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How Good Humans Sell: The Proven Path to B2B Sales Success Paperback – May 25, 2021

by Catherine Brown (Author), Dr. Cindy Childress (Editor), Elaine Acker (Editor),
4.8 4.8 out of 5 stars 179 ratings
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Most salespeople worry about seeming too pushy when they sell. They remember when they have been victims of aggressive sales tactics in the past, so now they vow to sell differently. As humans, we’re wired for survival so we avoid experiences that make us feel uncomfortable. However, avoiding selling is disastrous to business. Catherine Brown, Founder of the ExtraBold Sales system, understands why Good Humans struggle to sell. Learning a reliable sales process is only half of the success equation. The other half is about us, the sellers—our individual values, habits, beliefs, and goals. In this book, Catherine explains how social science helps us sell well. Her approach to selling without sleaze or cheese invigorates salespeople, so they can consistently overcome their fear of seeming pushy, reach more prospects, and close more business.

What people are saying about How Good Humans Sell:
  • "What I love about How Good Humans Sell is that the entire book is rooted in experience. Success? Yes. Losses? Even better. Catherine gives us a ‘look in the mirror’ complete with explanations and how to go fix what’s wrong in our own sales strategy. And it’s honest and authentic because she’s done it herself throughout her career.” Jason Nadal, Owner of Centrado Advising and Tech Startup Coach across Europe, Middle East, and North America
  • "Catherine identifies that B2B sales teams are failing for two reasons: false beliefs we hold as true, and the sales process we use. The first reason is reinforced by the fact that we tend to look for sales solutions outside ourselves, instead of within...The second reason for failing, the sales process we use (no matter how good the process) must be backed by the proper mindset to be effective. This book exceptionally guides the reader through both, resulting in the superb equipping of any person desiring to optimize their sales success." Rob Garibay, Business Growth Expert, Clarity Pro
  • "The most important thing you can do to increase the effectiveness of your sales team is to read “How Good Humans Sell” together. Talk about it. Implement it. I’ve spent hundreds of thousands of dollars on sales training - but if you don’t incorporate the concepts in Catherine’s book, you are building on sand." Gene Hopper, Founder and Partner, The Mettise Group
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Previous page
  1. Print length
    132 pages
  2. Language
    English
  3. Publication date
    May 25, 2021
  4. Dimensions
    6 x 0.3 x 9 inches
  5. ISBN-13
    979-8511108353
  6. See all details
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Product details

  • ASIN ‏ : ‎ B095MD3HQK
  • Publisher ‏ : ‎ Independently published (May 25, 2021)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 132 pages
  • ISBN-13 ‏ : ‎ 979-8511108353
  • Item Weight ‏ : ‎ 6.7 ounces
  • Dimensions ‏ : ‎ 6 x 0.3 x 9 inches
  • Customer Reviews:
    4.8 4.8 out of 5 stars 179 ratings

About the author

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Catherine Brown

Catherine Brown

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Catherine Brown is the founder and CEO of The Good Humans Growth Network™, a family of communities of extraordinary people who create healthy businesses. Catherine Brown is on a mission to empower generosity in others. She fulfills this by serving as an entrepreneur, community facilitator, sales professional, and author.

Catherine founded the How Good Humans Sell® Community to complement her book, How Good Humans Sell: The Proven Path to B2B Sales Success, in which she combines best sales practices with psychology principles.

Catherine lives in Houston with her family. She enjoys reading, planning her next globetrotting adventure, watching sci-fi, and hosting dinner parties. She has a BA from Rice University and is StoryBrand marketing-trained. Connect with her on LinkedIn.

