Mastering Modern Selling

Tom Burton, Brandon Lee, Carson V Heady
  • 5.0 (8)
  • Marketing
  • Updated Daily

At Mastering Modern Selling, our mission is to equip you with the insights, strategies, and tools necessary to excel in the ever-evolving landscape of sales. Traditional sales approaches, marketing tactics, and lead-generation methods are becoming obsolete. In today's market, buyers dictate the buying process and have little patience for cold calls, email blasts, or aggressive sales tactics. In this new era of sales and marketing, success hinges on building meaningful relationships with prospects and buyers. We believe in leveraging the power of modern strategies, techniques, and technologies to foster these connections. This approach, often referred to as Modern Selling, encompasses leveraging digital and social channels to create demand and cultivate strong relationships with prospects, partners, and customers. By mastering Modern Selling, you and your team can enhance your visibility in the marketplace, establish yourselves as trusted advisors, accelerate pipeline growth and revenue, and position yourselves as the employer of choice in your industry. Join us on Mastering Modern Selling as we explore the principles, practices, and innovations driving success in today's sales landscape.

  1. Sep 30

    The Human-AI Sales OS: How to Build a Strategy To Makes Success Predictable

    Leave your comment AI has made it easier to reach buyers—and harder to earn their attention. So what actually helps you win in 2026, and what is just wasting your time? Mastering Modern Selling returns with Carson Heady and Tom Burton for a live, open Q&A about sales with AI in 2026. After 150 episodes, we're back for the same reason we paused: the profession keeps changing, and sellers need a playbook that changes with it. Join 500+ sellers and sales leaders worldwide to challenge assumptions, share what's working, and ask the questions that matter. For sellers who want meaningful executive conversations and leaders who want stronger team performance. WHAT WE'LL DISCUSS • AI prospecting that earns a response: Turn company research, leadership priorities, and business signals into outreach that gives buyers a reason to care. • Standing out amid AI-generated noise: Use AI to sharpen your relevance while keeping your voice, judgment, and credibility. • Getting executive meetings: Build a concise opening around the customer's mission, a timely challenge, and a useful next step. • Moving beyond prompts: Connect research, outreach, follow-up, and relationship building into a repeatable sales process. • Buyer hesitation: Help customers make progress by clarifying decisions, reducing uncertainty, and making the next step easier. • Leading in the AI moment: Coach the behaviors that produce results, share successful approaches, and help your people become the heroes. • Measuring what matters: Look beyond activity counts to responses, conversations, qualified opportunities, pipeline, and customer outcomes. • Protecting the human advantage: Know when to listen, challenge, build trust, and make the judgment call that a tool cannot make for you. 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

  2. 08/25/2025

    MMS #144 with Nicholas Loise - Your Sales Playbook is More Valuable Than Any Rep

    Leave your comment In this episode of Mastering Modern Selling, Brandon and Tom are joined by Nicholas Loise, a seasoned sales strategist and founder of the Sales Performance Team.  The conversation focuses on a critical truth in modern sales: your sales playbook can be a stronger long-term asset than any individual rep.  Nicholas shares how businesses can build replicable, scalable processes that elevate performance across the team and outlast turnover.  From coaching frameworks to deal inspection techniques, this episode dives deep into how structure can drive repeatable success. Key Takeaways The Sales Playbook Isn’t Just a Tool, It’s the Foundation Nicholas explains why a sales playbook, when built right, allows you to scale, coach, and replicate winning behaviors across the team.Coaching Should Be Structured, Not Sporadic “Most coaching is reactive,” Nicholas says. He outlines a proactive model for deal reviews and ongoing rep development.Scripting Creates Freedom, Not Rigidity While some resist scripting, Nicholas makes the case that great scripts create consistency and free up reps to focus on the human side of selling.You Can’t Coach What You Don’t See With fewer reps in the office, sales leaders must find new ways to gain visibility into daily activity and pipeline health.The ‘Coach First, Close Second’ Mentality Tom, Brandon, and Nicholas all agree: The best modern sellers are also great teachers. Empowerment creates performance. 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

  3. 08/07/2025

    MMS #143 with Brandon Lee and Alice Heiman - The Roundtable Strategy That Opens Doors

    Leave your comment Welcome back to Mastering Modern Selling!  In this kickoff episode, we bring back sales strategist Alice Heiman and Brandon Lee to talk about a strategy that’s been quietly transforming how sales conversations are started, the Roundtable Model. If cold calling and email are yielding diminishing returns, this episode is your roadmap to creating high-quality, high-conversion opportunities through intentional, peer-driven conversations.  Brandon and Alice walk through how roundtables are being used to build reputation, deepen trust, and open doors that traditional outreach struggles to unlock. What You’ll Learn Why Sales Conversations Are Stalling Buyers are overloaded, skeptical, and uncertain. Alice outlines why the old tactics fall flat and what needs to change in how we approach conversations.Reputation Over Outreach Brandon introduces the idea of “revenue through reputation” and how building credibility is more effective than spamming inboxes.Inside the Roundtable Model Alice details how curated, topic-specific roundtables not only attract your ideal customer but create immediate relational equity.The Anatomy of a Roundtable Learn how to plan, invite, moderate, and follow up. From identifying the right topic to converting participants into pipeline.Scaling Trust in a Buyer-Centric World It’s not about pitching. It’s about being seen as a trusted facilitator in a room full of your best prospects. 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

