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How to Sell with GRIT (Generosity, Respect, Integrity and Truth) w/ Laurie Sudbrink [Episode 304]

Some of the key topics Laurie and I discuss are the key elements of selling with GRIT, how to implement change in yourself and in your organization, and the five steps of change Laurie prescribes that you can use to transform your selling.

My guest on this episode of Accelerate! is Laurie Sudbrink, Founder and President of Unlimited Coaching Solutions, Inc., author of the book, Leading with GRIT: Inspire Action and Accountability with Generosity, Respect, Integrity and Truth.


Laurie wrote Leading with GRIT to reach more people in the workplace than she could by coaching.

The Acronym GRIT — generosity, respect, integrity, and truth — is really a way you can develop passion and perseverance in your career.

The Respect and Integrity aspects help a leader to build trust, and flow right into Generosity.

Laurie describes the fundamental problem when it comes to introducing change into our lives and how to effectively teach it.

Andy and Laurie discuss the five steps to implementing change: awareness, desire, how, action, and perseverance.

Being able to use your self-awareness without judgment is a critical point of Awareness.

Taking some time to self-reflect — a minute in the morning, a minute at noon, a minute in the evening — is essential to making lasting change.

Desire for change is the why. We have to own that why. What’s the value to me?

Action: take that first step. It’s OK to make a mistake.

Perseverance: you fall off the horse, and you get back on. Keep going, because there really is no alternative.

Life’s too short. Have a little fun, lighten up, and enjoy the ride.


What’s your most powerful sales attribute?

Relating to people.

Who is your sales role model?

Jeffrey Gitomer.

What’s one book that every salesperson should read?

The Four Agreements: A Practical Guide to Personal Freedom (A Toltec Wisdom Book), by Don Miguel Ruiz.

The Only Little Prayer You Need: The Shortest Route to a Life of Joy, Abundance, and Peace of Mind, by Debra Landwehr Engle.

What music is on your playlist right now?

Tom Petty.