Hi, I'm Patrick Seaton
Founder of New Generation Selling and creator of AskAlex—a Sales and Communication Thought Partner built for people who are brilliant at their craft but tired of struggling with sales.
"I've Been There Too"
You know that moment after you hang up from a call with a prospect, when you're replaying the conversation in your head, cringing at what you said, kicking yourself for what you didn't say, and wondering why you can't just talk about your work the way you do it?
I've been there. More times than I can count.
I've been a solopreneur for over 20 years. I've spent most of that time being really good at what I do and really frustrated with how I talk about it.
Here's the thing we all face: You didn't become a solopreneur because you love selling. You became one because you're brilliant at your craft. But nobody tells you that being brilliant at your craft means nothing if you can't get people to understand why it matters to them.
I used to wing every sales conversation. I'd over-explain. I'd answer questions prospects didn't ask. I'd attract people who wanted to "pick my brain" over coffee but never became clients. And I'd watch opportunities slip away, knowing I could have helped them—if only I'd said the right thing at the right time.
Sound familiar?
The Search for Answers
For years, I thought I just had to "get better at sales." So I read the books. Took the courses. Tried the scripts. None of it felt like me. And none of it really worked.
Then I got curious about why. I went back to school and completed a neuroscience diploma—not because I wanted to become some expert, but because I was tired of guessing. I wanted to understand what was actually happening in those conversations.
The Discovery That Changed Everything
Most sales conversations fail before they even start because we unknowingly trigger the primitive part of the brain—the "crocodile brain"—that blocks information it perceives as threatening. All our brilliant ideas, all our carefully crafted messages, get filtered out before logic even gets involved.
That's when I stopped trying to be a better salesperson. I took years of sales consulting work experience and turned it into a book. Then I decided to go further by merging technology with that knowledge and started building something different: a thought partner who could help navigate each conversation without triggering those defenses.
Why I Built AskAlex
I built it for me first. Because I needed it. Something that could show me what to say, when to say it, and—just as important—what NOT to say.
That became AskAlex—my sales and communication thought partner that's available whenever I'm stuck, whenever I'm second-guessing, whenever I want to map out what comes next with a prospect.
I'm not trying to teach you how to sell. I'm sharing the thought partner that helps ME sell—because I'm still figuring this out right alongside you.
The Experience Behind AskAlex
Decades of real-world experience distilled into a thought partner that works
Across subsidiaries in 10 countries spanning 3 continents
From solopreneurs to organizations with 90,000 employees
Understanding the brain science behind sales resistance
Testing and refining 50+ sales approaches
International Perspective
Patrick operates internationally from Mexico and is fluent in English, Spanish, and French—bringing a global understanding of how people communicate and make decisions across cultures.
The Book That Started It All
A decade of battle-tested experience in one comprehensive guide
A Crocodile Brain Can Make or Break Your Sale
The Process and Science for Guiding Organizations to Buy from You
Have you ever been in a situation where you have a great product or service and great marketing, but your salespeople just don't seem to nail it when in front of the customer?
This captivating playbook, delving into the neuroscience of sales, dispels the myth that success hinges solely on technical attributes or special deals. Instead, it unveils a triumphant blueprint, seamlessly merging science and process to craft an unparalleled buying experience.
What Readers Are Saying
Just get it.
"I'll be honest, it took me a bit to get into this book because it's written as a coaching conversation, but once I did I could barely put it down. Very insightful and relatable look at how selling works related to how people process information. This should be standard training for EVERY person in sales."
— David A Van Deman
Awesome read
"I just finished the Crocodile Brain can make or break your sale. Loved it, especially the style it was written. Just like a fictional novel, it made it easier to follow the characters and learn and digest more easily! A fantastic read."
— Sam Douglass
A must read for CEOs and Sales Directors
"Patrick and Daniel's writing style is a Blue Ocean (read to understand). If you are seeking a way to stand out from the competition—buy this book and read it!"
— Tom Disonell
We're Facing the Same Challenges
I don't have all the answers. But I do have something that's working—for me and now for others who are brilliant at their craft but tired of winging the conversations that matter.
If you're tired of replaying those conversations in your head, wondering what went wrong—I get it. I'm there too.