Why the World’s Greatest Sellers Are the Opposite of Who You Think They Are

Collin Coggins and Garrett Brown set out to research and write about the commonalities between the world’s greatest sellers. They discovered that authenticity and what they call “intentional ignorance” are key traits among those who sell best.

In our conversation, they explain why successful selling isn’t about swagger and a know-it-all attitude. Instead, it’s vital to develop a partnership with prospective buyers in order to eliminate the “us vs. them” mentality.


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