighted regarding training and only provide one-day motivational events to entertain sales pros, giving them only short-term boosts in energy and temporary performance lifts. One-day events can be valuable for rejuvenating or jump-starting performance, but a complete training program with coaching along the way makes all of the difference. Increased sales, measurable ROI, accountability, tangible and relevant sales tools are just a few of the results of an FPG training program.

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