Modern Sales: B2B Sales Podcast

78 EpisodesProduced by Liston Witherill

B2B sales and selling services and information is a relatively new thing, but most sales advice is about selling products. On Modern Sales, you'll learn how to sell based on the psychology, behavioral economics, and neuroscience of how people buy. Hosted by Liston Witherill, you'll get weekly episod… read more

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The Best Closing Technique (Is Better Investigation)

May 22nd, 2019

22:15
So you’ve practiced your routine a million times, you’ve got your voice down to that perfect tone, and you’ve perfected your strategy to get past the gatekeeper on a consistent basis. But you’re still not making a sale …

Ep074: The Future of Sales Content with Hubspot CMO Kipp Bodnar

May 15th, 2019

33:51
There was a time when most businesses saw content as something that customers engaged with only during specific phases of the buyer’s …

Ep073: The Escalating Cost of Cold Email with Forster Perelsztejn of Prospect.io

May 8th, 2019

36:36
Why would anyone want to use cold email? Because, when done well, it can work. Cold email is not a replacement for inbound methods but a supplement—a …

Ep072 - Price Anchoring How It Takes the Pain Out of High Prices

April 24th, 2019

27:02
You find yourself in the market for a new car. You go to a nearby car lot and find a vehicle you would love to own, but the price is firmly outside …

Ep071 - Lead Qualification Using AI with Francis Brero of MadKudu

April 17th, 2019

35:35
Fast-evolving AI and machine learning algorithms are helping sales and marketing teams engage elusive prospects more contextually than in days prior. …

Ep070 - Managing Remote Sales Teams with Derek Rahn of Lead Genius

April 10th, 2019

46:04
With the rise of digital entrepreneurs came the need to have virtual teams. Finding remote employees and getting them on board is one part of the equation. Then comes the time to start managing them.

Today, our guest is …

(Rebroadcast) Ep046: Expanding and Derisking a Large Account

April 3rd, 2019

16:12
We’ve all heard the saying “Don’t put all your eggs in one basket.” If you have more than one income stream, you still have a source or two if one of …

Ep069: Order Takers in Sales, and How to Not Be One

March 27th, 2019

22:13
Consultants fix problems and identify opportunities for their clients. That's how you apply your expertise.

The inverse of that would be to just do …

Ep068: Buying Decision Making Process and Selling Through Influencers

March 20th, 2019

21:36
Navigating the buying decision making process is one of the keys to selling effectively. Sometimes you'll get to talk directly to decision makers, and sometimes you won't.

The bottom line is that you won't always have …

Ep067: Sales Tech You Need For a Minimum Viable Sales Stack (MVS)

March 6th, 2019

34:20
Selling is more and more technology dependent. You could go absolutely crazy with the number of tools you try and implement for you and your team, …

Ep066: Sales KPIs for Consulting Sales

February 27th, 2019

27:54
Whether we like to admit it or not, we suck at estimating and planning. In our sales process, it's essential to track and follow metrics with sales …

Ep065: Sales Process - How to Create Your Own

February 20th, 2019

23:39
Having a clearly defined sales process can make all the difference in improving your pitches and proposals with clients. It may take a few attempts to get it down, but creating your own process is essential to your …

Ep064: Losing Clients and Building Resilience

February 13th, 2019

24:01
Losing clients can be the result of various scenarios: you weren't the best fit, the timing was off, or a budget couldn't be agreed on. No matter the …

Ep063: How to Build Authority as an Expert In Your Market

February 7th, 2019

25:34
Attracting the best clients starts when you build authority in your market. To know what you’re doing and be known as an expert requires a bit of work, but at the end of the day, it’s other people who determine whether …

Ep062: The Liston.io Show is Over

February 6th, 2019

10:37
Yes, the episode title is correct: this is the last Liston.io Show ever. But don't worry, this isn't the last of me you'll hear.

Some of you have been …

Ep061: Service Differentiation and Intellectual Property with Sean Flaherty of ITX

January 31st, 2019

47:05
When we think of software products, we often consider them as tools that increase productivity and performance. While that's not an entirely wrong …

Ep060: Can You Change a Stubborn Person's Mind?

