In this episode of Mastering Modern Selling, Brandon and Tom are joined by Nicholas Loise, a seasoned sales strategist and founder of the Sales Performance Team. 

The conversation focuses on a critical truth in modern sales: your sales playbook can be a stronger long-term asset than any individual rep. 

Nicholas shares how businesses can build replicable, scalable processes that elevate performance across the team and outlast turnover. 

From coaching frameworks to deal inspection techniques, this episode dives deep into how structure can drive repeatable success.

Key Takeaways

• The Sales Playbook Isn’t Just a Tool, It’s the Foundation
  Nicholas explains why a sales playbook, when built right, allows you to scale, coach, and replicate winning behaviors across the team.
• Coaching Should Be Structured, Not Sporadic
  “Most coaching is reactive,” Nicholas says. He outlines a proactive model for deal reviews and ongoing rep development.
• Scripting Creates Freedom, Not Rigidity
  While some resist scripting, Nicholas makes the case that great scripts create consistency and free up reps to focus on the human side of selling.
• You Can’t Coach What You Don’t See
  With fewer reps in the office, sales leaders must find new ways to gain visibility into daily activity and pipeline health.
• The ‘Coach First, Close Second’ Mentality
  Tom, Brandon, and Nicholas all agree: The best modern sellers are also great teachers. Empowerment creates performance.

Don't miss out, your next big idea could be just one episode away!

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Welcome back to Mastering Modern Selling! 

In this kickoff episode, we bring back sales strategist Alice Heiman and Brandon Lee to talk about a strategy that’s been quietly transforming how sales conversations are started, the Roundtable Model.

If cold calling and email are yielding diminishing returns, this episode is your roadmap to creating high-quality, high-conversion opportunities through intentional, peer-driven conversations. 

Brandon and Alice walk through how roundtables are being used to build reputation, deepen trust, and open doors that traditional outreach struggles to unlock.

What You’ll Learn

• Why Sales Conversations Are Stalling
  Buyers are overloaded, skeptical, and uncertain. Alice outlines why the old tactics fall flat and what needs to change in how we approach conversations.
• Reputation Over Outreach
  Brandon introduces the idea of “revenue through reputation” and how building credibility is more effective than spamming inboxes.
• Inside the Roundtable Model
  Alice details how curated, topic-specific roundtables not only attract your ideal customer but create immediate relational equity.
• The Anatomy of a Roundtable
  Learn how to plan, invite, moderate, and follow up. From identifying the right topic to converting participants into pipeline.
• Scaling Trust in a Buyer-Centric World
  It’s not about pitching. It’s about being seen as a trusted facilitator in a room full of your best prospects.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey. 

Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can help sales professionals stay ahead in an increasingly complex market. 

This episode offers valuable insights on reshaping sales forecasting, guiding buyers through the sales process, and leveraging the yellow brick road concept to drive revenue success.

Key Highlights:

• Modern Sales Forecasting: Tom shares how traditional sales forecasting methods no longer suffice and why understanding buyer readiness is key.
• Building Trust and Creating Demand: Learn why trust is the new currency in sales and how to generate authentic demand that moves beyond basic interest.
• The Yellow Brick Road: Tom discusses how to guide buyers along a personalized, trust-based journey, building the yellow brick road to the Revenue Zone.
• AI and Personalization: Discover how AI tools are transforming the sales process, allowing for personalized buyer journeys at scale.
• Practical Advice for Sales Teams: Whether you're a solo seller or part of a team, Tom offers actionable steps on how to implement the Revenue Zone framework into your sales approach.

Don't miss out, your next big idea could be just one episode away!

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What does it really take to build trust in your team and with your buyers? 

In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales.

Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships. 

You’ll hear how simple language shifts like removing “can’t” can change entire mindsets, and why the best leaders focus on rapport, adaptability, and involvement.

This conversation also explores:

• How to turn red-path thinking into green-path belief
• The Shackleton survival story as a metaphor for modern leadership
• How to decode customer behavior through pattern recognition
• Why knowing your customer’s culture matters more than their 10-K

Whether you’re a frontline seller or a seasoned executive, this episode offers transformative insights into what it really means to earn the right to be trusted.

Don't miss out, your next big idea could be just one episode away!

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In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber.

Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are. 

You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, and what it means to be truly buyer-centric in your sales approach.

This episode is packed with practical takeaways, honest reflections, and a refreshing reminder that modern selling isn’t about choosing sides, it’s about making better choices.

Topics Covered:

• Why all selling is social, but not just on social
• The myth of the “perfect posting schedule”
• How to use your LinkedIn profile as a value magnet
• What bad sales culture teaches (and how to fix it)
• Why leadership must show up for digital change

If you’re ready to trade empty activity for meaningful progress, don’t miss this one.

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In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success.

With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle planning, prospecting, forecasting, and customer engagement and show how AI can augment, not replace, authentic relationship-building. 

If you want to stay relevant and effective as the sales landscape evolves, this episode is your playbook.

• What we discussed:

1. Smarter Sales Planning with AI

 AI can analyze your pipeline, uncover gaps, and spotlight high-potential accounts. 

It helps you plan your year or quarter with data-backed insights rather than guesswork, identifying where to invest your efforts for the biggest returns.

2. Personalized Prospecting and Outreach
 

By scanning LinkedIn profiles, company info, and recent news, AI crafts tailored messages and subject lines designed to increase open and response rates. 

But Tom stresses: AI drafts the message you add the personal tone and relevance that build trust.

3. Data-Driven Forecasting
 

Forget adding arbitrary percentage increases to last year’s sales. AI can process historical data and industry benchmarks to help build forecasts that are both ambitious and achievable. 

This brings more credibility and accuracy to your sales planning.

4. Handling Ghosting and Tough Conversations
 

When prospects go quiet or hesitate, AI can help draft empathetic, clear follow-ups that acknowledge their concerns and reduce the perceived risk of moving forward. 

These messages open doors to honest conversations and keep deals moving.

5. Balancing Automation with Authenticity
 

Ultimately, the episode highlights a vital truth: AI boosts efficiency, but it can’t replace empathy, insight, or the human connection. 

Your unique voice and understanding of your customer’s needs remain the biggest competitive advantage.

AI is no longer a futuristic concept, it’s here and changing how we sell. But success isn’t about replacing the human touch; it’s about combining AI’s power with your authentic relationship-building skills. 

Tom and Carson’s advice offers a roadmap for sales pros who want to stay effective, relevant, and indispensable in an AI-driven world.

Don't miss out, your next big idea could be just one episode away!

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In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs. 

Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.

Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies. 

Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it.

• The CEO as a Sales Driver, Not Just a Visionary

 CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace.

• Visibility is Vital

 CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects.

• Stop Selling Like a Founder

 Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team.

• Outdated Playbooks Are Hurting Sales

 The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance.

• A New Go-To-Market Mindset

 CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople.

Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top.

If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open.

Don't miss out, your next big idea could be just one episode away!

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In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it.

This episode unpacks how small teams and solopreneurs can harness the power of perception, positioning, and emotional intelligence to attract the right clients and convert more leads without scaling up budgets.

5 Hard-Hitting Takeaways from David Rosenberg:

• Sales and Marketing Aren’t the Same, But They Must Align 

David breaks down the symbiotic relationship between sales and marketing, emphasizing how messaging tailored by marketing must be informed by sales insights to truly connect with the right audience.

• Positioning and Messaging Matter More Than Ever

In a world saturated by AI-generated content and noise, what truly stands out is clear, targeted messaging. 

Without it, companies struggle not due to bad salespeople, but a lack of meaningful conversations.

• The Shift on LinkedIn: Who's Watching?

David shares compelling stats: over 77% of LinkedIn users are now under 35, with hundreds of thousands calling themselves branding experts. 

But many real buyers are "lurkers" watching quietly and engaging only when trust is built.

• Perceptual Mapping: The Secret Weapon

This process, developed by David’s firm, reveals not only how companies are perceived externally, but also uncovers internal misalignment. 

It's a powerful tool for aligning brand voice, visual strategy, and audience targeting.

• Affordable Research for Small Teams 

Even solopreneurs can tap into meaningful insights with the right 12-person interviews. 

David explains how to conduct low-cost but high-impact market perception studies using internal and external perceptual maps.

“It doesn’t matter how good your product is. If you don’t know how people feel about it, you’re guessing in the dark.” — David Rosenberg

This isn’t just another branding conversation, it’s a wake-up call. Tune in and learn how to shift perception so you’re not just seen, you’re chosen.

Don't miss out, your next big idea could be just one episode away!

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In Episode 136 of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady welcome back a show favorite Larry Long Jr, CEO and Chief Energy Officer of LLJR Enterprises. Larry doesn't hold back. 

With a mix of energy, humor, and real talk, he calls on sellers and leaders to ditch outdated habits and build something that actually works today.

This episode hits hard on what it really takes to stand out in a world that’s constantly moving: owning your calendar, taking daily reps, and showing up with intention. 

Larry’s philosophy is simple: get clear on your purpose, stay committed, and don’t wait around for perfect conditions.

• Sales Has Changed, Stop Acting Like It Hasn’t

 “There's still dinosaurs out there, but they're extinct.” Larry doesn’t mince words. If you're still relying on tactics from 2014, you're behind. 

Making 1,000 calls a day hoping something lands isn't a strategy, it’s noise. Buyers have changed, and sellers need to catch up.

• Forget ‘Safe’, Start Being Seen

 “Your content is not creating trust.” That was Brandon’s mic drop, and Larry doubled down. Polished, lifeless messaging isn’t helping anyone. 

The people you're trying to reach want something real. Share your story, talk about your journey, and be someone worth believing in.

• Worry Isn’t the Problem, Inaction Is

 Larry says it straight: a little worry is healthy if it gets you moving. But if you’re stuck worrying without action, that’s on you. 

It's not about being flashy, it's about doing the work. 

“Let me see your calendar. Who are you meeting? What are you learning?”

• Success Comes from Reps, Not Excuses

 “You've got to get the reps in.” Larry's sports background shines through as he reminds us that success isn’t random. 

It’s about repetition, accountability, and small steps done daily. Want results? Stop hoping and start practicing.

• The JOLT Effect – Jump On Life Today

 Larry’s signature mindset is captured in one word: JOLT - Jump On Life Today. 

Why? Because waiting is a trap. 

“Tomorrow is not promised.” 

Whether it’s getting healthy for your family or building a sales rhythm that works, it starts with taking real action now.

This episode is a wake-up call for every seller who’s coasting or playing it safe. Larry reminds us: the path to being unstoppable starts with ownership. 

Don’t wait for motivation. Don’t wait for the market to shift. Build your discipline. Practice with purpose. And show up differently every single day.

Don't miss out, your next big idea could be just one episode away!

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What if your next sales hire wasn’t human?

In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI “employees” into the mix. 

We go beyond the hype to explore practical use cases, ethical concerns, and the new skills sales pros must master to stay competitive in this AI-enabled landscape.

Whether you’re curious, cautious, or already experimenting with AI, this episode will help you think more strategically about the future of your sales team.

1. AI Employees Are Not Just Chatbots

 Isabella defines AI employees as task-performing agents embedded in workflows, not just tools you prompt, but systems that take action automatically across SMS, email, calls, and CRM. 

Think of them as digital team members handling your follow-ups, reactivations, and more.

2. Sales Reps Won’t Be Replaced, But They Will Be Repositioned

 AI handles the mundane and repetitive. 

Human reps move into strategist roles managing AI workflows, handling complex objections, and owning the emotional intelligence required to close.

3. Scaling Outreach Without Scaling Headcount

 Instead of hiring more SDRs or BDRs, companies are using AI to nurture leads, qualify opportunities, and schedule demos. 

It's not theory, it’s happening now, and Isabella walks us through real-world use cases like post-trade-show follow-ups and digital sales assistants.

4. Trust Isn’t Lost, It’s Rebuilt Through Value

 AI can build trust when it delivers consistently valuable, fast responses. If it’s trained well, it may outperform junior reps. 

Still, Isabella emphasizes that closing deals and earning emotional buy-in remains a human function for now.

5. New Role of the Seller: Coach, Manager, Strategist

 Sales pros will soon manage a team of AI agents, much like GMs in “Moneyball.” The skills to build prompts, tweak workflows, and analyze data will be key differentiators. 

Coaching AI and being coached by it will become a real scenario in sales teams.

The rise of AI employees in sales isn’t about replacing talent, it’s about redeploying it. As Isabella says, the reps who win will be the ones who embrace these tools, build systems, and create more space for the kind of selling only humans can do.

Sales isn’t going away. It’s getting smarter.

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In this powerhouse episode of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady are joined by JD Miller, a seasoned sales executive turned private equity advisor. 

With six successful exits under his belt, JD brings a rare blend of operational insight and boardroom savvy. 

The discussion centers on how private equity firms evaluate and scale their portfolio companies—especially in the sales and marketing domains—and what sales leaders can do today to thrive in that high-expectation environment.

• Repeatability Is the Foundation of Scale

 JD highlights that scaling isn’t just about hiring more reps, it’s about implementing repeatable, measurable systems. 

When transitioning from a founder-led sales model to a broader team, companies need to get critical knowledge out of leaders’ heads and into structured playbooks. 

This is essential when growing from five sellers to two hundred. Without repeatable processes, scale isn’t sustainable.

• Sales Leadership Must Be Fluent in Data

 Today’s top CROs are expected to lead with data. 

Whether through deep CRM analysis, conversation intelligence, or funnel metrics, modern sales leaders need to understand how to break down growth targets into tactical, trackable levers. 

JD emphasized the need for CROs to either personally embrace analytics or work closely with RevOps to translate insights into strategy.

• “SMarketing”: Sales and Marketing as a Single Engine

 JD introduced the concept of "SMarketing", a true merger of sales and marketing into one go-to-market function. 

He shared real-world examples of aligning revenue goals with both teams’ activities and discussed how metrics like sales velocity can guide joint decision-making.

Bi-weekly check-ins and shared accountability are critical to keeping both teams rowing in the same direction.

• Messaging for the Modern Buyer

 Buyers today expect a well-informed, highly personalized approach. JD stressed the importance of showing up with a point of view rooted in research, data, and empathy. 

In a volatile economy, messaging must pivot from “growth at all costs” to helping buyers reduce risk and improve efficiency. 

Sales and marketing alignment ensures these themes are consistent across every touchpoint.

• Performance Plans: Tools for Growth, Not Punishment

 In JD’s view, performance improvement plans should be part of every employee's journey, not a disciplinary action. 

He advocates for quarterly development conversations that blend short-term performance goals with long-term career aspirations. 

JD Miller’s episode is a masterclass in bridging strategy and execution in modern selling. Whether you’re a CRO in a high-growth startup, a founder looking for investment, or a marketer working closely with sales, the principles JD shares can redefine how you scale. 

By focusing on repeatable systems, cross-functional alignment, and buyer-centric messaging, you can transform your sales motion into an engine that attracts not only customers, but also investors.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Brandon Lee and Tom Burton explore the evolving world of sales and marketing in 2025. 

They focus on the strategies that are truly working in today’s fast-changing landscape and provide actionable insights on how businesses can thrive. 

From content strategy to social selling and the importance of patience, this episode is packed with thought-provoking ideas for sales professionals.

