Management & Leadership
![Colin Coggins - [object Object] author](https://res.cloudinary.com/readsomnia/image/upload/authors/a_B0B2KQQVGK.jpg)
![Garrett Brown - [object Object] author](https://res.cloudinary.com/readsomnia/image/upload/authors/a_B0B2FGRPF7.jpg)
The Unsold Mindset: Redefining What It Means to Sell
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 better than most at selling themselves, their ideas, or their products. Yet when people hear the word "sales" they think of an overly confident, articulate extrovert at best, or, worse, a pushy, know-it-all huckster. 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 in spite of 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.
Everyone sells, every day. It's why the most successful people are better than most at selling themselves, their ideas, or their products. Yet when people hear the word "sales" they think of an overly confident, articulate extrovert at best, or, worse, a pushy, know-it-all huckster. 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 in spite of 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.
Editorial Reviews
"If you're in sales-and everyone is in sales!-this book is an extremely useful guide. It will hone your powers of persuasion and connection. And it will help you become a better salesperson by becoming a better version of yourself." - DANIEL PINK, #1 New York Times bestselling author of The Power of Regret and To Sell Is Human
"Presents a fascinating paradox: The harder you sell, the less convincing you often become. Colin and Garrett bring riveting stories and rich experiences to shatter the stigma of selling and help you inject authenticity into your efforts to persuade." - ADAM GRANT, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife
"Turns traditional thinking about selling on its ear. Crucially, that ear needs to be open to the important insights the book delivers that demand to be heard and employed." - ROBERT CIALDINI, New York Times bestselling author of Influence and Pre-Suasion
"Authentic, unorthodox, and transformational. Read The Unsold Mindset and find out why the best salespeople embody these traits while everyone else is just ‘selling.'" - BILL BURNETT, executive director of Life Design Lab at Stanford University and #1 New York Times bestselling coauthor of Designing Your Life and Designing Your Work Life
"You can have all the data in the world, but it won't do you any good if you don't have a mindset that gives you permission to challenge what you're expected to do with it. The Unsold Mindset shows readers how to turn their own authentic qualities into their greatest strengths." - MARK ROBERGE, Harvard sales professor, former chief revenue officer of HubSpot, and author of The Sales Acceleration Formula
...
"Presents a fascinating paradox: The harder you sell, the less convincing you often become. Colin and Garrett bring riveting stories and rich experiences to shatter the stigma of selling and help you inject authenticity into your efforts to persuade." - ADAM GRANT, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife
"Turns traditional thinking about selling on its ear. Crucially, that ear needs to be open to the important insights the book delivers that demand to be heard and employed." - ROBERT CIALDINI, New York Times bestselling author of Influence and Pre-Suasion
"Authentic, unorthodox, and transformational. Read The Unsold Mindset and find out why the best salespeople embody these traits while everyone else is just ‘selling.'" - BILL BURNETT, executive director of Life Design Lab at Stanford University and #1 New York Times bestselling coauthor of Designing Your Life and Designing Your Work Life
"You can have all the data in the world, but it won't do you any good if you don't have a mindset that gives you permission to challenge what you're expected to do with it. The Unsold Mindset shows readers how to turn their own authentic qualities into their greatest strengths." - MARK ROBERGE, Harvard sales professor, former chief revenue officer of HubSpot, and author of The Sales Acceleration Formula
...
Readers Top Reviews
Margot AgostiniLa
This dynamic duo of USC professors have shared so much knowledge in such a fun book to read. Their use or anecdotes and interviews from many of the most successful people in their respective fields makes it so relatable and applicable to many types of professionals. Beyond sales advise the focus on mindset makes this book one that can be useful for growth in all areas of life! Love it!
Rod SMargot Agost
I wish I had read a book like this entering the workforce straight out of college... Having worn many hats and worked on many different things over the years I can honestly say sometimes it takes years to get some of the lessons/ advice Colin & Garrett can help you connect with here. Expedite years of experience from a couple of the best in 1 fun, easy to read book.
Kostas Nikolakopu
When I was student of Garrett and Colin at USC I couldn't stop telling my friends and family what an impact their course was having on my perspective towards life. I left their course a happier person and a better human, while simultaneously becoming a better salesperson. I'm only a couple chapters in but they have distilled the profound lessons of the class into liquid gold with this book, and I'm super happy others will now have the opportunity to learn from them.
Zac jordanKostas
Man coming from a non sales guy. If I had this book when I tried sales I would have done 10 times better. You guys highlight what I hated most about the sales environment. Sales Execs always try to push for you to follow a script to a T regardless of who the customer or client is or who you are as a person. This book allows you to realize what works for you and how to use that as your most important tool. 🔥🔥🔥🔥
Ryan FergusonZac
There are so many sales books out there that encourage what I would consider "sleezy, cookie cutter sales tactics". THIS IS NOT THAT! Colin Coggins & Garrett Brown have done a masterful job really lifting up the hood on what makes the top performers across the globe the absolute best at what they/we do. And guess what? It really comes down to being a good person, genuinely caring about the person in front of you or on the other end of the phone, and so much more that I'm sure readers will find mind blowing. I've been in sales for more than 15 years and have never read anything like this. The Unsold Mindset will not only change you as a sales person but it will change the way GOOD sales people are viewed! Colin and Garrett thank you so much for this gem of a read! Our profession needed it. Brilliant work!
