In sales, many professionals focus solely on closing deals—often at any cost. But what if the goal shifted to ensuring every client feels fully aligned, enthusiastic, and invested? That’s exactly what Anthony Paganucci, CEO and founder of Brinson, advocates. With over 20 years of experience in the multifamily and vendor spaces, Anthony perfected her unique approach to sales: “Getting to Hell Yes!”Anthony’s method focuses on identifying challenges, crafting solutions, and achieving optimal outcomes. “Getting to Hell Yes!” creates stronger relationships, delivers better results, and fosters long-term partnerships.
Setting
The property management and vendor industries face plenty of challenges. Fragmented systems, disconnected processes, and unclear buyer journeys often leave clients frustrated. They struggle to find simple, effective solutions for their problems.Anthony knows this all too well. She spent years on the operator side, encountering the same frustrations her clients face today. “We’ve understood all the problems we’re trying to solve,” she says. Her experiences pushed her to switch to the vendor side, founding Brinson to level the playing field for mid-market companies. Her goal: deliver innovative solutions to the industry’s biggest challenges.“There’s so much light on this side of the business. It’s not the ‘dark side’ as people joke—it’s where the real opportunity for change lives.”Complication
Sales rarely follow a straight path. Buyers face roadblocks like:- Opaque Processes: Without clear steps, they hesitate and deals stall.
- Risk Aversion: Clients worry about onboarding issues, system mismatches, and vendor stability.
- Silent Deal Killers: These unspoken objections—like doubts about a vendor’s longevity or data security—often sabotage deals without warning.
Turning Point
Anthony transformed her sales approach by focusing on alignment, trust, and collaboration. Here’s how she achieves “Hell Yes!” in every deal:1. Prioritizing Candor and Transparency
Anthony insists on honesty from the start. Her team addresses potential challenges head-on, building trust by being upfront. For example, Brinson provides a “Why Brinson?” document to tackle common concerns, including:- A 90-day guarantee to ease client hesitation.
- Clear explanations of pricing and services.
- Direct answers to questions about data security and vendor reliability.
2. Understanding Personas
Anthony’s team tailors their approach by understanding the client’s persona. They’ve developed profiles like “Overwhelmed Olivia,” juggling too many responsibilities, and “Data-Driven Daniel,” who examines every detail meticulously. These personas help her team craft personalized solutions that resonate deeply with each buyer.“Sales isn’t about products. It’s about people. If you don’t know who you’re selling to, you’re already losing.”3. Solving Before Selling
Instead of pitching, Anthony focuses on demonstrating value first. Brinson’s solutions, like ILS Management and Brinsights, simplify complex processes and deliver clear results. By showing how these tools solve real problems, Anthony inspires confidence and drives enthusiastic buy-in.“We don’t push products. We solve problems. And that makes all the difference.”Resolution
Anthony’s approach leads to a proven process for achieving enthusiastic agreements. Here’s how she does it:Transparency Builds Trust
Her team lays everything on the table, including potential challenges. “We tell clients, ‘Here’s what we do well, and here’s where you might see challenges based on your setup,’” Anthony explains. This honesty sets realistic expectations and fosters confidence.Tailoring Solutions to Fit
Rather than offering one-size-fits-all products, Brinson creates customized solutions. For instance, their ILS Management tool bridges gaps for mid-market companies struggling with expensive, inefficient listing services. Tailoring solutions ensures every client feels their specific needs are met.“No two properties are the same, so why would their solutions be? Tailoring isn’t optional—it’s necessary.”Empowering Clients
Brinson’s tools empower clients to take control. Brinsights integrates scattered systems into a unified, user-friendly platform, making operations smoother and decision-making easier. Clients feel in control, which helps them confidently say “Hell Yes!”“Empowerment is the ultimate outcome. When clients feel in control, they’ll say ‘Hell Yes’ every time.”Case Study
One client—a mid-sized property management company—struggled to manage multiple internet listing services. They wasted time and money on tools that didn’t deliver results. Brinson’s ILS Management transformed their approach by:- Cutting listing costs by 20%.
- Unifying their listings into a single dashboard for better management.
- Delivering actionable insights on platform performance.
Key Takeaways
Anthony’s approach provides valuable lessons for anyone in sales:1. Lead with Empathy
Understanding your client’s challenges and speaking to their specific needs builds a stronger connection. Anthony’s persona-driven strategy shows the power of empathy in sales.“Empathy isn’t a buzzword—it’s the foundation of every successful partnership.”2. Be Transparent
Don’t dodge hard conversations. Address concerns early to eliminate doubts and build trust. Transparency turns hesitation into confidence.“Be honest, even when it’s uncomfortable. Clients respect honesty, and respect leads to results.”3. Focus on Alignment
Sales isn’t about convincing someone to buy—it’s about ensuring your solution aligns perfectly with their needs. When buyers see the value, they’ll say “Hell Yes!” with enthusiasm.“When there’s alignment, selling stops feeling like selling. It feels like solving.”Conclusion
Anthony Paganucci’s “Getting to Hell Yes!” philosophy revolutionizes sales. Her approach prioritizes empathy, transparency, and alignment, turning sales from transactions into partnerships.“Sales isn’t about chasing deals—it’s about creating relationships that last. That’s what a ‘Hell Yes’ is all about.”For sales professionals across industries, her strategy offers a roadmap to building trust, solving problems, and inspiring clients to say, “Hell Yes!” The next time you approach a sales conversation, ask yourself: Are you just closing a deal, or are you creating a partnership that truly works?Listen to the “Getting to Hell Yes!” podcast on apple or spotify here:https://open.spotify.com/show/4TY87ToVuLK7eqkZZvZA5Thttps://podcasts.apple.com/gm/podcast/getting-to-hell-yes/id1772602174Our mission is to simplify the homeowners & home builders customer experience. Let Iris do the work.
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