Customer reviews

4.8 out of 5 stars
4.8 out of 5
179 global ratings
Selling Seen Through a Different Lens
5 Stars
Selling Seen Through a Different Lens
I've read some impactful books so far this year, and Catherine Brown’s book on #B2B #selling is one I highly recommend. Her voice is authentic, her advice is sound, and her insights will get you to pause and ask yourself what you truly know about your #SalesOrganization and its #processes.If you’re a fan of Joseph Campbell and his “Hero of a Thousand Faces” (and who’s not?), then her analogy of the #hero and the #guide will immediately resonate with you! #RGA (Revenue Generating Activities) can only increase if your business and your sales team commit to guiding your customers through their challenges. My call to action (#CTA) for you? Start now. Especially if you find you business is operating in a long sales cycle where every day counts. Good #SalesPeople are people who help other people (#customers) solve real business problems. Isn’t that one of the most rewarding jobs ever?#Status #Security #Comfort #MVP List #MoreSales
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Top reviews from the United States

bmb23
5.0 out of 5 stars I bought in and it paid off
Reviewed in the United States on September 4, 2023
Verified Purchase
The book is just wonderful. It is an effective tool for individuals in sales, experienced or not. It inspires to conquer your internal perspective of 'sales' and it did that for me! It helped me increase my self-awareness in my sales position, and it helped me elevate my satisfaction and performance as well. It includes psychological aids, and techniques to help your sales practices. If you are a career salesperson, I would highly encourage you to not only read it, but feel it.
One person found this helpful
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jen jones
5.0 out of 5 stars Easy read and GREAT information for both new and "seasoned" sales people
Reviewed in the United States on November 2, 2023
Verified Purchase
Great book to "re-center" if you have done sales and equally great if you are starting out in sales or new job, new company, etc.
One person found this helpful
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Carly R Speranza
5.0 out of 5 stars If sales make you uneasy or unsure, READ THIS BOOK!
Reviewed in the United States on June 20, 2023
Verified Purchase
Catherine Brown does a great job of making sales accessible and above board. One major takeaway from this book for me was "It's not about you...it's about them." Keep the focus on what the client/customer need and how you can add value to their livelihood. Also, to excel at sales you need to fully believe in your product or service! Catherine does a great job at reminding the reader that you are bringing value to others. Lots of great advice and takeaways in this book!
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Edward A Nicolian II
5.0 out of 5 stars Even if you think you know everything about sales - this book is worth the read
Reviewed in the United States on June 22, 2021
Verified Purchase
Until I read this book, I was hesitant to put my title (Director Inside Sales) on my work email signature. I was worried about the negative perception of the word "Sales." I am now proud of my title as I am a 25 year veteran of inside sales/lead generation. My level of activity has dramatically improved since reading Catherine Brown's book. It reminds me of what I already knew needed to be done but was afraid to do for fear of rejection. It also keeps me honest about why I do what I do. I do it...because I love it! If you are a sales person, and not sure that what you sell will greatly benefit your prospect or customer, then you need to read this book. I think it should be required reading for leadership so they understand the mindset/thought processes and the many variables associated with selling. Kudos to you Catherine as I believe you really provide an easy to understand guide for new and experienced sales people.
2 people found this helpful
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G. Harris
5.0 out of 5 stars A great book for nonprofit execs who "sell" their causes.
Reviewed in the United States on August 16, 2021
Verified Purchase
As a nonprofit executive who frequently has to "sell" my mission and vision to business leaders in my community, I found Catherine Brown's book especially helpful to my job. I struggled with inviting the business community into our nonprofit work. I was anxious and felt like I was just walking around with my hands out. Catherine's book helped me redirect my thoughts to focus on the value that I was offering and to see the invitation to join in as a way to benefit both the nonprofit and the donor. Her section on value proposition was incredibly meaningful as was the process of walking through some of the things that cause me delay; like imposter syndrome and not pausing enough during conversations.

