Paul Kesig uses the acronym L.O.V.E. to encapsulate his approach to sales.

L is for celebrating Little wins.
O is for asking Open-ended questions.
V is for creating and communicating Value.
E is for building an Emotional connection.

Paul says that pairing love with sales strikes many people as contradictory. This is usually because their experiences with bad salespeople have taught them to truly hate the sales process.

Listen in as Paul explains to roving reporter Rotbart that those who have adopted his approach have quickly discovered that L.O.V.E. really can spell success.