In this episode of The Global Sales Leader Podcast, Jason Cooper sits down with Colin Coggins and Garrett Brown, authors of the acclaimed book The Unsold Mindset, professors at USC, and two of the most insightful voices redefining how we think about selling.

This conversation tears apart the old clichés of sales and replaces them with something far more powerful — human connection, curiosity, purpose, and authentic imperfection.

🔥 What we cover in this episode:
• Why introverts often outperform extroverts in sales
• The hidden superpower behind curiosity and “r
• Why trying to act perfect kills trust
• How the best sellers make prospects “see themselves” in them
• The neuroscience behind relatability, mirror neurons, and human connection
• The difference between goals and purpose — and why the best sellers avoid goal-obsession
• Why vulnerability immediately builds credibility
• How AI is shifting the value of authentic integrity
• Storytelling, mindset, and the iconic “couch cushion” sales story
• How to find your purpose (and how to help clients find theirs)
• Falling in love with customers (the real meaning behind it)
• Why caring differently is the true multiplier in sales

This is one of those conversations that doesn’t just teach — it changes how you think.

If you want to sell with more heart, more curiosity, more intelligence, and more authentic human presence, this episode will hit home.

00:10 – Introverts vs extroverts in sales
00:48 – Why introverts make exceptional sellers
01:11 – The self-selection myth in sales careers
01:22 – When introversion becomes a superpower
01:46 – The permission to sell your way
02:06 – Why copying “star sellers” doesn’t work
02:20 – Scripts vs authentic conversation
03:10 – Practice, personality, and finding your own sales voice
03:58 – The humour break (“I’m a Libra and a Scorpio…”)
04:13 – The concept of r and why it matters
04:34 – Curiosity as the No.1 skill in the age of AI
05:15 – Purpose-driven selling and self-buy-in
06:02 – Why sales isn’t about you
06:35 – Purpose vs goals — the mindset shift
07:25 – Magnetic sellers: why people gravitate to authenticity
08:11 – Human connection, perception & Joe Navarro
09:00 – Relatability, mirror neurons & the brain
09:22 – How to find your purpose
10:12 – Why people buy from people like themselves
11:00 – Imperfection as the only universal connector
12:04 – Why perfectionism kills sales
12:40 – Story: delivering workshops while sick & embracing imperfection
13:15 – AI & the rise of “authentic integrity”
14:05 – Showing your work (why imperfection builds trust)
15:25 – COVID, shared struggle & the rise of underperformers
16:22 – When sellers and prospects suddenly become a team
17:10 – The “too good to be true” venture capital mindset
18:02 – Transparency, feedback & co-creating solutions
18:40 – The mindset traps sellers create
19:10 – Using AI to uncover blind spots and self-stories
20:05 – The big question: What makes a great partnership?
20:44 – How the Unsold Mindset partnership succeeds
21:30 – How to find Colin & Garrett + where to get the book
22:30 – Jason wraps up (and shares his favourite insights)

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