Sales enablement often fails because companies ask sales teams to sell software using a system designed for hardware.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Juha Mirsch, Global Sales Enablement Lead for ABB's Digital Portfolio, to explore why digital transformation stalls, why software sales require a different approach to customer conversations, and how leaders can redesign sales enablement without building a separate sales force.

Juha explains why this isn't a motivation problem but a design problem. He shares the frameworks ABB uses to build seller confidence, coach real opportunities instead of delivering one off training, and create lasting behaviour change that leads to stronger customer relationships and recurring revenue.

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⏱️ Timestamps

00:00 Why sales enablement fails when sellers stay wired for hardware

03:30 Software sales starts with new stakeholders, not new products

08:30 The "personal trainer" approach to sales enablement strategy

14:00 Why confidence matters more than product knowledge in consultative selling

20:15 Building recurring revenue through customer success and enterprise sales

26:05 The leadership mindset required for digital transformation at ABB

In this episode you'll learn:

- Why software sales should complement, not compete with, hardware sales.

- The four step framework Juha uses to build confidence and lasting behaviour change.

- Why training alone rarely changes B2B selling behaviours.

- How customer success creates recurring revenue long after the initial sale.

💡 Key Takeaways

- The biggest barrier to selling digital solutions isn't product knowledge. It's a sales system that was designed for a different buying journey.

- If sales enablement ends when training finishes, sellers will almost always fall back to familiar behaviours. What happens after training matters more.

- Software sales become easier when sellers stop chasing products and start expanding customer relationships across new stakeholders.

- Confidence isn't built through more content. It's built through coaching, reinforcement, and small wins that compound over time.

- Organizations that treat software as a relationship strategy rather than another product create stronger customer success and recurring revenue.

👤 About the Guest

Juha Mirsch is Global Sales Enablement Lead for ABB's Digital Portfolio. He leads the global sales enablement function that helps sales teams successfully sell ABB's digital solutions, equipping them with the tools, coaching, and frameworks needed to build customer relationships, navigate new buying dynamics, and drive long term recurring revenue.

Connect with Juha Mirsch on LinkedIn: https://www.linkedin.com/in/juhamirsch/

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🔗 Explore more at www.globalperformancegroup.com

📘 Download the whitepaper "You're Entering the Deal Too Late"

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

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