• Patience in Sales and Content Strategy

In an era where instant gratification is the norm, Brandon and Tom emphasize the importance of patience. 

Consistency in content production and strategic engagement is essential for long-term sales success. 

Sales success doesn’t happen overnight. Consistent, value-driven content and outreach, especially on platforms like LinkedIn, build relationships that will pay off down the line​.

• The Importance of Authentic Content

One of the most significant shifts in content marketing is moving away from self-promotional messaging to authentic, educational, and human-centered content. 

Both Brandon and Tom stress that creating content that shares real-life experiences, teaches valuable lessons, and offers insights is far more effective than traditional sales pitches​.

• Social Media Strategy: Evolving with LinkedIn

LinkedIn continues to be a critical platform for B2B sales, but success requires more than just posting regularly. 

Brandon highlights that engagement with others’ posts, especially with meaningful comments, plays a crucial role in increasing visibility and positioning yourself as a thought leader. 

• Live Events and Podcasts as Trust Builders

Tom shares his experience with podcasts and live shows, especially in niche industries like manufacturing and wholesale distribution. 

These platforms have proven to build trust and establish authority, even if they don’t immediately generate sales. 

The real power lies in educating and nurturing relationships over time. The more you share and contribute to the community, the more likely you are to be seen as a trusted advisor when the time comes for the prospect to make a decision​.

• The Shift from Sales Pitches to Educational Conversations

Both hosts highlight the shift in how buyers view vendors. The focus is no longer on selling products but on educating potential clients and positioning yourself as a partner who helps solve their problems. This transition, however, requires patience and a long-term mindset​.

As we head deeper into 2025, the key to success lies in building meaningful relationships, whether through social media, live events, or thoughtful content. Patience, authenticity, and a focus on educating rather than selling will set businesses apart. 

As Brandon and Tom show, modern selling isn’t about immediate returns, it’s about laying the foundation for future growth.

If you want to be our next guest and share your insights, book your preferred date from this link Be Our

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 In this episode of Mastering Modern Selling, where Brandon, Tom, and Carson were joined by the legendary Tim Wackel. With four decades of experience and stories from the trenches, Tim unpacked the habits and strategies that consistently deliver sales success—regardless of changing tools or trends.

In a world overwhelmed by automation and AI-generated pitches, Tim reminds us that the core of selling hasn’t changed: it’s still about people, curiosity, and meaningful conversations.

1. Sales Fundamentals Never Go Out of Style

 Tim kicked things off by emphasizing the importance of sticking to basics. 

From having a clear prospecting list to refining your follow-up approach, success in sales comes from doing the simple things consistently—and doing them well.

2. Your Sales Story Needs a Makeover

 Forget the "me, me, me" pitches. Tim laid out a five-part framework for creating sales stories that resonate with your specific buyer. 

This includes understanding their role, desired outcomes, challenges, emotional drivers, and how your solution uniquely helps.

3. Follow-Up that Doesn’t Annoy

 Checking in with “just touching base” is a surefire way to get ignored. Tim advocated for follow-ups that provide insight, spark curiosity, and deliver value turning your name into something prospects look forward to seeing in their inbox.

4. Plan and Block or Bust

 Top performers don’t “wing it.” They plan their week in advance, time block their days and protect space for proactive selling. 

Tim recommends structuring your time into three two-hour focus blocks to maintain momentum and pipeline health.

5. Be a Sponge and Stay Curious

 Success favors those who constantly learn and adapt. Tim encouraged sales pros to watch others, ask questions, and stay hungry for improvement. 

Listening and curiosity, he says, are still the most underrated skills in sales.

This episode was a masterclass in sustainable sales. Tim’s refreshing take? Success isn't about chasing the newest trend; it’s about mastering what works and doing it better than anyone else. In a world chasing hacks, discipline is your edge.

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In this powerful episode of Mastering Modern Selling, co-host Tom Burton sits down with Carson Heady to explore his latest book The Show Must Go On. 

This isn’t just a typical sales book—it’s a deeply personal, tactical, and tested playbook from one of the top voices in modern sales. 

The episode unpacks Carson’s journey from early setbacks to building a repeatable sales model that’s generated over a billion dollars in revenue—primarily through LinkedIn.

Whether you're navigating complex sales environments or looking for new energy in your approach, this episode delivers strategy, mindset, and inspiration in equal measure.

1. LinkedIn as a Relationship Engine

 Carson credits LinkedIn for over $1 billion in influenced sales, calling it the "largest coffee shop in the world." 

He shared his exact prospecting rhythm: high-quality outreach, consistent engagement, and reactive messaging based on real-time customer signals.

2. Your Network Is Your Net Worth

 After applying for 1,600 jobs during a tough career moment, Carson realized the critical importance of personal branding and networking. 

That journey fueled his investment in content creation and community-building across platforms, growing his reach to over 300,000 followers.

3. Embrace the Voices in Your Head

 Drawing from personal stories—like being cut from his high school basketball team—Carson discussed using negative feedback as fuel. 

"Who's in your head?" isn’t just a chapter in his book; it's a mindset of resilience and continuous improvement.

4. Your Superpower Isn’t Just a Buzzword

 Identifying and maximizing your superpower (Carson's is orchestrating value for others) is key to creating lasting customer impact. 

He encouraged listeners to understand their own strengths and those of their colleagues to build winning teams.

5. The Show Must Go On

 Inspired by Queen’s iconic lyrics, the book—and Carson’s philosophy—champions perseverance in the face of personal and professional adversity. 

It’s about delivering your best, even when life is at its toughest.

This episode is more than a discussion—it’s a masterclass in navigating modern sales with intention and authenticity. Carson’s story is a reminder that success is a mix of mindset, method, and meaning. 

Whether you’re rebuilding a network, refining your process, or redefining your "why," this conversation will push you to show up stronger and stay in the game.

Want the playbook that’s helped generate over a billion in revenue? Pick up Carson’s The Show Must Go On and discover the tactics, mindset, and stories behind modern sales mastery.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Tim FitzGerald joins the team to discuss key strategies for early-stage companies, particularly around navigating sales during the startup phase. 

With decades of experience in software sales, Tim offers his expertise on how founders can streamline sales efforts, make strategic decisions, and avoid common pitfalls when scaling their businesses.

• Sales as a CEO's Responsibility: 

Tim shares that in early-stage companies, founders often handle sales themselves, which can lead to burnout. 

Tim's role as a Fractional Chief Revenue Officer (CRO) helps these CEOs structure their sales processes and offload the responsibility, allowing them to focus on other critical aspects of their business.

• Targeting Early Adopters: 

One of the biggest challenges for startups is identifying the right early adopters those customers who are willing to take a risk on a new product. 

Tim emphasizes the importance of speaking to visionaries who are not only open to new technologies but are also eager to be part of something groundbreaking.

• The Power of Network-Driven Sales: 

Founders often start by tapping into their personal network. This “ground game” involves cold outreach, building relationships, and leveraging referrals. 

While cold calling isn’t glamorous, it remains an essential tool for early-stage sales​.

• Building a Sales Playbook: 

Tim discusses the importance of developing a sales playbook that captures the founder’s insights and strategies. 

As startups grow, it’s critical to document the methods that have worked so that new salespeople can follow a structured approach, ensuring consistency and scalability.

• The Role of Founder-Led Content: 

One of the most effective ways for early-stage companies to gain visibility and trust is through founder-led content. 

Tim highlights how platforms like LinkedIn allow founders to share their journey and thought leadership, which not only attracts early adopters but also builds credibility in the market.

The key to successful sales in early-stage companies is a balance between passion, strategy, and structure. Founders must leverage their networks, develop a repeatable sales process, and embrace their role as content creators. 

By focusing on the right customers, documenting sales strategies, and staying committed to continual improvement, founders can pave the way for growth and success. 

Tim's insights are a powerful reminder that, while the startup journey is challenging, it's also filled with opportunity for those willing to innovate and adapt.

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In this episode of Mastering Modern Selling, the hosts welcome Brian Doyle, CEO of Holden Advisors, to discuss the critical role of pricing and negotiation in B2B sales. 

With a background as an Air Force pilot and extensive experience in sales leadership, Brian provides a strategic framework for setting the right price, understanding value, and negotiating effectively.

Many salespeople struggle with articulating value and justifying price, often defaulting to discounting instead of defending their worth. 

Brian breaks down how businesses can maximize profitability without losing customers, and how understanding pricing power is essential for long-term success.

1. Pricing Strategy Starts with Value

• Companies must first understand their own value proposition before setting a price.
• Three key value drivers: 
  • Increase customer revenue
  • Reduce customer costs
  • Minimize customer risk
• If businesses can quantify these benefits, they can charge appropriately without unnecessary discounting.

2. Price Increases Can Double Profitability

• Many companies underprice their offerings without realizing it.
• Brian shared a case study where a company raised its prices by 50%, resulting in $80 million in new revenue—without losing a single customer.
• The key to successful price increases is demonstrating value in a way customers understand.

3. Customer Conversations Are the Foundation of Pricing

• Businesses often rely on internal assumptions or biased sales feedback rather than talking directly to customers.
• Brian’s method involves interviewing both current and lost customers to uncover true pricing potential.
• Customers frequently reveal they are willing to pay more when the value is properly articulated.

4. Negotiation is About Framing, Not Discounting

• Sales teams should shift from a price-first conversation to a value-based discussion.
• Timing matters: The best time to discuss pricing is early in the buyer’s journey, not when an RFP is issued.
• Instead of immediately discounting, salespeople should anchor the conversation on ROI and competitive advantage.

5. The Danger of Cost-Plus Pricing

• Many companies default to "cost-plus" pricing (cost + a percentage markup), which limits profitability.
• Instead, businesses should align pricing with perceived and real value.
• Brian suggests segmenting customers: some segments may tolerate price increases better than others, and companies should avoid “one-size-fits-all” pricing.

Brian Doyle’s insights highlight that pricing and negotiation are not about undercutting competitors but about understanding value, strategic positioning, and customer perception. 

His approach provide

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In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson Heady are joined by special guest Anthony Iannarino to explore how to successfully navigate the changing B2B sales landscape. 

They discuss why traditional outreach methods are failing, how buyers' expectations have shifted, and what sales professionals must do to build real connections that drive results.

1. The Evolution of the Buyer’s Journey

• Buyers no longer rely on salespeople for information; they are well-researched before engaging.
• Salespeople must focus on building unique relationships and offering value that cannot be easily found online.

2. Why Cold Outreach is Becoming Ineffective

• Traditional cold calls and mass email outreach are becoming less effective because buyers are overwhelmed with unsolicited messages.
• Instead of pitch-based messaging, sales professionals should prioritize relationship-building through social selling and thought leadership.

3. The Power of Personal Branding and Social Selling

• Posting relevant content and engaging on LinkedIn can help salespeople build credibility and stay top of mind with prospects.
• A well-placed social media post, personal story, or insightful comment can open doors that traditional cold outreach cannot.

4. Creating Strategic Value in Sales Conversations

• The best salespeople create value by deeply understanding the buyer’s business and offering insights, rather than focusing on their own company’s strengths.
• The "Four Levels of Value in Sales" framework suggests that sellers should move beyond product features and focus on delivering strategic outcomes.

5. How to Crack the Code of Modern B2B Sales

• Stop Selling, Start Helping: Salespeople should focus on facilitating the buyer’s decision-making process rather than forcing a sale.
• Introduce and Connect Decision-Makers: Providing introductions to key players within and outside the buyer’s industry builds trust and influence.
• Use Insights to Guide Buyers: Rather than pitching, sales professionals should bring valuable insights to the table, showing buyers what they might be missing.
• Adapt to Buyer Behavior: By leveraging social selling, community engagement, and digital platforms, salespeople can meet buyers where they are rather than forcing outdated outreach methods.

The key to modern B2B sales lies in adapting to the way buyers make decisions today. The old-school approach of persistent cold calling and aggressive pitching is losing its effectiveness. 

Instead, success comes from creating meaningful connections, understanding what truly matters to buyers, and positioning oneself as a valuable resource. 

By focusing on trust, insights, and strategic collaboration, sales professionals can crack the code of modern selling and build long-term relationships

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In this episode of Mastering Modern Selling, hosts Carson and Tom dive deep with James Buckley, host of the Sell Better daily sales show. 

James shares how going live every day transformed the way sales professionals learn, engage, and sell in today’s fast-paced digital world. 

He walks through his journey, the shift from traditional selling to content-driven engagement, and how sales teams can stay ahead by becoming practitioners—actively doing what they teach.

1. Consistency Builds Authority & Trust

James and his team went from occasional webinars to a daily sales show, proving that consistent content drives engagement and credibility. The show started small but quickly became a go-to resource for sales professionals.

Lesson: Showing up regularly (whether through content, calls, or engagement) makes you a trusted expert in your field.

2. Stop Chasing—Create Demand Instead

James emphasizes that salespeople should provide value first, rather than immediately trying to sell. 

By sharing insights, helping others, and engaging meaningfully, potential buyers naturally come to you when they need your solution.

Lesson: Be the person buyers come to for guidance, instead of always chasing cold leads.

3. The Phone Is Hot Again

With inboxes flooded with AI-generated emails, James points out that the phone has made a comeback as an effective sales tool. 

He still makes cold calls and actively demonstrates outreach techniques, proving that direct human connection still wins.

Lesson: Use modern tools, but don’t ignore proven sales tactics like personalized calls and relationship-building.

4. Sales Is More Than Just Closing Deals

James describes modern selling as more than just making sales—it’s about being a valuable resource, mastering time and task management, and adapting quickly. 

His structured calendar and disciplined workflow ensure he balances live shows, sales, and engagement without burnout.

Lesson: If you manage your time right, you can sell effectively while also creating content and engaging with your audience.

5. Face Your Fears & Keep Testing

One of the biggest lessons James learned is that fear holds many sellers back—whether it's making cold calls, appearing on video, or trying new strategies. He encourages sales pros to test new approaches constantly and embrace change.

Lesson: Get uncomfortable, experiment with new sales methods, and always be learning from the results.

 James Buckley proves that modern selling isn’t just about transactions—it’s about transformation. By going live daily, staying close to his audience, and constantly refining his approach, he’s built a community that trusts him. 

His advice? Stay consistent, provide real value, and never stop learning.

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In this episode of Mastering Modern Selling, Brandon Lee, Carson Heady, and Tom Burton discuss the importance of the Digital CEO—a modern-day executive who actively engages on LinkedIn and other digital platforms to build trust, credibility, and relationships. 

The conversation dives into why today's CEOs can no longer afford to remain invisible and why being digitally present is a core job responsibility for leaders in 2025 and beyond.

1. The CEO as a Brand Evangelist

• A CEO’s presence on LinkedIn is not about self-promotion, but about showcasing company culture, vision, and values.
• Companies with digitally active CEOs are viewed as more trustworthy and attract better talent and clients.

2. LinkedIn Is a Business Necessity, Not an Option

• LinkedIn is no longer just for job seekers—it’s the world’s leading business networking platform.
• CEOs and other C-suite executives who fail to engage digitally risk losing relevance and missing key relationship-building opportunities.
• The organic reach on LinkedIn is still strong compared to other platforms where paid advertising dominates.

