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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 Isnât Just a Tool, Itâs 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
âMost coaching is reactive,â 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 Canât Coach What You Donât See
With fewer reps in the office, sales leaders must find new ways to gain visibility into daily activity and pipeline health.The âCoach First, Close Secondâ 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 thatâs 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 Youâll 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 ârevenue through reputationâ 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
Itâs not about pitching. Itâs 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 Tomâs Revenue Zone framework. As the buyer takes the lead in the sales process, itâs 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, weâre 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 worldâs top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships.
Youâll hear how simple language shifts like removing âcanâtâ 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 beliefThe Shackleton survival story as a metaphor for modern leadershipHow to decode customer behavior through pattern recognitionWhy knowing your customerâs culture matters more than their 10-KWhether youâre 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 âLinkedIn is everythingâ to a more thoughtful, multi-channel strategy that meets buyers where they are.
Youâll hear why content alone wonât 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 isnât about choosing sides, itâs about making better choices.
Topics Covered:
Why all selling is social, but not just on socialThe myth of the âperfect posting scheduleâHow to use your LinkedIn profile as a value magnetWhat bad sales culture teaches (and how to fix it)Why leadership must show up for digital changeIf youâre ready to trade empty activity for meaningful progress, donât miss this one.
Don't miss out, your next big idea could be just one episode away!
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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 yearâs 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 canât replace empathy, insight, or the human connection.
Your unique voice and understanding of your customerâs needs remain the biggest competitive advantage.
AI is no longer a futuristic concept, itâs here and changing how we sell. But success isnât about replacing the human touch; itâs about combining AIâs power with your authentic relationship-building skills.
Tom and Carsonâs 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!
This Show is sponsored by Fist Bump
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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 VisionaryCEOs 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 VitalCEOs 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 FounderMany 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 SalesThe 2009 âPredictable Revenueâ 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 MindsetCEOs 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 isnât just the job of the sales team, itâs a company-wide responsibility that starts at the top.
If youâre 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 Arenât the Same, But They Must AlignDavid 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 EverIn 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 WeaponThis process, developed by Davidâs 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 TeamsEven 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.
âIt doesnât matter how good your product is. If you donât know how people feel about it, youâre guessing in the dark.â â David RosenbergThis isnât just another branding conversation, itâs a wake-up call. Tune in and learn how to shift perception so youâre not just seen, youâre 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 thatâs constantly moving: owning your calendar, taking daily reps, and showing up with intention.
Larryâs philosophy is simple: get clear on your purpose, stay committed, and donât wait around for perfect conditions.
Sales Has Changed, Stop Acting Like It HasnâtâThere's still dinosaurs out there, but they're extinct.â Larry doesnât 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, itâs noise. Buyers have changed, and sellers need to catch up.
Forget âSafeâ, Start Being SeenâYour content is not creating trust.â That was Brandonâs mic drop, and Larry doubled down. Polished, lifeless messaging isnât 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 Isnât the Problem, Inaction IsLarry says it straight: a little worry is healthy if it gets you moving. But if youâre stuck worrying without action, thatâs on you.
It's not about being flashy, it's about doing the work.
âLet me see your calendar. Who are you meeting? What are you learning?â
Success Comes from Reps, Not ExcusesâYou've got to get the reps in.â Larry's sports background shines through as he reminds us that success isnât random.
Itâs about repetition, accountability, and small steps done daily. Want results? Stop hoping and start practicing.
The JOLT Effect â Jump On Life TodayLarryâs signature mindset is captured in one word: JOLT - Jump On Life Today.
Why? Because waiting is a trap.
âTomorrow is not promised.â
Whether itâs 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 whoâs coasting or playing it safe. Larry reminds us: the path to being unstoppable starts with ownership.
Donât wait for motivation. Donât 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 wasnât human?
In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI âemployeesâ 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 youâre 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 Wonât 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, itâs happening now, and Isabella walks us through real-world use cases like post-trade-show follow-ups and digital sales assistants.
4. Trust Isnât Lost, Itâs Rebuilt Through Value
AI can build trust when it delivers consistently valuable, fast responses. If itâs 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 âMoneyball.â 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 isnât about replacing talent, itâs 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 isnât going away. Itâs getting smarter.
Don't miss out, your next big idea could be just one episode away!
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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 companiesâespecially in the sales and marketing domainsâand what sales leaders can do today to thrive in that high-expectation environment.
Repeatability Is the Foundation of ScaleJD highlights that scaling isnât just about hiring more reps, itâs 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 leadersâ heads and into structured playbooks.
