Enabling B2B Buying With Charles Bernard

Charles Bernard
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Enabling B2B Buying with Charles Bernard is a podcast for sales leaders and professionals who want to shift from selling to enabling buying. Hosted by Charles Bernard, founder of Criteria for Success and author of Enabling Buying in a World of Selling, the show explores how trust, relevance, and collaboration drive real growth. Each episode features insights from business and sales experts on making conversations more meaningful and buyer-focused.

Episodes

  1. 7 JAN

    Kelly Stepno on Building Trust and Reputation in Crisis Communication

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, we explore building trust and reputation in crisis communication with Kelly Stepno, Senior Leader at APCO, a global advocacy and advisory firm. Throughout her career, Kelly has spent her entire career in consulting, helping major organizations navigate crisis, litigation communication, and high-stakes reputation challenges. Although she never planned to work in sales, Kelly explains how consulting placed her at the center of buying and selling. Over time, she learned that winning trust during crisis is not about pitching. Instead, it starts with listening closely, understanding leadership responsibilities, and helping solve real problems. As a result, Kelly shares how the volatility of today’s environment has intensified pressure for both buyers and sellers, and why honesty, active listening, and relationship-building are now more important than ever. She also discusses how building trust and reputation in crisis communication shape every interaction, from crisis response to long-term advisory work. In this conversation, Kelly and Charles explore: Kelly’s path from crisis communication to C-suite reputation work How active listening builds trust and clarity with clients Why relationships outperform transactional selling How to challenge RFPs with honest guidance The long runway from first meeting to partnership How teamwork and “phone a friend” strengthen conversations Why in-person connection creates deeper trust How leaders coach emerging professionals to sell through service What motivates Kelly in complex, high-pressure environments Resources Mentioned: • APCO Worldwide• Crisis communication and reputation frameworks• C-suite and KPI alignment strategies Listen & Subscribe to Enabling B2B Buying with Charles Bernard There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Kelly Stepno on Building Trust and Reputation in Crisis Communication appeared first on Collavia.

  2. 16/12/2025

    Hearts, Minds, and Wallets: Jennifer Morgan on Closing Bigger Deals

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, Charles speaks with Jennifer Morgan, founder and CEO of Connective Communication and author of Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals. After 15 years on Wall Street with firms like Credit Suisse, Citigroup, and J.P. Morgan Asset and Wealth Management, Jennifer now helps leaders and teams communicate with clarity, close bigger deals, and create lasting relationships. Drawing on her experience working with more than 45,000 people in 16 countries, Jennifer explains how to win hearts, minds, and wallets by serving others, asking better questions, and preparing thoughtfully for every interaction. She shares the story behind her book, the mentors who shaped it, and the tools and templates that help sellers move from pressure-driven pitches to clear, consultative conversations that enable buying. In this conversation, Jennifer and Charles explore: How 15 years on Wall Street led Jennifer to launch Connective Communication The origin story of Hearts, Minds and Wallets and the two mentors who brought it to life Why “showing up in service of others” is at the core of closing bigger deals The idea of being “authentic with boundaries” in high-stakes business settings How to curate long-term relationships instead of settling for quick, transactional wins Moving from “Always Be Closing” to “Always be client- or colleague-ready” The role of people, process, and performance, and why people are the true edge in any market How gratitude, service, and a clear personal ethos keep you grounded as you grow Resources Mentioned: Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals by Jennifer Morgan Connective Communication Make-A-Wish Foundation How to Win Friends and Influence People by Dale Carnegie International Coaching Federation (ICF) Morningstar (people, process, performance framework) Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Hearts, Minds, and Wallets: Jennifer Morgan on Closing Bigger Deals appeared first on Collavia.

