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In this episode of Imperfect Marketing, I sit down with Jonny Holsten of BridgeSelling to unpack why sales gets such a bad reputation—and how to fix it. We dive into what actually works in modern sales conversations (hint: it’s not scripts or pressure).

Jonny shares his journey from marketing into sales strategy and how that shift led to his book Fix Your Broken Sales Calls. Together, we explore how to move from chasing leads to building meaningful, problem-solving conversations.

Here’s what we cover:

From Leads to “Best Fit” Clients

•  Why all leads are not worth your time 
•  The 4-part framework for identifying a true “best fit” customer 
•  How narrowing your focus actually increases conversions 

Why Sales Feels “Icky” (and How to Fix It)

•  The real reason selling feels uncomfortable for so many people 
•  Why belief in what you’re selling changes everything 
•  The difference between pushing a sale and solving a problem 

The Power of Better Questions

•  How great sales conversations start with curiosity, not pitching 
•  Why most salespeople skip identifying the real problem 
•  A simple technique to get prospects to open up more 

Handling Inbound Leads the Right Way

•  Why inbound leads aren’t always qualified (and that’s okay) 
•  How to guide conversations like a consultant, not a salesperson 
•  The importance of setting expectations and taking control early 

Knowing When to Walk Away

•  How to gracefully exit conversations with poor-fit prospects 
•  Why referring someone elsewhere can actually grow your business 
•  The mindset shift: serving first, selling second 

Improving Sales Without More Leads

•  Why most teams lack a clear plan for sales calls 
•  How small tweaks to discovery calls can drive massive revenue growth 
•  The importance of reviewing and learning from your own calls 

Key Takeaways

•  Selling should feel like helping—not convincing 
•  Clarity in your message makes everything easier 
•  The better your questions, the better your results 

Connect with Jonny:
LinkedIn: https://www.linkedin.com/in/jonnyholsten/

If sales has ever felt uncomfortable, awkward, or forced—this episode will change how you think about it.

Ready to make sales feel natural (and actually work)? Tune in.

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