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.

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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.

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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.

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This episode of Mastering Modern Selling focuses on using LinkedIn as a dynamic platform for modern sales success.

Hosts Brandon Lee, Tom Burton, and Carson Heady explore strategies to engage meaningfully on LinkedIn, emphasizing building genuine relationships rather than transactional interactions.

Drawing from personal stories and professional insights, they discuss how to transform LinkedIn into a "24/7 coffee shop" for sales and networking.

LinkedIn as a Networking Platform, Not a Sales Machine

• LinkedIn should be viewed as a space for connection, akin to a conference or coffee shop, where relationships are built gradually through meaningful interactions.
• Engaging with content via comments, shares, and strategic posts fosters visibility and credibility.

The Power of Humanity in Sales Content

• Combining professional content with personal stories (e.g., fitness achievements or life lessons) helps to humanize your presence.
• People resonate with stories, making them more likely to engage and remember you when a professional need arises.

The Importance of Strategy and Consistency

• Success on LinkedIn requires consistent engagement and strategic activities, such as following thought leaders or participating in relevant groups.
• A consistent cadence of posting and interacting helps build a reputation over time.

Leveraging Tools and Analytics

• Tools like LinkedIn Sales Navigator and automation tools (used sparingly and respectfully) can enhance productivity by identifying the right audience and tailoring content for them.
• Monitoring what content resonates and adapting strategies is key to sustained success.

Building Conversations First, Selling Later

• Instead of diving straight into a sales pitch, focus on the "chit-chat" phase. This mirrors real-life networking events where rapport is built before discussing business.
• Meaningful conversations often lead to better opportunities and reduce barriers for potential clients.

This episode reinforces that success in modern sales isn't about pushing products but about connecting with people authentically.

Whether you're commenting on posts, sharing personal milestones, or engaging in groups, every interaction on LinkedIn contributes to your professional brand.

By blending human stories with professional insights and leveraging tools to fine-tune your approach, you can build trust and foster genuine relationships that lead to sales success.

Don't miss out—your next big idea could be just one episode away!

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In this episode on Mastering Modern Selling, Brandon Lee and Carson Heady welcome Stephen Oommen, former sales leader at Microsoft and author-in-progress of The Chameleon Effect.

The discussion dives into Stephen’s innovative approach to building authentic connections in sales, the importance of adaptability, and the emotional journey behind his philosophies.

• The Concept of the Chameleon Effect

Stephen explained The Chameleon Effect as the ability to adapt and connect with anyone.

It’s not about manipulation but understanding and empathizing with people’s lived experiences.

This adaptability stems from his diverse cultural experiences and challenges, making it a cornerstone for building meaningful relationships in sales.

• Intention Matters More Than Technique

While many focus on sales techniques, Stephen emphasized the importance of intention behind actions.

Techniques without authentic intention can come off as disingenuous or "cringy."

Successful salesmanship comes from combining intention with the right tactics.

• Transforming Hurt into Healing

Sharing deeply personal anecdotes, Stephen discussed how childhood adversities and racism shaped his ability to empathize and connect with others.

He reframed "hurt people hurt people" into "hurt people heal people," using his experiences to bridge gaps with others.

• Why Sales is About More Than Transactions

Stephen challenged the cold, transactional approach to sales.

He believes that investing time to network, create warm connections, and understand prospects’ personal and professional goals yields better long-term results.

• Intention + Tactic = Trust

Stephen outlined how specific behaviors, like mirroring someone’s tone or using familiar language, can create instant rapport.

However, these tactics only work when backed by a genuine desire to connect.

For example, he shared a story of calling male colleagues “brother,” which helped establish camaraderie, but only because it was rooted in his authentic experiences and respect.

This episode underscores that modern selling isn’t about tactics alone—it’s about authenticity, adaptability, and emotional intelligence.

Stephen Oommen’s Chameleon Effect teaches us to embrace differences, connect meaningfully, and make sales a noble profession centered on trust and relationships.

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In this episode, Brandon Lee, and Carson Heady are joined by Andy Paul, a renowned sales strategist and the author of Sell Without Selling Out.

With decades of experience across tech and startup sales, Andy shares actionable insights on why the sales industry needs to move away from outdated approaches and focus on buyer-centric practices.

The False Promise of Sales Tools:

• Andy discusses the misplaced focus on sales tools that prioritize quantity over meaningful engagement.
• He highlights how this approach has led to declining win rates across industries, where many companies accept mediocrity instead of striving for consistent success.

Shifting the Sales Narrative:

• Successful selling isn’t about pitching, pushing, or persuading—it’s about helping buyers make decisions that address their needs and challenges.
• Andy urges sellers to move beyond “discovery calls” and instead help buyers define their goals, identify opportunities, and envision results.