    37 min

  3. 02/12/2025

    Sales With Purpose: Kimberly Pearson on Mission-Driven Work at Oticon

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, we highlight sales with purpose through the story of Kimberly Pearson, an audiologist and sales leader at Oticon, a Danish hearing health care company known for its groundbreaking work in “brain hearing.” With more than 30 years of experience in audiology and sales, Kimberly shares how her career has been driven by one guiding purpose: changing lives through better hearing. She reveals how science, empathy, and mission-driven selling connect to create lasting trust between providers and patients, and how understanding your “why” shapes meaningful results. In this conversation, Kimberly and Charles explore: How Oticon’s mission and research culture translate into real-world patient impact The meaning of sales with purpose and why it drives stronger buyer relationships The art of enabling buying by truly listening to customer needs Strategies for balancing KPIs with authenticity and trust The importance of staying curious, learning continuously, and leading with empathy How AI and technology are transforming hearing health care, and how professionals can adapt Why knowing your “why” sustains motivation and purpose in sales Resources Mentioned: Oticon Start With Why TED Talk by Simon Sinek Visit Kimberly’s company website here: https://www.oticon.com/ Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast: click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred platform. You can also watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Sales With Purpose: Kimberly Pearson on Mission-Driven Work at Oticon appeared first on Collavia.

    22 min

  4. 18/11/2025

    Why Systems Beat Superstars: Katie Keith and Michael Quigley’s Guide to Sustainable Success

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling Buying in a World of Selling with Charles Bernard, Charles dives into why systems beat superstars in sustainable sales. Joined by Katie Keith and Michael Quigley, both members of The Global Chamber, they explore how shifting from a transactional mindset to an enabling one transforms the buyer experience. This conversation proves that systems beat superstars when it comes to creating long‑term, trust‑driven success. They discuss the principles of authentic selling, the power of trust, and the essential shift from high-pressure tactics to deep interpersonal skills. Furthermore, Katie and Michael emphasize that success in modern sales depends not on charisma alone, but on thoughtful systems, introspective habits, and adopting the buyer’s perspective. When you prioritize the buyer’s experience and commit to internal “renewal of the self,” long-term results (like renewals and enduring relationships) follow naturally. Katie, Michael, and Charles dive into: Service & Sales are One: True selling starts with service; consequently, centering the approach around the customer’s experience and needs. Pull Over Push: Move beyond “pushing” information. Instead, use storytelling and a focus on “What’s In It For Me” (WIFM) to pull buyers toward you. The Three-Part Focus: Master the essential framework: respect the buyer, manage your internal pressure, and control your own performance. Trust is the “Yes” Trigger: In an age of overwhelming information, trust is the single most important factor that leads to a buyer’s commitment. Renewal, Not Transaction: Prioritize a renewal mindset over one-off transactions to build deeper client relationships and achieve long-term success. The Introspection Habit: Maintain authenticity and stay grounded by regularly reflecting on how to improve your actions and focus. Be the Buyer: Therefore, break free from the seller’s mindset and intentionally ask, “What is the experience like from their perspective?” Resources Mentioned: Empowering Women: A Woman’s Guide to Successful Living by Louise Hay You Can Heal Your Life by Louise Hay About the Guests: Katie KeithFounder of KK Collective, a platform supporting women in business through growth and transformation. She brings over 25 years of experience in banking and finance. Michael QuigleyFounder of Kataholos, a coaching and leadership firm helping professionals grow through private coaching and content. A former teacher, he now works with international clients in English and Spanish. Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Why Systems Beat Superstars: Katie Keith and Michael Quigley’s Guide to Sustainable Success appeared first on Collavia.

    45 min

  5. 04/11/2025

    Joyce Durst on Building a Culture of Empowerment in Tech Leadership

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, we highlight empowerment in tech leadership through the story of Joyce Durst, founder and CEO of Growth Acceleration Partners (GAP). While many CEOs focus solely on growth, Joyce shares how building a strong culture rooted in values, empathy, and customer-centricity leads to long-term business success. Together, Joyce and Charles explore how a culture of empowerment strengthens teams and sharpens B2B sales in today’s rapidly evolving tech landscape. In this conversation, Joyce and Charles explore: Technology’s Trajectory: Comparing technology’s evolution with the shifting landscape of how people buy. The Full Circle of Selling: Selling now favors a relationship-driven model, therefore focusing on the customer’s business problems. GAP’s Core Values in Action: Joyce’s “why” is rooted in three values: Striving for Greatness, Being Agile (embracing change), and Investing in People. The CEO’s Toughest Choice: Joyce advises entrepreneurs to be bold and stand by their values, especially in challenging times. “WAIT” and Sales Rigor: The acronym WAIT (“Why Am I Talking?”) trains sales reps to ask questions and listen first. Empathy for the Buyer: When making decisions, caring about a customer’s anxieties is essential. Engineers as Consultants: Finally, Growth Acceleration Partners involves its engineers early to eliminate risk and build trust. Resources Mentioned: Growth Acceleration Partners (GAP) The Happiness Advantage by Shawn Achor Gong Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Joyce Durst on Building a Culture of Empowerment in Tech Leadership appeared first on Collavia.

