Sales is more than just closing deals. It’s about the journey, the connections made, and the lessons learned along the way.

In this special year-end episode, host Will Milano looks back at the most impactful conversations of 2024 on Mental Selling, highlighting the episodes and ideas that shaped a year of growth and discovery.

From uncovering the power of purpose-driven selling to navigating workplace conflict and fostering authentic relationships, this reflection brings together the strategies and stories that have resonated with sales professionals everywhere. Will revisits the key takeaways from guests who brought fresh perspectives to the art of selling and shares what these insights mean for the future of sales.

In this episode, you’ll learn:

1. How to build trust through authentic communication: Active listening and showing genuine care in every interaction lay the groundwork for trust and credibility with clients and colleagues.

2. Strategies for embracing conflict: Healthy conflict with clients or coworkers can lead to better solutions, stronger relationships, and a reputation for integrity.

3. Using confidence to fuel success: Confidence isn’t just about what you sell—it’s about knowing your value as a salesperson and creating meaningful connections through authentic selling.

4. Mastering the art of proactive engagement: Engaging early in the buyer’s journey helps you frame problems and position yourself as a trusted advisor, creating more predictable and successful outcomes.

Resources:

Listen to Sell: How Your Mindset, Skillset, and Human Connections Unlock Sales Performance: www.listentosellbook.com

Learn more about Integrity Solutions: www.integritysolutions.com/

Jump into the conversation:

(00:00) Introduction

(01:02) The core themes of 2024

(03:37) Lisa Earle McLeod on purpose-driven selling

(05:25) William Vanderbloemen discusses habits of standout sellers

(07:36) Meshell R Baker on confidence and value-first selling

(09:58) Liane Davey on effective conflict resolution in sales

(12:06) Matt Heinz shares strategies for engaging modern buyers

(14:13) Allison Shapira on using authenticity to build trust in sales

(15:56) Closing reflections and looking ahead to 2025

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

Sales is an unpredictable profession, but success comes from focusing on what you can control.

In this episode, Elizabeth Lotardo, VP of Client Services at McLeod & More, Inc., shares insights from her latest book, Leading Yourself. She provides a guide for how sales professionals can navigate ambitious targets, manage challenging workplace dynamics, and handle imperfect bosses. Elizabeth also explains how sellers can take charge of their careers by demonstrating initiative and intentionality about professional development.

In this episode, you’ll learn:

1. How to lead yourself to success — Find meaning in your role through self-leadership and build momentum in your sales career.

2. Mindset shifts that help you show up as your best self — Instead of worrying about lofty sales goals, focus your attention on actionable behaviors that can help you succeed.

3. Strategies for dealing with difficult managers — Learn to create a proactive relationship that fosters trust and autonomy with your managers.

Resources:

Elizabeth Lotardo’s LinkedIn: ww.linkedin.com/in/elizabethlotardo/

Leading Yourself: Find More Joy, Meaning, and Opportunities in the Job You Already Have: www.elizabethlotardo.com/writing

Learn more about McLeod & More, Inc.: www.mcleodandmore.com/

Jump into the conversation:

(00:00) Meet Elizabeth Lotardo

(02:22) The four qualities of self leaders

(06:07) Managing ambitious sales quotas

(09:45) How to build trust with micromanagers

(11:07) Overcoming fear and anxiety in sales

(15:48) The disagree and commit framework

(17:59) Plan your own career trajectory

(21:23) Taking ownership of your professional development

(29:14) Employee engagement vs retention

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

People don’t buy from brands they don’t trust. So how can you build the trust that drives sales?

David Horsager, CEO of the Trust Edge Leadership Institute, shares why trust is the ultimate driver of sales success. With insights from his book Trust Matters More Than Ever, David explains the eight pillars of trust and how to build it at every touchpoint. In this episode, you’ll hear how to avoid the common mistakes that break trust and practical tips about genuinely connecting with your team and prospects.

In this episode, you’ll learn:

1. Trust as a Sales Foundation — Why trust is the core factor in successful sales, influencing everything from client relationships to team dynamics.

2. The Power of Consistency — How small, consistent actions outperform occasional big wins and build lasting credibility with clients.

3. Authenticity Over Perfection — Why being genuine in your sales interactions creates stronger, trust-based connections with prospects.

