From The NSC Stage 🎤 | Ben Hanlin: The Psychology Of Sales Audience Engagement

At the National Sales Conference, Ben Hanlin didn’t just perform a miracle; he performed a “sales audit” on his own opening 3 minutes and 26 seconds. Ben argues that while only 20% of his job is the “performance,” the remaining 80% is exactly the same as yours: sales, marketing, and the relentless pursuit of sales audience engagement.

The “Show, Don’t Tell” Strategy

Early in his career, Ben wanted his own TV show. The gatekeepers: the TV commissioners—said “no” because he had no brand recognition. Instead of giving up, he pivoted his approach from telling them he was good to showing them his value. He created his own low-budget “pilot” on YouTube, filmed himself doing magic for celebrities such as Michael McIntyre, and sent the evidence to managers.

By the time he sat in the boardroom, he wasn’t asking for a chance; he was presenting a proven concept. In sales, we often get caught in the trap of “telling” a prospect we are the best. Ben’s approach suggests that if your prospect can’t see your vision, you should stop talking. Use a high-impact case study, a live demo, or a pilot programme to make your value undeniable before you even ask for the business.

The 5 “Tricks” for Instant Rapport

Ben breaks down the five specific actions he takes every time he steps on stage to connect with a room of strangers—tactics that are directly transferable to your next discovery call or board presentation.

Positive Body Language (The 7-Second Rule): First impressions are formed in seven seconds. Before you speak, use eye contact, open palms, and a genuine smile to prove you are confident, competent, and non-threatening.

Engagement Over Small Talk: Mundane questions like “How’s your week?” invite the brain to “switch off.” Ben suggests asking questions that force the prospect to engage their memory or emotions, such as “What’s been the highlight of your month?” or “What’s the one problem you’d pay to have gone by Friday?”

The Undivided Attention Tax: In a world of virtual meetings and “corners of death” (phone notifications), being 100% present is your greatest competitive advantage. If a prospect doesn’t feel seen, they won’t feel valued.

The “Use it or Lose it” Name Tool: Hearing our own name triggers a unique neurological response. To lock a name into your memory and build a bridge of familiarity, Ben recommends using a person’s name two to five times within the first sixty seconds of meeting them.

Radiators vs. Drains: In every interaction, you are either a “radiator” (someone who gives off energy and warmth) or a “drain” (someone who saps it). Even if your journey to the meeting was a nightmare, Ben stresses the importance of reframing your opening interaction to remain 100% positive. People buy from radiators.

The “Persistence” Playbook

Ben’s story of getting onto Dancing on Ice is a masterclass in modern prospecting. After being told “no” for three years, he didn’t just wait; he sent a video of himself ice skating to the producers every single week for six months. He didn’t ask for permission; he provided proof of progress.

This is the ultimate lesson in sales audience engagement: persistence is a demonstration of growth, not just a repetitive check-in.

Check out our first From the NSC Stage article, featuring The ‘Invisible Sale’: 3 Lessons from Simon Hazeldine.