Selling shouldn’t feel like pressure, persuasion, or pretending to be someone you’re not.

But for a lot of leaders, it does. In this episode, Dr. J.J. Peterson sits down with Bob Burg, co-author of The Go-Giver, to unpack why so many people feel uncomfortable with sales—and how a simple shift in perspective can change everything.

They explore what happens when you stop trying to “get” the sale and start focusing on creating value, building trust, and actually helping the person in front of you.

Because the problem isn’t selling, it’s how we’ve been taught to think about it.

• Why so many leaders feel resistance or discomfort around selling
• The belief systems that shape how we show up in sales conversations
• The difference between trying to convince vs. trying to serve
• What it actually means to “provide value” (beyond just your product or service)
• Why people are often willing to pay more for a better experience
• The difference between price and value—and why it matters

If this perspective resonates, share it with someone who has ever felt that tension—the pull between wanting to serve and feeling like they have to sell.

They may not need better tactics.

They may just need a better definition.

• The Go-Giver by Bob Burg & John David Mann: https://thegogiver.com/the-go-giver
• The Go-Giver Sells More by Bob Burg & John David Mann: https://thegogiver.com/the-go-giver
• Website: https://burg.com
• Substack: https://bobburg.substack.com
• The Speed of Trust by Stephen Covey: https://speedoftrust.com

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