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Steve W. Martin is the foremost expert on “Sales Linguistics,” the study of how   salespeople and customers use language during the complex decision-making process. Steve began his career programming computers as a teenager in the late ’70s. Through working with computers, he became acutely aware of the preciseness and structure of language. Early in his career, he was also introduced to the concepts of neurolinguistics (the science of how the human brain constructs and interprets language). When he transitioned his career into sales, he realized that he could build models to create successful relationships based upon customers’ language and thought processes.

Steve went on to be a top sales producer for a billion-dollar software company and was promoted into management to imprint his “selling model” on other salespeople within the organization. As vice president of sales later, Steve successfully trained his salespeople on the sales strategies and communication skills that are necessary to close large complex accounts.


Steve is the founder of the Heavy Hitter sales training program and the author of the “Heavy Hitter” series of books on the human nature of enterprise sales. Steve’s books have been featured in Forbes, the Wall Street Journal, Selling Power Magazine and are recommended by the Harvard Business School. His latest book is titled Heavy Hitter Sales Linguistics: 101 Advanced Sales Call Strategies for Senior Salespeople. The Heavy Hitter corporate sales training program has helped over 100,000 salespeople become top revenue producers at companies including IBM, NEC, Oracle, AT&T, McAfee Software, Akamai, Experian, and PayPal. Steve is a frequent contributor to the Harvard Business Review and his “Heavy Hitter Sales Blog” is the top-ranked business-to-business sales blog according to and

Steve has taught at USC Marshall since 2009 and he was awarded the USC Marshall Golden Apple Teaching Award in 2012. He previously taught at the University of California Berkeley, Haas Business School.

USC Marshall School of Business
Los Angeles, CA  90089-0443

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