188: Customers Want to Buy, Not Be Sold with Geoffrey Reid

Host: Tony JohnsonGuest: Geoffrey Reid Author: The Revenue Catalyst: Mastering the Art of Sales


In this episode, I sit down with Geoffrey Reid, a globally recognized sales leader with a rare blend of academic depth and real-world execution. Geoffrey's journey from public policy and mediation to sales leadership gives him a unique lens on how selling really works and why so many organizations struggle to teach it well.


We dig into why customers want to buy but hate being sold, how sales has become a full business discipline rather than a single function, and what leaders must do to build sales teams that last.
Key Takeaways

•

Customers want to buy, but they do not want to be sold


•

Sales today requires an all-fronts, fifth-dimension approach across the business


• Intentional hiring matters if you want teams that stay through tough cycles

•

Training, coaching, and development are not optional for sales excellence


•

KPIs should be embedded across the entire sales journey, not just at the close



This conversation is practical, grounded, and especially relevant for leaders who want sales to feel less transactional and more connected and intentional.





Book time with me to learn about our speaking, training, and consulting services: https://calendly.com/thetonyjohnson/s...


Links & Resources:


📌 Connect with me on LinkedIn:   / tony-johnson-ccxp  


📌 Order my book Together We Serve: https://amzn.to/4pwGvPL


📌 Book hospitality training for your team today: https://www.igniteyourservice.com/sum...


📌 Order my book Proof Positive: https://amzn.to/3LWtP5l


📌 Connect with Geoffrey Reid: https://geoffreymreid.com/





Tony Johnson is a Customer Experience + Hospitality Consultant, Keynote Speaker, Trainer, and Author with a wide background including higher education, restaurants, retail, travel, city government, chambers of commerse, and leisure. He regularly speaks and coaches organizations to IGNITE THEIR SERVICE using his common sense approach to Customer engagement and retentions. Tony has spoken to government agencies, airlines, universities, and many Fortune 500 companies to unlock their amazing capacity for excellence.