Resources:

David Horsager’’s LinkedIn: https://www.linkedin.com/in/dhorsager/

Trust Edge Leadership Institute: https://trustedge.com/

Trust Matters More than Ever: 40 Proven Tools to Lead Better, Grow Faster & Build Trust Now!: https://davidhorsager.com/books/

Jump into the conversation:

(00:00) Meet David Horsager

(02:01) Sales is always about trust

(06:56) People trust clear messaging

(11:00) Remove distractions to connect with prospects

(13:10) The 8 pillars of trust

(15:36) How to demonstrate integrity and good character

(19:32) How to repair trust when it’s been broken

(23:48) Building trust within your team

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

LinkedIn has evolved beyond being just a digital resume for job hunting. It’s now a powerful tool for building your personal brand.

Natasha Walstra, Founder and CEO of NearPoint Strategies, shares how sales professionals can leverage online platforms to build trust, connect with prospects, and increase sales. She shares her own journey, from struggling as an introverted salesperson to becoming a credible thought leader in her industry by building a strong online presence.

In this episode, you’ll learn:

1. Beyond Surface-Level Personalization — Why superficial outreach in sales just doesn't cut it, and how deeper personalization can help you connect better with prospects.

2. Mastering LinkedIn Consistency — The essential role of LinkedIn in building your personal brand, and how consistency is key to doing that.

3. Embracing Empathy and Integrity in Sales — How understanding your prospects helps build long-lasting relationships and trust.

Resources:

Natasha Walstra’s LinkedIn: www.linkedin.com/in/ndwalstra/

NearPoint Strategies: www.nearpointstrategies.com/

Jump into the conversation:

(00:00) Introduction to the Mental Selling podcast with host Will Milano and guest Natasha Walstra

(01:55) Natasha's journey into sales

(06:37) Benefits of being an introvert in sales

(08:22) How to create your personal brand

(12:58) Authentic selling and thought leadership

(16:16) Building credibility through a strong online presence

(23:23) Mistakes salespeople make when using LinkedIn

(29:11) The importance of empathy and integrity in sales

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

How can sellers stay relevant in this digital age?

Shama Hyder, Founder and CEO of Zen Media, shares the behaviors of modern buyers and how sellers can adapt. Since 95% of potential clients aren’t actively ready to buy, staying top-of-mind is more important than ever. Shama shares strategies for building a personal brand and fostering trust through consistent, value-driven engagement.

Sellers might be tempted to use tactics that offer quick wins, but Shama believes every effort should focus on building long-term relationships in today’s buyer-driven market.

In this episode, you’ll learn:

1. The Modern Buyer Journey — How buyer behavior has drastically changed in the digital age and how buyers conduct extensive research before ever engaging with sales.

2. Branding and Trust Over Sales Pitches — These are crucial in modern sales because consumers value credibility over mere product features.

3. Sales and Marketing Synergy — While marketing focuses on long-term buyer education, sales should efficiently handle the final stages of the buying journey.

Resources:

Shama Hyder’s LinkedIn: https://www.linkedin.com/in/shamahyder/

Shama Hyder’s X: https://x.com/Shama

Zen Media: https://zenmedia.com/

Jump into the conversation:

(00:00) Introduction to the Mental Selling podcast with host Will Milano and guest Shama Hyder

(03:23) Nurture customer relationships early

(07:32) The 95-5 Rule

(11:51) Different motivations for B2B and B2C buyers

(15:27) Distribution and visibility for sales success

(22:12) Misconceptions about sales enablement and ABM

(26:44) “Build your brand before you need it”

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

All high-performing sales teams have one thing in common—conflict.

When handled thoughtfully, conflict can actually strengthen teams and drive success. Darcy Luoma, CEO of Darcy Luoma Coaching & Consulting, discusses the key elements that set thriving sales teams apart. It’s important to clearly define roles and responsibilities, allowing team members to contribute meaningfully according to their unique expertise. Understanding team dynamics is crucial to achieving this, and that’s where coaching comes into play.

Darcy also introduces the Thoughtfully Fit framework, a tool to help salespeople navigate challenges and setbacks with resilience.

In this episode, you’ll learn:

1. Why Conflict is Key to Success – Learn why thoughtful disagreement is essential for innovation and success.

2. Strategies for Managing Team Dynamics - Find out how assigning team roles based on individual strengths boosts productivity and collaboration.

