At a recent Selling Power Magazine event, each table was asked to come up with their definition of selling. No two were even close. Over the years, Mike Bosworth has asked enterprise sellers to pretend they are the author of their own dictionary and define "selling". The consensus answers include convincing, persuading, overcoming objections, getting someone to do what you want, closing, taking at least five "NO's" before giving up, etc. Join Russ as his guest Mike Bosworth, the Father of “Solution Selling”, offers a definition of selling that is customer centric, measurable and easy to automate.