3. What Should a CEO Be Posting?

• CEOs should not just talk about themselves or their company’s products.
• Instead, they should share:
  • Industry insights and observations
  • Company culture, successes, and behind-the-scenes moments
  • Engaging stories about customers, employees, and the journey of leadership
• Regular, authentic content builds a CEO’s credibility and strengthens their company’s brand.

4. The Time & Resource Commitment for CEOs

• Many CEOs resist social media due to time constraints, but a strong strategy can be executed in under an hour a week.
• Options include:
  • Hosting a live show or podcast to generate content effortlessly
  • Engaging briefly but meaningfully with followers and industry discussions.
• The investment in time and resources is minimal compared to the return in brand trust, sales opportunities, and talent attraction.

5. Shouldn’t Marketing Handle This?

• Marketing plays a critical role, but nothing replaces the credibility of a CEO’s personal voice.
• The best approach is a collaboration—CEOs share their thoughts, and marketing amplifies them through various channels.
• Live shows, interviews, and consistent engagement make content creation easy without requiring extensive preparation.

The conversation makes it clear: in 2025, a CEO’s digital presence is non-negotiable. Being active on LinkedIn and other platforms is not just about marketing, it’s about leadership, credibility, and visibility in the modern business world. 

Companies whose executives embrace this shift will have stronger brands, bet

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Larry Levine, author of Selling from the Heart and Selling in a Post-Trust World, returns to Mastering Modern Selling to discuss the power of authenticity in sales. Drawing from his journey in copier sales, Larry highlights that true sales success isn’t about scripts or techniques, it’s about being real, building trust, and forming genuine relationships.

As AI and automation reshape sales, he stresses the importance of self-reflection, confidence, and human connection as key drivers of long-term success.

Authenticity is More Than a Buzzword

• Many sales professionals claim to be "authentic," but Larry argues that most haven’t done the self-work to understand who they really are.
• True authenticity means aligning your social presence with who you are in real life—no façades, no gimmicks.
• Sales leaders need to help their teams develop confidence in themselves first, which translates into stronger client relationships.

AI is a Tool, Not a Replacement for Human Connection

• AI and automation can streamline processes, but they should not replace critical thinking or real conversations.
• Over-reliance on AI makes salespeople "conversationally incompetent," leading to generic, robotic interactions with prospects.
• The key is to use AI strategically—to enhance outreach and efficiency while keeping human engagement at the core.

Trust and Credibility are at All-Time Lows

• Buyers are more skeptical than ever, doing extensive research before engaging with salespeople.
• Sales reps must work to earn trust by listening, being knowledgeable, and showing they genuinely care about their clients’ needs.

The Power of Confidence and Self-Worth in Sales

• Salespeople struggle when they lack confidence, believability, and self-worth.
• Companies need to invest in coaching and training that helps sales teams improve these soft skills, rather than just focusing on product knowledge.

The First 60 Seconds of a Sales Call Set the Tone

• Within moments of meeting a salesperson, prospects are mentally checking off questions like:
  • Is this person going to listen to me?
  • Is this just another sales pitch?
  • Can I trust them?
• If salespeople fail to engage authentically and build credibility quickly, they lose the prospect’s attention.
• Creating a safe, open conversation allows buyers to share their real business concerns, leading to deeper, more meaningful discussions.

Larry’s message is clear: Sales is a people business, not just a transaction business. With today’s buyers having more control and access to information, sales professionals need to step up and prove their value beyond just the products they sell.

As Larry puts it, selling is about inspiring trust and breathing life into your prospects' business challenges. When done right, it leads to increased revenue, d

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In this episode of Mastering Modern Selling, Andrea Waltz, co-author of Go for No: Yes is the Destination, No is How You Get There, joins the conversation to explore the psychology of rejection in sales. 

With over 25 years of experience, Andrea shares why sellers fear rejection, how to shift their mindset, and why embracing failure can lead to greater success.

If you’ve ever hesitated before reaching out to a prospect or felt discouraged after a lost deal, this episode will help you reframe rejection as a valuable tool for growth.

Why We Fear Rejection (And How to Overcome It)

• Human nature wires us to avoid rejection, as it triggers fears of exclusion.
• The more exposure you have to rejection, the less it impacts you—building resilience over time.
• Experienced sellers don’t avoid rejection; they learn to navigate it strategically.

No is Not Personal—It’s Data

• Rejection is often about timing, priorities, or misalignment—not a personal failure.
• Sellers should analyze patterns of rejection to improve messaging and sales strategies.
• Viewing rejection as feedback rather than defeat creates a mindset shift that fosters long-term success.

The Disappearing Training Ground for New Sellers

• With automation taking over early sales activities, new sellers miss out on learning how to handle rejection.
• Fewer cold calls and outreach attempts mean less opportunity to build resilience.
• Sales leaders should create structured opportunities for new reps to experience rejection in a safe, constructive way.

The No-to-Yes Ratio: Tracking Your Rejection Rate

• Every salesperson has a success ratio—knowing how many "no’s" lead to a "yes" removes fear from the equation.
• Instead of dreading rejection, sellers should actively seek it out as part of their process.
• Andrea’s Go for No challenge encourages salespeople to aim for a set number of rejections, reframing them as progress rather than obstacles.

Why a Fast No is Better Than a Slow Maybe

• Many salespeople fear hearing "no" and waste time on deals that won’t close.
• A clear, early rejection is beneficial—it saves time, allows sellers to move on, and refines the pipeline.
• Some of the most effective sales strategies involve leading with what your product doesn’t offer, helping unqualified buyers opt out early.

Andrea Waltz challenges the traditional fear of rejection by redefining it as a necessary step toward success. By tracking "no’s," embracing failure, and learning from rejection, sales professionals can develop resilience and improve their effectiveness.

Instead of avoiding rejection, what if you welcomed it? What if every "no" brought you closer to a "yes"? That’s the essence of Go for No—and it’s a game-changing mindset shift for modern sellers.

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In this episode of Mastering Modern Selling, Lee Salz, sales strategist and author, joins Tom Burton and Brandon Lee to discuss the importance of a structured sales playbook. 

He challenges the belief that hiring "great salespeople" is enough, emphasizing that success depends on having the right system, not just talent. Without a structured playbook, even top performers can struggle.

Lee shares a framework for building a custom sales playbook, helping organizations reduce chaos, improve consistency, and drive scalable sales success.

1. The Myth of "Great Salespeople"

• Talent alone isn’t enough—sales success requires structure.
• Companies often lose sales due to inconsistency, not lack of skill.

2. The Four Foundational Elements of a Custom Sales Playbook

a. Decision Influencer Analysis

• Sales teams must understand who their buyers are and what keeps them up at night.
• Using tools like AI, reps can research their prospect’s goals, challenges, and priorities to create more relevant outreach.

b. Competitor Analysis

• A simple “why we win” vs. “why they win” analysis helps sales teams prepare for competitive deals.
• Price should not be the main differentiator—companies win when they clearly articulate unique value.

c. Differentiators Framework

• Sales teams should define clear, compelling differentiators and align them with customer pain points.
• The playbook must include how to position these differentiators in conversations to make them meaningful.

d. Target Client Profile

• Instead of an ideal client profile (which is often unrealistic), focus on who will perceive meaningful value in what you sell.
• Sales reps should spend their time targeting the right buyers, not just any prospect.

3. The Execution Plan: Structuring the Sales Process

• A strong sales playbook goes beyond foundational elements and maps out the step-by-step process reps should follow.
• This includes:
  • Prospecting & Outreach: Using a mix of email, phone, and LinkedIn with structured messaging templates.
  • First Meetings: Shifting from a discovery mindset to a consultative approach where reps provide immediate value.

4. Using Emotion and Storytelling in Sales

• Buyers make decisions emotionally first and justify them with logic.
• Salespeople should document success stories and use them in sales conversations to make solutions feel real and relatable.

Lee emphasizes that hiring better salespeople isn’t the answer—building better systems is. A structured playbook provides consistency, improves execution, and increases revenue. 

If y

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In this episode of Mastering Modern Selling, the hosts welcomed Denise Murtha to discuss humanizing sales in an AI-driven world.

Denise, an experienced sales leader and founder of Cellevator, shared insights on how sales teams can shift from transactional approaches to people-first strategies.

1. The Pitfalls of AI in Sales Without Human Touch

• AI is increasingly integrated into sales, but many organizations fail to use it effectively.
• Some companies allow AI to fully automate interactions, leading to negative brand experiences because customers feel ignored.
• Others use AI alongside human reps but simply amplify ineffective strategies rather than making interactions more meaningful​.

2. Reframing the Sales Mindset: From Selling to Problem-Solving

• Instead of focusing on how to get buyers to purchase, sales teams should shift to how to help clients solve problems.
• Asking deep-level discovery questions uncovers the real pain points buyers are experiencing, rather than just addressing surface-level concerns​.
• Many buyers don’t even fully understand the problems they’re facing until a well-structured sales conversation brings clarity.

3. How to Make Sales Outreach More Human

• Cold outreach often fails because it's overly transactional and impersonal.
• Denise recommends the 3-to-1 rule: Give three things of value before asking for something.
• Personalized messages that reference a prospect’s interests, experiences, or company initiatives perform far better than generic sales pitches​.
• Instead of starting with, "Hi, I’m with X company and we do Y," try leading with a shared connection, mutual interest, or a helpful insight.

4. Slow Down to Speed Up: The Case for Better Sales Conversations

• Many sales teams believe they don’t have time to engage in meaningful conversations.
• In reality, rushed processes lead to lower conversion rates.
• Denise emphasizes that slowing down actually increases sales velocity by making buyers feel heard and understood, resulting in stronger relationships and higher close rates​.
• This approach also reduces the high churn rates in sales teams, as reps feel more successful and engaged.

5. AI as an Enabler, Not a Replacement

• AI has its place, but should be used to assist salespeople, not replace them.
• AI can help analyze data, prioritize leads, and personalize outreach, but it cannot replace genuine human connection.
• Companies using AI to replace human interaction are simply scaling bad experiences faster​.

Denise emphasized that humanizing sales is essential as buyers grow weary of automation and cold outreach.

Success lies in building trust, asking deeper questions, and delivering value before making a request. In 2025, the key challenge will be balancing AI-driven efficiency with genuine human engagement.

Sales te

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In this episode of Mastering Modern Selling, Brandon Lee and Carson Heady host Chris Dunn, VP of Sales and Business Development at Blue Hive Exhibits. 

Chris shares his transformation from a passive LinkedIn user to a recognized expert in his field, illustrating the power of authenticity, consistency, and relationship-building in the modern sales landscape. 

This journey reveals key strategies for leveraging platforms like LinkedIn, adapting to market shifts, and fostering meaningful connections in a buyer-centric world.

• The Power of LinkedIn as a Relationship-Building Tool

Chris started leveraging LinkedIn during the pandemic when his traditional sales methods were disrupted. 

He transitioned from casual posting to sharing industry insights, personal stories, and authentic content. 

This approach helped him establish credibility and visibility in his network.

• Dark Social and Trust Building

Chris discussed the concept of “dark social,” referring to how interactions on social platforms often lead to offline conversions. 

Prospects often feel like they "know" you through your online presence before initiating conversations, reducing barriers to trust.

• Balancing Authenticity and Professionalism

Chris emphasized the importance of being authentic while maintaining professionalism on platforms like LinkedIn. 

Sharing personal stories, such as his morning walks with his dog, Barton, allowed him to humanize his brand and create relatable touchpoints with his audience.

• The Long Game in Modern Selling

Success in modern sales requires a commitment to the long game. 

Instead of aggressive cold outreach, Chris focuses on nurturing relationships, offering value, and waiting for organic opportunities to emerge.

• Live Shows as a Trust-Building Tool

Chris emphasized the value of hosting live shows to establish authority and deepen connections. 

By sharing expertise in a conversational format and engaging with audiences in real-time, live shows humanize the sales process, build trust, and position sales professionals as approachable thought leaders. 

• Results Through Reputation and Consistency

Chris highlighted that 20% of his sales quota has been directly influenced by his LinkedIn activity. 

Sharing visually engaging content from the trade show world and consistently engaging with his audience has led to meaningful business opportunities.

Chris Dunn’s story is a testament to the evolving nature of sales. His journey from “lurker” to LinkedIn influencer underscores the importance of authenticity, persistence, and a willingness to adapt. 

As Chris pointed out, modern selling is about playing the long game, building relationships, and creating a trusted presence in the digital sphere.

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This episode of Mastering Modern Selling focuses on using LinkedIn as a dynamic platform for modern sales success.

Hosts Brandon Lee, and Carson Heady explore strategies to engage meaningfully on LinkedIn, emphasizing building genuine relationships rather than transactional interactions.

Drawing from personal stories and professional insights, they discuss how to transform LinkedIn into a "24/7 coffee shop" for sales and networking.

LinkedIn as a Networking Platform, Not a Sales Machine

• LinkedIn should be viewed as a space for connection, akin to a conference or coffee shop, where relationships are built gradually through meaningful interactions.
• Engaging with content via comments, shares, and strategic posts fosters visibility and credibility.

The Power of Humanity in Sales Content

• Combining professional content with personal stories (e.g., fitness achievements or life lessons) helps to humanize your presence.
• People resonate with stories, making them more likely to engage and remember you when a professional need arises.

The Importance of Strategy and Consistency

• Success on LinkedIn requires consistent engagement and strategic activities, such as following thought leaders or participating in relevant groups.
• A consistent cadence of posting and interacting helps build a reputation over time.

Leveraging Tools and Analytics

• Tools like LinkedIn Sales Navigator and automation tools (used sparingly and respectfully) can enhance productivity by identifying the right audience and tailoring content for them.
• Monitoring what content resonates and adapting strategies is key to sustained success.

Building Conversations First, Selling Later

• Instead of diving straight into a sales pitch, focus on the "chit-chat" phase. This mirrors real-life networking events where rapport is built before discussing business.
• Meaningful conversations often lead to better opportunities and reduce barriers for potential clients.

This episode reinforces that success in modern sales isn't about pushing products but about connecting with people authentically. 

Whether you're commenting on posts, sharing personal milestones, or engaging in groups, every interaction on LinkedIn contributes to your professional brand. 

By blending human stories with professional insights and leveraging tools to fine-tune your approach, you can build trust and foster genuine relationships that lead to sales success. 

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In this episode on Mastering Modern Selling, Brandon Lee and Carson Heady welcome Stephen Oommen, former sales leader at Microsoft and author-in-progress of The Chameleon Effect. 

The discussion dives into Stephen’s innovative approach to building authentic connections in sales, the importance of adaptability, and the emotional journey behind his philosophies.

• The Concept of the Chameleon Effect

Stephen explained The Chameleon Effect as the ability to adapt and connect with anyone. 

It’s not about manipulation but understanding and empathizing with people’s lived experiences. 

This adaptability stems from his diverse cultural experiences and challenges, making it a cornerstone for building meaningful relationships in sales.

• Intention Matters More Than Technique

While many focus on sales techniques, Stephen emphasized the importance of intention behind actions. 

Techniques without authentic intention can come off as disingenuous or "cringy." 

Successful salesmanship comes from combining intention with the right tactics.