    50 min

  6. 07/10/2025

    Joe Leo on Blending Creativity, Service, and AI to Enable Buying

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Joe Leo, founder of the software consultancy Def Method, to talk about how creativity, AI, and a service mindset are transforming B2B sales conversations. Def Method provides engineering solutions in Ruby, Python, and JavaScript and built Phoenix, the first AI platform exclusively for Ruby on Rails applications. Joe and Charles explore how being useful, listening actively, and empowering the buyer leads to better relationships and business outcomes. Furthermore, they discuss how AI can help, not replace, human-led sales by enhancing clarity, personalization, and discovery. In this conversation, Joe and Charles dive into: Creativity in a Logical Field: Def Method’s approach to clients and sales is fueled by creativity, not just logic The Service Mindset: Joe sees every conversation as a chance to offer advice, share experience, or simply listen. Discovery-Based Selling: Joe uses success stories to help buyers imagine outcomes, not just pitch features or benefits. AI for Efficiency: High-quality AI drafts based on conversations still rely on human context for tone and relevance. Human Context Is Vital: AI needs human input to emphasize what matters most to the buyer like design choices or engagement expectations. Evolving Buyer Demands: Today’s buyers expect more clarity on success metrics, risk mitigation, and responsible AI usage. AI as a Lion: Joe helps clients safeguard their own success by showing them what not to automate and where unexpected solutions might live. Resources Mentioned: Artificial Ruby Meetup The Ruby AI Podcast Visit Joe’s company websites here:  https://www.defmethod.com/ https://www.phoenix.love/ Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Joe Leo on Blending Creativity, Service, and AI to Enable Buying appeared first on Collavia.

    24 min

  7. 01/10/2025

    Human First, Seller Second: Heidi Anderson on Sustainable Sales that Build Trust

    For the short video summary, please click here.Watch the full video here. Human First, Seller Second is a mindset for sellers who want to build lasting trust and drive sustainable growth. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Heidi Anderson, a transformational growth executive and board advisor , and a long-time associate of Charles and his organization, Criteria for Success. Heidi brings decades of experience to the conversation, sharing how sales teams can thrive by making empathy and trust central to every conversation. Together, Heidi and Charles unpack what it means to truly show up for buyers. Drawing from her leadership roles and experience across various business models, Heidi outlines the “Human First, Seller Second” philosophy that drives trust-based sales cultures, especially when leading across complex teams. In this conversation, Heidi and Charles dive into: Understanding the buyer’s needs and tailoring solutions and relationships to them Why being prepared and curious are essential criteria for success The vital role of emotional intelligence and authentic human connection in sales, especially in an era of AI How discomfort and vulnerability build trust and lead to a more authentic relationship The importance of curiosity, continuous learning, nurturing your network, and being open to feedback How leaders can filter wisdom to frontline teams through effective communication Key Principles from the Conversation: Being curious, open to feedback, and nurturing relationships and your network Podcasts, which she notes are a great way to learn AI tools such as ChatGPT and Perplexity to prepare for business conversations Visit Heidi’s company website here: https://www.solismammo.com/ Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Human First, Seller Second: Heidi Anderson on Sustainable Sales that Build Trust appeared first on Collavia.