  4. 06/26/2025

    MMS #142 - Entering the Revenue Zone in a Modern Sales Era

    Leave your comment In this episode of Mastering Modern Selling, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey.  Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can help sales professionals stay ahead in an increasingly complex market.  This episode offers valuable insights on reshaping sales forecasting, guiding buyers through the sales process, and leveraging the yellow brick road concept to drive revenue success. Key Highlights: Modern Sales Forecasting: Tom shares how traditional sales forecasting methods no longer suffice and why understanding buyer readiness is key.Building Trust and Creating Demand: Learn why trust is the new currency in sales and how to generate authentic demand that moves beyond basic interest.The Yellow Brick Road: Tom discusses how to guide buyers along a personalized, trust-based journey, building the yellow brick road to the Revenue Zone.AI and Personalization: Discover how AI tools are transforming the sales process, allowing for personalized buyer journeys at scale.Practical Advice for Sales Teams: Whether you're a solo seller or part of a team, Tom offers actionable steps on how to implement the Revenue Zone framework into your sales approach. 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

  5. 06/12/2025

    MMS #141 - The Trust Factor: Building Sales Teams Buyers Actually Want to Talk To with Jake Mannino

    Leave your comment What does it really take to build trust in your team and with your buyers?  In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales. Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins with self-awareness, and how authenticity, logic, and empathy form the core triangle of lasting relationships.  You’ll hear how simple language shifts like removing “can’t” can change entire mindsets, and why the best leaders focus on rapport, adaptability, and involvement. This conversation also explores: How to turn red-path thinking into green-path beliefThe Shackleton survival story as a metaphor for modern leadershipHow to decode customer behavior through pattern recognitionWhy knowing your customer’s culture matters more than their 10-KWhether you’re a frontline seller or a seasoned executive, this episode offers transformative insights into what it really means to earn the right to be trusted. 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

  6. 06/05/2025

    MMS #140 - Aligning Revenue Teams for Growth with Bill McCormark

    Leave your comment In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber. Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are.  You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, and what it means to be truly buyer-centric in your sales approach. This episode is packed with practical takeaways, honest reflections, and a refreshing reminder that modern selling isn’t about choosing sides, it’s about making better choices. Topics Covered: Why all selling is social, but not just on socialThe myth of the “perfect posting schedule”How to use your LinkedIn profile as a value magnetWhat bad sales culture teaches (and how to fix it)Why leadership must show up for digital changeIf you’re ready to trade empty activity for meaningful progress, don’t miss this one. 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

  7. 05/29/2025

    MMS #139 - Mastering Modern Sales in an AI World with Tom & Carson

    Leave your comment In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success. With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle planning, prospecting, forecasting, and customer engagement and show how AI can augment, not replace, authentic relationship-building.  If you want to stay relevant and effective as the sales landscape evolves, this episode is your playbook. What we discussed:1. Smarter Sales Planning with AI  AI can analyze your pipeline, uncover gaps, and spotlight high-potential accounts.  It helps you plan your year or quarter with data-backed insights rather than guesswork, identifying where to invest your efforts for the biggest returns. 2. Personalized Prospecting and Outreach   By scanning LinkedIn profiles, company info, and recent news, AI crafts tailored messages and subject lines designed to increase open and response rates.  But Tom stresses: AI drafts the message you add the personal tone and relevance that build trust. 3. Data-Driven Forecasting   Forget adding arbitrary percentage increases to last year’s sales. AI can process historical data and industry benchmarks to help build forecasts that are both ambitious and achievable.  This brings more credibility and accuracy to your sales planning. 4. Handling Ghosting and Tough Conversations   When prospects go quiet or hesitate, AI can help draft empathetic, clear follow-ups that acknowledge their concerns and reduce the perceived risk of moving forward.  These messages open doors to honest conversations and keep deals moving. 5. Balancing Automation with Authenticity   Ultimately, the episode highlights a vital truth: AI boosts efficiency, but it can’t replace empathy, insight, or the human connection.  Your unique voice and understanding of your customer’s needs remain the biggest competitive advantage. AI is no longer a futuristic concept, it’s here and changing how we sell. But success isn’t about replacing the human touch; it’s about combining AI’s power with your authentic relationship-building skills.  Tom and Carson’s advice offers a roadmap for sales pros who want to stay effective, relevant, and indispensable in an AI-driven world. 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

  8. 05/22/2025

    MMS #138 - Stop Blaming Sales, Build the System

    Leave your comment In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs.  Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies. Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies.  Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it. The CEO as a Sales Driver, Not Just a Visionary CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace. Visibility is Vital CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects. Stop Selling Like a Founder Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team. Outdated Playbooks Are Hurting Sales The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance. A New Go-To-Market Mindset CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople. Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top. If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open. 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

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5
out of 5
8 Ratings

About

At Mastering Modern Selling, our mission is to equip you with the insights, strategies, and tools necessary to excel in the ever-evolving landscape of sales. Traditional sales approaches, marketing tactics, and lead-generation methods are becoming obsolete. In today's market, buyers dictate the buying process and have little patience for cold calls, email blasts, or aggressive sales tactics. In this new era of sales and marketing, success hinges on building meaningful relationships with prospects and buyers. We believe in leveraging the power of modern strategies, techniques, and technologies to foster these connections. This approach, often referred to as Modern Selling, encompasses leveraging digital and social channels to create demand and cultivate strong relationships with prospects, partners, and customers. By mastering Modern Selling, you and your team can enhance your visibility in the marketplace, establish yourselves as trusted advisors, accelerate pipeline growth and revenue, and position yourselves as the employer of choice in your industry. Join us on Mastering Modern Selling as we explore the principles, practices, and innovations driving success in today's sales landscape.

Information

  • Creator
    Tom Burton, Brandon Lee, Carson V Heady
  • Years Active
    2022 - 2026
  • Episodes
    141
  • Rating
    Clean
  • Copyright
    © 2026 Mastering Modern Selling
  • Show Website
    Mastering Modern Selling