Art & Science of Complex Sales

Membrain
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The Art & Science of Complex Sales brings together B2B sales experts to explore the strategies, challenges, and ideas shaping complex sales today. From sales leadership and prospecting to coaching, AI, buyer behavior, and performance, each episode offers practical perspectives for building stronger sales organizations.

  1. Sep 4

    How to Build a Repeatable Sales Process That Scales | Vic Ing

    What happens when your sales approach works for you, but nobody else can replicate it? Vic Ing, founder of Viking Sales Consultants, explores why scaling B2B sales requires moving beyond instinct and building a repeatable sales process. He shares how to identify which sales habits actually work, use your ideal customer profile to qualify more effectively, and stop holding onto opportunities that are not a good fit. The conversation also explores why founders need to turn what they know intuitively into a sales process that gives others a better chance to succeed. - About Vic Ing: Vic Ing is a business consultant, sales trainer, author, and founder of Viking Sales Consultants. For more than thirty years, he has built, led, and supported revenue-generating teams in a variety of sales, leadership, and business development roles, and through Viking Sales Consultants has helped entrepreneurs, business owners, and sales professionals improve business development, strengthen customer relationships, and create sustainable growth. He is the author of Selling Is Easy (If You Know the Rules) and has facilitated hundreds of workshops, coaching engagements, and strategic planning sessions throughout Northeast Ohio. Linkedin: https://www.linkedin.com/in/victoring/ Link to book: https://a.co/d/03KMZqH8

    How to Build a Repeatable Sales Process That Scales | Vic Ing

  2. Aug 28

    Driving Sales Performance with Mindset and Behavior | Dave Brock

    In this episode, Dave Brock returns to The Art and Science of Complex Sales to explore what actually drives sales excellence. Sales organizations invest heavily in processes, training, CRM, coaching, metrics, and AI. But those mechanisms alone do not explain why some salespeople consistently outperform others. Drawing from his book The DNA of Sales Excellence, Dave explains why the missing piece is often the mindsets and behaviors that make those systems work. In this episode, you’ll learn: Why tools and training alone do not create top performersWhat Dave means by the DNA of sales excellenceHow mindsets and behaviors connect to sales mechanismsWhy CRM adoption requires more than training and enforcementHow curiosity changes the way salespeople use AIWhy AI amplifies the quality of the thinking behind itHow leaders can recruit and develop for the right behaviors Listen in to learn how sales organizations can connect people, processes, and technology to create more consistent performance. About Dave Brock: What would you expect of an idealistic graduate of UC Berkeley? Dave is driven by the mission of helping each individual and organization achieve their dreams, exceeding what they ever believed possible. A theoretical physicist joining a four-person startup, right out of college; Dave soon learned there is a lot more to business success than a great idea and hot product. After failing in that start up, he got his MBA, then went to the “dark side,” selling mainframe computers to large banks and investment companies in New York City. Dave progressed to executive leadership roles in high technology giants, also, was on the founding team of two successful technology startups with current market cap exceeding $50 Billion. He led the successful turnarounds of several companies, before starting Partners In EXCELLENCE. He’s a popular guest on numerous podcasts, webcasts, and as a speaker; known for his ruthless pragmatism. Dave is the author of the bestselling Sales Manager Survival Guide and the upcoming Sales Executive Survival Guide. Additionally, he’s a prodigious and provocative blogger. Personally, Dave is an avid road-biker, struggling triathlete, and sailor. Blog: https://partnersinexcellenceblog.com/ The DNA of Sales Excellence: https://partnersinexcellenceblog.com/the-dna-of-sales-excellence/

    Driving Sales Performance with Mindset and Behavior | Dave Brock

  3. Aug 21

    Clarity Before Activity: How Great Sales Leaders Create Better Performance | Morné Smit

    In this episode, Morné Smit returns to The Art and Science of Complex Sales to explore why clarity is one of the most important responsibilities of a sales leader. Together, Paul and Morné discuss why beliefs drive behavior, how leaders can shape the narrative inside their teams, and why more activity does not automatically lead to better performance. They also explore how preparation changes as sales teams scale, how AI can help leaders make sense of market conditions, and why separating high-payoff activities from low-payoff work can create significant amounts of time and focus. In this episode, you’ll learn: Why clarity should come before activityHow beliefs shape sales behaviorWhy leaders need to set the narrativeHow a model week creates greater consistencyWhy preparation becomes more important at scaleHow to identify high-payoff activitiesWhat salespeople should delegate, automate, or stop doingWhy every repeatable activity should have a playbook Listen in to learn how better clarity can create better decisions, better behaviors, and stronger sales performance.About Morné Smit:Morné Smit is the Founder and CEO of Emerse Sales, where he helps founders and leadership teams build predictable revenue engines, stronger sales cultures, and scalable sales systems. Over the past two decades, he has worked with organizations across 65+ industries on four continents, helping leaders create clarity, improve execution, and drive sustainable growth through practical sales leadership and accountability.

