Selling begins before the pitch.
Instinctual Selling is a practical Enneagram-based approach to understanding what buyers, clients, and decision-makers are actually listening for before they say yes.
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When you can recognize what someone is prioritizing, you can communicate with more clarity, less resistance, and greater integrity.​
What Is Instinctual Selling?
Every buyer is listening through a filter.
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Some are looking for confidence, momentum, and a compelling reason to act.
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Some are looking for practicality, sustainability, and assurance that the decision will hold up over time.
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Some are looking for alignment, consensus, and a sense that the decision fits the people, relationships, and larger context involved.
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Instinctual Selling helps you recognize those patterns earlier in the conversation, so you can speak to what the buyer actually needs.
Not just what you think they should care about.
Inside the Book
Instinctual Selling helps you recognize what matters most to the person in front of you, so you can guide the conversation with more clarity, trust, and relevance.​
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Inside the book, you’ll learn how to:
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Start Better Conversations
Recognize what a buyer is prioritizing early, so you know where to begin.
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Position Your Product Clearly
Frame your offer through the instinctual lens that matters most to the person in front of you.
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Sell Across Organizations
Navigate buying groups where leaders, departments, and decision-makers may be operating from different priorities.
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Recover Stalled Deals
Diagnose where the conversation lost momentum and reopen it with greater clarity.
Bring Instinctual Selling to Your Group
Instinctual Selling is available as a presentation, workshop, or custom training for groups who want to communicate with more clarity, trust, and relevance.
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Ideal for sales professionals, business owners, hospitality leaders, consultants, universities, student groups, and client-facing teams.
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Available formats include:
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60-Minute Presentation
An accessible introduction to the Instinctual Selling framework and how instinctual priorities shape trust, resistance, and decision-making.
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90-Minute Interactive Workshop
A more practical session with examples, discussion, and application to real sales, leadership, client, or team conversations.
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Half-Day Training
A deeper learning experience for teams or organizations that want to apply the framework more intentionally in communication, sales, leadership, or customer relationships.
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Custom University or Student Session
A version designed for students preparing for careers in business, hospitality, leadership, entrepreneurship, sales, or client-facing work.
Meet the Authors
Instinctual Selling is the forthcoming book by Mario Sikora and Jenny Byrnes, bringing together the ATA Enneagram, executive-level leadership insight, and decades of real-world sales and client service experience.
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Mario Sikora is the Founder and CEO of Awareness to Action International and the creator of the ATA Enneagram, the framework at the foundation of Instinctual Selling. An internationally recognized Enneagram teacher, author, executive coach, and leadership consultant, Mario has advised senior leaders and organizations around the world, including Fortune 500 and multinational companies.
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Jenny Byrnes brings more than 35 years of experience in hospitality, catering, sales, business ownership, and team leadership. As an ATA-certified Enneagram coach, she brings the framework into practical, everyday conversations with clients, customers, teams, and decision-makers.
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Together, they offer a practical, relational approach to sales that helps people understand what others are listening for, what builds trust, and what makes the next step feel clear, relevant, and aligned.