3. The Role of Coaching in Elevating Sales Teams – Discover how coaching can transform team dynamics and improve results.

Resources:

Darcy Luoma’s LinkedIn: https://www.linkedin.com/in/darcyluoma/

Darcy Luoma Coaching & Consulting: https://darcyluoma.com/

Thoughtfully Fit: Your Training Plan for Life and Business Success: https://www.amazon.com/Thoughtfully-Fit-Training-Business-Success/dp/0785244824

Jump into the conversation:

(00:00) Introduction to the Mental Selling podcast with host Will Milano and guest Darcy Luoma

(01:12) Characteristics of high-performing sales teams

(04:27) Embracing the growth mindset in sales

(07:09) The four stages of team development

(11:46) The Thoughtfully Fit framework

(15:24) Coaching to enhance sales performance

(18:53) Training for teamwork

(27:16) How to pivot and deal with unexpected challenges

For more related content and information about improving sales performance, visit us at www.integritysolutions.com/

Sales is rapidly changing as younger buyers and larger, more complex buying committees become the norm.

In this episode, Matt Heinz, Founder and President of Heinz Marketing, explains how the growing influence of millennial and Gen Z decision-makers is driving sales teams to change their communication styles. Despite these shifts, foundational skills like proactive outreach and early engagement remain essential for sales success, regardless of the target audience.

Matt also talks about how crucial it is to respect the buyer’s journey. Instead of forcing people through the sales process, he suggests sellers focus on becoming trusted experts and connectors. By doing this, they can build credibility and trust in their industry.

In this episode, you’ll learn:

1. Adapting Sales to Younger Buyers – Learn why building authentic, trust-based relationships is now critical to overcoming skepticism from younger buyers.

2. Early Engagement for Long-Term Success – Understand the value of engaging buyers early in their journey to influence the decision-making process.

3. The Importance of Brand in Modern Sales – Explore how strong personal and company branding helps salespeople stay top-of-mind throughout the buyer’s journey.

Resources:

Matt Heinz’s LinkedIn: https://www.linkedin.com/in/mattheinz

Heinz Marketing: https://www.heinzmarketing.com/

Jump into the conversation:

(00:00) Introduction to the Mental Selling podcast with host Will Milano and guest Matt Heinz

(01:31) Building trust with skeptical buyers

(05:52) The fluidity of the buyer’s journey

(07:47) How to leverage the first mover advantage

(10:22) Understanding your ideal customer profile

(13:15) What is a “poised” prospect?

(21:25) The role of buying committees in sales success

(24:56) The “double thank you” framework

(34:17) The role and value of brand in sales

For more related content and information about improving sales performance, visit us at https://www.integritysolutions.com/

What’s the future of sales? Many say there’s never been a better time to be in Sales. But how is it evolving as a profession, and what will its future hold?

Meet Alexine Mudawar, CEO of Women in Sales and a powerhouse in sales leadership and community support. In this episode, Alexine joins host Will Milano to discuss the challenges of enterprise sales and the importance of trust. They discuss the need for a more extensive, well-managed pipeline, critical sales metrics, and strategies for alleviating the mental pressures of the job.

Listen to this episode for strategies and a renewed perspective on your sales approach.

In this episode, you’ll learn:

1. Why the Traditional Sales Funnel No Longer Fits Every Buyer’s Journey: Hear how the buying process has become increasingly nonlinear, making it crucial for salespeople to focus on adding value at every touch point.

2. The Critical Role of Community Support and Resources for Salespeople: Learn why building a community and utilizing resources can empower salespeople, helping them tackle the pressures of their role.

3. The Increasing Complexity of Enterprise Sales: Learn why enterprise sales isn't for everyone.

Resources:

Alexine Mudawar’s LinkedIn: https://www.linkedin.com/in/alexine-mudawar/

Women in Sales: https://www.women-in-sales.com/

Jump into the conversation:

(00:00) Introduction to the Mental Selling podcast with host Will Milano and guest Alexine Mudawar

(05:28) The evolution of the sales profession and adapting to self-service preferences among buyers

(14:44) The mental health crisis in sales and the added challenges for women in the profession

(22:53) Navigating the challenges of enterprise sales with multiple stakeholders

(28:14) Conversations around women in sales

(32:51) Handling emotional and mental pressures in sales

For more related content and information about improving sales performance, visit us at https://www.integritysolutions.com/.

