The Power of Suggestion: Inside the Psychology of High-Stakes Selling

How does an auctioneer’s secrets help you win in fundraising and sales?

When I invited Lydia Fenet onto the pod, I knew we’d be talking about high-energy auctioneering. What I didn’t expect was a crash course in advanced sales psychology, taught by someone who can raise millions with nothing but a paddle and a mic.

Lydia has spent over 20 years honing her craft on stages across the world, raising more than $1 billion for 800+ nonprofits. She’s also the founder of The Lydia Fenet Agency, the first talent platform for professional charity auctioneers.

But here’s the kicker: the high-pressure, real-time persuasion skills she’s mastered are incredibly applicable to entrepreneurs. Whether you're raising a seed round, leading an M&A process, or closing a key enterprise client, Lydia’s tactics are relevant.

🔍 The Sales Techniques That Transcend the Auction Stage

1. Win the Room First, Then Make the Ask: Lydia opens strong, always with a quick joke or sharp observation that makes the audience feel seen. Founders should take note: before selling, build trust and rapport.

2. Let Silence Work For You: Instead of filling every second with pitch talk, Lydia uses silence as strategic pressure. The pause creates space for reflection and action. In a fundraising context, that might mean asking a question and resisting the urge to over-explain.

3. Know Your Cast of Characters: In auctions, there's always someone who wants to be seen. Lydia identifies them early and makes them part of the performance. In business, spotting the internal champion—or the silent decision-maker can be just as powerful.

4. Anchor Decisions in Emotion and Meaning: Lydia reframes a $30K Aspen trip not as luxury, but as funding years of nonprofit impact. Founders can apply the same principle: tie your product or raise to mission, not mechanics.

📈 Sales = Storytelling + Listening

What struck me most was Lydia’s ability to sell by listening. Even on stage, without a formal Q&A, she reads the room and adapts. Too often in enterprise sales and fundraising, we default to fixed decks and monologues. Lydia reminds us: adapt, listen, and tailor.

This insight ties closely to a theme we explore often at Interplay: sales is a form of service. You're not pushing a solution; you're uncovering the need behind the ask.

“I have to understand what you need in order  to sell you anything,” Lydia told me. “Until then, I can’t even start the sales process.”

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