In this episode of Mastering Modern Selling, Lee Salz, sales strategist and author, joins Tom Burton and Brandon Lee to discuss the importance of a structured sales playbook.

He challenges the belief that hiring "great salespeople" is enough, emphasizing that success depends on having the right system, not just talent. Without a structured playbook, even top performers can struggle.

Lee shares a framework for building a custom sales playbook, helping organizations reduce chaos, improve consistency, and drive scalable sales success.

1. The Myth of "Great Salespeople"

• Talent alone isn’t enough—sales success requires structure.
• Companies often lose sales due to inconsistency, not lack of skill.

2. The Four Foundational Elements of a Custom Sales Playbook

a. Decision Influencer Analysis

• Sales teams must understand who their buyers are and what keeps them up at night.
• Using tools like AI, reps can research their prospect’s goals, challenges, and priorities to create more relevant outreach.

b. Competitor Analysis

• A simple “why we win” vs. “why they win” analysis helps sales teams prepare for competitive deals.
• Price should not be the main differentiator—companies win when they clearly articulate unique value.

c. Differentiators Framework

• Sales teams should define clear, compelling differentiators and align them with customer pain points.
• The playbook must include how to position these differentiators in conversations to make them meaningful.

d. Target Client Profile

• Instead of an ideal client profile (which is often unrealistic), focus on who will perceive meaningful value in what you sell.
• Sales reps should spend their time targeting the right buyers, not just any prospect.

3. The Execution Plan: Structuring the Sales Process

• A strong sales playbook goes beyond foundational elements and maps out the step-by-step process reps should follow.
• This includes:
  • Prospecting & Outreach: Using a mix of email, phone, and LinkedIn with structured messaging templates.
  • First Meetings: Shifting from a discovery mindset to a consultative approach where reps provide immediate value.

4. Using Emotion and Storytelling in Sales

• Buyers make decisions emotionally first and justify them with logic.
• Salespeople should document success stories and use them in sales conversations to make solutions feel real and relatable.

Lee emphasizes that hiring better salespeople isn’t the answer—building better systems is. A structured playbook provides consistency, improves execution, and increases revenue.

If your sales team lacks direction, it’s time to stop guessing and start executing.

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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Check out our Live Show Events here: Mastering Modern Selling Live Show

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In this episode of Mastering Modern Selling, the hosts welcomed Denise Murtha to discuss humanizing sales in an AI-driven world.

Denise, an experienced sales leader and founder of Cellevator, shared insights on how sales teams can shift from transactional approaches to people-first strategies.

1. The Pitfalls of AI in Sales Without Human Touch

• AI is increasingly integrated into sales, but many organizations fail to use it effectively.
• Some companies allow AI to fully automate interactions, leading to negative brand experiences because customers feel ignored.
• Others use AI alongside human reps but simply amplify ineffective strategies rather than making interactions more meaningful​.

2. Reframing the Sales Mindset: From Selling to Problem-Solving

• Instead of focusing on how to get buyers to purchase, sales teams should shift to how to help clients solve problems.
• Asking deep-level discovery questions uncovers the real pain points buyers are experiencing, rather than just addressing surface-level concerns​.
• Many buyers don’t even fully understand the problems they’re facing until a well-structured sales conversation brings clarity.

3. How to Make Sales Outreach More Human

• Cold outreach often fails because it's overly transactional and impersonal.
• Denise recommends the 3-to-1 rule: Give three things of value before asking for something.
• Personalized messages that reference a prospect’s interests, experiences, or company initiatives perform far better than generic sales pitches​.
• Instead of starting with, "Hi, I’m with X company and we do Y," try leading with a shared connection, mutual interest, or a helpful insight.

4. Slow Down to Speed Up: The Case for Better Sales Conversations

• Many sales teams believe they don’t have time to engage in meaningful conversations.
• In reality, rushed processes lead to lower conversion rates.
• Denise emphasizes that slowing down actually increases sales velocity by making buyers feel heard and understood, resulting in stronger relationships and higher close rates​.
• This approach also reduces the high churn rates in sales teams, as reps feel more successful and engaged.

5. AI as an Enabler, Not a Replacement

• AI has its place, but should be used to assist salespeople, not replace them.
• AI can help analyze data, prioritize leads, and personalize outreach, but it cannot replace genuine human connection.
• Companies using AI to replace human interaction are simply scaling bad experiences faster​.

Denise emphasized that humanizing sales is essential as buyers grow weary of automation and cold outreach.

Success lies in building trust, asking deeper questions, and delivering value before making a request. In 2025, the key challenge will be balancing AI-driven efficiency with genuine human engagement.

Sales teams that master this will achieve stronger pipelines, higher conversions, and better customer relationships.

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.

Check out our Live Show Events here: Mastering Modern Selling Live Show

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In this episode of Mastering Modern Selling, Brandon Lee and Carson Heady host Chris Dunn, VP of Sales and Business Development at Blue Hive Exhibits.

Chris shares his transformation from a passive LinkedIn user to a recognized expert in his field, illustrating the power of authenticity, consistency, and relationship-building in the modern sales landscape.

This journey reveals key strategies for leveraging platforms like LinkedIn, adapting to market shifts, and fostering meaningful connections in a buyer-centric world.

• The Power of LinkedIn as a Relationship-Building Tool

Chris started leveraging LinkedIn during the pandemic when his traditional sales methods were disrupted.

He transitioned from casual posting to sharing industry insights, personal stories, and authentic content.

This approach helped him establish credibility and visibility in his network.

• Dark Social and Trust Building

Chris discussed the concept of “dark social,” referring to how interactions on social platforms often lead to offline conversions.

Prospects often feel like they "know" you through your online presence before initiating conversations, reducing barriers to trust.

• Balancing Authenticity and Professionalism

Chris emphasized the importance of being authentic while maintaining professionalism on platforms like LinkedIn.

Sharing personal stories, such as his morning walks with his dog, Barton, allowed him to humanize his brand and create relatable touchpoints with his audience.

• The Long Game in Modern Selling

Success in modern sales requires a commitment to the long game.

Instead of aggressive cold outreach, Chris focuses on nurturing relationships, offering value, and waiting for organic opportunities to emerge.

• Live Shows as a Trust-Building Tool

Chris emphasized the value of hosting live shows to establish authority and deepen connections.

By sharing expertise in a conversational format and engaging with audiences in real-time, live shows humanize the sales process, build trust, and position sales professionals as approachable thought leaders.

• Results Through Reputation and Consistency

Chris highlighted that 20% of his sales quota has been directly influenced by his LinkedIn activity.

Sharing visually engaging content from the trade show world and consistently engaging with his audience has led to meaningful business opportunities.

Chris Dunn’s story is a testament to the evolving nature of sales. His journey from “lurker” to LinkedIn influencer underscores the importance of authenticity, persistence, and a willingness to adapt.

As Chris pointed out, modern selling is about playing the long game, building relationships, and creating a trusted presence in the digital sphere.

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.

Check out our Live Show Events here: Mastering Modern Selling Live Show

Subscribe to our Newsletter: Mastering Modern Selling Newsletter