• Transforming Hurt into Healing

Sharing deeply personal anecdotes, Stephen discussed how childhood adversities and racism shaped his ability to empathize and connect with others. 

He reframed "hurt people hurt people" into "hurt people heal people," using his experiences to bridge gaps with others.

• Why Sales is About More Than Transactions

Stephen challenged the cold, transactional approach to sales. 

He believes that investing time to network, create warm connections, and understand prospects’ personal and professional goals yields better long-term results.

• Intention + Tactic = Trust

Stephen outlined how specific behaviors, like mirroring someone’s tone or using familiar language, can create instant rapport. 

However, these tactics only work when backed by a genuine desire to connect. 

For example, he shared a story of calling male colleagues “brother,” which helped establish camaraderie, but only because it was rooted in his authentic experiences and respect.

This episode underscores that modern selling isn’t about tactics alone—it’s about authenticity, adaptability, and emotional intelligence.

Stephen Oommen’s Chameleon Effect teaches us to embrace differences, connect meaningfully, and make sales a noble profession centered on trust and relationships.

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 In this episode, Brandon Lee, and Carson Heady are joined by Andy Paul, a renowned sales strategist and the author of Sell Without Selling Out.

With decades of experience across tech and startup sales, Andy shares actionable insights on why the sales industry needs to move away from outdated approaches and focus on buyer-centric practices.

The False Promise of Sales Tools:

• Andy discusses the misplaced focus on sales tools that prioritize quantity over meaningful engagement.
• He highlights how this approach has led to declining win rates across industries, where many companies accept mediocrity instead of striving for consistent success.

Shifting the Sales Narrative:

• Successful selling isn’t about pitching, pushing, or persuading—it’s about helping buyers make decisions that address their needs and challenges.
• Andy urges sellers to move beyond “discovery calls” and instead help buyers define their goals, identify opportunities, and envision results.

The Four Pillars of Buyer Progress:

• Sellers should focus on ensuring every interaction helps the buyer move forward. Andy outlines four questions to keep sellers on track:
  • What does the buyer need from us now?
  • How will we provide this help?
  • How does this assistance address their concerns?
  • What steps will they take next as a result?

Fostering a Culture of Success:

• Andy criticizes the normalization of low win rates in many sales cultures, calling it a “culture of losing.”
• He stresses the importance of instilling confidence in sellers to aim higher, make smarter choices, and focus on winning more often than losing.

Building Authentic Connections Online:

• Andy emphasizes the importance of sellers and leaders building trust through genuine, personalized content.
• Buyers want to engage with professionals who demonstrate expertise and provide insights before a sales meeting even begins.

Andy Paul’s thought-provoking perspective on modern sales challenges the status quo, encouraging sellers to focus on their customers’ success rather than simply pushing products. 

By fostering genuine relationships and focusing on progress-driven interactions, sales teams can elevate their effectiveness and create meaningful outcomes for buyers. 

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In this episode of Mastering Modern Selling, Don Barden, a seasoned sales expert and academic, delves into the evolving sales landscape. 

Barden emphasizes a critical shift from a focus on results to one centered on relevance. 

In today’s competitive market, adapting to these changes is key to staying ahead, those who don’t risk becoming obsolete.

• The Changing Sales Landscape

As consumers face more choices than ever, the sales game has changed. 

Buyers can easily find multiple great options for nearly any product or service, making it harder for salespeople to stand out with just product features or competitive pricing.

• From Results to Relevance

Barden explains that the traditional focus on sales numbers is being replaced by relevance. 

With many options available, standing out means demonstrating true value and understanding customer needs. 

This shift requires sales professionals to move beyond just pitching products and instead become partners in the client’s success.

• Understanding the Buyer: The Social Buyer Pyramid

Barden introduces the "Social Buyer Pyramid," which outlines how buying decisions are influenced by the buyer’s role:

• • Price Buyers: Focus on affordability and are at the base of the pyramid.
  • Perception Buyers: Middle managers who prioritize brand reputation to maintain a positive image.
  • ROI Buyers: C-Suite executives focused on return on investment (ROI) and long-term value.
•  "Here Come the Girls" – The Rise of Women Leaders 

In his book, Barden discusses the growing influence of women in leadership, predicting that by 2028, women will dominate global leadership. 

He emphasizes that women leaders foster more engaged and productive environments by expressing:

• Sympathy and Empathy: Concern for both the problem and the individuals.
• Empowerment: Encouraging team members to take ownership of problem-solving.

• A Looming "Extinction Event" for Outdated Sales Practices

Barden warns that businesses clinging to outdated sales tactics will struggle. To succeed, organizations must:

• Embrace relevance by understanding customer needs.
• Build genuine relationships.
• Focus on delivering true value instead of just sales targets.

• Diversity vs. Inclusion

While diversity is important, Barden stresses that inclusion drives growth. Inclusive environments foster collaboration and create greater opportunities, making them essential for success.


Barden encourages listeners to embrace change, adapt to market dynamics, and prioritize relevance and inclusion in their sales strategies. 

By focusing on customer value and building authentic relationships, sales professionals and organizations will thrive in the evolving market.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, hosts Tom Burton and Carson V. Heady are joined by Denise Natali to explore how modern sales teams can leverage data to drive superior results. 

With the abundance of data available today, it's not enough to simply collect it—sales leaders and reps must learn to harness it effectively. 

• The Power of Data in Sales

Denise stresses that in today’s competitive sales landscape, using data isn’t optional—it’s essential. 

Sales professionals must learn how to interpret data to uncover insights that drive smarter decisions and improve sales outcomes.

• Adopt a "Moneyball" Approach

Drawing inspiration from the book Moneyball, Denise explains how data can be used to make more precise decisions in sales, just like baseball teams use analytics to pick players. 

By focusing on the right metrics, sales teams can identify high-value prospects and increase conversions.

• Sales Tools are Evolving

As technology evolves, so do the tools available to salespeople. 

Denise highlights how these tools have become more accessible and user-friendly, making it easier for sales teams to gather, analyze, and act on data, thus improving their decision-making in real time.

• Data-Driven Coaching for Sales Teams

It’s not just about tracking data; it’s about using it for development. 

Sales leaders should use data to guide their coaching efforts, offering personalized insights to each team member. 

This data-backed coaching helps improve performance across the board.

• Continuous Evolution is Key

The sales landscape is constantly changing, and staying ahead means evolving with it. 

Denise encourages sales teams to continually adapt to the tools and data available, ensuring they remain competitive and capable of responding to market shifts.

This episode reinforces the importance of adopting a data-driven mindset in modern sales. 

By embracing data, leveraging the right tools, and continuously evolving, sales teams can unlock new opportunities and drive success.

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In this episode of Mastering Modern Selling, Nabil Aitoumezian and the hosts dive into the importance of authenticity in the sales process and how live shows can help create impactful, genuine connections with audiences. 

Whether you’re trying to scale your outreach or create engaging content, the conversation offers key strategies for success.

• Leverage Live Shows for Authentic Content

Nabil emphasizes the power of live shows to create genuine, human-driven content. 

Live interactions can't be replicated by AI, and they offer real-time opportunities to connect with your audience in an authentic way.

• Create Multi-Purpose Content from Live Interactions

A key strategy shared by Carson and Brandon is to turn live shows into valuable content. 

From a single 45-minute live show, you can extract multiple pieces of content for outreach, social media posts, newsletters, and blog articles. 

This efficiency makes live shows a great tool for scaling marketing efforts.

• The Role of AI in Content Repurposing

While AI can help in repurposing live content (e.g., transcripts for blog posts), Nabil points out that the core value comes from the human element. 

Authentic content cannot be faked, and it’s this humanity that resonates with audiences.

• Sales Is About Building Relationships, Not Just Transactions

Throughout the episode, the hosts emphasize that modern sales is about relationship-building. 

It’s no longer just about closing deals, but about creating lasting connections through meaningful, human conversations.

• Consistency in Content Creation Leads to Sales Success

Nabil and the team discuss the importance of being consistent in your content creation efforts. 

Whether it’s live shows or social media engagement, showing up regularly and providing valuable insights builds trust and fosters engagement, ultimately leading to more sales.

The episode serves as a reminder that in today’s world, sales success doesn’t just come from pushing products – it comes from being consistent, human, and building genuine relationships. 

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Amy Franko, author of The Modern Seller and a seasoned sales strategist, joins the conversation to discuss how to adapt and excel in the evolving sales landscape. 

From strategy creation to the integration of sales and marketing, Amy shares actionable insights for professionals aiming to thrive in today’s buyer-centric world. 

• Modern Seller Attributes:

Sales professionals must provide exceptional value that intertwines them with the product or service they represent.

They should act as trusted advisors, helping clients gain a competitive edge and improve their businesses.

Confidence in asking tough questions and being consultative is essential to building trust and long-term relationships.

• Importance of a Defined Sales Strategy:

Many organizations lack a formalized sales strategy, leading to missed opportunities for alignment and growth.

Effective strategies focus on a "vital few" priorities rather than attempting too many initiatives at once.

Implementation is crucial—accountability structures and leadership ownership are needed to ensure success.

• Building Trust Before the First Conversation:

Visibility and credibility are key. Engage in professional networks like LinkedIn and industry events to position yourself as a thought leader.

Content creation, such as articles and videos, can help establish trust before direct interactions.

Reframe outreach as earning conversations rather than simply scheduling them.

• The Role of Sales and Marketing Alignment:

Sales and marketing integration starts at the leadership level, with the acknowledgment that both functions contribute to revenue generation.

Leveraging CRM tools and data tracking can streamline collaboration and improve lead management.

Regular communication and shared KPIs foster alignment and mutual accountability.

• Navigating Post-Pandemic Challenges:

Adjusting strategies to account for distorted data from the COVID-19 era is vital for accurate forecasting.

Forward-thinking leaders embrace uncertainty by setting adaptable goals while maintaining a clear vision for the future.

 Amy Franko’s approach to modern selling emphasizes value, adaptability, and the integration of key business functions. 

Whether you’re a sales leader or an individual contributor, her insights on strategy, trust-building, and collaboration offer a roadmap to success in today’s dynamic environment. 

Don't miss out, your next big idea could be just one episode away!

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In our latest episode of Mastering Modern Selling, Brandon, Carson, and Tom welcome the brilliant Liz Heiman. With deep roots in sales, thanks to her father’s seminal book Strategic Selling, Liz brings invaluable insights on how to transform sales operations. 

Here’s a breakdown of her expert advice on building robust sales systems that drive sustainable growth.

• Sales Strategy Over Process: 

Liz emphasizes that most companies mistakenly start with sales processes without a clear strategy. 

For an effective sales operating system, it’s crucial to first define your business strategy. Understand your goals, target audience, and market positioning. 

Without a well-defined strategy, any process you put in place is just guesswork.

• Lead Generation & Pipeline Clarity: 

A successful sales system combines marketing and sales efforts to generate quality leads. 

Liz highlights that organizations need to understand where their leads are coming from (inbound, cold calls, trade shows, etc.) and have a clear plan for lead generation. 

It’s not just about setting revenue targets but knowing how many leads, proposals, and conversations are required to hit those numbers.

• Sales Management as a Support Function: 

Effective sales management isn't about controlling salespeople but rather supporting them. 

Liz points out that management often falls into the trap of funnel reviews that lack substance. 

Instead, managers should focus on providing clear meeting agendas, timelines, and coaching sessions tailored to individual needs. This creates a supportive environment that helps salespeople thrive.

• Sales Compensation and Alignment: 

Misalignment between sales strategies and compensation structures can lead to salespeople prioritizing short-term wins over long-term goals. 

Liz stresses the importance of incentivizing behaviors that align with company objectives. 

If your salespeople are not following the strategy, it's often due to a lack of clear expectations and reinforcement.

• Leveraging Technology Wisely: 

While technology can enhance efficiency, Liz warns against overwhelming sales teams with multiple tools that create chaos. 

The goal is to streamline processes, making it easier for salespeople to focus on selling rather than managing tools. 

Implement technology that truly supports the sales journey and integrates seamlessly into daily workflows.

Liz Heiman’s insights are a masterclass in designing sales systems that are strategic, scalable, and supportive. By focusing on strategy first, aligning compensation, and using technology judiciously, companies can build a sales ecosystem that drives consistent growth.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson V. Heady welcome Allan Langer, founder of the Seven Secret Sales Academy, to dive deep into the world of effective and authentic sales strategies. 

With a career spanning over 27 years, Allan shares his transformative journey in sales, highlighting how he went from a top rep at Andersen Windows to a bestselling author and sales consultant. 

This episode is packed with insights on how to break away from the traditional "salesperson" mold to connect authentically with clients. Here are five essential takeaways:

• Become the “Anti-Salesperson”: 

Allan emphasizes that true sales success comes from breaking the mold of what people expect a salesperson to be. 

Rather than high-pressure tactics, embrace a consultative approach. By being genuinely curious and focused on the customer’s needs, sales reps can build trust and stand out from the competition.

• Master the Art of Body Language: 

Allan dives into the importance of reading and understanding body language, especially in virtual environments. 

Showing your hands on camera and avoiding glances away from the screen can build subconscious trust. Recognizing cues like a “real smile” versus a “polite smile” can reveal valuable insights into customer receptiveness.

• Open-Ended Questions Are Key: 

Allan stresses the power of open-ended questions to uncover the real problems customers face. 

By moving beyond closed-ended questions and encouraging clients to open up, sales reps can discover the deeper emotional drivers behind purchases. 

This makes it easier to move from a surface-level conversation to a meaningful sale.

• Bring Energy, but Stay Genuine: 

It’s not just about showing up with energy; it’s about being genuine and fully present in every interaction. 

Allan warns against treating any sales call as “just another meeting.” Instead, make every client feel like they’re the only focus of your day to foster deeper, more impactful connections.

• Leverage the Psychology of Ownership: 

Encourage clients to visualize what it would feel like to own and benefit from the product or service. 

Rather than stating benefits, use imagination-driven language—such as “Imagine how this will improve…”—to make the solution feel tangible and relatable. 

This approach taps into customers' emotions and helps cement the value of the offer.

In wrapping up, Allan’s advice provides a blueprint for transforming the sales approach by putting empathy, authenticity, and psychology at the forefront. 

Don't miss out, your next big idea could be just one episode away!

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In this compelling episode of Mastering Modern Selling, Dirk Beveridge, founder of Unleashed WB and Executive Producer of We Supply America, shares invaluable insights into purpose-driven leadership, innovation in sales, and the noble calling of the distribution industry. 

He discusses how sales have evolved from traditional methods to a more consultative, people-first approach. 

• Moving Beyond Transactional Sales

Dirk emphasizes that most sales strategies are outdated, focused on commercial visits and price competition. 

He advocates for a shift towards consultative selling, where sales professionals act as trusted advisors. 

This means deeply understanding the customer's business, proactively solving problems, and delivering innovative solutions that the client didn't know they needed.

• Empathy, Expertise, and Problem-Solving

To become a trusted resource, salespeople must embody three core attributes: empathy, expertise, and problem-solving. 

Empathy involves a genuine desire to help customers succeed, expertise ensures that relevant solutions are offered, and problem-solving keeps sales dynamic, meeting ever-evolving client challenges.

