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Aired on May 3, 2022
Episode 144
3 Pillars to Unlock the Selling is Leading™ Principle
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Unlock the Selling is Leading™ principle by building trust, adding value through expertise, and inspiring action and growth. Connect authentically, share industry insights, and empower others to lead the way to success. It's time to elevate your selling game and become a respected leader in your field!

3 Pillars to Unlock the Selling is Leading™ Principle

Are you ready to take your selling game to the next level?

Do you want to become a leader in your industry while mastering the art of selling?

Then it's time to unlock the Selling is Leading™ principle. By understanding and incorporating this principle into your sales approach, you can elevate your success and influence in the market.

Let's go deeper into the three pillars that will help you unlock the Selling is Leading™ principle.

Pillar 1: Building Trust and Authenticity

The foundation of the Selling is Leading™ principle lies in building trust and authenticity with your customers. In today's hyper-connected world, customers are more informed and discerning than ever before. To truly lead in selling, you must prioritize authenticity and build trust with your audience. Here's how you can achieve this:

Establishing Genuine Connections

Connect with your customers on a human level. Show genuine interest in their needs, concerns, and aspirations. Authentic connections form the bedrock of trust, setting you apart as a leader who cares about their customers' well-being.

Transparency and Integrity

Be transparent in your dealings and uphold the highest standard of integrity. Customers value honesty, and by being open about your products or services, you reinforce their trust in your brand.

Consistent Delivery

Consistency is key to building trust. Deliver on your promises consistently, whether it's about the quality of your offerings, meeting deadlines, or providing after-sales support.

Pillar 2: Adding Value through Expertise

As a sales leader, it's crucial to position yourself as an expert in your field. By giving valuable insights and expertise, you not only enhance your selling process but also establish yourself as a trusted advisor. Here's how you can add value through expertise:

Product Knowledge

Master the ins and outs of your products or services. Understand how they address customer pain points and the unique value they offer. Knowledge empowers you to guide customers effectively.

Industry Insights

Stay abreast of the latest trends and developments in your industry. Share valuable insights with your customers, positioning yourself as a thought leader who can anticipate their needs and offer innovative solutions.

Educate and Empower

Empower your customers with knowledge. Offer resources, such as whitepapers, case studies, or how-to guides, that provide actionable insights and demonstrate your commitment to their success.

Pillar 3: Inspiring Action and Growth

To truly embody the Selling is Leading™ principle, you must inspire action and foster growth, both for your customers and your team. Transformational leadership is about igniting a spark that propels others forward. Here's how you can inspire action and growth:

Motivate and Empower

Motivate your customers to take the next steps toward their goals. Whether it's making a purchase decision or implementing a solution, your leadership should empower them to move forward with confidence.

Mentorship and Coaching

Embrace a mentorship mindset with your team and customers. Offer guidance, support, and coaching to nurture their development and foster a culture of continuous improvement.

Creating a Community

Build a community around your brand where customers feel supported and inspired. Encourage knowledge-sharing and collaboration, creating an ecosystem that fosters collective growth.


The Selling is Leading™ principle is a transformative approach that aligns selling with leadership, empowering you to make a lasting impact on your customers and your industry. By focusing on building trust and authenticity, adding value through expertise, and inspiring action and growth, you can unlock the true potential of the Selling is Leading™ principle. Embrace these pillars, and elevate your selling game while becoming a respected leader in your field. It's time to lead the way and drive unprecedented success.

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Biggest Takeaways:   

  • Isolating any one part of your business is not good because your business is made up of each part. Each part plays a role that can make a difference. 
  • This is about leadership.
  • This is about knowing that you have a level of expertise and access to a solution that solves a problem for your ideal clients that they otherwise can’t get access to without your help.
  • The goal is not to actually sell anything. The goal is to identify if that person qualifies to move to the next step.



  • The 3 Pillars to Unlock the Selling is Leading™ Principle – The 1st Step [03:50]
  • What is your job as a sales person [06:11]
  • The concept and meaning of a sales process [06:45]
  • The 3 Pillars to Unlock the Selling is Leading™ Principle – Confidence [08:35]
  • 3 Pillars to Unlock the Selling is Leading™ Principle – Connection [12:00]
  • The selling is serving principle [17:22]


🎙 Previously Episodes Mentioned on This Episode and Powerful Resource Episodes:


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