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In this episode of Mastering Modern Selling, Brandon and Tom are joined by Nicholas Loise, a seasoned sales strategist and founder of the Sales Performance Team. 

The conversation focuses on a critical truth in modern sales: your sales playbook can be a stronger long-term asset than any individual rep. 

Nicholas shares how businesses can build replicable, scalable processes that elevate performance across the team and outlast turnover. 

From coaching frameworks to deal inspection techniques, this episode dives deep into how structure can drive repeatable success.

Key Takeaways

• The Sales Playbook Isn’t Just a Tool, It’s the Foundation
  Nicholas explains why a sales playbook, when built right, allows you to scale, coach, and replicate winning behaviors across the team.
• Coaching Should Be Structured, Not Sporadic
  “Most coaching is reactive,” Nicholas says. He outlines a proactive model for deal reviews and ongoing rep development.
• Scripting Creates Freedom, Not Rigidity
  While some resist scripting, Nicholas makes the case that great scripts create consistency and free up reps to focus on the human side of selling.
• You Can’t Coach What You Don’t See
  With fewer reps in the office, sales leaders must find new ways to gain visibility into daily activity and pipeline health.
• The ‘Coach First, Close Second’ Mentality
  Tom, Brandon, and Nicholas all agree: The best modern sellers are also great teachers. Empowerment creates performance.

Don't miss out, your next big idea could be just one episode away!

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Welcome back to Mastering Modern Selling! 

In this kickoff episode, we bring back sales strategist Alice Heiman and Brandon Lee to talk about a strategy that’s been quietly transforming how sales conversations are started, the Roundtable Model.

If cold calling and email are yielding diminishing returns, this episode is your roadmap to creating high-quality, high-conversion opportunities through intentional, peer-driven conversations. 

Brandon and Alice walk through how roundtables are being used to build reputation, deepen trust, and open doors that traditional outreach struggles to unlock.

What You’ll Learn

• Why Sales Conversations Are Stalling
  Buyers are overloaded, skeptical, and uncertain. Alice outlines why the old tactics fall flat and what needs to change in how we approach conversations.
• Reputation Over Outreach
  Brandon introduces the idea of “revenue through reputation” and how building credibility is more effective than spamming inboxes.
• Inside the Roundtable Model
  Alice details how curated, topic-specific roundtables not only attract your ideal customer but create immediate relational equity.
• The Anatomy of a Roundtable
  Learn how to plan, invite, moderate, and follow up. From identifying the right topic to converting participants into pipeline.
• Scaling Trust in a Buyer-Centric World
  It’s not about pitching. It’s about being seen as a trusted facilitator in a room full of your best prospects.

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, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey. 

Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can help sales professionals stay ahead in an increasingly complex market. 

This episode offers valuable insights on reshaping sales forecasting, guiding buyers through the sales process, and leveraging the yellow brick road concept to drive revenue success.

Key Highlights:

• Modern Sales Forecasting: Tom shares how traditional sales forecasting methods no longer suffice and why understanding buyer readiness is key.
• Building Trust and Creating Demand: Learn why trust is the new currency in sales and how to generate authentic demand that moves beyond basic interest.
• The Yellow Brick Road: Tom discusses how to guide buyers along a personalized, trust-based journey, building the yellow brick road to the Revenue Zone.
• AI and Personalization: Discover how AI tools are transforming the sales process, allowing for personalized buyer journeys at scale.
• Practical Advice for Sales Teams: Whether you're a solo seller or part of a team, Tom offers actionable steps on how to implement the Revenue Zone framework into your sales approach.

Don't miss out, your next big idea could be just one episode away!

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What does it really take to build trust in your team and with your buyers? 

In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales.

Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships. 

You’ll hear how simple language shifts like removing “can’t” can change entire mindsets, and why the best leaders focus on rapport, adaptability, and involvement.

This conversation also explores:

• How to turn red-path thinking into green-path belief
• The Shackleton survival story as a metaphor for modern leadership
• How to decode customer behavior through pattern recognition
• Why knowing your customer’s culture matters more than their 10-K

Whether you’re a frontline seller or a seasoned executive, this episode offers transformative insights into what it really means to earn the right to be trusted.

Don't miss out, your next big idea could be just one episode away!

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In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber.

Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are. 

You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, and what it means to be truly buyer-centric in your sales approach.