January 29th, 2019

16:09
Not every new client you meet will agree with the first round of ideas you propose, and you're forced to find a way to change a stubborn person's mind. It's a fact of human nature that we tend to think our opinions are …

Ep059: How to Apply Search Marketing to Your Business with Dan Shure

January 24th, 2019

45:43
Advertising online usually has keywords attached to the process that attract search users to your website. While your positioning on the search …

Ep058: Personality for Sales, and How to Improve Yours

January 22nd, 2019

20:08
We all have a unique personality that differentiates us from others, and our personality for sales does the same. Just as we are "wired" for certain hobbies and interests, we also have wiring that makes us more or less …

Ep057: Grow Your Business Through Referral Marketing with Dan Golden of Be Found Online

January 17th, 2019

35:26
Increasing your agency's reach and exposure can be accomplished in many different styles and methods, like SEO, social media marketing, content sharing, and more. Referral programs, though, can add a little sweetness …

Ep056: Overcoming Objections, and the Real Meaning of "No"

January 15th, 2019

20:35
Overcoming objections starts at the first sound of the word "no." How you respond to objections can actually advance your sales conversations. Oftentimes, we confuse objection for rejection, but by actively engaging in …

Ep055: B2B Content Marketing Strategy to Grow Your Agency with Benji Hyam

January 10th, 2019

42:40
You’ve taken the first step. You know that content marketing is a viable way to grow your consulting business. Building trust with your customers on …

Ep054: Demonstrating Sales Leadership to Your Client

January 8th, 2019

21:34
Leadership can be interpreted in many different ways, but its true meaning is defined through thoughtful action. When it comes to demonstrating …

Ep053: Optimizing Your Clutch.co Listing with Ryan Stevens (Part 2 of 2)

January 4th, 2019

23:15
Welcome back to The liston.io Show! As promised, today I’m sharing part 2 of my interview with Ryan Stevens of Clutch.co. In part 1 of this episode, we shared how to drive leads and traffic to your agency. A big piece …

Ep052: Driving Leads and Traffic to Your Agency Using Clutch.co with Ryan Stevens (Part 1 of 2)

January 3rd, 2019

22:28
Getting found online with credible reviews isn't just for local businesses - it's also critical for your agency or consulting business. In part one …

(Rebroadcast) Ep027: Sales Strategy to Scale Beyond the Referral

December 31st, 2018

29:09

Ready to scale your service business sales beyond referrals? Most grow from existing contacts, networking, and referrals. But that's not a viable way to scale. In this episode, I'll tell you what it takes to scale your …

(Rebroadcast) Ep004: Sales Questions to Ask in Discovery

December 27th, 2018

25:09

The earliest part of your sales process is the time when your client will tell you exactly how to sell them, but only if you listen. That's the power of questions during discovery. Do it right, and you'll have happy …

(Rebroadcast) Ep002: Serve Don't Sell

December 24th, 2018

27:51
The key to selling your consulting expertise is to serve, not sell. I know it sounds weird, but it’ll unlock better relationships, more clients, and …

Ep051: Automating Your Business to Help Scale with Greg Hickman (Part 2 of 2)

December 21st, 2018

24:49

Picking a focus for your agency or consultancy will accelerate your ability to scale and automate parts of your business. Greg Hickman has done both, …

Ep050: From Agency to Productized Service with Greg Hickman (Part 1 of 2)

December 20th, 2018

25:49

Picking a focus for your agency or consultancy will accelerate your ability to scale and automate parts of your business. Greg Hickman has done both, …

Ep049: Social Selling with LinkedIn, Part 1

December 17th, 2018

27:26

Social selling is a buzzword and everyone's telling you to do it. The one place to focus is LinkedIn, and I'll give you a rundown of some of the best ways to start social selling using LinkedIn in Part 1 of a series of …