    29 min

  8. 23/09/2025

    Paul Kirch on Why Empathy Outperforms Pitching in Today's Market

    For the short video summary, please click here.Watch the full video here. Empathy outperforms pitching and in today’s market, that’s more than a feel-good phrase. It’s a powerful shift in how successful sellers show up, connect, and close. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Paul Kirch, founder of the Boss Academy and a sales consulting agency, to explore why traditional sales tactics no longer serve modern buyers and what to do instead. Paul brings decades of experience in sales leadership, marketing, and personal development, making this episode a must-listen for anyone looking to sell with more purpose and authenticity. Through this thoughtful conversation, Paul and Charles examine the deeper role of emotion in sales. Paul shares how empathy, curiosity, and intention can unlock more meaningful (and effective) buyer conversations than any pitch ever could. Together, they explore: Why empathy outperforms pitching in a buyer-driven market. How emotional connection leads to greater influence and trust. Ways sellers can shift from “performing” to “serving”. The role of self-awareness and active listening in sales. Why relevance and humility matter more than persuasion. The importance of coaching and training, and why the two must go together to be successful. How companies can create a culture of learning and growth to retain talent. Resources mentioned: Boss Academy Askology Method Criteria for Success (CFS) Collavia Visit Paul’s website here: https://www.paulkirch.com/ Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Paul Kirch on Why Empathy Outperforms Pitching in Today’s Market appeared first on Collavia.

    27 min

  9. 15/09/2025

    Carol Eversen on Resilient Leadership and Showing up with Authenticity

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Carol Eversen, a leadership coach, trusted advisor, and executive with decades of experience helping teams and leaders thrive. Carol shares how resilient leadership and showing up with authenticity can transform not only businesses but also the people within them. She explains that emotional honesty, intention, presence, and consistent follow-through are at the heart of leadership that lasts and builds sustainable success. Carol and Charles dive into: How leaders can cultivate resilience through intention, presence, and grace Why creating emotional safety is foundational for innovation and collaboration The value of “showing up” and leading by example, especially during times of change What it means to manage energy, not just time, as a leadership principle Why silence and stillness are essential tools in the leadership toolkit The ways Carol helps executives reconnect with their purpose and lead with clarity How burnout, boundaries, and balance are interconnected in team dynamics The importance of trust, feedback, and curiosity in building sustainable leadership cultures Resources Carol mentions: PitchBook Crunchbase Chief Outsiders Vistage Visit Carol’s company website here: https://www.chiefoutsiders.com/profile/carol-eversen Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Carol Eversen on Resilient Leadership and Showing up with Authenticity appeared first on Collavia.

    32 min

  10. 09/09/2025

    Mark Laufer on the Buyer’s Experience: Relevance Over Hard Sell

    For the short video summary, please click here.Watch the full video here. Relevance Over Hard Sell is more than a phrase. It’s a strategy that redefines how companies build trust with buyers. In this episode of Enabling B2B Buying with Charles Bernard, Charles sits down with Mark Laufer, CEO of Laufer Group International, to discuss what it really takes to win in today’s complex B2B environment. Mark brings a powerful lens from the logistics and freight forwarding industry but his insights on sales, leadership, and client experience resonate across sectors. Through this candid conversation, Mark and Charles unpack the mindset shifts required for companies and salespeople to move beyond pushing products and start aligning deeply with buyer needs. From creating a team culture of trust and learning to empowering salespeople with empathy and relevance, Mark shares how he’s reshaped his company to be more consultative, less transactional and far more effective. Together, they explore: Why hard sell tactics damage trust and what to do instead How relevance improves the buyer experience in B2B sales The connection between internal leadership and client-facing success The process of building a high-impact sales playbook with Criteria for Success Why slowing down sales conversations can actually accelerate outcomes The role of learning and intention in sustainable leadership Resources Mark mentions: Vistage Tribal Leadership Visit Mark’s company website here: Laufer Group International Listen & Subscribe to Enabling B2B Buying with Charles BernardThere are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ The post Mark Laufer on the Buyer’s Experience: Relevance Over Hard Sell appeared first on Collavia.

    42 min
  • 10 Episodes

About

Enabling B2B Buying with Charles Bernard is a podcast for sales leaders and professionals who want to shift from selling to enabling buying. Hosted by Charles Bernard, founder of Criteria for Success and author of Enabling Buying in a World of Selling, the show explores how trust, relevance, and collaboration drive real growth. Each episode features insights from business and sales experts on making conversations more meaningful and buyer-focused.

Information

  • Creator
    Charles Bernard
  • Years Active
    2025 - 2026
  • Episodes
    10
  • Rating
    Clean
  • Show Website
    Enabling B2B Buying With Charles Bernard
  • Provider