This episode is packed with practical takeaways, honest reflections, and a refreshing reminder that modern selling isn’t about choosing sides, it’s about making better choices.

Topics Covered:

• Why all selling is social, but not just on social
• The myth of the “perfect posting schedule”
• How to use your LinkedIn profile as a value magnet
• What bad sales culture teaches (and how to fix it)
• Why leadership must show up for digital change

If you’re ready to trade empty activity for meaningful progress, don’t miss this one.

Don't miss out, your next big idea could be just one episode away!

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In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success.

With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle planning, prospecting, forecasting, and customer engagement and show how AI can augment, not replace, authentic relationship-building. 

If you want to stay relevant and effective as the sales landscape evolves, this episode is your playbook.

• What we discussed:

1. Smarter Sales Planning with AI

 AI can analyze your pipeline, uncover gaps, and spotlight high-potential accounts. 

It helps you plan your year or quarter with data-backed insights rather than guesswork, identifying where to invest your efforts for the biggest returns.

2. Personalized Prospecting and Outreach
 

By scanning LinkedIn profiles, company info, and recent news, AI crafts tailored messages and subject lines designed to increase open and response rates. 

But Tom stresses: AI drafts the message you add the personal tone and relevance that build trust.

3. Data-Driven Forecasting
 

Forget adding arbitrary percentage increases to last year’s sales. AI can process historical data and industry benchmarks to help build forecasts that are both ambitious and achievable. 

This brings more credibility and accuracy to your sales planning.

4. Handling Ghosting and Tough Conversations
 

When prospects go quiet or hesitate, AI can help draft empathetic, clear follow-ups that acknowledge their concerns and reduce the perceived risk of moving forward. 

These messages open doors to honest conversations and keep deals moving.

5. Balancing Automation with Authenticity
 

Ultimately, the episode highlights a vital truth: AI boosts efficiency, but it can’t replace empathy, insight, or the human connection. 

Your unique voice and understanding of your customer’s needs remain the biggest competitive advantage.

AI is no longer a futuristic concept, it’s here and changing how we sell. But success isn’t about replacing the human touch; it’s about combining AI’s power with your authentic relationship-building skills. 

Tom and Carson’s advice offers a roadmap for sales pros who want to stay effective, relevant, and indispensable in an AI-driven world.

Don't miss out, your next big idea could be just one episode away!

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In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs. 

Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.

Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies. 

Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it.

• The CEO as a Sales Driver, Not Just a Visionary

 CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace.

• Visibility is Vital

 CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects.

• Stop Selling Like a Founder

 Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team.

• Outdated Playbooks Are Hurting Sales

 The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance.

• A New Go-To-Market Mindset

 CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople.

Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top.

If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open.

Don't miss out, your next big idea could be just one episode away!

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In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it.

This episode unpacks how small teams and solopreneurs can harness the power of perception, positioning, and emotional intelligence to attract the right clients and convert more leads without scaling up budgets.

5 Hard-Hitting Takeaways from David Rosenberg:

• Sales and Marketing Aren’t the Same, But They Must Align 

David breaks down the symbiotic relationship between sales and marketing, emphasizing how messaging tailored by marketing must be informed by sales insights to truly connect with the right audience.

• Positioning and Messaging Matter More Than Ever

In a world saturated by AI-generated content and noise, what truly stands out is clear, targeted messaging. 

Without it, companies struggle not due to bad salespeople, but a lack of meaningful conversations.

• The Shift on LinkedIn: Who's Watching?

David shares compelling stats: over 77% of LinkedIn users are now under 35, with hundreds of thousands calling themselves branding experts. 

But many real buyers are "lurkers" watching quietly and engaging only when trust is built.

• Perceptual Mapping: The Secret Weapon

This process, developed by David’s firm, reveals not only how companies are perceived externally, but also uncovers internal misalignment. 

It's a powerful tool for aligning brand voice, visual strategy, and audience targeting.

• Affordable Research for Small Teams 

Even solopreneurs can tap into meaningful insights with the right 12-person interviews. 

David explains how to conduct low-cost but high-impact market perception studies using internal and external perceptual maps.

“It doesn’t matter how good your product is. If you don’t know how people feel about it, you’re guessing in the dark.” — David Rosenberg

This isn’t just another branding conversation, it’s a wake-up call. Tune in and learn how to shift perception so you’re not just seen, you’re chosen.

