Mike Bosworth is a legend in professional sales, as both a theorist who has written outstanding books that have stood the test of time and had an inspiring career as a practitioner. In 1983, Mike founded Solution Selling and later published his legendary book "Solution Selling: Creating Buyers in Difficult Selling Markets". He authored a second book with John Holland, "Customer Centric Selling," which also became widely recognized within the sales industry. Join us as we discuss Mike's incredible story in professional sales, diving into the history of SPIN selling and the importance of having a strategic value, customer centric approach to selling. Highlights: Mike's journey in professional sales A flaw in training for the SAAS selling process Overcoming discovery resistance The history of SPIN selling Emotional connection through story tending Episode Resources Connect with Mark Cox https://www.inthefunnel.com/ https://ca.linkedin.com/in/markandrewcox https://www.facebook.com/inthefunnel markcox@inthefunnel.com Connect with Mike Bosworth Solution Selling: Creating Buyers in Difficult Selling Markets: https://a.co/d/gtzAENj Customer Centric Selling: https://a.co/d/24aRuaE https://www.storyseekers.us/ https://weconcile.com/ https://www.linkedin.com/in/mikebosworth Call to Action In the Funnel Sales Workshop Free Sales Tools How to Listen: Subscribe on Apple Podcasts Listen on Spotify