This is essential when growing from five sellers to two hundred. Without repeatable processes, scale isnât sustainable.
Sales Leadership Must Be Fluent in DataTodayâs 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.
âSMarketingâ: Sales and Marketing as a Single EngineJD 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 teamsâ 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 BuyerBuyers 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 âgrowth at all costsâ 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 PunishmentIn JDâs 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 Millerâs episode is a masterclass in bridging strategy and execution in modern selling. Whether youâre 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 todayâs 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 StrategyIn 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 doesnât happen overnight. Consistent, value-driven content and outreach, especially on platforms like LinkedIn, build relationships that will pay off down the lineâ.
The Importance of Authentic ContentOne 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 pitchesâ.
Social Media Strategy: Evolving with LinkedInLinkedIn continues to be a critical platform for B2B sales, but success requires more than just posting regularly.
Brandon highlights that engagement with othersâ 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 BuildersTom 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 donât 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 decisionâ.
The Shift from Sales Pitches to Educational ConversationsBoth 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 mindsetâ.
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 isnât about immediate returns, itâs 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
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, 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 successâregardless of changing tools or trends.
In a world overwhelmed by automation and AI-generated pitches, Tim reminds us that the core of selling hasnât changed: itâs 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 consistentlyâand 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 Doesnât Annoy
Checking in with âjust touching baseâ 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 donât âwing it.â 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. Timâs refreshing take? Success isn't about chasing the newest trend; itâs about mastering what works and doing it better than anyone else. In a world chasing hacks, discipline is your edge.
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, co-host Tom Burton sits down with Carson Heady to explore his latest book The Show Must Go On.
This isnât just a typical sales bookâitâs a deeply personal, tactical, and tested playbook from one of the top voices in modern sales.
The episode unpacks Carsonâs journey from early setbacks to building a repeatable sales model thatâs generated over a billion dollars in revenueâprimarily 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 storiesâlike being cut from his high school basketball teamâCarson discussed using negative feedback as fuel.
"Who's in your head?" isnât just a chapter in his book; it's a mindset of resilience and continuous improvement.
4. Your Superpower Isnât 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 Queenâs iconic lyrics, the bookâand Carsonâs philosophyâchampions perseverance in the face of personal and professional adversity.
Itâs about delivering your best, even when life is at its toughest.
This episode is more than a discussionâitâs a masterclass in navigating modern sales with intention and authenticity. Carsonâs story is a reminder that success is a mix of mindset, method, and meaning.
Whether youâre 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 thatâs helped generate over a billion in revenue? Pick up Carsonâs 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 âground gameâ involves cold outreach, building relationships, and leveraging referrals.
While cold calling isnât glamorous, it remains an essential tool for early-stage salesâ.
Building a Sales Playbook:Tim discusses the importance of developing a sales playbook that captures the founderâs insights and strategies.
As startups grow, itâs 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.
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 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 revenueReduce customer costsMinimize customer riskIf 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 revenueâwithout 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.Brianâs 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 buyerâs 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 âone-size-fits-allâ pricing.Brian Doyleâs 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 Buyerâs 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 buyerâs business and offering insights, rather than focusing on their own companyâs 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 buyerâs decision-making process rather than forcing a sale.Introduce and Connect Decision-Makers: Providing introductions to key players within and outside the buyerâs 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 todayâs 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 practitionersâactively 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 ChasingâCreate 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 donât 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 salesâitâs 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 backâwhether 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 isnât just about transactionsâitâs about transformation. By going live daily, staying close to his audience, and constantly refining his approach, heâs 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 CEOâa 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 CEOâs 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 seekersâitâs the worldâs 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 companyâs products.Instead, they should share:Industry insights and observationsCompany culture, successes, and behind-the-scenes momentsEngaging stories about customers, employees, and the journey of leadershipRegular, authentic content builds a CEOâs credibility and strengthens their companyâs 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 effortlesslyEngaging 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. Shouldnât Marketing Handle This?
Marketing plays a critical role, but nothing replaces the credibility of a CEOâs personal voice.The best approach is a collaborationâCEOs 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 CEOâs digital presence is non-negotiable. Being active on LinkedIn and other platforms is not just about marketing, itâs 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 isnât about scripts or techniques, itâs 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 havenât done the self-work to understand who they really are.True authenticity means aligning your social presence with who you are in real lifeâno 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 strategicallyâto 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 clientsâ 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 prospectâs attention.Creating a safe, open conversation allows buyers to share their real business concerns, leading to deeper, more meaningful discussions.Larryâs message is clear: Sales is a people business, not just a transaction business. With todayâs 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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