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.

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 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 your sales team lacks direction, it’s time to stop guessing and start executing.

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, 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 teams that master this will achieve stronger pipelines, higher conversions, and better customer relationships.

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