• The Noble Calling of Distribution

Dirk highlights the overlooked yet essential role of distributors in the economy.

His project, We Supply America, focuses on championing the 6 million workers in this field, emphasizing that businesses in distribution must recognize their critical impact.
 
He insists that businesses can only thrive if they appreciate and elevate the humans behind their success.

• Authenticity in Leadership

Sales managers are often caught between company metrics and their authentic selves. 

Dirk challenges leaders to push back against detrimental sales cultures, advocating for authenticity. 

He underscores that coaching, understanding team dynamics, and valuing each member as a strength, not an asset, are crucial for sustainable success.

• People Are Your Greatest Strength, Not Assets

Dirk rejects the outdated notion of viewing people as assets, which depreciate. Instead, he sees employees as a company’s greatest strength, emphasizing personal and professional development as key to business growth. 

Empowering employees and fostering a human-centric culture will yield long-term profitability and innovation.

Dirk's approach underscores that innovation, and humanity must coexist in modern sales. 

By focusing on people and problem-solving rather than products and processes, sales organizations can stay relevant and impactful. 

This episode is a must-listen for anyone looking to redefine their sales strategy in today’s evolving market.

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In today's episode of Mastering Modern Selling, Tom Burton and Brandon Lee explore a vital topic: how to drive revenue by cultivating a strong professional reputation. 

This is more than just being seen—it's about being trusted, instilling confidence, and demonstrating competence in the marketplace. 

Whether you're engaging prospects or working to deepen customer relationships, your reputation is a powerful driver of business success.

• Trust is Built on Consistency and Proximity: 

Being consistently present, whether through social platforms like LinkedIn or in person, fosters trust. 

It's not enough to show up sporadically—successful sellers stay visible, giving their network reasons to trust them over time.

• Confidence Comes from Consistent Value: 

Your audience must not only see you but also find value in what you offer. 

Confidence is built when you consistently share meaningful insights, showing deep expertise and an understanding of their needs.

• Competence is Demonstrated Through Expertise: 

Sharing high-quality content and thought leadership can position you as a go-to expert in your field. 

As Tom mentioned, it’s about proving that you know what you’re talking about—whether through your own content or thoughtful commentary on others' posts.

• Engagement at Scale is Essential: 

Digital platforms like LinkedIn provide unparalleled opportunities for scale. 

By interacting with a broader audience regularly, you increase your reach and build familiarity, ensuring more prospects see you as a trusted, competent figure in the industry.

• Reputation Precedes Success in Cold Outreach: 

Your outreach efforts—whether cold emails or calls—are far more effective when you’ve established familiarity and trust through your reputation. 

Without it, you risk being ignored amidst the noise of today’s competitive market.

Reputation is not just a nice-to-have in modern selling—it’s a must-have. 

By consistently appearing, adding value, and demonstrating expertise, you build a powerful foundation that drives business. 

Don’t leave your success to chance; invest in building your reputation to win trust and close more deals.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, the team welcomes sales veteran David Brock, founder of Partners in Excellence, to dive into the evolving landscape of modern sales. 

David shares timeless principles while exploring how technology, particularly AI, is transforming the way sales professionals engage with customers. 

• Timeless Sales Fundamentals: 

No matter how much the tools and technologies evolve, the core of sales remains the same: understanding the customer’s problems and helping them solve those issues. 

This principle has endured from the days of traditional sales to the AI-driven world.

• Balancing the Art and Science of Sales: 

David emphasizes the importance of balancing data-driven sales techniques with the human element. 

While AI can support tasks like research and content creation, it can’t replace the emotional intelligence required to understand a client’s unique needs.

• Leveraging AI for Critical Thinking: 

AI isn’t just a productivity tool. David uses AI as a debate partner, helping him refine his strategies and assumptions. 

Salespeople can gain new perspectives by having AI challenge their ideas, ensuring more thorough and creative approaches.

• Deepening Buyer Relationships: 

While sales teams have leaned heavily into technology, David warns against losing the art of genuine human connection. 

The ability to relate to a customer’s personal motivations, from career growth to work-life balance, is irreplaceable.

• Customer-Centric Sales Process: 

Rather than forcing customers through predefined sales processes, David suggests a customer-first approach. 

Understanding how customers want to buy and tailoring the sales journey to meet their preferences is critical in today’s digital and hybrid sales environments.

In conclusion, this episode with David Brock emphasized the enduring importance of sales fundamentals while embracing the evolving role of AI in the sales process. 

David’s insights remind us that while technology can support efficiency, the human element—understanding and connecting with buyers on a personal level—remains key to success. 

As sales professionals, balancing the art and science of selling is critical to mastering modern sales 

Mark your calendars for October 31st at 3 p.m. for a special webinar titled "Turn Your Next Trade Show into a Profit Generating Powerhouse" hosted by Brandon Lee and Mark Hunter. 

Don't miss this opportunity to learn advanced strategies for maximizing trade show ROI. Come in costume and join the conversation!

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This week's episode of Mastering Modern Selling we’re thrilled to have Jeff Kirchick, author of Authentic Selling: How to Use the Principles of Sales in Everyday Life, and an experienced sales leader who has guided teams to success at multiple tech companies. 

Jeff shares his journey, insights on authenticity in sales, and how modern sellers can balance traditional techniques with today's digital tools. 

Whether you're a seasoned sales pro or just starting out, Jeff’s advice will give you new perspectives on building genuine relationships and succeeding in sales.

• Embrace Authenticity: 

Jeff emphasizes the importance of being honest and true to yourself in every interaction, which builds trust and credibility with customers.

• Balancing AI and Human Touch: 

He highlights how AI can assist with data and research, allowing salespeople to focus on the human elements that build rapport and relationships.

• Frameworks, Not Scripts: 

Jeff advocates for using frameworks to guide sales conversations while allowing flexibility for salespeople to bring their unique style and personality.

• Slow Down to Speed Up: 

In sales, sometimes taking a step back for deeper discovery can lead to better long-term outcomes, such as finding the right stakeholders or identifying the best opportunities for pilots.

• The Role of Vulnerability: 

Sharing personal experiences and admitting mistakes can make you more relatable and build stronger connections, both with customers and within your team.

 This episode dives into the evolving world of sales, where authenticity and technology intersect. 

Jeff Kerchick shares how staying true to oneself and leveraging AI can make a significant difference in today's competitive market. 

By using technology to handle the tedious aspects of sales, professionals can focus more on building genuine relationships. 

The conversation reminds us that the key to standing out is maintaining a human touch, even as the tools around us continue to change. 

Don't miss out, your next big idea could be just one episode away!

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 In this episode of Mastering Modern Selling, we had the pleasure of hosting Mark Hunter for the second time, and he did not disappoint. 

Mark, also known as "The Sales Hunter," shared his journey from struggling salesperson to a world-class sales coach, revealing powerful lessons that can redefine how you approach your prospects and close deals. 

• Sales Mindset is Everything: 

Mark emphasizes that your mindset going into a sales call determines your outcome. 

A positive, customer-focused attitude allows you to genuinely engage and listen, leading to better results. 

• Selling For People, Not To People: 

Mark learned the hard way that selling isn’t about bulldozing through the customer. 

Instead, it's about understanding, serving, and building meaningful relationships that offer real solutions. Always focus on the customer’s needs.

• Stop Selling the Product, Start Solving Problems: 

The right sales mindset moves away from focusing on the product itself and instead emphasizes understanding the client's real issues. 

Mark says, “Customers don’t want to buy, they want a solution." Shift your focus to discover and solve your client's problems, not just to push your product. 

• The Power of Personalization: 

Building rapport and demonstrating you know your prospect can be a game changer. 

Mark shared how referencing personal insights (like the Pac-12 college sports league in a voicemail) can significantly boost response rates. It’s about showing you’re human, that you care.

• Quality Over Quantity in Prospecting: 

Mark advises slowing down to move fast—doing deep research and reaching out thoughtfully will break through the noise.

He shared an example of a prospect he pursued with 46 touches over 18 months before finally closing. 

Consistent, targeted follow-up beats high-volume, generic outreach every time. 


Mark Hunter's insights remind us that successful selling isn’t just about techniques—it’s about the mindset, persistence, and genuine curiosity. 

Crafting solutions for your clients and taking time to understand their unique needs not only closes deals but also builds lasting relationships.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Carson V. Heady and Brandon Lee dive deep into the growing significance of live shows and podcasts for B2B demand generation. 

As they reflect on their journey of creating valuable content, the hosts discuss how these mediums can effectively build relationships, create pipeline opportunities, and ultimately drive revenue.

1. Creating Differentiation through Content

• Live shows and podcasts offer a unique platform to showcase expertise and differentiate yourself from the competition. By providing value-driven content that resonates with your audience's pain points and interests, you build trust and authority in your niche.

2. Leveraging Guest Appearances to Build Pipeline

• One of the most effective strategies discussed was inviting potential prospects as guests on your show. This method not only opens the door to meaningful conversations but can also lead to long-term business relationships. Many deals have resulted from initial guest appearances, where the prospect first learned about the value you offer during a show.

3. Amplifying Reach through Audience Sharing

• When a guest shares your show with their audience, it exponentially increases your reach. This strategy taps into your guest’s network, helping you expand your audience and potential customer base. Over time, this builds momentum for your brand and visibility in your industry.

4. Strategic Content Distribution for Continued Engagement

• After recording a live show or podcast, repurpose the content into bite-sized, shareable snippets across multiple platforms (LinkedIn, YouTube, Instagram, etc.). By keeping your content in front of your audience consistently, you keep them engaged and build stronger relationships over time.

5. Using Shows for Personal Brand Building and Sales Attribution

• Carson and Brandon emphasize the importance of sales teams understanding the long-term ROI of these efforts. Often, companies fail to attribute success correctly to content like podcasts and live shows. By viewing these platforms as long-term relationship builders, rather than immediate sales generators, teams can reap the full benefits of consistent content creation.

Live shows and podcasts are more than just content formats; they’re powerful tools for B2B demand generation. 

By focusing on creating value for your audience, strategically leveraging guests, and amplifying your reach, you can build a personal brand that drives meaningful business outcomes. 

As Carson and Brandon highlight, the key is consistency and a focus on long-term relationships.

Don't miss out, your next big idea could be just one episode away!

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 Mentorship is an active process you take charge of, with the support of others.

In this episode of Mastering Modern Selling, Douglas Stewart shares his empowering approach to mentorship in the digital age, focusing on personal accountability and growth. 

Discover how to find the right mentors, accelerate your development, and transform your life. 

This inspiring conversation offers actionable advice for anyone seeking to unlock the full potential of mentorship. 

• The Modern Mentorship Mindset: 

Mentorship today is dynamic, leveraging diverse, informal connections through digital platforms like social media and podcasts to continuously learn and grow.

• Personal Accountability: 

Mentorship requires proactive effort. Taking ownership of your development shifts the focus from waiting for mentorship to actively seeking guidance for personal growth.

• Finding the Right Mentors: 

Clarifying your needs—whether career advice, personal growth, or specific skills—helps you find mentors who can contribute effectively. It's valuable to have multiple mentors across different areas.

• Mentorship Myths: 

There’s no need for a perfect mentor. Doug stresses that mentorship can come from various people, and being active in the process with clear goals ensures mutual benefit.

• Leveraging Mentorship for Fast Growth: 

Doug shares his experience of how deliberate mentorship choices accelerated his growth, and offers strategies for structuring your learning, setting milestones, and staying accountable.

 Doug Stewart's approach to mentorship is a game-changer. 

By shifting the focus from passively waiting for the right mentor to actively seeking guidance, you can significantly accelerate your growth. 

His story shows that mentorship isn't elusive—it’s something you can initiate and build into your life today. 

Don't miss out, your next big idea could be just one episode away!

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In this engaging episode of Mastering Modern Selling, Richard Vickers joins the hosts to explore the critical aspects of sales leadership, training, and personal growth. 

With a background in sales training and development at US Foods, Richard brings over 18 years of experience to the conversation. 

He discusses how effective communication, understanding personalities, and applying simple but powerful strategies can make salespeople more effective.

• Communication and Personality Types: 

Richard highlights the importance of tailoring your communication style to the buyer’s personality using the DISC model. 

Understanding whether a client is Dominant (D), Influencer (I), Steady (S), or Conscientious (C) helps create more meaningful and impactful conversations.

• Money Flows Where Needs Are Met: 

Richard emphasizes that successful sales hinge on understanding and meeting client needs. 

Sellers often get bogged down in systems or features when they should focus on solving the buyer’s problems.

• The Power of Mock Conversations: 

Role-playing and mock conversations, according to Richard, help build confidence and prepare salespeople for real-world situations. 

By practicing in a "safe space," sellers can refine their approach before engaging with actual clients.

• The Importance of Personal Branding: 

Richard encourages everyone, including more introverted personalities, to develop their personal brand.

 He shares strategies for leveraging social media and connecting authentically with your audience while staying true to your strengths.

• Listening is Key to Sales Success: 

One of the most crucial skills in sales, according to Richard, is the ability to listen. 

By asking the right questions and truly hearing the client’s needs, sellers can build trust and create stronger connections.

Don't miss out, your next big idea could be just one episode away!

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In this energetic episode of Mastering Modern Selling, we dive deep into sales innovation and modern practices with Eric Watkins, a dynamic sales leader who embraces contrarian thinking to redefine success in sales. 

Eric shares insights that challenge traditional sales strategies, focusing on the power of process, leadership, and differentiation.

• Challenge the Status Quo in Sales

Eric emphasizes the need to rethink outdated sales tactics that may not have ever worked. 

Sales leaders must be willing to dust off traditional methods and adopt new, innovative approaches tailored to today's buyer-centric market.

• Value-Driven Discovery Calls

Most discovery calls focus too much on the seller, leading to boring conversations. 

Eric advocates for value-driven discovery calls, where the focus is on the buyer's needs, not on selling, leading to more meaningful engagements.

• Sales Processes Over People

Eric argues that successful organizations are built on robust processes, not just hiring great salespeople. 

While talented salespeople are important, having a strong, scalable process ensures success, even with turnover.

• Embrace Continuous Learning and Maturity Assessments

Eric introduces his Sales Organization Maturity Assessment, a tool designed to help companies understand where they stand in terms of sales maturity. 

This assessment provides actionable insights on how to transition from a basic sales department to a high-performing sales force.

• AI and Social Selling as a Necessity

In a world increasingly driven by technology, Eric highlights the need for salespeople to embrace AI and social selling techniques. 

Sharing relevant content and engaging with prospects online are critical for establishing thought leadership and trust.

 Eric Wattkins brings a fresh perspective to modern sales, reminding us that sticking to outdated methods won’t get us where we need to go. 

By focusing on process, putting the buyer first, and embracing tools like AI and social selling, we can build a sales strategy that’s not only effective but sustainable. 

If you’re ready to challenge the norms and take your sales game to the next level, this episode is a must-watch. 

Don't miss out, your next big idea could be just one episode away!

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 In the latest episode of Mastering Modern Selling, we had the pleasure of hosting Rob Fegan, an experienced sales leader with a knack for challenging the status quo. 

In this high-energy session, Rob delves into the concept of being a "sales contrarian" and how it can revolutionize your approach to sales. 

