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In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson Heady are joined by special guest Anthony Iannarino to explore how to successfully navigate the changing B2B sales landscape.

They discuss why traditional outreach methods are failing, how buyers' expectations have shifted, and what sales professionals must do to build real connections that drive results.

1. The Evolution of the Buyer’s Journey

• Buyers no longer rely on salespeople for information; they are well-researched before engaging.
• Salespeople must focus on building unique relationships and offering value that cannot be easily found online.

2. Why Cold Outreach is Becoming Ineffective

• Traditional cold calls and mass email outreach are becoming less effective because buyers are overwhelmed with unsolicited messages.
• Instead of pitch-based messaging, sales professionals should prioritize relationship-building through social selling and thought leadership.

3. The Power of Personal Branding and Social Selling

• Posting relevant content and engaging on LinkedIn can help salespeople build credibility and stay top of mind with prospects.
• A well-placed social media post, personal story, or insightful comment can open doors that traditional cold outreach cannot.

4. Creating Strategic Value in Sales Conversations

• The best salespeople create value by deeply understanding the buyer’s business and offering insights, rather than focusing on their own company’s strengths.
• The "Four Levels of Value in Sales" framework suggests that sellers should move beyond product features and focus on delivering strategic outcomes.

5. How to Crack the Code of Modern B2B Sales

• Stop Selling, Start Helping: Salespeople should focus on facilitating the buyer’s decision-making process rather than forcing a sale.
• Introduce and Connect Decision-Makers: Providing introductions to key players within and outside the buyer’s industry builds trust and influence.
• Use Insights to Guide Buyers: Rather than pitching, sales professionals should bring valuable insights to the table, showing buyers what they might be missing.
• Adapt to Buyer Behavior: By leveraging social selling, community engagement, and digital platforms, salespeople can meet buyers where they are rather than forcing outdated outreach methods.

The key to modern B2B sales lies in adapting to the way buyers make decisions today. The old-school approach of persistent cold calling and aggressive pitching is losing its effectiveness.

Instead, success comes from creating meaningful connections, understanding what truly matters to buyers, and positioning oneself as a valuable resource.

By focusing on trust, insights, and strategic collaboration, sales professionals can crack the code of modern selling and build long-term relationships that

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In this episode of Mastering Modern Selling, hosts Carson and Tom dive deep with James Buckley, host of the Sell Better daily sales show.

James shares how going live every day transformed the way sales professionals learn, engage, and sell in today’s fast-paced digital world.

He walks through his journey, the shift from traditional selling to content-driven engagement, and how sales teams can stay ahead by becoming practitioners—actively doing what they teach.

1. Consistency Builds Authority & Trust

James and his team went from occasional webinars to a daily sales show, proving that consistent content drives engagement and credibility. The show started small but quickly became a go-to resource for sales professionals.

Lesson: Showing up regularly (whether through content, calls, or engagement) makes you a trusted expert in your field.

2. Stop Chasing—Create Demand Instead

James emphasizes that salespeople should provide value first, rather than immediately trying to sell.

By sharing insights, helping others, and engaging meaningfully, potential buyers naturally come to you when they need your solution.

Lesson: Be the person buyers come to for guidance, instead of always chasing cold leads.

3. The Phone Is Hot Again

With inboxes flooded with AI-generated emails, James points out that the phone has made a comeback as an effective sales tool.

He still makes cold calls and actively demonstrates outreach techniques, proving that direct human connection still wins.

Lesson: Use modern tools, but don’t ignore proven sales tactics like personalized calls and relationship-building.

4. Sales Is More Than Just Closing Deals

James describes modern selling as more than just making sales—it’s about being a valuable resource, mastering time and task management, and adapting quickly.

His structured calendar and disciplined workflow ensure he balances live shows, sales, and engagement without burnout.

Lesson: If you manage your time right, you can sell effectively while also creating content and engaging with your audience.

5. Face Your Fears & Keep Testing

One of the biggest lessons James learned is that fear holds many sellers back—whether it's making cold calls, appearing on video, or trying new strategies. He encourages sales pros to test new approaches constantly and embrace change.

Lesson: Get uncomfortable, experiment with new sales methods, and always be learning from the results.

James Buckley proves that modern selling isn’t just about transactions—it’s about transformation. By going live daily, staying close to his audience, and constantly refining his approach, he’s built a community that trusts him.

His advice? Stay consistent, provide real value, and never stop learning.

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

This Show is sponsored by Fist Bump
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Check out our Live Show Events here: Mastering Modern Selling Live Show

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In this episode of Mastering Modern Selling, Brandon Lee, Carson Heady, and Tom Burton discuss the importance of the Digital CEO—a modern-day executive who actively engages on LinkedIn and other digital platforms to build trust, credibility, and relationships.

The conversation dives into why today's CEOs can no longer afford to remain invisible and why being digitally present is a core job responsibility for leaders in 2025 and beyond.

1. The CEO as a Brand Evangelist

• A CEO’s presence on LinkedIn is not about self-promotion, but about showcasing company culture, vision, and values.
• Companies with digitally active CEOs are viewed as more trustworthy and attract better talent and clients.

2. LinkedIn Is a Business Necessity, Not an Option

• LinkedIn is no longer just for job seekers—it’s the world’s leading business networking platform.
• CEOs and other C-suite executives who fail to engage digitally risk losing relevance and missing key relationship-building opportunities.
• The organic reach on LinkedIn is still strong compared to other platforms where paid advertising dominates.

3. What Should a CEO Be Posting?

• CEOs should not just talk about themselves or their company’s products.
• Instead, they should share:
  • Industry insights and observations
  • Company culture, successes, and behind-the-scenes moments
  • Engaging stories about customers, employees, and the journey of leadership
• Regular, authentic content builds a CEO’s credibility and strengthens their company’s brand.

4. The Time & Resource Commitment for CEOs

• Many CEOs resist social media due to time constraints, but a strong strategy can be executed in under an hour a week.
• Options include:
  • Hosting a live show or podcast to generate content effortlessly
  • Engaging briefly but meaningfully with followers and industry discussions.
• The investment in time and resources is minimal compared to the return in brand trust, sales opportunities, and talent attraction.

5. Shouldn’t Marketing Handle This?

• Marketing plays a critical role, but nothing replaces the credibility of a CEO’s personal voice.
• The best approach is a collaboration—CEOs share their thoughts, and marketing amplifies them through various channels.
• Live shows, interviews, and consistent engagement make content creation easy without requiring extensive preparation.

The conversation makes it clear: in 2025, a CEO’s digital presence is non-negotiable. Being active on LinkedIn and other platforms is not just about marketing, it’s about leadership, credibility, and visibility in the modern business world.

Companies whose executives embrace this shift will have stronger brands, better t

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

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Check out our Live Show Events here: Mastering Modern Selling Live Show

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