S3E10: Brian Higgins - Sales Is Really About Building Relationships

Season 3 | Episode 10
21m | Jul 19, 2023

Our guest today says sales is all about helping buyers make informed purchase decisions and giving them the information they need. But there is so much more nuance behind that simple definition, and what goes on in the day to day of a salesperson. 

So we are thrilled to be discussing applicable lessons from sales that can be useful for any professional with Brian Higgins, a Teaching Assistant Professional at Leeds Business and sales and business development executive. 

Brian joins host Amanda Kramer to talk about misperceptions many have about working in sales, the art of a good conversation, surprising skills taught in sales courses at Leeds, and the unique mentorship opportunities available here.

If you are interested in becoming a mentor for sales students at Leeds, and have 5 years experience employing a sales process with good results, we would love to have you reach out! You can email Brian directly at to learn more.

Leeds Business Insights Podcast is a production of Leeds School of Business and is produced by University FM.


The illusion of good and bad personalities

[00:10:02] You know what's interesting is that we suffer from this illusion that we have good personalities and bad personalities. There really is no such thing as a good personality and a bad personality. It's that I have a certain kind of personality, and you have a certain kind of personality. And if we're going to get along, we're probably going to need to flex a little bit so that, you know, we can come together in the middle.

The value of building relationship in sales

[00:02:54] I think what's important is that people understand that no matter how well you communicate, if you don't have the ability to develop some relationship with a person or the people you're selling to, your ability to communicate is not going to be very valuable.

On understanding how to sell

[00:08:12] Even though you may not be employed to sell, understanding how to sell and understanding what's important in order to sell yourself or your ideas can be very, very helpful in your life.

Questions are powerful

[00:14:54] Questions are so powerful. The ability to ask questions that are purposeful and meaningful puts the focus on the other person. It's not about us. It's more about you. Tell me about this. Tell me about that. So the ability to ask questions in a conversation is incredibly powerful.


Brian Higgins Faculty Profile at the Leeds School of Business

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