In the complex world of enterprise and B2B sales, the importance of following a structured process cannot be overstated. Discovery, often underemphasized, plays a pivotal role in identifying not only the problems customers face but also the best solutions tailored to their needs. A disciplined approach to discovery helps sales professionals dig beyond surface-level concerns and better understand the true impact, economics, and urgency behind a prospect's problem. Without a solid framework, discovery quickly devolves into an interrogation, making it harder to build trust and uncover the real motivators behind a deal. Structuring discovery around a clear process allows sales leaders to forecast deals more accurately and optimize the path to closing with minimal friction.

Don Hicks brings over two decades of sales expertise to his role as the Area VP of Sales for Venture Employer Solutions. Before venturing into the world of sales, Don served eight years in the United States Marine Corps, where he earned the distinguished honor of Marine of the Year. Transitioning into sales, he started his career selling life insurance and mortgages, eventually moving into enterprise software and HR services. As a sales leader, Don focuses on coaching, training, and deal strategy, using his experience to guide his team of two leaders and 30 sales professionals toward consistent success. His superpower? Turning a deep understanding of discovery into a tool for sales excellence.

What you'll learn:

• Why is having a structured process for discovery essential in enterprise sales?
• What specific framework can sales leaders use to improve their team's discovery process and deal strategy?
• How does focusing on buyer problems over personal sales goals change the trajectory of a sale?

Resources:

• Buyer First: Grow Your Business with Collaborative Selling - by Carole Mahoney
• The JOLT Effect: How High Performers Overcome Customer Indecision - by Matthew Dixon, Ted McKenna

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In today’s fast-paced B2B landscape, marketing and sales can no longer operate in isolation. Both functions have different strengths, but when combined, they create a powerful, customer-centric force that drives results. Marketing builds the brand’s story and awareness, while sales directly engages with customers to convert opportunities into revenue. A collaborative relationship between the two functions ensures a seamless customer experience, removes barriers to conversion, and produces a more unified approach to solving customer challenges. The real magic happens when sales and marketing work in sync—sharing insights, addressing objections in unison, and refining product offerings based on real-time feedback from prospects.

Christian Klepp, co-founder and director of client engagement at Einblick Consulting, brings over 13 years of experience in B2B branding, marketing, and communications. Having worked with industry giants such as Caterpillar, Henkel, and Logitech, Christian’s extensive global experience across Europe, Asia, and North America has helped him master the art of aligning marketing and sales for greater success. His firm helps B2B tech and SaaS companies discover and leverage their unique competitive edge, driving lead generation and revenue growth.

What you'll learn:

• How can marketing and sales teams collaborate to overcome common barriers and improve conversion rates?
• What are the most effective strategies for aligning marketing and sales in large B2B organizations?
• How can marketing help sales teams better handle customer objections and close more deals?

Resources:

• Happy Money: The Japanese Art of Making Peace with Your Money - by Ken Honda
• Building a StoryBrand: Clarify Your Message So Customers Will Listen - by Donald Miller
• Think, Do, Say: How to Seize Attention and Build Trust in a Busy, Busy World - by Ron Tite

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Connect with Hamish on LinkedIn: https://www.linkedin.com/in/hamishknox/

Meet Hamish at a Sandler Summit: https://www.hamish.sandler.com/orlando

Fathom: https://fathom.video/invite/72CZPA

Humanic: https://app.humantic.ai/login/?referral_code=HamishKnox_SA

In today’s fast-paced sales environment, facts and figures alone are not enough to close deals. Storytelling has emerged as a powerful tool to build connections, engage prospects, and convert leads into clients. Effective stories enable salespeople to highlight solutions in a way that addresses customer pain points and taps into emotions. By crafting relatable narratives, sales professionals can guide prospects through the decision-making process with clarity, presenting themselves as trustworthy and solutions-driven. Storytelling helps sales leaders empower their teams to communicate not just the "what" and "how" but also the "why" that resonates with customers.

Kyle Gray is an expert in this art. A presentation coach, story strategist, and author, Kyle has a wealth of experience in helping leaders, coaches, and executives articulate their value through storytelling. From his days as a musician to becoming a storyteller for startups and consultants, Kyle has mastered the skill of transforming abstract concepts into compelling, relatable messages. His work enables professionals to present their solutions in a way that not only informs but captivates and drives action.

What you'll learn:

• How do you craft a story that resonates with your buyer's challenges?
• How can you shift from technical details to an emotional narrative that leads to a sale?
• What are the most common mistakes salespeople make when telling stories, and how can they avoid them?

Resources:

• Selling With Story: How To Use Storytelling To Become An Authority, Boost Sales, And Win The Hearts and Minds of Your Audience - by Kyle Gray
• The Story Engine: An Entrepreneur's Guide to Content Strategy and Brand Storytelling Without Spending All Day Writing - by Kyle Gray
• The Story Engine Podcast

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Connect with Hamish on LinkedIn: https://www.linkedin.com/in/hamishknox/

Meet Hamish at a Sandler Summit: https://www.hamish.sandler.com/orlando

Fathom: https://fathom.video/invite/72CZPA

Humanic: https://app.humantic.ai/login/?referral_code=HamishKnox_SA