LIVE WEBINAR
Why People Really Buy: The DISCology of Trust, Influence, and Conversion
📅 Wednesday, November 18, 2026 🕚 11:00 AM ET
Turn "let me get back to you." into "let's get started."
Some buyers want the bottom line in two minutes. Others won't commit until they've seen every detail in writing. Pitch them the same way, and you lose one of them.
In 60 minutes, veteran of the Intelligence Branch of the Canadian Armed Forces and human behaviour expert JJ Brun (The Retired Spy) will show you how people decide to buy and what creates resistance along the way. Then he'll show you what to change, starting with your next sales conversation.
This is for you if you’re a…
Sales or direct-selling professional who has watched promising conversations go quiet and wants to understand what changed on the other side.
Sales leader or manager whose team's results swing from one rep to the next, and who wants to coach behaviour, not just scripts.
Business owner, coach, or consultant selling your own services who would rather earn the yes than chase it.
Trainer or DISC practitioner ready to bring DISC into the sales conversations your clients and teams are having every day.
What You’ll Learn
The four ways people make buying decisions, and the cues that tell you which one you're facing mid-conversation
The habits many salespeople are taught that put certain buyers on guard
Ethical ways to influence a decision so saying yes feels like the buyer's own choice
How DISC Helps You Sell the Way People Buy
Resistance is rarely a rejection. More often, it's a buyer telling you the conversation doesn't match how they make decisions.
DISC gives you a practical read on that mismatch. You'll start to see why one buyer leans in while another pulls back from the same pitch, and how your approach affects their trust.
Meet Your Host: JJ Brun
JJ Brun is a globally recognized Human Behaviour and Communication Specialist, with 20 years in the Canadian Armed Forces, 10 of those in Human Intelligence.
Now known as The Retired Spy, JJ helps coaches, consultants, and professionals turn human behaviour insight into strategic influence.
Drawing from real-world operations and decades of DISC training, JJ teaches how to build trust quickly, lead conversations with integrity, and ethically guide decisions.
His programs are used by leaders, governments, and organizations worldwide to shift behaviour, strengthen communication, and create high-trust environments where people perform at their best.
Here’s What They’re Saying…
“Members were actively engaged throughout the session, with JJ drawing on his work, life and family situations to reinforce the value in the DISC Advantage and how to effectively apply the model to positively influence our personal and professional lives. Well done!”
- J. Fearn, Sr. Project Manager Director
“Anyone who works with people and wants to put themselves in a position to succeed should go through this program! The comprehensive resource materials have had a tremendous impact on my team and have given us all the ability to relate to and understand each other better. I highly recommend you check it out.”
- Mike Thompson, Manager of Services and Supports, Christian Horizons
“JJ’s vast training and experience using the (DISC) Model for Human Behaviour helped to fast-
track my learning curve by showing me how to leverage the right products to support the
desired results for my clients.”
- Jennifer R. Maxwell