In this compelling episode of Mastering Modern Selling, Dirk Beveridge, founder of Unleashed WB and Executive Producer of We Supply America, shares invaluable insights into purpose-driven leadership, innovation in sales, and the noble calling of the distribution industry.

He discusses how sales have evolved from traditional methods to a more consultative, people-first approach.

• Moving Beyond Transactional Sales

Dirk emphasizes that most sales strategies are outdated, focused on commercial visits and price competition.

He advocates for a shift towards consultative selling, where sales professionals act as trusted advisors.

This means deeply understanding the customer's business, proactively solving problems, and delivering innovative solutions that the client didn't know they needed.

• Empathy, Expertise, and Problem-Solving

To become a trusted resource, salespeople must embody three core attributes: empathy, expertise, and problem-solving.

Empathy involves a genuine desire to help customers succeed, expertise ensures that relevant solutions are offered, and problem-solving keeps sales dynamic, meeting ever-evolving client challenges.

• The Noble Calling of Distribution

Dirk highlights the overlooked yet essential role of distributors in the economy.

His project, We Supply America, focuses on championing the 6 million workers in this field, emphasizing that businesses in distribution must recognize their critical impact.

He insists that businesses can only thrive if they appreciate and elevate the humans behind their success.

• Authenticity in Leadership

Sales managers are often caught between company metrics and their authentic selves.

Dirk challenges leaders to push back against detrimental sales cultures, advocating for authenticity.

He underscores that coaching, understanding team dynamics, and valuing each member as a strength, not an asset, are crucial for sustainable success.

• People Are Your Greatest Strength, Not Assets

Dirk rejects the outdated notion of viewing people as assets, which depreciate. Instead, he sees employees as a company’s greatest strength, emphasizing personal and professional development as key to business growth.

Empowering employees and fostering a human-centric culture will yield long-term profitability and innovation.

Dirk's approach underscores that innovation, and humanity must coexist in modern sales.

By focusing on people and problem-solving rather than products and processes, sales organizations can stay relevant and impactful.

This episode is a must-listen for anyone looking to redefine their sales strategy in today’s evolving market.

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 today's episode of Mastering Modern Selling, Tom Burton and Brandon Lee explore a vital topic: how to drive revenue by cultivating a strong professional reputation.

This is more than just being seen—it's about being trusted, instilling confidence, and demonstrating competence in the marketplace.

Whether you're engaging prospects or working to deepen customer relationships, your reputation is a powerful driver of business success.

• Trust is Built on Consistency and Proximity:

Being consistently present, whether through social platforms like LinkedIn or in person, fosters trust.

It's not enough to show up sporadically—successful sellers stay visible, giving their network reasons to trust them over time.

• Confidence Comes from Consistent Value:

Your audience must not only see you but also find value in what you offer.

Confidence is built when you consistently share meaningful insights, showing deep expertise and an understanding of their needs.

• Competence is Demonstrated Through Expertise:

Sharing high-quality content and thought leadership can position you as a go-to expert in your field.

As Tom mentioned, it’s about proving that you know what you’re talking about—whether through your own content or thoughtful commentary on others' posts.

• Engagement at Scale is Essential:

Digital platforms like LinkedIn provide unparalleled opportunities for scale.

By interacting with a broader audience regularly, you increase your reach and build familiarity, ensuring more prospects see you as a trusted, competent figure in the industry.

• Reputation Precedes Success in Cold Outreach:

Your outreach efforts—whether cold emails or calls—are far more effective when you’ve established familiarity and trust through your reputation.

Without it, you risk being ignored amidst the noise of today’s competitive market.

Reputation is not just a nice-to-have in modern selling—it’s a must-have.

By consistently appearing, adding value, and demonstrating expertise, you build a powerful foundation that drives business.

Don’t leave your success to chance; invest in building your reputation to win trust and close more deals.

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, the team welcomes sales veteran David Brock, founder of Partners in Excellence, to dive into the evolving landscape of modern sales.

David shares timeless principles while exploring how technology, particularly AI, is transforming the way sales professionals engage with customers.

• Timeless Sales Fundamentals:

No matter how much the tools and technologies evolve, the core of sales remains the same: understanding the customer’s problems and helping them solve those issues.

This principle has endured from the days of traditional sales to the AI-driven world.

• Balancing the Art and Science of Sales:

David emphasizes the importance of balancing data-driven sales techniques with the human element.

While AI can support tasks like research and content creation, it can’t replace the emotional intelligence required to understand a client’s unique needs.

• Leveraging AI for Critical Thinking:

AI isn’t just a productivity tool. David uses AI as a debate partner, helping him refine his strategies and assumptions.

