Most people cringe at the word “sales”, but what if you could master it with authenticity and integrity? In this eye-opening episode, Jennifer sits down with Geoffrey M. Reid, bestselling author of The Revenue Catalyst, former university professor, and globally recognized sales leader. From public policy analyst to top revenue generator across North America, Geoffrey shares how smart, genuine sales isn’t about pressure. It’s about powerful conversations that create pull, not push. Whether you’re a business owner, team builder, or just trying to improve your own sales mindset, this episode is packed with actionable gems. Timestamps: [04:15] Why business schools don’t teach sales [05:20] Great salespeople are made, not born [06:00] Can you be great at sales and authentic? [07:15] The myth of the “pushy” salesperson [08:00] What really holds people back from embracing sales [09:00] KPI plans and making sales predictable [10:10] Overcoming fear and building confidence [11:00] Who the book is for: students, small biz owners, and execs [12:15] Revenue vs. cost cutting: what really matters [13:30] Hiring sales talent: look for mindset and attitude [14:50] How bad training ruins natural talent [16:00] The full spectrum of sales: persuasion to negotiation [17:45] Why sales programs must align with your process [19:00] How to choose a training program that fits [20:30] Why misalignment leads to poor results [21:15] Jennifer’s #1 rule: Sleep on big sales decisions [22:00] Healthy urgency vs pressure in sales [23:00] Where to buy the book + final thoughts [24:00] “If money can solve a problem, you don’t have a problem” [25:00] Why strong revenue beats cost cutting every time “Sales done correctly is the intersection between negotiation and trust.” – Geoffrey M. Reid Grab Geoffrey’s book The Revenue Catalyst and learn how to create a sales system you’ll actually feel good about: https://geoffreymreid.com/thebook Ready to stop avoiding sales and start mastering it on your own terms? Hit play. #businessgrowth #business #businessideas #businessowner #jenniferdawn #happyproductivepodcast #businesssuccess