Mastering Modern Selling

• MMS #128 - Cracking the Code of Modern B2B Sales with Anthony Iannarino

  Send us a textIn 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 JourneyBuyers 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 IneffectiveTraditional 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 SellingPosting 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 ConversationsThe 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 SalesStop 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selling, community engagement, and digital platforms, salespeople can meet buyers where they are rather than forcing outdated outreach methods.The key to modern B2B sales lies in adapting to the way buyers make decisions today.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 that Don't miss out—your next big idea could be just one episode away! This Show is sponsored by Fist BumpYour prospecting partner to authentically fill your pipeline with ideal customers. Check out our Live Show Events here: Mastering Modern Selling Live ShowSubscribe to our Newsletter: Mastering Modern Selling Newsletter

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• MMS #127 - The Power of Live Selling: How to Build a Brand and Drive Sales with James Buckley

  Send us a textIn 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 & TrustJames 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 InsteadJames 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 AgainWith 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 DealsJames 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 TestingOne 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. Don't miss out—your next big idea could be just one episode away! This Show is sponsored by Fist BumpYour prospecting partner to authentically fill your pipeline with ideal customers. Check out our Live Show Events here: Mastering Modern Selling Live ShowSubscribe to our Newsletter: Mastering Modern Selling Newsletter

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• MMS #126 - The Digital CEO: Building Reputation to Fuel Sales Pipeline

  Send us a textIn 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 EvangelistA 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 OptionLinkedIn 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 observationsCompany culture, successes, and behind-the-scenes momentsEngaging stories about customers, employees, and the journey of leadershipRegular, authentic content builds a CEO’s credibility and strengthens their company’s brand.4. The Time & Resource Commitment for CEOsMany 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. 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, better t Don't miss out—your next big idea could be just one episode away! This Show is sponsored by Fist BumpYour prospecting partner to authentically fill your pipeline with ideal customers. Check out our Live Show Events here: Mastering Modern Selling Live ShowSubscribe to our Newsletter: Mastering Modern Selling Newsletter

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• MMS #125 - Ditch the Scripts, Build Real Connections: Prospecting in 2025 with Larry Levine

  Send us a textLarry 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 BuzzwordMany 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 ConnectionAI 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 LowsBuyers 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 SalesSalespeople 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 ToneWithin 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, deeper Don't miss out—your next big idea could be just one episode away! This Show is sponsored by Fist BumpYour prospecting partner to authentically fill your pipeline with ideal customers. Check out our Live Show Events here: Mastering Modern Selling Live ShowSubscribe to our Newsletter: Mastering Modern Selling Newsletter

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• MMS #124 - Turning Rejection into Revenue: What to Do When They Say No with Andrea Waltz

  Send us a textIn 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 DataRejection 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 SellersWith 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 RateEvery 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 MaybeMany 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. Don't miss out—your next big idea could be just one episode away! This Show is sponsored by Fist BumpYour prospecting partner to authentically fill your pipeline with ideal customers. Check out our Live Show Events here: Mastering Modern Selling Live ShowSubscribe to our Newsletter: Mastering Modern Selling Newsletter

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