A thriving workplace culture is the secret behind every successful sales organization. And that starts with connection. It's not just about achieving task excellence but also building relationships within your team. Yet, many sales leaders overlook this, leading to a disconnected workforce.

Michael Stallard is here to guide us through this topic. As a keynote speaker, executive coach, and author, Michael has dedicated his career to understanding the impact of connection on workplace performance.

In this episode, Michael joins host Will Milano to explain why getting the basics right—like creating a supportive and connected culture—can significantly enhance sales performance. They discuss strategies for sales leaders to meet the seven universal human needs at work, including personal growth, autonomy, and meaningful interactions. Michael also offers tips on starting meetings positively, valuing employees' voices, and aligning personnel values with organizational culture. You’ll leave this conversation understanding how powerful connections can boost your team's resilience, lower stress, and improve decision-making.

In this episode, you’ll learn:

1. The Twin Pillars of Sales Success – which means getting the basics right is key to thriving in a sales culture that marries task excellence with relationship excellence.

2. Building a Culture of Connection - intentional efforts to create a culture of connection can reduce stress, enhance decision-making, and skyrocket performance by meeting essential human needs.

3. Making the Connection Count - creating deeper connections with both colleagues and customers will build trust and resilience.

Resources:

Michael Stallard’s LinkedIn: https://www.linkedin.com/in/michaelstallard/

Get your copy of “Fired Up or Burnt Out”: https://www.amazon.com/Fired-Burned-Out-Creativity-Productivity/dp/1595552812

Connection Culture Group: https://www.connectionculture.com/

Jump into the conversation:

[00:00] Introduction to the Mental Selling podcast with host, Will Milano and guest, Michael Stallard

[03:03] Vision, Value, and Voice Framework

[04:36] Impact of Loneliness in Sales

[07:52] Importance of Listening and Asking Questions in Fostering Connections

[12:13] Types of Relational Cultures

[16:23] Seven Universal Human Needs

[24:37] Atlas Exercise for Resilience to Identify Stressors and Resilience Factors

For more related content and information about improving sales performance, visit us at https://www.integritysolutions.com/.

Navigating conflict with clients or colleagues can feel like a relentless challenge. In the high-stakes world of sales and leadership, mastering conflict management isn't just a skill—it's the game-changer that can elevate your success and deepen your relationships.

In this episode, Liane Davey, an organizational psychologist and acclaimed author, joins us to reveal strategies to turn disagreements into opportunities for growth and innovation.

She shares how understanding the roles and priorities of different stakeholders can tailor your approach to conflict resolution, the importance of active listening, understanding emotional dynamics, and strategies for saying “no” to clients in a way that fosters trust and opens the door to more constructive dialogue.

In this episode, you’ll learn:

1. Leveraging networks for enhanced credibility: Liane emphasizes the importance of leveraging both strong and weak ties in your network to boost your credibility in sales. These connections can offer novel perspectives and add significant value to your sales pitch.

2. Active listening and emotional understanding: In sales interactions, active listening and understanding the emotions, values, and beliefs of your customers are crucial for building trust and effectively communicating your message.

3. Healthy conflict for better decisions: Embrace healthy conflict in sales and leadership to help customers make better buying decisions. Reframe conflicts by focusing on advocating for the customer's needs rather than pushing your own agenda.

Jump into the conversation:

[00:00] Introductions

[01:31] Why healthy conflict is a good thing

[06:18] Why sales leaders should have coaching conversations about conflict

[09:39] Strategies on how to say “no”

[12:35] How to become more persuasive as a salesperson

[21:33] The power of becoming more credible

[26:14] Techniques for building and leveraging your network

[30:32] Getting better at your strengths and blind spots

[34:27] How time management benefits productivity satisfaction reduces stress

Resources:

Liane Davey’s LinkedIn: https://www.linkedin.com/in/lianedavey/

Get your copy of “You First: Inspire Your Team to Grow Up, Get Along, and Get Stuff Done”: https://www.amazon.com/You-First-Inspire-Along-Stuff/dp/B08DFHPMR7

Liane's Guide to Conflict Management: https://lianedavey.com/guides/conflict-management/

Connect with us:

Will Milano’s LinkedIn: https://www.linkedin.com/in/willmilano

For more related content and information about improving sales performance, visit us at https://www.integritysolutions.com/