Larry Levine, author of Selling from the Heart and Selling in a Post-Trust World, returns to Mastering Modern Selling to discuss the power of authenticity in sales. Drawing from his journey in copier sales, Larry highlights that true sales success isn’t about scripts or techniques, it’s about being real, building trust, and forming genuine relationships.

As AI and automation reshape sales, he stresses the importance of self-reflection, confidence, and human connection as key drivers of long-term success.

Authenticity is More Than a Buzzword

• Many sales professionals claim to be "authentic," but Larry argues that most haven’t done the self-work to understand who they really are.
• True authenticity means aligning your social presence with who you are in real life—no façades, no gimmicks.
• Sales leaders need to help their teams develop confidence in themselves first, which translates into stronger client relationships.

AI is a Tool, Not a Replacement for Human Connection

• AI and automation can streamline processes, but they should not replace critical thinking or real conversations.
• Over-reliance on AI makes salespeople "conversationally incompetent," leading to generic, robotic interactions with prospects.
• The key is to use AI strategically—to enhance outreach and efficiency while keeping human engagement at the core.

Trust and Credibility are at All-Time Lows

• Buyers are more skeptical than ever, doing extensive research before engaging with salespeople.
• Sales reps must work to earn trust by listening, being knowledgeable, and showing they genuinely care about their clients’ needs.

The Power of Confidence and Self-Worth in Sales

• Salespeople struggle when they lack confidence, believability, and self-worth.
• Companies need to invest in coaching and training that helps sales teams improve these soft skills, rather than just focusing on product knowledge.

The First 60 Seconds of a Sales Call Set the Tone

• Within moments of meeting a salesperson, prospects are mentally checking off questions like:
  • Is this person going to listen to me?
  • Is this just another sales pitch?
  • Can I trust them?
• If salespeople fail to engage authentically and build credibility quickly, they lose the prospect’s attention.
• Creating a safe, open conversation allows buyers to share their real business concerns, leading to deeper, more meaningful discussions.

Larry’s message is clear: Sales is a people business, not just a transaction business. With today’s buyers having more control and access to information, sales professionals need to step up and prove their value beyond just the products they sell.

As Larry puts it, selling is about inspiring trust and breathing life into your prospects' business challenges. When done right, it leads to increased revenue, deeper client relationships, and long-term sales success.

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

In this episode of Mastering Modern Selling, Andrea Waltz, co-author of Go for No: Yes is the Destination, No is How You Get There, joins the conversation to explore the psychology of rejection in sales.

With over 25 years of experience, Andrea shares why sellers fear rejection, how to shift their mindset, and why embracing failure can lead to greater success.

If you’ve ever hesitated before reaching out to a prospect or felt discouraged after a lost deal, this episode will help you reframe rejection as a valuable tool for growth.

Why We Fear Rejection (And How to Overcome It)

• Human nature wires us to avoid rejection, as it triggers fears of exclusion.
• The more exposure you have to rejection, the less it impacts you—building resilience over time.
• Experienced sellers don’t avoid rejection; they learn to navigate it strategically.

No is Not Personal—It’s Data

• Rejection is often about timing, priorities, or misalignment—not a personal failure.
• Sellers should analyze patterns of rejection to improve messaging and sales strategies.
• Viewing rejection as feedback rather than defeat creates a mindset shift that fosters long-term success.

The Disappearing Training Ground for New Sellers

• With automation taking over early sales activities, new sellers miss out on learning how to handle rejection.
• Fewer cold calls and outreach attempts mean less opportunity to build resilience.
• Sales leaders should create structured opportunities for new reps to experience rejection in a safe, constructive way.

The No-to-Yes Ratio: Tracking Your Rejection Rate

• Every salesperson has a success ratio—knowing how many "no’s" lead to a "yes" removes fear from the equation.
• Instead of dreading rejection, sellers should actively seek it out as part of their process.
• Andrea’s Go for No challenge encourages salespeople to aim for a set number of rejections, reframing them as progress rather than obstacles.

Why a Fast No is Better Than a Slow Maybe

• Many salespeople fear hearing "no" and waste time on deals that won’t close.
• A clear, early rejection is beneficial—it saves time, allows sellers to move on, and refines the pipeline.
• Some of the most effective sales strategies involve leading with what your product doesn’t offer, helping unqualified buyers opt out early.

Andrea Waltz challenges the traditional fear of rejection by redefining it as a necessary step toward success. By tracking "no’s," embracing failure, and learning from rejection, sales professionals can develop resilience and improve their effectiveness.

Instead of avoiding rejection, what if you welcomed it? What if every "no" brought you closer to a "yes"? That’s the essence of Go for No—and it’s a game-changing mindset shift for modern sellers.

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

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
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