From redefining what makes a great salesperson to the importance of process over people, this episode is packed with actionable insights that every sales professional needs to hear.

Key Takeaways:

• Reimagine Sales with a Contrarian Approach:

Rob Fegan introduces the idea of being a sales contrarian—questioning old-school sales methods that may no longer serve today's dynamic market. He emphasizes the need to dust off outdated processes and adopt new strategies that align better with current buyer behaviors.

• Value-Driven Discovery Calls: 

Traditional discovery calls are often too focused on the seller’s needs rather than the buyer's. Rob stresses the importance of making these calls more engaging and valuable for the buyer by focusing on their needs and concerns, ultimately leading to more meaningful sales conversations.

• Sales Playbooks: 

Rob advocates for the creation of comprehensive sales playbooks, developed in collaboration with the sales team. These playbooks are essential for standardizing best practices and ensuring that sales processes are consistently followed, even as team members come and go.

• Focus on Process Over People: 

Successful sales organizations are built on robust processes, not just the talent of individual salespeople. Rob challenges the notion of the "great salesperson" and suggests that companies should focus on creating strong sales processes that can withstand turnover and market fluctuations.

• Effective Use of LinkedIn for Social Selling: 

In today's digital age, social selling is more important than ever. Rob shares tips on how to use LinkedIn effectively by sharing industry-related content and engaging in meaningful conversations, rather than just pushing sales messages.

Rob Fegan’s contrarian approach to sales is a refreshing reminder that challenging the norm can lead to significant breakthroughs in sales performance. 

By focusing on process, value-driven interactions, and leveraging social selling tools like LinkedIn, sales professionals can better navigate today’s buyer-centric market. 

For a deeper dive into these insights and more, be sure to watch the full episode.

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In this milestone episode of "Mastering Modern Selling," we celebrate our 100th episode by bringing back Daniel Disney, a leading expert in social selling, and welcoming special guest Kristie Jones, author of Selling Your Way In.

Together, they explore the latest trends and insights in leveraging platforms like LinkedIn, while also diving into personal development for sales professionals.


1. The Role of AI in Sales:
Daniel emphasizes the growing importance of AI in social selling, particularly in content creation and messaging. While AI can make sales processes more efficient, it's crucial to humanize AI-generated content to maintain authenticity.

2. LinkedIn Algorithm Changes:
The LinkedIn algorithm has become more stringent, favoring quality over quantity. This shift is pushing out repetitive and low-value content, making it essential for sales professionals to focus on creating genuinely engaging posts.

3. Balancing Efficiency and Effectiveness:
While AI can help streamline tasks, Daniel warns against relying too heavily on it. Effective sales still require a personal touch and strategic thinking, especially in building relationships through platforms like LinkedIn.

4. Kristie Jones on Personal Development in Sales:
Kristie introduces her new book, Selling Your Way In, which focuses on personal development for sales professionals. She highlights the importance of understanding your unique strengths and choosing the right sales role to maximize success. Her practical advice on how to "own your income" resonates with aspiring top performers in any sales organization.

5. Avoiding the AI Trap: 
The rise of AI-generated comments and content on LinkedIn can lead to a synthetic experience. Both Daniel and Kristie advise sales professionals to be cautious of over-automating interactions, as this can erode trust and authenticity.


As AI continues to transform the world of social selling, it's more important than ever to balance efficiency with effectiveness. With Daniel Disney's insights on the evolving sales landscape and Kristie Jones's focus on personal growth, this episode offers a well-rounded perspective for modern sales professionals. 

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, hosts Brandon Lee, Carson V. Heady, and Tom Burton ignite a challenge for every CEO: step up and own your presence on LinkedIn. 

This isn't just another task on your to-do list; it's your stage to lead, inspire, and drive your company forward.

LinkedIn: Your Leadership Stage

LinkedIn isn’t just for networking—it’s where you lead by example. Show your team and the world what true leadership looks like by being visible and active on the platform.

Build Trust Through Authenticity

Use LinkedIn to connect with your audience on a personal level. Share your journey, your insights, and your vision. People follow leaders they trust, and your presence on LinkedIn can foster that trust.

Turn Activity Into Opportunity

By sharing your thoughts and engaging with others, you create opportunities. Each post, comment, and interaction can attract new business, partnerships, or talent.

Expand Your Influence

Engage in meaningful discussions, share your knowledge, and become a voice in your industry. The more you give, the more you grow—not just in followers but in real influence that impacts your business.

Embrace Your Role

If LinkedIn feels like a chore, shift your mindset. This is your chance to be the face of your company, to set the tone, and to inspire not just your team but your entire industry.

This episode is a rallying cry for CEOs to take the lead on LinkedIn. By showing up with authenticity and purpose, you can drive success and set an inspiring example for others.

Don’t miss out on the full episode for more insights and real-world examples that will help you own your space on LinkedIn.

Don't miss out, your next big idea could be just one episode away!

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In the latest episode of Mastering Modern Selling, we had the pleasure of hosting Alice Heiman, a renowned expert in B2B sales strategies. This episode is a must-listen for sales leaders and executives aiming to avoid common pitfalls that can unknowingly prevent sales success. Here’s a sneak peek into the key takeaways:

1. Don’t Be a Sales Preventer: Alice highlights how CEOs and sales leaders might unintentionally become obstacles in their sales process. She emphasizes the importance of recognizing and removing these roadblocks to drive growth.
2. Quality Over Quantity in Outreach: In an age where inboxes are flooded, Alice stresses the significance of sending high-quality, targeted communications over mass outreach. Personalization and relevance are key.
3. Referrals First Approach: Alice advocates for prioritizing referrals as a cost-effective and powerful way to accelerate sales, ensuring that your team leverages existing relationships to open new doors.
4. CEO’s Role in Sales: She discusses how CEOs must actively lead and shape a customer-focused sales culture. This involves understanding the evolving needs of customers and ensuring that all departments align with these needs.
5. The Importance of Employee Experience: A delighted employee creates delighted customers. Alice underlines that a positive employee experience is foundational to achieving outstanding customer service and, ultimately, better sales outcomes.

In conclusion, this episode is packed with practical advice on how to enhance your sales leadership and culture. 

Don’t miss the full episode to explore these insights in detail and start transforming your sales strategy today.

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Dive into the world of video prospecting with insights from Juan Pablo Garcia in the latest episode of Mastering Modern Selling. 

Discover how integrating video into your sales strategy can revolutionize your outreach and engagement efforts.

The Role of Authenticity in Video Prospecting: 

Juan Pablo emphasizes the importance of authenticity in video communication. By being genuine and showing your true self, you can build stronger connections and trust with potential clients. This authenticity extends to the simplicity and naturalness of your video content, making it relatable and impactful​​ .

Strategic Use of LinkedIn for Video Outreach: 

Utilizing LinkedIn as the primary platform for video prospecting allows you to connect with a highly targeted audience. Juan Pablo shares his approach of sending personalized video messages to new connections without immediately pitching a product or service, fostering a sense of genuine interest and engagement​​.

Balancing Automation and Personalization: 

While automation can save time, Juan Pablo warns against over-reliance on automated messages. He highlights the effectiveness of personalized, non-automated video messages in maintaining human touch and relevance, which significantly reduces the chances of your messages being ignored or marked as spam​​ .

Creating and Sharing Valuable Content: 

Consistently creating and sharing valuable content tailored to your audience's interests is key. Juan Pablo's workflow involves producing short, informative videos during his daily activities, such as walking his dog. He then shares these videos directly with relevant contacts, ensuring the content is both useful and engaging​​ .

Measuring Success and Adapting Strategies: 

Tracking the effectiveness of your video prospecting efforts is crucial. Juan Pablo shares his experience of receiving direct feedback from his market, which confirmed the positive impact of his approach. Adapting based on feedback and staying updated with trends helps maintain the relevance and effectiveness of your strategy​​ .

Juan Pablo Garcia's insights into video prospecting provide a powerful roadmap for sales professionals looking to enhance their outreach strategies. 

By prioritizing authenticity, strategic use of LinkedIn, balancing automation with personalization, creating valuable content, and continuously measuring success, you can significantly improve your engagement and conversion rates.

Want to learn more about mastering video prospecting?

Watch the full episode of Mastering Modern Selling with Juan Pablo Garcia for in-depth insights and practical advice that can transform your sales approach.

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In episode 96 of "Mastering Modern Selling," we had the privilege of hosting Bob Burg and Jeff West, the brilliant minds behind the book "Streetwise to Saleswise."

This engaging conversation delved into transforming sales approaches, overcoming objections, and the importance of personal development in achieving sales success.

The Importance of Personal Development:

Bob Burg emphasizes that success in sales is deeply rooted in personal development. 

He shared his journey from struggling in sales to becoming successful by devouring books from sales legends like Tom Hopkins and Zig Ziglar. The takeaway? Cultivate your inner growth to see outer success.

Understanding and Overcoming Objections:

Jeff West introduced the concept of "becoming objection-proof." 

He highlighted that objections are often not the real issues but manifestations of underlying concerns. By controlling emotions, empathizing with the prospect, and asking insightful questions, salespeople can uncover and address the true objections effectively.

The Role of Empathy in Sales:

Both Bob and Jeff underscored the power of empathy in building relationships with prospects. 

Validating a prospect's thought process and concerns fosters trust and opens up genuine dialogue, making it easier to address their needs and offer appropriate solutions.

Systematic Approach to Handling Objections:

Jeff elaborated on a systematic approach to handling objections: control emotions, empathize, ask questions to understand the prospect’s perspective, and then gently shift their frame to offer solutions. 

This approach not only resolves objections but also strengthens the relationship with the prospect.

Merging Sales Skills with Personal Growth:

The discussion brought to light that sales skills and personal growth are intertwined. 

Bob Burg shared that mastering the mechanics of selling and understanding human nature are crucial, but integrating these with continuous personal development leads to sustained success.

The episode with Bob Burg and Jeff West was a treasure trove of wisdom for sales professionals. 

Their insights into personal development, empathy, and systematic objection handling provide a robust framework for enhancing sales performance. 

For those looking to elevate their sales game, this episode is a must-watch. 

Dive into the full episode to gain more in-depth knowledge and practical tips from these seasoned experts.

Don't miss out, your next big idea could be just one episode away!

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In Episode #95 of Mastering Modern Selling, Liz Wendling joins us to share her insights on authentic sales strategies. 

With a background spanning 30 years in sales, Liz offers a unique perspective on connecting with potential clients by treating them as humans rather than mere sales targets.

Key Takeaways:

1. Embrace Authenticity:
   • Liz highlights the importance of being genuine in sales interactions. She recounts her early career where she succeeded by treating prospects like family, which led to her being the top salesperson despite not following traditional sales training.
2. Personalization Over Automation:
   • Avoid generic, templated messages that feel impersonal. Instead, craft emails and messages that speak directly to the recipient, making them feel valued and understood.
3. Ditch the Fluff:
   • Liz advises against starting emails with phrases like “I hope you’re doing well.” These often come off as insincere. Instead, get straight to the point and provide value from the first sentence.
4. Balanced Serving and Selling:
   • Authentic selling involves a balance between serving and selling. Liz compares it to inhaling and exhaling – you need both to survive. Being overly focused on serving without aiming to close the sale can be just as detrimental as being too pushy.
5. Effective Follow-Up:
   • Follow-up should be thoughtful and value-driven. Liz emphasizes the need to continue providing meaningful insights and addressing the prospect’s needs rather than repeatedly asking if they’re ready to buy.

Liz Wendling’s approach to sales focuses on authenticity and genuine connections. 

By personalizing interactions, avoiding unnecessary fluff, and balancing serving with selling, sales professionals can build trust and ultimately achieve better results. 

Don't miss out, your next big idea could be just one episode away!

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Dive into the latest episode of Mastering Modern Selling, featuring renowned sales leadership expert, Keith Rosen. 

This episode unpacks the essentials of effective sales coaching and the transformation of top sales performers into exceptional leaders.

The Allure and Reality of Sales Management

Keith Rosen sheds light on the common misconceptions about sales management. Many high-performing salespeople are enticed by the perceived power and authority of managerial roles but often lack the necessary training, leading to challenges in leadership and team dynamics.

The Critical Role of Coaching

Effective sales leadership goes beyond managing numbers. Keith emphasizes the importance of having a universal coaching methodology and framework. Without proper coaching, managers often revert to being super-sellers, solving problems for their team instead of fostering independence and growth.

Creating a Culture of Accountability

Keith introduces the concept of an "accountability partnership," where managers and team members hold each other responsible for maintaining high standards and core values. This approach promotes a supportive environment and encourages continuous improvement.

The Pitfalls of Being a Super Seller

Managers who take over deals and solve all the problems for their team create dependency, hindering the development of their salespeople. Keith advocates for empowering team members to become independent critical thinkers, thereby enhancing their confidence and performance.

Aligning Personal Values with Business Objectives

Understanding what motivates each team member is crucial. By aligning personal values with business goals, leaders can create a shared vision that drives both individual and organizational success. This alignment fosters a motivated and engaged workforce.

Keith Rosen's insights emphasize that great sales leadership is built on a foundation of care, accountability, and continuous coaching. 

By focusing on these principles, sales managers can transform their teams into high-performing sales forces.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, hosts Brandon Lee, Carson Heady, and Tom Burton dive into the importance of personal branding, reflecting on the lessons learned from the first half of 2024. 

They explore the strategies and benefits of building a strong personal brand in today's competitive market.

Key Points:

1. Consistency Compounds:
   • Carson emphasizes the power of consistency in personal branding, describing how regular and meaningful engagement over time can transform a small influence into a significant impact. This approach not only builds recognition but also establishes credibility and trust within your network.
2. Leveraging LinkedIn:
   • Brandon shares insights on using LinkedIn effectively to rise above the noise. By posting content daily, engaging with others, and showing genuine interest in the community, professionals can enhance their visibility and create a sense of familiarity among their audience. This consistent presence leads to higher engagement and better business opportunities.
3. Personal Branding as a Career Catalyst:
   • Hosts discuss how a strong personal brand can significantly impact career growth. Carson recounts how his personal branding efforts have opened doors and created opportunities within his organization and beyond. He highlights that showcasing your expertise and experiences can de-risk hiring decisions and attract new prospects.
4. Creating Valuable Content:
   • The importance of producing content that resonates with your audience is underscored. Brandon talks about the strategy of generating content from interviews and transcripts, ensuring that the messages are authentic and in the voice of the individual. This method helps professionals share their knowledge without the pressure of constant content creation.
5. Building Trust and Relationships:
   • The episode highlights that personal branding is not just about self-promotion but about building genuine relationships and trust. By consistently providing value and engaging with your audience, professionals can foster meaningful connections that lead to business growth and career advancements.

The episode concludes with a powerful message about the critical role of personal branding in today's business environment. 

Our hosts encourage listeners to take actionable steps towards building their brands, emphasizing that it's not about perfection but about showing up consistently and authentically. 

They urge professionals to embrace personal branding as a long-term strategy for success and to leverage platforms like LinkedIn to their full potential.

To dive deeper into the insights shared in this episode and learn more about building a robust personal brand, watch the full episode of Mastering Modern Selling. 

Join the conversation and start your journey towards becoming a recognized and trusted voice in your industry.

