Customer Service Academy

Host: Tony JohnsonGuest: Geoffrey Reid Author: The Revenue Catalyst: Mastering the Art of Sales In this episode, I sit down with Geoffrey Reid, a globally recognized sales leader with a rare blend of academic depth and real-world execution. Geoffrey's journey from public policy and mediation to sales leadership gives him a unique lens on how selling really works and why so many organizations struggle to teach it well. We dig into why customers want to buy but hate being sold, how sales has become a full business discipline rather than a single function, and what leaders must do to build sales teams that last. Key Takeaways Customers want to buy, but they do not want to be sold Sales today requires an all-fronts, fifth-dimension approach across the business Intentional hiring matters if you want teams that stay through tough cycles Training, coaching, and development are not optional for sales excellence KPIs should be embedded across the entire sales journey, not just at the close This conversation