About Us

His discovery of The Brain Funnel Theory was the game-changer because it allowed him to temporarily re-orient (re-configure) his customer’s preset intellect structure for the purpose of systematically building emotional emphasis in a logic-based person, as well as logical emphasis in an emotionally-based person. This psychological re-orchestration allows the salesperson to “step over or circumvent” a person’s second-largest overall temperament type when and if that temperament type is of the same nature (on the same spectrum side) as that person’s largest overall temperament type.

Mr. Houston’s initial introduction to DISC came years ago at a national sales conference given by a top Fortune 500 life insurance company that included a three-and-a-half-hour in-depth presentation on DISC intellect profiling given by four of this country’s most accomplished and distinguished academic psychologists. The four were the department chair holders in psychology from Harvard University, Yale University, Stanford University, and the University of Chicago.

It was there, during that chance encounter, that he quickly realized the inherent sales success potential housed within this long-documented and ancient science. The question always centered around the finding of the right communication formula(s) that opened up the mind to accept ideas through that person’s way of thinking.

Mr. Houston’s steadfast commitment to using only a systematic science-based approach allowed him to identify, isolate, categorize, and compare research findings in his search for specific, definable tendencies that could be directly linked back to one and only one of the four predominant DISC entity archetypes. The use of this intellect “tell” system has long been used by both science and academia, but heretofore, it has not been applied in such a systematic and extensive manner to the study of selling.

Salespeople live in a world called “now.” And in order for “now” to take place on a consistent basis within a potential buyer’s mind, there has to be an accepted and functional balance between both logic and emotion. The highest percentage temperament type within an individual will always be the purchases justifier, while the person’s largest offsetting temperament type will always be the purchases validator.

This is the essential aspect of all selling, and especially true when the salesperson is seeking a right-then decision to buy. The inability of the salesperson to be able to consistently accomplish this atmosphere within a buyer’s mind and psyche is the #1 reason for all sales failure.

Temperament Selling teaches the salesperson, in step-by-step fashion, how to successfully orchestrate this required psychological balance, thus maximizing optimum buy-in clarity and the opportunity of making a right-then sale. It was the coming together of these two discoveries, along with other findings, that set Mr. Houston on a path to setting unprecedented sales records.

Mr. Houston has authored two books on the role and interplay of psychology in selling. His first, Selling at the Next Level, presents selling from the salesperson’s mental mindset, or side of the equation, by teaching the salesperson how to clothe their mind and attitude for creating genuine and lasting career success. His latest book, Predictability (the book version of The Temperament Selling Sales Training Seminar), presents successful selling from the other side of the equation: the buyer’s intellect side.

This comprehensive two-sided approach to selling and sales training has been proven to create immediate and lasting, multi-year selling competency for anyone committed to taking the course.

Mr. Houston’s trainees consistently outperform their peers in three strategic growth categories: a) new business accounts opened, b) highest successful closing ratios, and c) lowest post-sale cancellation ratios.

And because of this, participating companies on average enjoy the following benefits: a permanent 35 to 50% cost reduction in all sales training and recruitment costs and an immediate, and perpetuating, 15 to 22% sales production increase (depending on the industry).