Ep048: Using Trade Shows to Acquire Clients and Scale Up an Agency with Chris Martinez (Part 2 of 2)

December 13th, 2018

19:16

Executing your work is tough, and outsourcing it is tempting...but most people get it wrong. Chris Martinez, Founder and CEO of DUDE Agency, built his entire business on outsourcing and he's here to teach you what he's …

Ep047: Using Trade Shows to Acquire Clients and Scale Up an Agency with Chris Martinez (Part 1 of 2)

December 12th, 2018

24:05

Executing your work is tough, and outsourcing it is tempting...but most people get it wrong. Chris Martinez, Founder and CEO of DUDE Agency, built his entire business on outsourcing and he's here to teach you what he's …

Ep046: Expanding and Derisking a Large Account

December 10th, 2018

19:42

Having large accounts gives you convincing logos and seemingly bottomless revenue opportunities, but tying so much revenue to a single client is a risk, too. In this episode, you'll learn how to diversify and derisk …

Ep045: How to Delegate Work In Your Agency with Karl Sakas (Part 2 of 2)

December 7th, 2018

29:40

Delegation helps you focus on higher and higher value activities, but that doesn't make it easy. My guest, Karl Sakas, has been called "The Agency Whisperer" and has advised hundreds of agency owners to delegate …

Ep044: How to Delegate Work In Your Agency with Karl Sakas (Part 1 of 2)

December 6th, 2018

23:33

Delegation helps you focus on higher and higher value activities, but that doesn't make it easy. My guest, Karl Sakas, has been called "The Agency Whisperer" and has advised hundreds of agency owners to delegate …

Ep043: Buying Behavior - What You Need to Know to Sell More Effectively

December 3rd, 2018

34:11

What you want doesn't matter when it comes to selling. What matters is what your clients want, so you have to understand why they buy and their buying behavior. 

Ep042: Podcast Marketing for Agency Growth with Ben Shapiro (Part 2)

November 30th, 2018

24:48

How to use podcasting and personal branding to market and grow your B2B company. 

Ep041: Podcast Marketing for Agency Growth with Ben Shapiro (Part 1)

November 29th, 2018

25:31

How to use podcasting and use personal branding to build growth within your company.Mentioned in this episode:Strategy CallMartech Podcast

Ep040: Sales Mindset - How to Think About Selling as a Service Provider

November 26th, 2018

26:13

Doing the right things won't matter nearly as much if you're not thinking the right things when you sell. It's often referred to as "mindset," and having the right one when you sell will make an immediate difference in …

Ep039: Gratitude in Sales? And Happy Thanksgiving!

November 19th, 2018

22:40

It's almost Thanksgiving, and I have a whole lot to be grateful for. But is there room for gratitude in sales?Apply for a strategy call

Ep038: Building a Personal Brand While Running an Agency with Matt Inglot (Part 2 of 2)

November 16th, 2018

27:05

Personal branding is 1) hard work and 2) enormously beneficial for your business in the long run. In Part 2 of my discussion with Matt Inglot, he talks about why and how he's building his personal brand.Mentioned in …

Ep037: Technology as a Differentiator For Your Agency with Matt Inglot (Part 1 of 2)

November 15th, 2018

12:15

How is your agency different? Using special or even proprietary technology can help you stand out, which is exactly what Matt Inglot did with his …

Ep036: Sales Cycle - Should You Push It Forward, or Stay Patient?

November 12th, 2018

25:32

Some clients seem ready to start with you right away, but then something happens and they cool off. They want to wait a month, or even indefinitely. …

Ep035: Brand Story to Boost Sales with Raj Nathan (Part 2 of 2)

November 9th, 2018

24:37

Ready to tell a story that makes your clients stop dead in their tracks and start working with you? Raj Nathan, aka The Startup Hypeman, helps …

Ep034: Brand Story to Boost Sales with Raj Nathan (Part 1 of 2)

November 8th, 2018

27:52

Ready to tell a story that makes your clients stop dead in their tracks and start working with you? Raj Nathan, aka The Startup Hypeman, helps …

