If you read the title and are still reading, you must have salespeople in your company.

For all of us who interview, hire, train, coach, and manage salespeople, Seth Godin’s recent blog post reflects what I have thought for years. He doesn’t use the phrase "service heart mindset" but that is another way of looking at what he describes — or bringing it about.

Our best salespeople reach out, truly connect with customers, know their needs intimately, and are TRULY Easy To Do Business With, or ETDBW. And they sell more.

Being disciplined enough to hire and keep only the best salespeople is hard, especially in a small or high-growth business. But make no mistake: it’s worth it.

Andrew Field is President of, known by its thousands of happy customers as "America’s Print Shop." He works and lives along the Yellowstone River in southwest Montana.

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