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In the latest episode of Mastering Modern Selling, our hosts had an engaging discussion with Jon Selig, a seasoned sales professional and stand-up comedian, about the transformative power of humor in sales. 

This episode dives deep into how salespeople can break through the noise with memorable and impactful messaging using humor. 

Here are five key takeaways from this enlightening conversation:

1. The Power of Relatability:
   • Jon emphasizes that humor can make sales messages more relatable and memorable. By addressing common frustrations or challenges with a lighthearted touch, sales professionals can create a connection with their prospects. This relatability helps to break the ice and establish a rapport that traditional sales messages often fail to achieve.
2. Understanding Your Audience:
   • A critical element in using humor effectively is knowing your audience. Jon points out that it's essential to tailor your jokes and humorous messages to fit the specific pain points and interests of your target personas. Whether addressing C-level executives or mid-level managers, the humor should resonate with their daily experiences and challenges.
3. Avoiding Generic Messaging:
   • One of the major pitfalls in sales is the tendency to stick to bland, generic messaging. Jon argues that taking calculated risks with humor can set you apart from the competition. While it's important to remain professional, a well-crafted joke can capture attention and make your message stand out in a sea of sameness.
4. Balancing Humor and Professionalism:
   • Jon discusses the importance of striking the right balance between humor and professionalism. The goal is not to become a stand-up comedian but to use humor as a tool to engage and provoke thought. The humor should always be relevant to the sales context and should never overshadow the primary message or solution being offered.
5. Practical Applications and Examples:
   • Jon shares practical examples of how humor can be integrated into various stages of the sales process. From opening lines in cold emails to icebreakers during sales calls, he illustrates how humor can be a versatile tool. For instance, a joke about the hassle of disposing of printed programs at events can highlight the value of digital solutions in a memorable way.

Jon Selig's insights underscore the potential of humor to revolutionize sales messaging. By making interactions more enjoyable and memorable, sales professionals can build stronger connections and drive better engagement. 

As the conversation wraps up, Jon encourages sales teams to embrace creativity and take measured risks in their communication strategies.

Stay tuned for more episodes, and as always, happy modern selling!

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Welcome to Episode 91 of Mastering Modern Selling!

We had the pleasure of hosting Carl Lubbe, a renowned curiosity coach. 

Carl brings a wealth of experience and unique perspectives on sales leadership and the power of curiosity in driving sales success. 

This episode is packed with insightful and transformative advice for sales professionals aiming to elevate their game.

Key Points:

1. The Importance of Presence in Sales: Carl emphasizes the significance of being truly present during sales interactions. He introduces techniques like the "30-second micro meeting" and taking deep breaths before a call to help salespeople stay focused and engaged with their clients.
2. Curiosity as a Superpower: Carl believes that curiosity is a critical trait for successful salespeople. By approaching conversations with genuine interest and curiosity, sales professionals can create stronger connections and uncover deeper insights about their clients' needs and challenges.
3. People Over Product: One of Carl's core messages is that people, not products, are the profit in sales. He encourages sales leaders to foster a culture that prioritizes understanding and serving the people behind the transactions, leading to more meaningful and successful engagements.
4. Overcoming Sales Challenges: Carl discusses common pitfalls in B2B sales, such as the pressure to rush through interactions and the tendency to focus on numbers rather than individuals. He offers strategies for slowing down, being present, and truly connecting with clients to drive better outcomes.
5. The Eight-Year-Old Mindset: In a unique twist, Carl advises sales professionals to tap into their "inner eight-year-old" by maintaining a sense of wonder and curiosity in their interactions. This mindset helps to alleviate fear and anxiety, making sales conversations more authentic and effective.

Carl Lubbe's insights provide a refreshing and transformative approach to sales.

By emphasizing presence, curiosity, and genuine human connection, he offers practical strategies for sales professionals to enhance their effectiveness and build lasting relationships.

For a deeper dive into Carl's methods and to hear more of his valuable advice, be sure to watch the full episode!

If you found these insights valuable, don't miss the full episode for a comprehensive exploration of Carl Lubbe's innovative sales strategies.

Join the conversation and share your thoughts on how curiosity and presence have impacted your sales success!

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In this episode of Mastering Modern Selling, special guest Bernadette McClellan shares her wisdom on transforming sales strategies to better align with today's buyer expectations. 

Drawing from her extensive experience and her latest book, "The Shift and Disrupt: Stop Selling Widgets, Start Selling Wisdom," Bernadette provides a roadmap for sales professionals to elevate their game and connect more effectively with clients.

Key Takeaways

• Embrace Change and Inspire Buyers: Bernadette emphasizes the importance of salespeople inspiring change in their buyers. She identifies three key skill sets necessary for modern sales success: creativity, complex problem-solving, and critical thinking. Sales professionals need to help buyers see new perspectives and uncover needs they might not even know they have.

• From Saboteur to Sage: Salespeople often sabotage their success by not fully committing to their value and role. Bernadette introduces the "Identity Influence and Impact Index," which guides salespeople from self-sabotage to becoming trusted advisors. By owning their value and demonstrating relevance, salespeople can turn buyers from skeptics into super fans.

• Internal, External, and Essential Stories: Bernadette's book outlines the importance of internal, external, and essential stories in sales. Internal stories are the narratives salespeople tell themselves about their buyers and their value. External stories involve the conversations salespeople have with buyers, focusing on bringing new insights and value. Essential stories are about deeply understanding the buyer’s needs and context.

• Visual Storytelling: Effective communication in sales goes beyond verbal interactions. Bernadette highlights that 83% of communication is visual. She encourages salespeople to use visual storytelling techniques to engage buyers more deeply and make complex ideas more accessible.

• Be a Consultant, Not a Salesperson: Buyers today expect more from salespeople than just product pitches. Bernadette underscores the need for sales professionals to act as consultants, helping buyers understand their own businesses better and offering solutions that truly address their challenges. This approach builds trust and fosters long-term relationships.

Bernadette McClellan's insights offer a fresh perspective on modern selling, emphasizing the need for salespeople to adapt, inspire, and truly connect with their buyers.

By focusing on internal confidence, delivering unique value, and engaging in meaningful visual storytelling, sales professionals can transform their approach and achieve greater success.

For a deeper dive into these strategies, explore Bernadette's book, "The Shift and Disrupt: Stop Selling Widgets, Start Selling Wisdom."

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In episode 89 of Mastering Modern Selling, hosts Tom, Brandon, and guest host Kristie Jones, engage in a riveting conversation with Bill Kirst, a renowned change management expert. 

The discussion dives deep into the transformative potential of AI in sales and the critical role of empathy and effective change management in leveraging this technology.

Key Takeaways:

1. The Importance of Empathy in Change Management:
   • Bill emphasizes empathy as his greatest skill set, crucial for understanding and supporting individuals through change. Empathy counters apathy and inertia, significant risks in any organization. It helps build trust, fosters relationships, and supports the human side of technological transitions​​ .
2. AI’s Role in Enhancing Sales Efficiency:
   • AI tools like Microsoft's Sales CoPilot (formerly Viva Sales) aim to free up time for sellers by automating administrative tasks. Bill shares statistics showing that sellers spend 70% of their time on non-selling activities. AI can reduce this burden, allowing sellers to focus on building relationships and strategic thinking .
3. Adapting to AI: Embracing Change:
   • AI is set to drastically change jobs, particularly in sales. It’s crucial to help individuals understand how their roles will evolve with AI rather than just focusing on how to use the technology. This change management should be 90% about adapting to new roles and 10% about the technology itself .
4. Building a Culture of Continuous Learning:
   • AI implementation should come with support for continuous learning and professional development. Sales leaders need to ensure their teams are not just using AI tools but are also enhancing their sales skills and adapting to new ways of working. This involves coaching and mentoring to fully leverage the benefits of AI .
5. The Future of Work with AI:
   • As AI becomes more integrated into our daily lives, it will teach us more about ourselves and our work. Leaders need to prepare their teams for this shift by fostering a culture of curiosity and adaptability. This includes encouraging critical thinking and reducing over-reliance on scripts and rigid processes .

Bill Kirst’s insights shed light on the transformative potential of AI in sales and the essential role of empathy and effective change management. 

By focusing on human connections and continuous learning, organizations can successfully navigate the changes brought by AI. 

Dive into the full episode to explore more about leveraging AI in sales and learn practical tips for effective change management.

Stay ahead in the game by understanding how to integrate these innovations into your sales strategies.

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In the latest episode of Mastering Modern Selling, Brandon Lee and Tom Burton welcome back Kristie Jones, a seasoned consultant specializing in helping early-stage startups and privately-owned companies.

Kristie's expertise in sales processes, hiring, and career strategy shines through as she shares invaluable insights on making intentional career moves. Here’s a quick recap of the episode:

1. Embrace Full-Cycle Selling:

• Kristie highlights a significant shift in the industry where full-cycle sellers are becoming the norm. These professionals are responsible for the entire sales process, from prospecting to closing. This approach ensures that salespeople are deeply engaged and accountable for their sales pipeline.

2. The Importance of Sales Processes:

• One of Kristie's key points is that often the people aren't broken, but the processes are. She emphasizes the necessity of having well-documented and effective sales processes that tie seamlessly into CRM systems. Without robust processes, even the best sales talent can struggle.

3. Leveraging Communities for Prospecting:

• Kristie introduces the idea of using communities, such as Reddit and various Slack groups, for finding and engaging with prospects. These platforms offer raw and unfiltered insights into potential customers' pain points and needs. Engaging authentically in these spaces can set sales professionals apart as trusted advisors.

4. Strategic Hiring:

• In her consulting work, Kristie often assists companies in hiring the right talent. She shares her approach to project managing the hiring process to ensure the best candidates are selected. This involves a deep understanding of both the company's needs and the candidates' strengths.

5. Overcoming Burnout and Career Missteps:

• Addressing a common issue, Kristie discusses how many sales professionals experience burnout due to poor job fit. She encourages listeners to be intentional about their career choices, ensuring they align with their strengths and career aspirations. Finding the right role can make a significant difference in job satisfaction and performance.

Kristie's insights underscore the importance of being intentional and strategic in both career and sales processes.

Sales professionals can unlock significant growth and success by embracing full-cycle selling, refining sales processes, leveraging communities for authentic engagement, hiring strategically, and aligning career moves with personal strengths.

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In this episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Vince Menzione, founder of Ultimate Partner and former General Manager of Partner Sales and Strategy at Microsoft.

Vince brings a wealth of experience in transforming businesses through strategic partnerships. Get ready to dive into the world of partnerships and learn how they can revolutionize your sales strategy.

1. The Evolution of Partnership Strategies:
Vince shares his journey from being a top seller in the early days of wireless computing to leading major transformations at Microsoft. He emphasizes the importance of developing a robust partnership strategy, highlighting how partnerships can drive exponential growth and success. From building influence strategies to leveraging resellers, Vince's experience underscores the critical role partnerships play in modern selling.

2. Navigating the Hyperscaler Ecosystem:
A significant focus of the discussion is on the three hyperscalers: Microsoft, Google, and Amazon. Vince explains how these tech giants have reshaped the cloud landscape, emphasizing the necessity for businesses to align with them. He discusses the massive cloud commitments these companies have and how they influence decision-making at the board level. Understanding this dynamic is crucial for businesses looking to thrive in the cloud era.

3. Building Effective Influence Strategies:
Vince delves into the importance of creating comprehensive influence strategies. He talks about the need to engage with all stakeholders in the decision-making process, not just the direct buyer. By developing relationships with various influencers and understanding their roles, businesses can better navigate complex sales cycles and ensure they are addressing all aspects of the customer's needs.

4. The Role of Modern Selling Techniques:
In the age of digital transformation, Vince highlights the shift from traditional selling methods to modern techniques. He discusses how COVID-19 accelerated digital adoption and changed buyer behavior. Today, buyers are more informed and rely heavily on digital channels. Vince stresses the importance of building trust and credibility through consistent engagement and thought leadership, particularly on platforms like LinkedIn.

5. Partnering for Success:
Vince provides actionable advice for businesses looking to partner effectively with tech giants. He emphasizes the need for partners to differentiate themselves and build a strong internal alignment around partnership goals. By showcasing success stories, maintaining clear communication, and staying agile to adapt to changing strategies, partners can position themselves as valuable allies to tech giants and drive mutual success.

This episode with Vince Menzione is a masterclass in leveraging partnerships for sales success.

Vince's insights reveal the transformative power of strategic partnerships and the importance of adapting to the evolv

Don't miss out, your next big idea could be just one episode away!

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In an era where buyers meticulously avoid sales conversations, understanding the 'Anonymous Zone' becomes pivotal for sales teams.

In this episode, Tom Burton and Brandon Lee dive into this challenging landscape, offering actionable insights on how to engage buyers who prefer to remain invisible until the last possible moment. 

Here are five key takeaways to transform your sales approach:

1. Recognize the Buyer's Journey: Buyers today complete most of their purchasing research anonymously online. Recognizing and respecting this journey allows sales teams to adapt their strategies to be more aligned with modern buying behaviors.
2. Provide Value First: Instead of pushing for sales, focus on providing value through educational content and insightful interactions. This positions sales teams as trusted advisors, rather than mere sellers.
3. Leverage Digital Tools: Utilize digital tools and data analytics to gain insights into buyer behaviors without direct interaction. Tools like CRM software and AI can help predict buyer needs and timing, making engagements more timely and relevant.
4. Cultivate a Strong Online Presence: In the anonymous zone, your digital footprint speaks volumes. Building a robust online presence through engaging content and active participation in relevant platforms draws buyers out of anonymity.
5. Encourage Engagement: Foster an environment where potential buyers feel comfortable engaging. This could be through interactive webinars, online workshops, or public forums where they can interact without feeling the pressure of a sales pitch.

The Anonymous Zone need not be a barrier. Instead, it offers a unique opportunity to understand and adapt to the evolving landscape of buyer preferences.

By focusing on trust, value, and engagement, sales teams can effectively reach and convert even the most elusive prospects.

This show is brought to you by Fist Bump. 
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Don't miss out, your next big idea could be just one episode away!

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In this week's episode of "Mastering Modern Selling," Victoria Jiménez, an esteemed practitioner from the University of Texas at Dallas, shares her wealth of experience and insights from the sales program with Hosts Tom Burton and Carson V. Heady.

Here are five pivotal points from the discussion:

1. Integrative Sales Education: Victoria details her academic journey in sales, highlighting the program’s focus on real-world applications rather than traditional exams. The curriculum emphasizes role-plays, hands-on projects with CRM tools like Salesforce, and intense competition simulations that prepare students for actual sales scenarios.
2. The Humanistic Approach: Echoing modern selling philosophies, Victoria stresses the importance of viewing prospects as individuals rather than just business opportunities. This approach fosters genuine connections, making it easier to address their needs effectively.
3. Leveraging LinkedIn: The program also teaches the strategic use of LinkedIn, including maintaining a strong SSI score, to better identify and engage with potential clients. This tool is pivotal in understanding what matters to prospects at a personal and professional level.
4. AI in Sales: Artificial intelligence plays a crucial role in their training, with tools like ChatGPT being used to grade role-plays and provide feedback. This integration of technology is preparing students for the future landscape of sales, where AI aids in refining sales strategies.
5. Continuous Adaptation and Improvement: The sales program is continuously evolving, and adapting to new industry standards and technologies. This adaptability is crucial for staying relevant in the ever-changing field of sales.