I highly recommend this book for both the experienced salesperson and those like me who have little sales knowledge but understand enough of this world to know that we better learn how to communicate effectively with those that we want to partner with and collaborate with. How Good Humans Sell has given me the courage to step out into my role as a salesperson.
3 people found this helpful
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T Reitmeier
5.0 out of 5 stars Helpful Advice Applicable to Any Sales Environment
Reviewed in the United States on June 15, 2021
Verified Purchase
Catherine's writing is accessible and fun to read, and the ideas presented are applicable to all of us in B2B sales, regardless of experience level or business/vertical into which we sell. Even for experienced sales professionals, it is important to be reminded of what is actually true about ourselves to reframe our mindset for success, and Catherine is a great help to us in that regard. We cannot help but be drawn in and encouraged by her positivity and important truths, such as "selling is helping." My experience is there is no substitute for proper mindset when approaching a sales engagement successfully, and the practical advice Catherine offers is second to none in preparing us for success. I am recommending this book to all involved in sales in my network, and I would encourage anyone interested in learning about effective sales or becoming more proficient at B2B selling to learn from Catherine.
One person found this helpful
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Denise F. Horan
4.0 out of 5 stars Love What You Do and Do It Well
Reviewed in the United States on August 26, 2021
Verified Purchase
We rarely hear someone say, "I want to be a sales person". Catherine explains what it looks like to be a true sales professional. She reminds us that aggressive sales tactics are no longer acceptable. Prospects want to build relationships with others that care about them and can be a resource. Catherine highlights how to be that resource, be a true professional and how to be proud of your career.
One person found this helpful
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Stacy Melvin
5.0 out of 5 stars Exactly what I needed when I needed it
Reviewed in the United States on June 18, 2021
Verified Purchase
This book was a fantastic blend of inner game strategy and practical application. It hits on all the important stuff: identity, integrity, and process. For context, I'm experienced in the leadership development field, but branching out into private practice, requiring me to sell high-end services directly for the first time. While confident in my ability to create genuine relationships, I was looking for a book to help design a repeatable process for myself that I could feel good about. How Good Humans Sell did wonders to take the edge off my anxiety about selling. I wound up with highlighter marks on almost every page and I can tell it's going to be a resource I will go back to. The activities and bonus materials were high quality as well. With my new mindset, I feel far less nervous about the sales process. I've felt genuinely excited about the sales calls I've had since reading the book. (Also, with professional development in mind, It would be a really cool book to do as a book club with your team if you are a leader of a sales group.)
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Top reviews from other countries

Erin Wells
5.0 out of 5 stars Packed with value - a must read!
Reviewed in Canada on January 13, 2022
Verified Purchase
Catherine has created one of the most valuable sales guides with this book. I love that it is a quick read and structured well so I can refer back with ease. The messages are simple and impactful. The book is rich in information, wisdom, and real experience/stories which makes the content all the more relatable. Catherine’s optimism and integrity add value to the tools, advice, and resources shared throughout. How Good Humans Sell is equally relevant and helpful to new and seasoned sellers alike. I highly recommend it to anyone looking to make a meaningful transformation in their sales career.

This book helped me break some of my limiting beliefs and allowed me to jump back to a beginners mindset with enthusiasm.

Thank you Catherine!
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Shrutin Shetty
5.0 out of 5 stars Arguably the best present day book on sales!
Reviewed in India on November 24, 2021
Verified Purchase
Catherine perfectly captured the subconscious negative feeling most people have while selling; the concerns and hesitations we face when trying to pitch an idea or solution.
Her book approaches the topic really well. And as I begin implementing her suggestions, I feel confident about the effectiveness it will have, by the plain logic it follows.
One person found this helpful
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Susannah Mathieson
5.0 out of 5 stars Finally a book about integrity in sales!
Reviewed in Germany on June 22, 2021
Verified Purchase
I enjoyed this book so much and found it so relevant, that I have now incorporated it into my sales training and use it with corporate clients who need help getting over those negative and often limiting beliefs about sales. This book is a game changer and should be read by everyone in sales!
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Jason T
5.0 out of 5 stars Helpful for sales novices
Reviewed in Canada on September 7, 2021
Verified Purchase
As an entrepreneur who does sales and business development this book was helpful and useful. The advice is simple and intuitive (but not obvious). It is easy to remember and put into action.

The book also avoids recommending the typical sales tropes about asserting dominance over prospects and other weird behaviours.
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Volker Ballueder
5.0 out of 5 stars Great summary of why and how humans sell
Reviewed in the United Kingdom on June 28, 2021
Verified Purchase
A great book recapping the key ideas behind successful sales teams, in particular useful for teams that got stuck or need some support as they aren't natural sales people. A good guide I will use as a consultant for teams to understand how human sales works. Thank you.
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