Mastering Modern Selling

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• A Looming "Extinction Event" for Outdated Sales Practices

Barden warns that businesses clinging to outdated sales tactics will struggle.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!

This Show is sponsored by Fist Bump
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Check out our Live Show Events here: Mastering Modern Selling Live Show
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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!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show
Subscribe to our Newsletter: Mastering Modern Selling Newsletter

In episode #4 of Social Selling for Newbies we talk about How to Sell Social Selling to your Boss.
Note: If you have not checked out Episode #3 you should do so as it relates perfectly to this episode. Episode highlights:
0:00 - Intros
3:30 - Carson: Is social selling a gimmick?
5:20 - Brandon: Why is social selling misunderstood? The importance of building community and evaluating your current playbook.
7:00 - How is Social Selling different from Social Marketing?
13:04 - Brandon provides some interesting B2B buyer stats...
- 86% of buyers want to be sold virtually
- 70% of buyer research is done prior to talking to a sales person.
16:00 - Carson: Why you need to be doing social selling? Your competition is doing it!
18:00 - Brandon: The importance of going slow to move fast. How to handle the "I don't have time objection."
21:00 - The importance of providing value and being a guide.
24:30 - How social selling relates to going to a coffee shop. The importance of not selling too soon.
28:00 - How to use Social Selling to get "prospect intelligence".
29:00 - Brandon: "Nothing has changed, it is just different." What if we tried "social selling and it did not work?"
32:00 - Does a pilot project make sense? How to figure out what is not working.
35:00 - Final thoughts on selling the boss.
36:00 - Next weeks episode with Brian Galicia.
The Revenue Zone Book: https://therevenuezone.com

Comment please and let us know you are joining us. We would feel really bad if no one shows up. :-)

Oh yeah, please share with your friends who could benefit from it too. We appreciate it!
Connect with us on LinkedIn:
Carson V. HeadyTom BurtonBrandon Lee
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Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

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

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show
Subscribe to our Newsletter: Mastering Modern Selling Newsletter

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."
This Show is brought to you by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

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

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show
Subscribe to our Newsletter: Mastering Modern Selling Newsletter