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In this episode of Mastering Modern Selling, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey.

Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can help sales professionals stay ahead in an increasingly complex market.

This episode offers valuable insights on reshaping sales forecasting, guiding buyers through the sales process, and leveraging the yellow brick road concept to drive revenue success.

Key Highlights:

• Modern Sales Forecasting: Tom shares how traditional sales forecasting methods no longer suffice and why understanding buyer readiness is key.
• Building Trust and Creating Demand: Learn why trust is the new currency in sales and how to generate authentic demand that moves beyond basic interest.
• The Yellow Brick Road: Tom discusses how to guide buyers along a personalized, trust-based journey, building the yellow brick road to the Revenue Zone.
• AI and Personalization: Discover how AI tools are transforming the sales process, allowing for personalized buyer journeys at scale.
• Practical Advice for Sales Teams: Whether you're a solo seller or part of a team, Tom offers actionable steps on how to implement the Revenue Zone framework into your sales approach.

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

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What does it really take to build trust in your team and with your buyers?

In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales.

Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships.

You’ll hear how simple language shifts like removing “can’t” can change entire mindsets, and why the best leaders focus on rapport, adaptability, and involvement.

This conversation also explores:

• How to turn red-path thinking into green-path belief
• The Shackleton survival story as a metaphor for modern leadership
• How to decode customer behavior through pattern recognition
• Why knowing your customer’s culture matters more than their 10-K

Whether you’re a frontline seller or a seasoned executive, this episode offers transformative insights into what it really means to earn the right to be trusted.

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

Leave your comment

In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber.

Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are.

You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, and what it means to be truly buyer-centric in your sales approach.

This episode is packed with practical takeaways, honest reflections, and a refreshing reminder that modern selling isn’t about choosing sides, it’s about making better choices.

Topics Covered:

• Why all selling is social, but not just on social
• The myth of the “perfect posting schedule”
• How to use your LinkedIn profile as a value magnet
• What bad sales culture teaches (and how to fix it)
• Why leadership must show up for digital change

If you’re ready to trade empty activity for meaningful progress, don’t miss this one.

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