When you’re selling, do you act like you think a salesperson is “supposed to” act? Most people erroneously assume that only backslapping, pushy, know-it-all extroverts can sell. Buying into this stereotype, many think they have to act like a typical salesperson to sell effectively. This has a huge downside. Salespeople who try to be someone they aren’t come off like the salesperson they don’t want to be. Instead, authors Colin Coggins and Garrett Brown urge people to become “unsold” on these selling stereotypes. To be better at selling yourself, your ideas, or your products and services, and to feel better about your work, they share how and why the greatest sellers focus less on what they do and more on how they think.
About the Authors
Colin Coggins and Garrett Brown are the founders of the Agency18 consultancy and creators of the “Sales Mindset for Entrepreneurs” course at the University of Southern California’s Marshall School of Business.