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
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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
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 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

Subscribe to our Newsletter: Mastering Modern Selling Newsletter