The Four Pillars of Buyer Progress:

• Sellers should focus on ensuring every interaction helps the buyer move forward. Andy outlines four questions to keep sellers on track:
  • What does the buyer need from us now?
  • How will we provide this help?
  • How does this assistance address their concerns?
  • What steps will they take next as a result?

Fostering a Culture of Success:

• Andy criticizes the normalization of low win rates in many sales cultures, calling it a “culture of losing.”
• He stresses the importance of instilling confidence in sellers to aim higher, make smarter choices, and focus on winning more often than losing.

Building Authentic Connections Online:

• Andy emphasizes the importance of sellers and leaders building trust through genuine, personalized content.
• Buyers want to engage with professionals who demonstrate expertise and provide insights before a sales meeting even begins.

Andy Paul’s thought-provoking perspective on modern sales challenges the status quo, encouraging sellers to focus on their customers’ success rather than simply pushing products.

By fostering genuine relationships and focusing on progress-driven interactions, sales teams can elevate their effectiveness and create meaningful outcomes for buyers.

Don't miss out—your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, Don Barden, a seasoned sales expert and academic, delves into the evolving sales landscape.

Barden emphasizes a critical shift from a focus on results to one centered on relevance.

In today’s competitive market, adapting to these changes is key to staying ahead, those who don’t risk becoming obsolete.

• The Changing Sales Landscape

As consumers face more choices than ever, the sales game has changed.

Buyers can easily find multiple great options for nearly any product or service, making it harder for salespeople to stand out with just product features or competitive pricing.

• From Results to Relevance

Barden explains that the traditional focus on sales numbers is being replaced by relevance.

With many options available, standing out means demonstrating true value and understanding customer needs.

This shift requires sales professionals to move beyond just pitching products and instead become partners in the client’s success.

• Understanding the Buyer: The Social Buyer Pyramid

Barden introduces the "Social Buyer Pyramid," which outlines how buying decisions are influenced by the buyer’s role:

• • Price Buyers: Focus on affordability and are at the base of the pyramid.
  • Perception Buyers: Middle managers who prioritize brand reputation to maintain a positive image.
  • ROI Buyers: C-Suite executives focused on return on investment (ROI) and long-term value.
• "Here Come the Girls" – The Rise of Women Leaders

In his book, Barden discusses the growing influence of women in leadership, predicting that by 2028, women will dominate global leadership.

He emphasizes that women leaders foster more engaged and productive environments by expressing:

• Sympathy and Empathy: Concern for both the problem and the individuals.
• Empowerment: Encouraging team members to take ownership of problem-solving.

• A Looming "Extinction Event" for Outdated Sales Practices

Barden warns that businesses clinging to outdated sales tactics will struggle. To succeed, organizations must:

• Embrace relevance by understanding customer needs.
• Build genuine relationships.
• Focus on delivering true value instead of just sales targets.

• Diversity vs. Inclusion

While diversity is important, Barden stresses that inclusion drives growth. Inclusive environments foster collaboration and create greater opportunities, making them essential for success.


Barden encourages listeners to embrace change, adapt to market dynamics, and prioritize relevance and inclusion in their sales strategies.

By focusing on customer value and building authentic relationships, sales professionals and organizations will thrive in the evolving market.

Don't miss out—your next big idea could be just one episode away!

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In this episode of Mastering Modern Selling, hosts Tom Burton and Carson V. Heady are joined by Denise Natali to explore how modern sales teams can leverage data to drive superior results.

With the abundance of data available today, it's not enough to simply collect it—sales leaders and reps must learn to harness it effectively.

• The Power of Data in Sales

Denise stresses that in today’s competitive sales landscape, using data isn’t optional—it’s essential.

Sales professionals must learn how to interpret data to uncover insights that drive smarter decisions and improve sales outcomes.

• Adopt a "Moneyball" Approach

Drawing inspiration from the book Moneyball, Denise explains how data can be used to make more precise decisions in sales, just like baseball teams use analytics to pick players.

By focusing on the right metrics, sales teams can identify high-value prospects and increase conversions.

• Sales Tools are Evolving

As technology evolves, so do the tools available to salespeople.

Denise highlights how these tools have become more accessible and user-friendly, making it easier for sales teams to gather, analyze, and act on data, thus improving their decision-making in real time.

• Data-Driven Coaching for Sales Teams

It’s not just about tracking data; it’s about using it for development.

Sales leaders should use data to guide their coaching efforts, offering personalized insights to each team member.

This data-backed coaching helps improve performance across the board.

• Continuous Evolution is Key

The sales landscape is constantly changing, and staying ahead means evolving with it.

Denise encourages sales teams to continually adapt to the tools and data available, ensuring they remain competitive and capable of responding to market shifts.

This episode reinforces the importance of adopting a data-driven mindset in modern sales.

By embracing data, leveraging the right tools, and continuously evolving, sales teams can unlock new opportunities and drive success.

Don't miss out—your next big idea could be just one episode away!

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