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. In their new book The Unsold Mindset, USC Marshall Adjunct Professors 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. In this interview, I speak to Colin Coggins & Garrett Brown, two of the world’s foremost experts on sales. We talk about the counterintuitive nature of the greatest sellers on the planet – and how we need to understand the psychology, culture and reality of sales.