In this episode, Wynn Austin interviews her long time mentor and sales pioneer Mike Bosworth, about the lessons that shaped both of their entrepreneurial paths.

They explore how curiosity, storytelling, and genuine human connection make selling feel less like persuasion and more like helping people see what’s possible. Mike shares how his early experience supporting customers at Xerox taught him to understand people’s real challenges before moving into sales—and eventually creating Solution Selling.

The conversation also covers Wynn’s persistence building her sauce brand, handling rejection from retailers, and why “no” often means “not now.” They close on the power of vulnerability: going first in deeper conversations creates trust, whether in business, friendships, or relationships.

Takeaways

• The importance of curiosity in sales
• Using storytelling to build trust
• The role of vulnerability in sales and leadership
• Strategies for overcoming rejection in sales
• The impact of human connection on business success

To learn more about Mike Bosworth and his books, please see links below.

Want to learn more about Mike Bosworth and his groundbreaking approach to sales, storytelling, and building authentic connections with customers? Connect with Mike on LinkedIn and explore his bestselling books:

Connect with Mike:
Mike Bosworth on LinkedIn

Books by Mike Bosworth:

📚 Solution Selling: Creating Buyers in Difficult Selling Markets
A foundational guide to moving away from traditional product-focused selling and instead helping customers identify problems and discover solutions.
Buy on Amazon

📚 CustomerCentric Selling
Co-authored with John Holland, this book focuses on aligning the sales process with how customers actually want to buy and creating meaningful, buyer-focused conversations.
Buy on Amazon

📚 What Great Salespeople Do: The Science of Selling Through Emotional Connection and the Power of Story
Co-authored with Ben Zoldan, this book explores how storytelling, empathy, authenticity, and emotional connection can transform the way we sell and influence others.
Buy on Amazon

Follow Mike and dive deeper into his work to learn how better conversations, authentic storytelling, and a customer-centered approach can change the way we think about sales.