Victoria's insights not only shed light on the cutting-edge methods being taught in modern sales education but also underscore the importance of continuous learning and adaptation in sales.

Her approach illustrates how blending technology, personal connection, and strategic thinking can revolutionize selling techniques. For those eager to stay ahead in the sales game, embracing these innovative strategies is key.

Watch the full episode here!

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Don't miss out, your next big idea could be just one episode away!

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Check out our Live Show Events here: Mastering Modern Selling Live Show

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In the latest episode of 'Mastering Modern Selling,' we had the pleasure of hosting Matt Watson, the dynamic founder and CEO of Full Scale. 

This discussion is a treasure trove of practical insights on leveraging personal branding and modern selling strategies effectively.

Key Insights from the Episode:

1. Personal Branding on LinkedIn:
   • Matt emphasized the power of LinkedIn for personal branding. Regularly posting relevant content not only boosts visibility but also establishes credibility and authority in your industry.
2. The Importance of Networking:
   • The discussion underscored the importance of building a robust network. Matt shared how his extensive network was crucial in the rapid growth of his company, highlighting that your network can significantly amplify your reach and impact.
3. Content Consistency:
   • Staying consistent with content creation on LinkedIn is vital. It keeps you top of mind for your network, ensuring that when they need services you offer, your name is the first that comes to mind.
4. Engagement Beyond Likes:
   • Engagement doesn't always manifest as likes or comments. Many are silently observing and absorbing your content, which can lead to opportunities when they decide to engage more directly.
5. Integrating Sales and Marketing:
   • Matt's journey from a tech specialist to a marketing-savvy CEO illustrates the importance of integrating sales and marketing. Understanding and embracing marketing can profoundly impact business growth and sales.

Matt Watson's insights from this episode of 'Mastering Modern Selling' are invaluable for anyone looking to sharpen their sales and marketing strategies in the digital age. 

His success story is a testament to the power of personal branding and network leveraging in modern selling environments.

Don't miss out, your next big idea could be just one episode away!

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In this engaging episode of Mastering Modern Selling, we had the pleasure of hosting David Priemer, a seasoned sales strategist known for his contrarian approach to modern sales practices. David shared profound insights and strategies to reimagine and revitalize sales processes, emphasizing a journey from conventional sales tactics to innovative and effective methods.

Key Takeaways:

1. Value-Driven Discovery Calls: David stresses the importance of transforming mundane discovery calls into value-driven interactions. He advocates for these calls to focus on the buyer, making them not just about gathering information but about providing immediate value, which engages and benefits the prospective client.
2. Sales as a Science: Emphasizing sales as a science rather than an art, David underscores the necessity of having a systematic approach. He believes in developing a robust sales process that can withstand the high turnover typically seen in sales roles, ensuring continuity and consistency in performance.
3. Challenging Old School Methods: David challenges traditional sales tactics and emphasizes the importance of a sales culture that is adaptable and continuously evolving. He advises organizations to shed outdated practices and adopt new strategies that align with modern buyers' expectations and behaviors.
4. Strategic Changes and Assessments: Highlighting the strategic changes necessary within organizations, David talks about his unique maturity assessment tool that helps sales leaders understand and improve their sales processes and strategies effectively.
5. Building a Destination Team: The concept of 'destination team' is crucial in David's strategy, where a sales team is not just about having great salespeople but about having the right processes and environment that attract and nurture talent, fostering long-term success.

David Priemer’s insights remind us that successful selling in today's market requires more than just following a script; it demands a deep understanding of the sales process, creativity in approach, and most importantly, a focus on providing genuine value to customers. 

His strategies are a call to action for sales professionals and organizations to rethink their methods and align with modern expectations to achieve sustainable success.

Don't miss out, your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, our special guest, MJ Smith, a seasoned B2B marketing leader with extensive experience in the industrial sector, shared invaluable insights that are shaping the future of sales and marketing. 

Below are the five key takeaways from our enlightening discussion:

1. Leadership and Content Synergy:
   • MJ underscored the critical role of aligning company leadership with marketing strategies. His approach involves creating a cohesive narrative across the organization, starting from the CEO, to ensure that the messaging resonates deeply and uniformly across all platforms.
2. Harnessing CEO Influence on LinkedIn:
   • An astonishing 19% of MJ's qualified pipeline results from the CEO's active participation on LinkedIn. This highlights the power of personal branding and direct engagement by company leaders on social platforms to drive tangible business outcomes.
3. Strategic Narrative Development:
   • The conversation emphasized the importance of crafting a compelling strategic narrative that answers "why change" and "why now" for customers. This narrative serves as a foundational piece that informs all aspects of business communication and product development, ensuring consistency and clarity in all messages.
4. Content Diversity and Authenticity:
   • MJ advocates for a mix of content types on social media, from strategic narrative posts to spontaneous, visionary insights directly from the CEO. This blend not only enriches the content stream but also maintains authenticity, keeping the audience engaged and connected.
5. Focused Channel Strategy:
   • Focusing predominantly on LinkedIn has allowed MJ's team to maximize their impact where their target audience is most active. This strategy of channel concentration rather than dilution across multiple platforms has been key to building a strong brand presence and recognition.

Engage, Inspire, and Innovate

MJ Smith’s session is a treasure trove of innovative strategies that challenge conventional sales and marketing approaches. His integration of personal leadership narratives into the company’s brand story, combined with a focused content strategy, provides a replicable model for sales leaders looking to elevate their game in the digital age.

Don't miss out, your next big idea could be just one episode away!

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In an enlightening episode of Mastering Modern Selling, Samantha McKenna, CEO of #SamSales Consulting, brings her vibrant energy and unmatched expertise to the table.

As a veteran in enterprise sales with a rich background including leading roles at major corporations like LinkedIn, McKenna offers a fresh perspective on sales strategies that break the conventional mold. 

Here are five essential insights she shared, designed to elevate the sales experience:

1. The Delayed Thank-You Tactic: McKenna introduces a subtle yet powerful technique called the 'delayed thank-you.' Instead of immediately responding with gratitude after a proposal submission, she suggests waiting until the promised follow-up time. This tactic ingeniously nudges the client to remember and honor their commitment, increasing the likelihood of a timely response.
2. Proactive Calendar Management: To combat the common issue of unresponsive prospects post-initial agreement, McKenna recommends proactively scheduling meetings for a future date, giving clients an easy way to confirm or reschedule. This assertive approach minimizes limbo and boosts the efficiency of securing important sales discussions.
3. Humanizing Sales Interactions: Emphasizing manners and authenticity, McKenna advises sales professionals to humanize their interactions. By prioritizing genuine communication and avoiding salesy jargon, sellers can foster better relationships and stand out in a profession often marred by stereotypes of pushiness.
4. Navigating LinkedIn as a Sales Tool: Leveraging her expertise from years at LinkedIn, McKenna stresses the importance of using LinkedIn not only to project thought leadership but also to engage actively with potential clients' content. This strategy helps build relationships and positions sales professionals as attentive and informed partners.
5. Expanding the Sandbox: McKenna shares a case study of engaging a potential client through strategic interactions on LinkedIn. By consistently engaging with the client’s posts and offering value, she was able to secure a significant business opportunity, showcasing the effectiveness of thoughtful social selling.

This episode merges traditional sales techniques with modern digital strategies, particularly in leveraging social media for meaningful business relationships. 

These insights not only challenge the status quo but also invite sales professionals to refine their methods and mindset toward more effective selling.

Don't miss out, your next big idea could be just one episode away!

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In the latest episode of Mastering Modern Selling, our hosts sat down with the renowned sales expert Mark Hunter, offering a deep dive into the world of sales and its evolving dynamics.

Here are some key takeaways from this episode:

1. The Power of Association: 
Mark emphasized the significance of who you associate with in the sales domain. Your circle greatly influences your professional demeanor and prospects, underscoring the old adage, "You're the average of the five people you spend the most time with."

2. Consistency is Key
Mark highlighted the importance of consistency in establishing trust and credibility in sales. Whether it's how you present yourself online or your follow-through on commitments, consistency helps build a solid reputation, ensuring your potential clients know what to expect from you.

3. Understanding the Buyer's Journey
The conversation delved into the necessity of aligning with the buyer's journey rather than enforcing a seller-centric approach. Understanding and supporting the buyer's needs and process fosters a more meaningful and effective sales interaction.

4. Credibility Through Value
Mark stressed the need for sales professionals to focus on delivering value, not just pitching products. By truly understanding and addressing the customer's needs, a salesperson transitions from being a mere vendor to a trusted advisor.

5. Reflection and Learning
The episode was a reflective journey, with Mark sharing his own experiences and transformations in the sales world. His initial challenges and subsequent learnings serve as a testament to the dynamic nature of sales and the continuous need for personal and professional growth.

The episode with Mark Hunter was a treasure trove of insights, emphasizing the essence of relationships, consistency, and genuine value in the sales process. 

It's a call to action for sales professionals to introspect, adapt, and continually evolve to meet the changing landscapes of modern selling.

Don't miss out, your next big idea could be just one episode away!

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In the latest episode of Mastering Modern Selling, we head into the heart of modern sales techniques with the hosts, Tom Burton and Brandon Lee. 

This episode highlights the evolving landscape of sales, offering a fresh perspective on engaging with the modern buyer.

Five Essential Insights:

1. Old Sales Methods Are Out: Brandon Lee explains that the old way of selling, where you guide potential customers through a set process, isn't effective anymore. We need to change how we think about sales to succeed in the digital age.
2. The New Sales Strategy - The Flywheel: Learn about the "Modern Revenue Generation Flywheel," a new approach that replaces the outdated sales funnel. This strategy focuses on ongoing interaction, building relationships, and providing value online.
3. Building Trust Online: Discover the importance of building trust and genuine connections online, especially on platforms like LinkedIn. It's all about having real conversations, not just selling.
4. The Importance of Being Liked and Trusted: The episode highlights how crucial it is to be known, liked, and trusted. These are key to forming strong relationships with potential customers in the digital world.
5. Getting and Keeping Attention: Find out why it's vital to grab and keep your customers' attention in a busy online space. It's better to create new interest in your product than to rely on existing demand.

The episode wraps up by bringing together all the ideas and strategies discussed, showing how important it is for sales professionals to adapt to modern selling techniques. 

Building relationships, engaging digitally, and focusing on the customer are essential in today's sales world.

Use these insights and strategies to improve your sales approach and make more meaningful connections with your customers online.

Don't miss out, your next big idea could be just one episode away!

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In this week's episode of Mastering Modern Selling, we were joined by the remarkable Moeed Amin, a seasoned sales professional and neuroscience expert.

As we explored the interplay between neuroscience and effective selling strategies, Moeed shared invaluable insights that are bound to transform the way you approach sales.

Key Takeaways:

◾ The Intersection of Neuroscience and Sales:
Moeed delved into how understanding the human brain can significantly enhance sales strategies. By recognizing how decisions are influenced by cognitive processes, sales professionals can tailor their approaches for maximum impact.

◾Emotional Intelligence in Sales:
The discussion highlighted the critical role of emotional intelligence in sales, emphasizing the importance of empathy and understanding buyer emotions to foster meaningful connections and drive decisions.

◾Strategic Questioning:
Moeed emphasized the power of strategic questioning in uncovering the underlying needs and motivations of potential clients, enabling sales professionals to offer more targeted and compelling solutions.

◾Building Trust Through Authenticity:
Trust is the cornerstone of effective selling, and Moeed shared strategies for building genuine relationships with clients, ensuring long-term partnerships and success.

◾Adapting to Buyer Behavior:
Understanding and adapting to the evolving behaviors and preferences of buyers is crucial in today's dynamic market. Moeed provided insights on staying agile and responsive to these changes to stay ahead in the sales game.

Moeed Amin's expertise in neuroscience offers a fresh and profound perspective on sales, urging professionals to embrace a more informed and empathetic approach to their interactions.

By integrating these insights into your sales strategy, you can unlock new levels of success and customer satisfaction.

Don't miss out, your next big idea could be just one episode away!

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Dive into the world of sales and marketing with Erik Huberman, a maestro in attracting and retaining attention in our bustling digital age.

In a world where attention is the new currency, Erik's strategies offer a blueprint for success.

This episode offers insights for anyone looking to elevate their sales and marketing game.

Key Takeaways:

1️⃣ Event Networking as a Top Funnel Strategy:
Erik emphasizes the power of attending events to meet new people and expand one's professional universe. He advocates for using these opportunities not just for direct sales but for building a broad network that can lead to diverse opportunities.

2️⃣ The Art of Follow-up:
Diligent follow-up is Erik's secret sauce for nurturing relationships. He suggests touching base with contacts every 90 days, ensuring you remain top of mind without being overbearing.

3️⃣ Social Media Consistency:
By posting daily across various channels, Erik maintains a steady presence, subtly reminding his network of his expertise and offerings, making it easy for them to reach out when the need arises.

4️⃣ The Three Pillars - Awareness, Nurturing, Trust:
Erik breaks down his approach into these fundamental elements, focusing on building awareness, nurturing relationships, and establishing trust through third-party validations like reviews and testimonials.

5️⃣ Sales and Marketing Synergy:
A unique insight Erik shares is the symbiotic relationship between sales and marketing. He views marketing as a support system for sales, with both departments collaborating closely to enhance the overall business outcome.

Whether you're in sales, marketing, or just looking to expand your professional reach, these insights are invaluable.

Remember, it's not just about grabbing attention; it's about holding it and converting it into meaningful relationships and business outcomes.

Don't miss out, your next big idea could be just one episode away!

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Dive into the journey of sales transformation with Dale Dupree in this episode of Mastering Modern Selling.

Discover innovative strategies to elevate your sales approach, foster genuine customer relationships, and stand out in the competitive sales landscape.

Key Insights:

• Reimagining Sales: Explore Dupree's journey from a traditional sales perspective to a groundbreaking approach, emphasizing the importance of authenticity and value-driven interactions.
• Value-Driven Discovery Calls: Learn the art of making discovery calls not just informative but engaging and tailored to the buyer's needs, transforming these interactions into opportunities for meaningful connections.
• Sales Process Innovation: Dupree highlights the necessity of evolving sales methodologies, urging a shift from conventional tactics to strategies that resonate with today's informed buyers.
• Building a Robust Sales Culture: Understand the critical role of a supportive and dynamic sales culture in nurturing talent, fostering innovation, and driving sustainable success.
• Actionable Strategies for Sales Success: Gain practical advice and actionable strategies from Dupree's experience to refine your sales approach, enhance customer engagement, and boost your sales performance.

This episode not only inspires you to think differently but also provides concrete strategies to revolutionize your sales approach.

Embrace these insights to sell more effectively, build lasting relationships, and significantly reduce the "suck" in sales.

Engage with the content, apply the insights, and join the conversation on revolutionizing modern selling practices.

Don't miss out, your next big idea could be just one episode away!

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In episode 75 of "Mastering Modern Selling," we delve into the evolving world of digital sales with guest David JP Fisher. Unpack the essence of digital-first approaches and human connections in sales with actionable insights from Fisher's extensive experience.