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The Unsold Mindset: Redefining What It Means to Sell by Colin Coggins & Garrett Brown

The Marketing Book Podcast: “The Unsold Mindset: Redefining What It Means to Sell by Colin Coggins & Garrett Brown

About the Book

This Wall Street Journal bestseller is captivating readers of Adam Grant, Dan Pink, and James Clear and has been called “a life-changing book as much about life as it is about selling.”

What if the greatest salespeople on the planet are the opposite of who you think they are?

Everyone sells, every day. It’s why the most successful people are so good at selling themselves, their ideas, or their products. Yet when people hear the word “sales” they think of some version of the overly confident, manipulative, “don’t-take-no-for-an-answer” stereotype.

Because of these misperceptions, when they find themselves in a situation where they need to sell, they feel compelled to put on the persona of a “good salesperson.”

But there’s a disconnect between who we think good salespeople are and who they actually are. In any room, they’re not the most self-confident, they’re the most self-aware. They’re not the most sociable, they’re the most socially aware. And they don’t succeed despite obstacles, they succeed because of obstacles.

Colin Coggins & Garrett Brown sought out some of the most successful people from all walks of life, including CEOs, entrepreneurs, doctors, trial lawyers, professional athletes, agents, military leaders, artists, engineers, and countless others in between in hopes of understanding why they’re so extraordinary.

They found that as different as all these incredible people were, they all had an eerily similar approach to selling. It didn’t matter if they were perceived as optimists or pessimists, logical or emotional, introverted or extraverted, jovial or stoic – they were all unsold on what it meant to sell and unsold on who people expected them to be.

The Unsold Mindset reveals a counterintuitive approach to not just selling, but life.

This book is not about “building rapport,” “objection handling,” or “trial closes.” It’s a journey toward an entirely new mindset — because the greatest sellers on the planet aren’t successful because of what they do, they’re successful because of what they think.

Being a good person and a good salesperson aren’t mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself.

About the Authors

Colin Coggins and Garrett Brown are long-time sales leaders, practitioners, teachers, and best friends. They met at software startup Bitium, which they helped lead to an acquisition by Google.

They teach the popular course they created, “Sales Mindset for Entrepreneurs,” at the University of Southern California’s Marshall School of Business.

They are also investors, corporate advisors, and co-founders of Agency18, a firm that helps mission-driven companies adopt the Unsold Mindset.

Sought after as keynote speakers and guest lecturers, they love connecting with audiences from diverse industries, professions, and backgrounds and showing them that it’s possible to successfully sell without being someone you’re not.

Listen to the Interview…



P.S. – If you have rated and reviewed the podcast on Apple Podcasts, please let me return the favor and mail you some Marketing Book Podcast bookmarks and laptop stickers. Just click here to provide your postal address (I’ll send it anywhere in the world)! ~Douglas Burdett, host of The Marketing Book Podcast.

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