Salespeople can gain new perspectives by having AI challenge their ideas, ensuring more thorough and creative approaches.

• Deepening Buyer Relationships:

While sales teams have leaned heavily into technology, David warns against losing the art of genuine human connection.

The ability to relate to a customer’s personal motivations, from career growth to work-life balance, is irreplaceable.

• Customer-Centric Sales Process:

Rather than forcing customers through predefined sales processes, David suggests a customer-first approach.

Understanding how customers want to buy and tailoring the sales journey to meet their preferences is critical in today’s digital and hybrid sales environments.

In conclusion, this episode with David Brock emphasized the enduring importance of sales fundamentals while embracing the evolving role of AI in the sales process.

David’s insights remind us that while technology can support efficiency, the human element—understanding and connecting with buyers on a personal level—remains key to success.

As sales professionals, balancing the art and science of selling is critical to mastering modern sales

Mark your calendars for October 31st at 3 p.m. for a special webinar titled "Turn Your Next Trade Show into a Profit Generating Powerhouse" hosted by Brandon Lee and Mark Hunter.

Don't miss this opportunity to learn advanced strategies for maximizing trade show ROI. Come in costume and join the conversation!

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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This week's episode of Mastering Modern Selling we’re thrilled to have Jeff Kirchick, author of Authentic Selling: How to Use the Principles of Sales in Everyday Life, and an experienced sales leader who has guided teams to success at multiple tech companies.

Jeff shares his journey, insights on authenticity in sales, and how modern sellers can balance traditional techniques with today's digital tools.

Whether you're a seasoned sales pro or just starting out, Jeff’s advice will give you new perspectives on building genuine relationships and succeeding in sales.

• Embrace Authenticity:

Jeff emphasizes the importance of being honest and true to yourself in every interaction, which builds trust and credibility with customers.

• Balancing AI and Human Touch:

He highlights how AI can assist with data and research, allowing salespeople to focus on the human elements that build rapport and relationships.

• Frameworks, Not Scripts:

Jeff advocates for using frameworks to guide sales conversations while allowing flexibility for salespeople to bring their unique style and personality.

• Slow Down to Speed Up:

In sales, sometimes taking a step back for deeper discovery can lead to better long-term outcomes, such as finding the right stakeholders or identifying the best opportunities for pilots.

• The Role of Vulnerability:

Sharing personal experiences and admitting mistakes can make you more relatable and build stronger connections, both with customers and within your team.

This episode dives into the evolving world of sales, where authenticity and technology intersect.

Jeff Kerchick shares how staying true to oneself and leveraging AI can make a significant difference in today's competitive market.

By using technology to handle the tedious aspects of sales, professionals can focus more on building genuine relationships.

The conversation reminds us that the key to standing out is maintaining a human touch, even as the tools around us continue to change.

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, we had the pleasure of hosting Mark Hunter for the second time, and he did not disappoint.

Mark, also known as "The Sales Hunter," shared his journey from struggling salesperson to a world-class sales coach, revealing powerful lessons that can redefine how you approach your prospects and close deals.

• Sales Mindset is Everything:

Mark emphasizes that your mindset going into a sales call determines your outcome.

A positive, customer-focused attitude allows you to genuinely engage and listen, leading to better results.

• Selling For People, Not To People:

Mark learned the hard way that selling isn’t about bulldozing through the customer.

Instead, it's about understanding, serving, and building meaningful relationships that offer real solutions. Always focus on the customer’s needs.

• Stop Selling the Product, Start Solving Problems:

The right sales mindset moves away from focusing on the product itself and instead emphasizes understanding the client's real issues.

Mark says, “Customers don’t want to buy, they want a solution." Shift your focus to discover and solve your client's problems, not just to push your product.

• The Power of Personalization:

Building rapport and demonstrating you know your prospect can be a game changer.

Mark shared how referencing personal insights (like the Pac-12 college sports league in a voicemail) can significantly boost response rates. It’s about showing you’re human, that you care.

• Quality Over Quantity in Prospecting:

Mark advises slowing down to move fast—doing deep research and reaching out thoughtfully will break through the noise.

He shared an example of a prospect he pursued with 46 touches over 18 months before finally closing.

Consistent, targeted follow-up beats high-volume, generic outreach every time.


Mark Hunter's insights remind us that successful selling isn’t just about techniques—it’s about the mindset, persistence, and genuine curiosity.

Crafting solutions for your clients and taking time to understand their unique needs not only closes deals but also builds lasting 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

Subscribe to our Newsletter: Mastering Modern Selling Newsletter

In this episode of Mastering Modern Selling, Carson V. Heady and Brandon Lee dive deep into the growing significance of live shows and podcasts for B2B demand generation.

