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Selling feels broken when it’s all pressure, scripts, and quotas. We flip the script by showing how a serving mindset—rooted in curiosity, empathy, and clarity—turns sales into a respectful, high-conversion conversation. With guest Brian McDonald, we unpack why people buy you first, then your offer, and how to build trust without resorting to tired tactics that push buyers away.

We start by reframing the story many of us tell about “salespeople,” replacing the salesy stereotype with a professional model grounded in service. Brian shares a simple sequence buyers use to decide: they need to feel your sincerity, see your history, believe your ability, and trust your capacity. When you lead with care and questions, objections surface earlier, walls come down, and decisions get easier. We talk practical language shifts—say serve instead of sell—and why accepting three outcomes (yes, no, not now) from both sides creates safety and speed.

From real-world stories to field-tested habits, we explore how authenticity wins even at higher prices, how modern buyers arrive informed and expect collaboration, and why old-school micromanagement and metrics-as-weapons stifle performance. You’ll learn to replace pressure with process: align on goals, confirm constraints, co-design solutions, and close with clear next steps. If you want to sell less and help more—while earning more of the right yeses—this conversation gives you the map.

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