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Episode Summary:

In this episode of the Next Gen Sales Leader Podcast, Ben Reed sits down with Steve Radford, Founder of The Greater Sales Company and author of How to Sell. Together, they explore what truly drives effective sales conversations in a world overly focused on AI, tools, and tech stacks. Steve breaks down his principles-based approach to selling, centered on mindset, trust, win-win outcomes, and subject-matter expertise, and explains why great sales performance comes from understanding why things work, not just following a process. This episode dives deep into negotiation, credibility, discounting, and the human psych ...