Your Money Beliefs Are Costing You Sales: A Conversation with Dave Won
Every sales conversation has something on the line that rarely gets talked about: the seller’s own income.
Dave Won joins Paul Fuller to explain why that matters. As a sales coach, Dave focuses on one topic: how salespeople think and feel about money, and how those beliefs influence their decisions in every deal.
His point is simple but powerful. Your beliefs about money don’t stay personal. They show up in how you present price, how you handle objections, and how big you’re willing to go.
What You’ll Learn
- How a salesperson’s money beliefs shape their sales decisions
- The costly behaviors these beliefs create
- The three limiting money beliefs: scarcity, fear of rejection, and unworthiness
- Why sales is service, and how putting the client first grows revenue
The Million-Dollar Deal That Got Away (05:35)
Dave was a top seller at his company, but one opportunity stuck with him. He knew a million-dollar solution was the right fit for a client. Deep down, though, he was afraid the price would make them walk away, because it felt expensive to him.He projected his own money beliefs onto the client, and the fear of walking away with no commission led him to offer a $100,000 solution instead. Reflecting on that deal was his light bulb moment: his beliefs about money were driving his sales decisions.
The Costly Behaviors Behind Money Beliefs (10:18)
Dave sees the same behaviors again and again: assuming what clients can or can’t afford, avoiding the budget conversation, discounting before the client asks, and agreeing to weak objections.The first step is becoming aware that these behaviors are happening. The next is uncovering the belief behind each one, like “if I push back, they’ll walk away” or “talking about money makes me seem greedy,” and then understanding the story that created it.
Scarcity, Fear of Rejection, and Unworthiness (16:56)
Dave groups limiting money beliefs into three categories. Scarcity says there isn’t enough business out there, so you discount to hold on. Fear of rejection makes you lower the price to avoid hearing no. Unworthiness makes you question whether your offer is really worth the price.All three lead to the same result: leaving money on the table. They can also cap deal sizes and make sellers quietly avoid growth opportunities.
Why Sales Is Service (23:15)
When sellers address their money beliefs, their tone, body language, and energy change. The conversation becomes fully about the client and their needs, not about the seller.That even means being willing to say “we’re not the best fit” and pointing a client elsewhere. Dave believes that when people know you’re truly for them, the right clients come in droves and revenue follows.
Listen to the full conversation with Dave Won to learn how money beliefs shape sales performance, and how to change them so you can fully serve your clients.
About Dave Won:
Dave Won is a sales coach who focuses on sales professionals' hidden money beliefs that shape everyday decisions in their sales role.
While you'll see a decorated Air Force Captain, TEDx speaker, Presidents Club winner and Salesperson of the Year on his résumé, the real work is in a question most sellers never ask themselves: what do you believe about money and how is that showing up in how you sell?
Dave is a Certified Money Coach (CMC)® who works with sales professionals to get beneath the surface - not to hand them a new script or playbook, but to help them understand why they make costly decisions so they don't keep tripping over the invisible wire.
Dave has been featured on TEDx, ABC, and the Wall Street Journal.
Education:
Harvard University, Behavioral Finance certification program, 2024
United States Air Force Academy, BS, 2010
Indiana University, MBA, 2013
Money Coaching Institute, Certified Money Coach (CMC)®, Certified Business Archetype Coach
Contact With Dave: Website / Linkedin
By Paul Fuller
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