    Clarity Before Activity: How Great Sales Leaders Create Better Performance | Morné Smit

  4. Aug 7

    How to Retain Tribal Knowledge and Protect Revenue | Nate Tutas

    How can companies protect revenue when experienced employees retire or leave? Nate Tutas joins The Art & Science of Complex Sales to explore how manufacturing and distribution companies can capture tribal knowledge before it walks out the door. He discusses why valuable customer knowledge and practical experience rarely make it into CRM or SOPs, and how AI can help turn that knowledge into useful onboarding, coaching, and sales resources. In this episode, you’ll learn: Why retiring employees create hidden revenue riskWhat tribal knowledge includesWhy CRM and SOPs cannot capture everythingHow AI can help organize and preserve knowledgeWhy knowledge capture should happen continuouslyListen in to learn how to protect decades of experience and turn it into something the wider organization can use. About Nate Tutas: Your best people carry the knowledge that actually runs your business, and most of it lives nowhere but their heads. When they retire or walk out, decades of hard-won judgment leave with them. AI has only raised the stakes, because the companies that keep and compound their knowledge now move at a speed the rest can't touch. Nate Tutas teaches companies how to keep that edge and turn it into speed. His argument is blunt: most companies don't fail because they're underperforming, they fail because they can't turn the ship fast enough, and no company can turn when the knowledge behind every decision keeps leaking out the door. His fix is the Tribal Knowledge Vault: capture the know-how trapped in your best people's heads, turn it into a shared doctrine the whole team can run on, and push decisions down to the lowest capable level without losing control. That is how you build maneuverability into a business. The friction that grinds most companies to a halt comes off, the team moves as one, and you outmaneuver competitors again and again. He calls it Maneuver Intelligence , or what the Marines call High Speed, Low Drag. Nate is a Marine with fifteen years of industry experience, trained under NLP co-creator Dr. Richard Bandler. He is trusted by Tony Robbins and Dean Graziosi's Mastermind.com team to coach the business owners at their live events, and was hired by Russell Brunson's team to build and run onboarding for a new platform launch. He is the founder of DAI Success and he's on a mission to unlock the potential in the middle class.

    How to Retain Tribal Knowledge and Protect Revenue | Nate Tutas

  5. Jul 16

    The Psychology Behind Better Sales Conversations │ Matt Sucha

    In this episode, Matt Sucha joins The Art and Science of Complex Sales to explore why better sales results come from understanding how people actually make decisions. Together, they discuss why buyers are shaped by barriers, framing, and context, why motivation is often misunderstood, and how small shifts in communication can create major changes in customer behavior. Matt also introduces the SURF framework as a practical way to make sales conversations more deliberate. In this episode, you’ll learn: Why customers buy solutions, not topicsHow framing changes buying decisionsWhy motivation is often misunderstood in salesWhat defaults and anchoring reveal about buyer behaviorHow the SURF framework worksWhy deliberate communication leads to better results Listen in to learn how behavioral science can help sales teams communicate with more clarity, more purpose, and more impact.

    The Psychology Behind Better Sales Conversations │ Matt Sucha

  6. Jul 10

    Building Trust in Cold Calls │ Brent Long & Nick Massaro

    In this episode, Brent Long and Nick Massaro join The Art and Science of Complex Sales to explore why cold calling still works and what it takes to build trust faster in modern prospecting. Together, they discuss how prospecting has changed, why cold calling is harder but more valuable than ever, and how honesty, timing, and the right questions can turn a cold call into the start of a real relationship. In this episode, you’ll learn: Why prospecting tools do not replace prospecting skillHow cold calling fits into a low-trust marketWhat Brent means by the three truths of a cold callWhy the goal is not always to set the meetingHow good prospecting leads to better follow-up conversationsWhy voice-to-voice still matters more than ever Listen in to learn how to build more trust and better momentum in your prospecting conversations.

    Building Trust in Cold Calls │ Brent Long & Nick Massaro

  7. Jul 3

    How to Overcome Limiting Beliefs in Sales │Paul Fuller

    How do limiting beliefs shape sales performance without people even realizing it? Membrain’s CRO, Paul Fuller, explores how unconscious beliefs about self, others, and the world can influence behavior, confidence, trust, and sales performance. Drawing on a personal coaching story and insights from George Brontén’s work, Paul explains why limiting beliefs can become self-fulfilling and how sales leaders can help their teams challenge them. In this episode, you’ll learn: How limiting beliefs affect sales performanceWhy beliefs about self can hold sellers backHow assumptions about others affect trust and outreachWhy beliefs about the world shape sales behaviorHow limiting beliefs become self-fulfillingHow leaders can coach teams through themListen to learn how challenging limiting beliefs can lead to stronger confidence, better conversations, and better sales performance. 00:00 Introduction02:25 How limiting beliefs can shape performance08:06 What limiting beliefs really are12:54 The three types of limiting beliefs15:17 How beliefs about self hold salespeople back19:51 How beliefs about others affect trust and outreach24:07 How beliefs about the world shape sales behavior27:30 How to challenge and overcome limiting beliefs

    How to Overcome Limiting Beliefs in Sales │Paul Fuller

  8. Jun 26

    Unlocking Hidden Growth │ Maggie Zwierko

    In this episode, Maggie Zwierko, Practice Partner at SalesStar North Carolina, joins The Art and Science of Complex Sales to explore how life sciences companies can unlock hidden growth. Together, they discuss why many organizations think they have a sales process when they really have a sales method, why some of the most important customer conversations happen outside the formal sales team, and how better structure can improve both business performance and patient outcomes. In this episode, you’ll learn: Why life sciences needs stronger engagement systemsHow hidden growth lives beyond the sales forceWhy process matters more than individual heroicsHow field-based experts influence growth and careWhat role to goal, role to role, and role to soul meansWhy better internal alignment can improve patient outcomesListen in to learn how life sciences teams can create more growth by making their best practices repeatable.

    Unlocking Hidden Growth │ Maggie Zwierko
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The Art & Science of Complex Sales brings together B2B sales experts to explore the strategies, challenges, and ideas shaping complex sales today. From sales leadership and prospecting to coaching, AI, buyer behavior, and performance, each episode offers practical perspectives for building stronger sales organizations.

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