Ep033: Outsourcing, Podcasting, and Cold Email, Oh MY! (November Update)

November 5th, 2018

23:17

In my monthly update for November 2018, you'll hear how I'm outsourcing, my podcast growth, and using cold outreach to acquire clients.Apply for a …

Ep032: Cold Email and Productizing Your Service Offering with Jason Bay of Blissful Prospecting (Part 2 of 2)

November 2nd, 2018

25:17

Are you fisher, or a hunter? Your sales and marketing strategies should have a mix of both. Jason Bay of Blissful Prospecting walks through the …

Ep031: Cold Email and Outbound Marketing with Jason Bay of Blissful Prospecting (Part 1 of 2)

November 1st, 2018

31:30

Are you fisher, or a hunter? Your sales and marketing strategies should have a mix of both. Jason Bay of Blissful Prospecting walks through the …

Ep030: Inbound Marketing v. Outbound Marketing

October 29th, 2018

27:46

Let's talk about how to sell yourself , and how inbound v. outbound plays a role in this process.Mentioned on this episode:Strategy call with Liston

Ep029: Growing an Ecommerce Agency with Ben Chafetz (Part 2 of 2)

October 26th, 2018

23:34

Ecommerce is a competitive landscape, and Ben Chafetz has found a way to build a thriving consulting firm focused on Magento development. He'll share …

Ep028: Growing an Ecommerce Agency with Ben Chafetz (Part 1 of 2)

October 25th, 2018

19:19

Ecommerce is a competitive landscape, and Ben Chafetz has found a way to build a thriving consulting firm focused on Magento development. He'll share …

Ep027: Sales Strategy to Scale Beyond the Referral

October 22nd, 2018

29:09

Ready to scale your agency sales beyond referrals? Most agencies grow from existing contacts, networking, and referrals. But that's not a viable way to scale. In this episode, I'll tell you what it takes to scale your …

Ep026: How to Create a Simple Consulting Website with Jared Gold (Part 2 of 2)

October 19th, 2018

26:22

If you don't have a great website, you're at an immediate disadvantage in marketing yourself to new clients. What makes a great website? My guest …

Ep024: Do you need more leads, or better selling skills?

October 15th, 2018

30:28

If you're falling short of your revenue goals, you need to make a change. Do you need more leads, or better selling skills? In this episode I'll give you some ideas for how to pinpoint the issue(s) - and there are …

Ep023: Cold Email Outreach Excellence with Jon Buchan of The Charm Offensive (Part 2)

October 12th, 2018

26:15

Jon Buchan of The Charm Offensive shares his tips for cold email outreach that'll get a response from anyone. This is Part of 2 of 2.Mentioned in …

Ep022: Cold Email Outreach Excellence with Jon Buchan of Charm Offensive (Part 1)

October 11th, 2018

23:44

Jon Buchan of The Charm Offensive shares his tips for cold email outreach that'll get a response from anyone. This is Part of 1 of 2.Mentioned in …

Ep021: Start a Podcast as Content Marketing for Your Consulting Biz

October 8th, 2018

27:55

I'll tell you exactly why I'm so bullish on podcasting, and the 6 major ways I use it in my business.Mentioned in this episode:32 Ways to Get More …

Ep020: Digital Marketing Agency Growth with Brent Weaver

October 3rd, 2018

23:14

Brent Weaver of uGurus discusses the techniques he teaches to help digital marketing agencies grow and scale their businesses.Mentioned in this episode:Brent Weaver and uGurus60-Day Sales PlanGot a question? Leave a …

Ep019: Podcast Promotion, Personal Growth, Vacation, and Being Lazy - Monthly Monday October 2018 Update

October 1st, 2018

31:58

In my October 2018 update, I'll tell you why I'm doubling down on podcast promotion and letting it lead all of my content efforts. Plus I talk about an event I attended, my vacation, and my newfound running …

Ep018: B2B Website to Support Your Selling

September 26th, 2018

26:49

It seems so obvious, but it's worth saying: your website is a critical sales tool. Do it the right way, and it'll pay huge dividends. I'll tell you …

