Transforming One-Time Buyers into Lifelong Clients: Building Lasting Customer Relationships for Sustainable Growth

Question: Zoltan asks, “I recently came across your co-hosted podcast, Sales Logic, and have been enjoying the insights you share. This year, I’m focused on developing stronger sales skills within the AEC professional services industry in Europe. I would love to learn from you—which three books would you recommend to help me on this journey? I’ve completed Dale Carnegie’s sales training and really connected with its client-centric approach. Many thanks in advance for your recommendations! Wishing you a great day.”

Book: What Great Sales People Do by Michael Bosworth

🔥 Hot Topic: Top 10 Ways to Retain Customers

Lightning Round: Top 10 Ways AI Can Make You More Human

Question: Marina in Silicon Valley asks, “I work software sales and it is competitive—crazy competitive. It is so hard just to get a meeting with a customer. I need to stand out from my competition, but am struggling to figure out how.”

Book: Purple Cow by Seth Godin

Should you ever fire a client? With Guest Co-Host, Verl Workman.

Lightning Round: Top 10 Ways to Define Your Ideal Prospect

Question: Maria from St Augustine asks, “I have been in sales for years, and I think this is the MOST stressed out I have ever been. A long-time client, used to be my favorite, has become a bear. They are driving me crazy, fight me on my prices, and working with them is stressful. I think about letting them go, but they are  1/3 of my annual goal? Help?”

Book: Raving Referrals For Real Estate Agents by Verl Workman 

Lightning Round: Top 10 Ways to Gain More Sales Knowledge

Question: Maria from Singapore asks, “I am new to sales, just started my first job as an inside sales rep. I am excited and scared all at the same time. My sales goals don't kick in until May—what are the best strategies I can put into place to ensure I hit my sales goal?”

Book: The Future of Sales, the Rise of AI Agents by Victor Antonio

Read the blog for this episode here. 

ROI is in the eyes of the customer. You need to understand their goals, their pain points, and their desired results before you can effectively sell the ROI. 

Lightning Round: Top 10 Ways to Ask for Referrals

Question: Jonathan from Missoula, Montana asks, “I am a classic sales guy; I have been in sales for more than 20 years. In 2025 I got the news that I am now reporting to the CFO - how strange is that? Anyway, he wants to deliver every presentation and every conversation in terms of ROI? This is foreign to me—help?”

Book: Deliberate Creative Teams: How to Lead for Innovative Results by Amy Climer, Ph.D.

📖 Read the blog for this episode at this link.

Episode Summary:

Join us Mark & Meredith as they explore incorporating ROI into your sales presentations. They’ll unpack the significance of understanding what truly matters to your customers before discussing ROI, helping you distinguish between price and value. M&M also discuss the role of time in ROI, emphasizing that immediacy in delivery can add significant value for your customers. 

We'll guide you in presenting a compelling ROI to clients by framing conversations around their needs and desired outcomes rather than just pricing. Tune in to adopt these strategies for sustained business growth and stay ahead in your sales game.

❓Send YOUR questions to Mark & Meridith at hello@saleslogicpodcast.com 

Lightning Round - Top 10 Ways to Follow Up Without Being Annoying

Question:  Mateo from Cartagena asks, “ I just changed job[s]—same industry—big equipment sales. Most of my team is struggling, [the] economy is tough right now—but three or four guys in our company are blowing it out of the water. I am curious, what do you think they are doing [that] we are not doing? What makes a top producer?”

Book: Relentless by Tim Grover 

Question: Lorenzo from San Francisco asks, “I have been working in insurance sales for more than 15 years, and it is getting harder and harder to get to the right person. I ask prospects who to talk with, who makes decisions—they assure me they can—and then I hit a dead end? How do you determine who makes the decisions in organizations? Am I doing something wrong?”

Book: Selling to Big Companies by Jill Konrath

❖ Send your questions to Meridith and Mark at hello@saleslogicpodcast.com 

🧠 Register now for the Sales Logic Expert Exchange→This month: Tiffany Bova!

Topic: "Unlocking Sustainable Growth: The Roadmap to Long-Term Success"

→ Register for Feb. 25th from 3-4 p.m. CT here.

+The sales advice we wish we had been given!

Lightning Round: Top 10 Best Habits for Sales Professionals

Question: Brook Ingram from Shreveport, Louisiana asks, "What’s the best advice you give to new sales professionals starting out?"

Book: The Best Sales Book Ever by Connie Podesta and Meridith Elliott Powell

❓Submit your OWN question at SalesLogicPodcast.com or send us an email at hello@saleslogicpodcast.com

🧠 Register now for the Sales Logic Expert Exchange→This month: Tiffany Bova!

Topic: "Unlocking Sustainable Growth: The Roadmap to Long-Term Success"

Register for Feb. 25th from 3-4 p.m. CT here.

Lightning Round:  Top 10 Ways to Execute Effectively

Question: “How do you incorporate customer service into sales conversations?” -A Spotify Fan

Book: Own Your Career Own Your Life: Stop Drifting and Take Control of Your Future   by Andy Storch

❖ Send your questions to Meridith and Mark at hello@saleslogicpodcast.com 

Lightning Round: Top 10 Ways to Avoid Burnout

Question: Gina from Portland, ME asks, “I work in financial services and last year was a tough year—between interest rates, regulations and inflation—I lost a lot of deals. Here we are with a new year, things look brighter, but still I am not landing the deals. HELP.”

Book: Get Out of Your Own Way by Philp Goldberg and Mark Goulston 

❖ Send your questions to Meridith and Mark at hello@saleslogicpodcast.com