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!

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

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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!

This Show is sponsored by Fist Bump
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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.

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 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!

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, 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!

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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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

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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!

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