Welcome to It's a Good Life with Brian Bafini, founder of America's largest business coaching

company. Here's a short classic cut from one of our all-time favorite episodes.

Top of the morning to you and welcome to It's a Good Life.

Today's episode is we're all in sales and here's how to be great at it.

You know, sales is one of the most important professions in the world.

Without sales, the free market system collapses.

And throughout history, whenever free markets collapse, free societies collapse.

So why is it that so many who practice such a noble profession often distance themselves from the term salesperson? And we'll go to

great lengths to be called anything other than a salesperson. The reason I believe is we've all

experienced that bad salesperson. And we hate the idea of being associated with that.

Well, today, we're going to unpack the three characteristics that make for a great salesperson,

a desire to serve, the ability to consult and the courage to ask. Let's dive in.

The first major point we want to talk about sales is a desire to serve.

Now, that is in contrast with so many people and how they go about sales today.

You know, sales is awesome.

And when sales is done right, it's great.

I am a lifelong salesman.

It turns out I was a salesman from birth and I've worked at my craft and gotten

better at my craft over time. I love sales. I love sales people. I love being sold too. I love to buy

from a great salesperson. I hate buying and I won't buy from a bad salesperson, a transactional salesperson.

And that's why the desire to serve is so important. Let me say this. When somebody's just being

transactional, you can spot it a mile away. You can just sense it. And here's what I've said to many

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