Don't miss out, your next big idea could be just one episode away!

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In Episode 136 of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady welcome back a show favorite Larry Long Jr, CEO and Chief Energy Officer of LLJR Enterprises. Larry doesn't hold back. 

With a mix of energy, humor, and real talk, he calls on sellers and leaders to ditch outdated habits and build something that actually works today.

This episode hits hard on what it really takes to stand out in a world that’s constantly moving: owning your calendar, taking daily reps, and showing up with intention. 

Larry’s philosophy is simple: get clear on your purpose, stay committed, and don’t wait around for perfect conditions.

• Sales Has Changed, Stop Acting Like It Hasn’t

 “There's still dinosaurs out there, but they're extinct.” Larry doesn’t mince words. If you're still relying on tactics from 2014, you're behind. 

Making 1,000 calls a day hoping something lands isn't a strategy, it’s noise. Buyers have changed, and sellers need to catch up.

• Forget ‘Safe’, Start Being Seen

 “Your content is not creating trust.” That was Brandon’s mic drop, and Larry doubled down. Polished, lifeless messaging isn’t helping anyone. 

The people you're trying to reach want something real. Share your story, talk about your journey, and be someone worth believing in.

• Worry Isn’t the Problem, Inaction Is

 Larry says it straight: a little worry is healthy if it gets you moving. But if you’re stuck worrying without action, that’s on you. 

It's not about being flashy, it's about doing the work. 

“Let me see your calendar. Who are you meeting? What are you learning?”

• Success Comes from Reps, Not Excuses

 “You've got to get the reps in.” Larry's sports background shines through as he reminds us that success isn’t random. 

It’s about repetition, accountability, and small steps done daily. Want results? Stop hoping and start practicing.

• The JOLT Effect – Jump On Life Today

 Larry’s signature mindset is captured in one word: JOLT - Jump On Life Today. 

Why? Because waiting is a trap. 

“Tomorrow is not promised.” 

Whether it’s getting healthy for your family or building a sales rhythm that works, it starts with taking real action now.

This episode is a wake-up call for every seller who’s coasting or playing it safe. Larry reminds us: the path to being unstoppable starts with ownership. 

Don’t wait for motivation. Don’t wait for the market to shift. Build your discipline. Practice with purpose. And show up differently every single day.

Don't miss out, your next big idea could be just one episode away!

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What if your next sales hire wasn’t human?

In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI “employees” into the mix. 

We go beyond the hype to explore practical use cases, ethical concerns, and the new skills sales pros must master to stay competitive in this AI-enabled landscape.

Whether you’re curious, cautious, or already experimenting with AI, this episode will help you think more strategically about the future of your sales team.

1. AI Employees Are Not Just Chatbots

 Isabella defines AI employees as task-performing agents embedded in workflows, not just tools you prompt, but systems that take action automatically across SMS, email, calls, and CRM. 

Think of them as digital team members handling your follow-ups, reactivations, and more.

2. Sales Reps Won’t Be Replaced, But They Will Be Repositioned

 AI handles the mundane and repetitive. 

Human reps move into strategist roles managing AI workflows, handling complex objections, and owning the emotional intelligence required to close.

3. Scaling Outreach Without Scaling Headcount

 Instead of hiring more SDRs or BDRs, companies are using AI to nurture leads, qualify opportunities, and schedule demos. 

It's not theory, it’s happening now, and Isabella walks us through real-world use cases like post-trade-show follow-ups and digital sales assistants.

4. Trust Isn’t Lost, It’s Rebuilt Through Value

 AI can build trust when it delivers consistently valuable, fast responses. If it’s trained well, it may outperform junior reps. 

Still, Isabella emphasizes that closing deals and earning emotional buy-in remains a human function for now.

5. New Role of the Seller: Coach, Manager, Strategist

 Sales pros will soon manage a team of AI agents, much like GMs in “Moneyball.” The skills to build prompts, tweak workflows, and analyze data will be key differentiators. 

Coaching AI and being coached by it will become a real scenario in sales teams.

The rise of AI employees in sales isn’t about replacing talent, it’s about redeploying it. As Isabella says, the reps who win will be the ones who embrace these tools, build systems, and create more space for the kind of selling only humans can do.

Sales isn’t going away. It’s getting smarter.

Don't miss out, your next big idea could be just one episode away!

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