CO-ELEV8 Masterclass: Cracking the Code of Sales Choreography with Jayant Hudar
The energy at ATLAS SkillTech University was electric as students from MBA, B.Des, and B.Tech gathered for an insightful session in the CO-ELEV8: Catalyzing Progress series. Leading the masterclass was Jayant Hudar, Founder and CEO of the School of Business Wisdom, a seasoned sales strategist with decades of experience—and a proud parent of a student at ATLAS. His connection to the university community made the session all the more engaging and relatable. Titled “Sales Choreography”, the masterclass was an eye-opener on how structured, intentional sales strategies can turn conversations into conversions, and prospects into loyal customers.
The Mastermind Behind the Masterclass
Jayant Hudar is not just a sales expert; he’s a business strategist who understands how the human brain drives decision-making. With a career spanning decades and an impressive client portfolio, Mr. Hudar is known for his ability to simplify complex sales concepts into practical, actionable strategies. His mantra?
Sales isn’t just a conversation. It’s a choreography.
Every interaction is intentional, every step strategically designed to lead a prospect from interest to action.
Understanding Sales Choreography: Selling to the Old Brain
Mr. Hudar opened the session by breaking down how the brain makes decisions:
- The Old Brain (instinctual and decision-making)
- The Middle Brain (emotions)
- The New Brain (rational thinking)
And when it comes to sales?
The Old Brain drives buying decisions.
Understanding this, he explained, allows salespeople to craft messages that resonate, persuade, and close—long before objections arise.
The Four Fundamental Steps to Sales Success
- Diagnose the Pain
- Uncover and amplify the customer’s problem. Demonstrate a deep understanding of their pain points.
- “Explain the pain… and show how you’ll eliminate it.”
- Differentiate Your Claim
- Set yourself apart from competitors through your USP/UPB—Unique Selling or Buying Proposition. Make your contrast tangible and real.
- “Why should they pick you? Show them.”
3. Demonstrate the Gain
- Back your solution with proof—testimonials, case studies, social proof. Clearly highlight the benefit your product or service delivers.
- “Prove the value. Let them feel the gain.”
4. Deliver to the Old Brain
– Use visuals, stories, and emotions. Speak directly to the survival instincts of your audience—because that’s what drives the final decision.
– “The old brain makes decisions, not the new one.”
What You Say vs. How You Say It
Mr. Hudar emphasized that sales success isn’t just about what you say, but how you say it.
What You Say includes the three Ds:
- Diagnose the Pain
- Differentiate Your Claim
- Demonstrate the Gain
How You Say It determines whether your message lands:
- Deliver it to the Old Brain
- Use contrast to grab attention
- Highlight WIIFM (What’s In It For Me)
- Back it up with proof and testimonials
- Create visual and emotional stories that stick
The 13 Questions Every Buyer Has
During the session, Mr. Hudar laid out 13 universal questions that linger in every buyer’s mind:
- Do I want the benefits of this product or service?
- Is this the right product/service to solve my problem?
- Is this the right company to buy from?
- Is this the right person to buy it from?
- Is this the right price?
- Is this the right time?
- What if I don’t like it?
- How do I pay for it?
- What if this isn’t right for me?
- Am I getting the best value for my money?
- Why you and not your competitor?
- What mistakes do others make when buying this?
- How do I avoid those mistakes?
“Your job as a salesperson isn’t just to answer these questions. It’s to answer them before they even ask.”
The Science of Persuasion: Old Brain Triggers
Jayant Hudar revealed the 16 triggers that appeal directly to the Old Brain, the decision-making powerhouse of any prospect:
WIIFM (What’s In It For Me?)
Contrast (Gain vs. Pain)
Familiarity & Tangibility
Beginnings and Endings
Visually Oriented Messaging
Emotionally Engaging Stories
These neuroscience-backed principles are what make a sales pitch stick and drive action.
Sales Choreography: Why It Matters
- Ensures consistency in sales performance
- Reduces reliance on natural talent
- Enhances the customer experience
- Increases conversion rates
- Makes every interaction intentional and impactful
“Sales choreography turns persuasion into an art—and success into a science.”
The Sales Stages Simplified
- Target Prospecting
- Qualify and Open the Conversation
- Build Rapport and Trust
- Identify Needs and Pain Points
- Present the Solution
- Handle Objections
- Close and Follow-Up
The takeaway?
Every step should lead smoothly into the next—like dance choreography, but for sales.
Sales Mastery Unlocked
Jayant Hudar’s Sales Choreography masterclass wasn’t just about selling products or services. It was about understanding the psychology behind decision-making, mastering intentional communication, and choreographing each interaction for success.
For the students of ATLAS SkillTech University, this wasn’t just another lecture. It was a powerful toolkit for anyone looking to master the craft of selling, storytelling, and persuasion—a true CO-ELEV8 experience.
