In this episode of the Business Insider Roundtable, Priya Sudarsanam speaks with Mark Roberts, a seasoned sales strategist with over 35 years of experience. Mark shares his journey from starting in sales at Frito-Lay to founding No Smoke and Mirrors, a company dedicated to helping businesses scale their sales effectively. He discusses how to diagnose sales challenges, refine sales processes, and achieve profitable growth without the fluff.

Mark's philosophy centers around human connection, customer insight, and avoiding the traditional sales tactics that don't resonate with modern buyers. He emphasizes the importance of listening to your customers, understanding their needs, and adapting to changing markets.

Mark also dives into some of his most successful cases, including helping a plastics company scale from $4 million to $300 million, and how his approach to sales training is revolutionizing businesses. His advice is simple yet profound: “Know your customers and treat them like you’d want to treat your grandmother.”