As they reflect on their journey of creating valuable content, the hosts discuss how these mediums can effectively build relationships, create pipeline opportunities, and ultimately drive revenue.

1. Creating Differentiation through Content

• Live shows and podcasts offer a unique platform to showcase expertise and differentiate yourself from the competition. By providing value-driven content that resonates with your audience's pain points and interests, you build trust and authority in your niche.

2. Leveraging Guest Appearances to Build Pipeline

• One of the most effective strategies discussed was inviting potential prospects as guests on your show. This method not only opens the door to meaningful conversations but can also lead to long-term business relationships. Many deals have resulted from initial guest appearances, where the prospect first learned about the value you offer during a show.

3. Amplifying Reach through Audience Sharing

• When a guest shares your show with their audience, it exponentially increases your reach. This strategy taps into your guest’s network, helping you expand your audience and potential customer base. Over time, this builds momentum for your brand and visibility in your industry.

4. Strategic Content Distribution for Continued Engagement

• After recording a live show or podcast, repurpose the content into bite-sized, shareable snippets across multiple platforms (LinkedIn, YouTube, Instagram, etc.). By keeping your content in front of your audience consistently, you keep them engaged and build stronger relationships over time.

5. Using Shows for Personal Brand Building and Sales Attribution

• Carson and Brandon emphasize the importance of sales teams understanding the long-term ROI of these efforts. Often, companies fail to attribute success correctly to content like podcasts and live shows. By viewing these platforms as long-term relationship builders, rather than immediate sales generators, teams can reap the full benefits of consistent content creation.

Live shows and podcasts are more than just content formats; they’re powerful tools for B2B demand generation.

By focusing on creating value for your audience, strategically leveraging guests, and amplifying your reach, you can build a personal brand that drives meaningful business outcomes.

As Carson and Brandon highlight, the key is consistency and a focus on long-term 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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Mentorship is an active process you take charge of, with the support of others.

In this episode of Mastering Modern Selling, Douglas Stewart shares his empowering approach to mentorship in the digital age, focusing on personal accountability and growth.

Discover how to find the right mentors, accelerate your development, and transform your life.

This inspiring conversation offers actionable advice for anyone seeking to unlock the full potential of mentorship.

• The Modern Mentorship Mindset:

Mentorship today is dynamic, leveraging diverse, informal connections through digital platforms like social media and podcasts to continuously learn and grow.

• Personal Accountability:

Mentorship requires proactive effort. Taking ownership of your development shifts the focus from waiting for mentorship to actively seeking guidance for personal growth.

• Finding the Right Mentors:

Clarifying your needs—whether career advice, personal growth, or specific skills—helps you find mentors who can contribute effectively. It's valuable to have multiple mentors across different areas.

• Mentorship Myths:

There’s no need for a perfect mentor. Doug stresses that mentorship can come from various people, and being active in the process with clear goals ensures mutual benefit.

• Leveraging Mentorship for Fast Growth:

Doug shares his experience of how deliberate mentorship choices accelerated his growth, and offers strategies for structuring your learning, setting milestones, and staying accountable.

Doug Stewart's approach to mentorship is a game-changer.

By shifting the focus from passively waiting for the right mentor to actively seeking guidance, you can significantly accelerate your growth.

His story shows that mentorship isn't elusive—it’s something you can initiate and build into your life today.

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 engaging episode of Mastering Modern Selling, Richard Vickers joins the hosts to explore the critical aspects of sales leadership, training, and personal growth.

With a background in sales training and development at US Foods, Richard brings over 18 years of experience to the conversation.

He discusses how effective communication, understanding personalities, and applying simple but powerful strategies can make salespeople more effective.

• Communication and Personality Types:

Richard highlights the importance of tailoring your communication style to the buyer’s personality using the DISC model.

Understanding whether a client is Dominant (D), Influencer (I), Steady (S), or Conscientious (C) helps create more meaningful and impactful conversations.

• Money Flows Where Needs Are Met:

Richard emphasizes that successful sales hinge on understanding and meeting client needs.

Sellers often get bogged down in systems or features when they should focus on solving the buyer’s problems.

• The Power of Mock Conversations:

Role-playing and mock conversations, according to Richard, help build confidence and prepare salespeople for real-world situations.

By practicing in a "safe space," sellers can refine their approach before engaging with actual clients.

• The Importance of Personal Branding:

Richard encourages everyone, including more introverted personalities, to develop their personal brand.

He shares strategies for leveraging social media and connecting authentically with your audience while staying true to your strengths.

• Listening is Key to Sales Success:

One of the most crucial skills in sales, according to Richard, is the ability to listen.

By asking the right questions and truly hearing the client’s needs, sellers can build trust and create stronger connections.

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