Podcast Episode Summary

Podcast: It’s a Good Life
Host: Brian Buffini
Episode: Quick Cut: S2E355 — We're All In Sales, Here's How to be Great
Date: December 11, 2025

Episode Overview

In this motivational and practical episode, Brian Buffini shares his foundational philosophy that “we’re all in sales,” regardless of profession. He addresses the common discomfort with the salesperson label and reframes sales as a noble profession built on service, consultation, and courage. Buffini distills the craft to three critical characteristics: a desire to serve, the ability to consult, and the courage to ask. The episode is loaded with insights, stories, and actionable advice for entrepreneurs, business owners, and anyone looking to elevate their influence and results.

Key Discussion Points & Insights

1. The Importance and Perception of Sales

• Timestamp: 00:18
• Buffini opens by highlighting how sales underpin the free market and, by extension, free society. He wrestles with why many distance themselves from the salesperson label, attributing it to bad past experiences with transactional sellers.
• “Sales is one of the most important professions in the world. Without sales, the free market system collapses... So why is it that so many... distance themselves from the term salesperson?” — Brian Buffini (00:19)

2. First Principle: A Desire to Serve

• Timestamp: 01:27
• The cornerstone of great selling is genuine service, not just transactions. Buffini distinguishes genuine salespeople—who have “the heart to give”—from those only seeking sales.
• He encourages a mentality shift: “If you will have a desire to serve, good energy and actual interest in people, become skilled, have the heart to give, and then not be transactional...it’s easy to become successful today.” (02:11)
• Notable Quote:
  • “You can love to sell and it will love you back.” — Brian Buffini (02:39)
• References Albert Schweitzer: “If you truly desire happiness, seek and learn how to serve.” (02:31)
• Sales, for Buffini, is about attitude and longevity—serving leads to both happiness and sustained success.

3. Second Principle: The Ability to Consult

• Timestamp: 03:01
• The salesperson is a consultant, not a pusher. The consultative approach starts with asking great, open-ended questions and listening to define the actual problem.
• Quote from Steve Jobs: “If you define the problem correctly, you almost have the solution.” (03:27)
• Buffini’s coaching advice: Ask clients about their fears, ideal outcomes, and let them dream—not just stick to the script.
• He introduces the model: Sort between fears, wants, and needs.
  • Fears: “I’m going to get a bad deal.”
  • Wants: “A desire or to possess or do.”
  • Needs: “The essential or important things. I need my kids to be in a good school...” (04:38)
• Cites Fred Rogers: “What really matters is not just our own winning, but helping other people to win too.” (05:33)
• Cites Patricia Fripp: “To build a long term successful enterprise, when you don’t close a sale, open a relationship.” (05:45)
• Buffini underscores that sometimes giving the best advice means not making a sale, which builds trust and advocates for life.

4. Third Principle: The Courage to Ask

• Timestamp: 06:31
• Great salespeople must have the courage to ask—without becoming stiff or inauthentic. They “ask and smile.”
• Story about advice from Mark Victor Hansen (Chicken Soup for the Soul): “Make sure you’re really funny and entertaining when you ask for the order.” (06:55)
• The “ask” comes in three forms:
  1. Ask for Commitment: “Are you willing to have me serve you?...are we going to make an agreement that you’re going to be my client?” (07:43)
  2. Ask for the Order/Sale: Bring people to the proper conclusion—they already want to buy something.
  3. Ask for the Referral: “I've made my fortune asking for referrals. I've made my fortune teaching people how to generate referrals.” (08:23)
• Wisdom from Therese Buffini: “A dumb priest never gets a parish.” Meaning: If you don’t ask, you don’t get. (08:53)
• “If you have a desire to serve and the ability to consult and the courage to ask, you're gonna crush it.” — Brian Buffini (07:57)
• Buffini rounds out with the mindset of ongoing service: “We’re going to keep following up. We're going to keep being respectful.”

Notable Quotes & Memorable Moments

• “Sales is one of the most important professions in the world… So why is it that so many... distance themselves from the term salesperson?” — Brian Buffini (00:19)
• “You can love to sell and it will love you back.” — Brian Buffini (02:39)
• “If you will have a desire to serve, good energy... it’s easy to become successful today.” — Brian Buffini (02:11)
• “If you define the problem correctly, you almost have the solution.” — Steve Jobs, quoted by Buffini (03:27)
• “To build a long term successful enterprise, when you don’t close a sale, open a relationship.” — Patricia Fripp, quoted by Buffini (05:45)
• “A dumb priest never gets a parish.” — Therese Buffini, quoted by Brian Buffini (08:53)
• “If you have a desire to serve and the ability to consult and the courage to ask, you're gonna crush it.” — Brian Buffini (07:57)

Episode Structure and Timestamps

• 00:18–01:26: Why sales is a noble profession and the stigma around “salesperson”
• 01:27–03:00: The first key—serving vs. selling; service as attitude
• 03:01–06:30: The second key—consulting, asking questions, solving (not selling) problems
• 06:31–09:06: The third key—courage to ask, stories and techniques, asking for commitment/order/referral
• 09:06–09:32: Summary and final encouragement

In essence:
This episode encourages listeners to embrace their inner salesperson, focus on serving and consulting, and to boldly ask for what they want—be it a sale or a referral. Buffini’s insights are both time-tested and optimistic, perfect for entrepreneurs and anyone aiming to build meaningful, trust-based relationships in business.