Enabling Buying: A B2B Sales and Revenue Podcast

Charles Bernard
  • 0.0 (0)
  • Entrepreneurship

Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.

Episodes

  1. 6d ago

    Storytelling in Sales: Chip Brewer on Buyer Trust

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Chip Brewer, founder of Growth Story LLC, about storytelling in sales and buyer connection. In particular, Chip explains how storytelling helps build trust in today’s AI-driven world. As automation and impersonal outreach continue to grow, authentic communication matters more than ever. Because of this, Chip emphasizes the importance of active listening and emotional connection during buyer conversations. Chip also explains how stories help people connect emotionally and remember information more clearly. In contrast, facts, bullet points, and AI-generated messaging often fail to create the same impact. Drawing from his background in improv, writing, and consulting, Chip shares why authentic storytelling leads to stronger business relationships. In addition, he explains how better listening creates more meaningful conversations with buyers. In this episode, Paul and Chip explore: • Why storytelling is a powerful tool in business and sales• How stories create emotional connection and trust• The role of active listening in effective sales conversations• Why AI-generated messaging often feels impersonal• How improv techniques improve communication and collaboration• The dangers of “blocking” buyer conversations• Why authenticity matters more than polished messaging• How asking better questions leads to stronger buyer engagement• The connection between storytelling, creativity, and human connection Resources Mentioned: • Growth Story LLC• Questions of Iron and Blood by Chip Brewer• Simon Sinek’s “Why” framework• South Park storytelling masterclasses• Collavia• Enabling Buying in a World of Selling methodology Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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, 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 the methodology behind the show, visit collavia.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ The post Storytelling in Sales: Chip Brewer on Buyer Trust appeared first on Collavia.

    29 min

  2. Jun 9

    David Harris on Luxury Travel, Incentives, and Selling Experiences That Last

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with David Harris, President of Brownell Travel, one of the oldest luxury travel companies in the United States. David started his career in public accounting at EY. Later, he moved into executive leadership roles in mortgage banking, insurance, and food ingredient distribution. Today, David leads Brownell Travel, a 139-year-old company focused on creating meaningful travel experiences. He is passionate about the “human element” of business and helping advisors deliver transformational experiences for travelers. Finally, David shares how Brownell Travel is preparing for AI and automation. At the same time, he explains why trust, personalization, and emotional connection remain essential in luxury travel. In this episode, Paul and David explore: • Why luxury travel continues to grow in the digital age• The evolution from travel agent to trusted travel advisor• How Brownell Travel creates emotionally driven experiences• Why buyers value experiences more than transactions• How incentive travel strengthens company culture and loyalty• Why experiences often outperform cash rewards• The emotional connection behind transformational travel• The role of trust and relationships in luxury travel• How Brownell Travel is preparing for AI and automation Resources Mentioned: • Brownell Travel• Collavia• Enabling Buying in a World of Selling methodology• Incentive travel and President’s Club programs Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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, 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 the methodology behind the show, visit collavia.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ The post David Harris on Luxury Travel, Incentives, and Selling Experiences That Last appeared first on Collavia.

    28 min

  3. Jun 2

    Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth

    For the short video summary, please click here.Watch the full video here. In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch sits down with Carol Eversen, Area Managing Partner, CMO, and CRO at Chief Outsiders, to discuss how AI is reshaping search, buyer behavior, and revenue generation. With leadership experience spanning companies like AT&T, LexisNexis, MasterCard, and ALM Media, Carol brings decades of expertise in growth strategy, demand generation, and customer-driven marketing. Paul and Carol explore how today’s buyers are relying more heavily on AI tools like ChatGPT and Perplexity to research companies before ever speaking with sales. As a result, traditional SEO strategies and outbound tactics are evolving rapidly. Carol explains why reputation, authority, trust, and relevance now play a much larger role in whether a company gets discovered, shortlisted, or ignored entirely. The conversation also dives into how AI is changing the relationship between sales and marketing teams, why companies need to focus on effectiveness instead of just efficiency, and how organizations can create content and messaging that truly aligns with buyer intent. Throughout the discussion, Carol reinforces the importance of understanding emotional drivers, building credibility, and enabling buyers with clarity instead of overwhelming them with noise. In this episode, Paul and Carol explore: • How AI search tools are changing B2B buying behavior• Why SEO is evolving instead of disappearing• The growing importance of trust, reputation, and authority in AI-driven search• How buyers are becoming more informed before speaking with sales• Why emotional decision-making still drives B2B purchases• The difference between efficiency and effectiveness in AI adoption• How marketing and sales teams can align around shared revenue goals• Why companies need better buyer-focused content and messaging• The role of AI in improving sales preparation, coaching, and insights Resources Mentioned: • Chief Outsiders• AI Search & LLM Models (ChatGPT, Perplexity AI, Claude)• Collavia Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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, 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 the methodology behind the show, visit collavia.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ The post Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth appeared first on Collavia.

    31 min

  4. May 19

    Modern B2B Buying: Enabling Buying Podcast with Paul Kirch

    For the short video summary, please click here.Watch the full video here. In this introductory episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch explores the shift shaping modern B2B buying. Today’s buyers are more informed, more distracted, and more skeptical of traditional sales messaging than ever before. At the same time, AI-driven outreach and impersonal communication are creating even more noise in the marketplace. d by Collavia CEO Charles Bernard, focuses on helping the buyer think through their decision and feel confident rather than pushing them toward a transaction. By becoming a resource and earning trust, sales professionals can align with the buyer’s emotional needs and move from being a persuader to a guide. In this conversation, Paul shares what listeners can expect from the show, including real conversations with revenue leaders who are rethinking the buyer’s “why”. He explains why B2B decisions are driven by emotion and risk rather than pure logic, and how shifting your mindset can help you stand out in a crowded marketplace. In this episode, Paul explores: The New Buyer Reality: Why traditional sales tactics sound the same while buyer behaviors have shifted. Logic vs. Emotion: Understanding the emotional drivers, like internal risk and personal trust, that truly drive B2B decisions. From Pitching to Guiding: How to stop chasing and start aligning with the buyer’s journey. The Enabling Buying Methodology: A preview of the framework designed to help prospects move forward with clarity. Standing Out: Moving from someone prospects protect themselves from to someone they want to talk to. Service Through Sales: Why the future of revenue is about getting better at helping people purchase. Resources Mentioned: Collavia: Your all-in-one sales enablement platform. BOSS Academy Radio: Hosted by Paul Kirch. Enabling Buying in a World of Selling Methodology. Listen & Subscribe to Enabling Buying: A B2B Sales and Revenue Podcast 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, 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 the methodology behind the show, visit collavia.com. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ The post Modern B2B Buying: Enabling Buying Podcast with Paul Kirch appeared first on Collavia.

    6 min

  5. Jan 7

    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.

    49 min

  6. 12/16/2025

    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

  7. 12/02/2025

    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

  8. 11/18/2025

    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

  9. 11/04/2025

    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

  10. 10/07/2025

    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
  • 10 Episodes

About

Enabling Buying is a B2B sales and revenue podcast presented by Collavia that explores the shift toward a human centric approach. In a world of impersonal outreach and traditional sales tactics, we focus on the Enabling Buying in a World of Selling™ to help you build trust and connect with buyers emotionally. Join us for real conversations with industry leaders as we shift from pitching to guiding, helping you become the resource your prospects actually want to talk to. Supported by the Collavia sales enablement platform, this show provides the strategies you need to align with modern buyer behaviors and win. Visit Collavia.com to learn more.

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