Ep017: Start a Podcast for Your B2B Service with Simon Thompson

September 12th, 2018

28:08

Having a podcast is one of the best medium to show your expertise. But do you know that podcasting is also a great channel to increase the quality and number of your leads? Learn from Simon Thompson as we discuss why …

Ep016: Content Promotion with Ben Dell

September 5th, 2018

25:13

Your content is one of the best ways to show your expertise. However, creating great content alone is not enough. Getting people to actually see it …

Ep015: Monthly Update, September 2018

September 3rd, 2018

25:45
Here's my September 2018 update of all the happenings in my business. In this episode, I'll cover:

1. Podcast update and the road to 2k downloads

2. Moving to coaching and online training

3. Stepping down my LinkedIn video …

Ep014: Consulting Proposal - How Many Options to Include

August 29th, 2018

21:00

There are two rules for presenting your proposal: 1) include options, 2) don't include too many options. I'll tell you why, and what to do about …

Ep013: Sales Prospecting on LinkedIn with Jake Jorgovan

August 22nd, 2018

32:40

LinkedIn is a powerful prospecting tool that consultants can use to find new clients. Jake Jorgovan shares his thoughts and expertise on how …

Ep012: Consulting Proposal - How to Present It

August 16th, 2018

22:47

Have you ever experienced being ghosted by your potential clients after sending your proposal via email? Please, don't ever send your proposal over email without presenting it first. Here's why.During my early years as …

Ep011: Consulting Proposal - The Perfect Time to Write It

August 15th, 2018

17:03

Writing a proposal can take a lot of our time and can be incredibly expensive depending on the scope of the project. The problem is, not all …

Ep010: Pricing Strategy to Raise Consulting Revenue with Jonathan Stark

August 8th, 2018

26:42

I am a big proponent of the idea that hourly billing is a really bad way to price your services and grow your business. Learn from Jonathan Stark as …

Ep009: Monthly Update, August 2018

August 6th, 2018

29:30

Welcome to the first installment of my monthly update, where I'll pull back the curtain on my business and share with you how it's going. In this …

Ep008: Qualifying Leads - How Strict You Should Be

August 1st, 2018

25:55

One of the challenges of being a consultant is how to spend your time wisely. Want to be sure not to waste your time, or other people's time? Find …

Ep007: Referral Marketing for B2B Services with Steve Gordon

July 25th, 2018

25:51

I believe that the best leads are those that come through referrals. However, getting referrals by directly asking your clients is not the best way to generate leads. There's a better way, and Steve Gordon has the …

Ep006: Listening Techniques and The Consultant's Conundrum

July 18th, 2018

24:28

Every consultant faces The Consultant’s Conundrum: you get paid for your thinking and advice, but you should listen more than talk early in the sales …

Ep005: Selling and Human Behavior, aka How I Got Here

July 11th, 2018

37:47

Want to know more about me than you already do? You're in luck! Margo Aaron interviews me about my journey and how a rap career and building computers as a 12 year contributed to the Liston you know and love.Where I …

Ep004: Sales Questions to Ask in Discovery

June 29th, 2018

25:09

The earliest part of your sales process is the time when your client will tell you exactly how to sell them, but only if you listen. That's the power of questions during discovery. Do it right, and you'll have happy …

Ep003: Write a Book on Pricing, Make $1M with Blair Enns

June 29th, 2018

46:46

Write a book for $1M? Some people say you'll never make money writing a book, but Blair Enns, founder of Win Without Pitching, begs to differ. He'll tell you his plan in this can't-miss episode. 

Ep002: Serve, Don't Sell

June 29th, 2018

27:51

The key to selling your consulting expertise is to serve, not sell. I know it sounds weird, but it’ll unlock better relationships, more clients, and …

Ep001: Welcome to The Liston.io Show

June 28th, 2018

9:55

Welcome to The Liston.io Show! I want to help you build a better consulting business. Hang out here to learn about marketing, selling, and improving …

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