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In this episode of Mastering Modern Selling, hosts Carson and Tom dive deep with James Buckley, host of the Sell Better daily sales show. 

James shares how going live every day transformed the way sales professionals learn, engage, and sell in today’s fast-paced digital world. 

He walks through his journey, the shift from traditional selling to content-driven engagement, and how sales teams can stay ahead by becoming practitioners—actively doing what they teach.

1. Consistency Builds Authority & Trust

James and his team went from occasional webinars to a daily sales show, proving that consistent content drives engagement and credibility. The show started small but quickly became a go-to resource for sales professionals.

Lesson: Showing up regularly (whether through content, calls, or engagement) makes you a trusted expert in your field.

2. Stop Chasing—Create Demand Instead

James emphasizes that salespeople should provide value first, rather than immediately trying to sell. 

By sharing insights, helping others, and engaging meaningfully, potential buyers naturally come to you when they need your solution.

Lesson: Be the person buyers come to for guidance, instead of always chasing cold leads.

3. The Phone Is Hot Again

With inboxes flooded with AI-generated emails, James points out that the phone has made a comeback as an effective sales tool. 

He still makes cold calls and actively demonstrates outreach techniques, proving that direct human connection still wins.

Lesson: Use modern tools, but don’t ignore proven sales tactics like personalized calls and relationship-building.

4. Sales Is More Than Just Closing Deals

James describes modern selling as more than just making sales—it’s about being a valuable resource, mastering time and task management, and adapting quickly. 

His structured calendar and disciplined workflow ensure he balances live shows, sales, and engagement without burnout.

Lesson: If you manage your time right, you can sell effectively while also creating content and engaging with your audience.

5. Face Your Fears & Keep Testing

One of the biggest lessons James learned is that fear holds many sellers back—whether it's making cold calls, appearing on video, or trying new strategies. He encourages sales pros to test new approaches constantly and embrace change.

Lesson: Get uncomfortable, experiment with new sales methods, and always be learning from the results.

 James Buckley proves that modern selling isn’t just about transactions—it’s about transformation. By going live daily, staying close to his audience, and constantly refining his approach, he’s built a community that trusts him. 

His advice? Stay consistent, provide real value, and never stop learning.

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.

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