Art & Science of Complex Sales

Selling in a Post-Trust World │ Larry Levine

Sales is more difficult than ever, not because buyers stopped buying, but because trust is harder to earn. In this episode, Paul Fuller [https://www.linkedin.com/in/psfuller/] talks with Larry Levine [https://www.linkedin.com/in/larrylevine1992/] about what it takes to sell in a post-trust world. Larry breaks down his four pillars for rebuilding credibility in modern selling: authentic relationships, meaningful business value, inspirational experiences, and disciplined habits. They also explore why sellers get stuck trying to be liked, how confidence changes outcomes, and why leaders must coach mindset and heartset before they can expect skillset to improve. In this episode, you’ll learn: * Why trust has declined and how sellers contributed to it * How to avoid the “friend zone” by bringing meaningful business value * The four pillars that build credibility with consistency * Why confidence and belief unlock real selling skills * How coaching and discipline drive long term performance Listen in to discover why soft skills yield hard dollars, and how trust based selling starts from the inside out. Learn more about Larry Levine’s book here [https://www.amazon.com/Selling-Post-Trust-World-Discover-Dollars/dp/163698343X].

Fundamentals in Sales │ Rocky LaGrone

Sales have changed, but the fundamentals never have. In this episode of The Art and Science of Complex Sales, Paul Fuller talks with Rocky LaGrone [https://www.linkedin.com/in/salesdevelopmentexpert/], a sales development expert with over 35 years of experience, about what truly drives sales performance and why leadership matters more than tools, tactics, or technology. Rocky shares why sales is ultimately a people game, how trust and discovery sit at the center of every successful deal, and why companies struggle when they rely on systems without accountability. Together, they explore how belief, purpose, and leadership shape long-term success for both sales teams and individuals. In this episode, you’ll learn: * Why sales fundamentals never change * How leadership directly impacts sales performance * Why tools and training fail without accountability * How belief-driven development creates lasting growth Listen in to discover how developing people first elevates sales performance and transforms lives.

Crystal Ball Recruiting │ Jason Howes

Sales hiring is broken, and it is costing companies more than they realize. In this episode, Paul Fuller talks with Jason Howes of Arrow Executive Sales about his upcoming book, Crystal Ball Recruiting [https://jasonhowes.com.au/], and why leaders need a more predictable approach to hiring and retaining top sales talent. Jason breaks down the sales performance crisis behind short tenure, failed hires, and misaligned expectations. He shares why the smartest move is often to assess your current team first, define the role clearly, remove bias from decision making, and treat onboarding as a retention strategy, not an afterthought. In this episode, you’ll learn: * Why sales recruitment fails when it is rushed and reactive * How to assess current team capability before hiring again * What it takes to define a sales role that attracts the right people * How to reduce bias and improve selection accuracy * Why onboarding is a key driver of retention and performance Listen in to discover how hiring with a better structure can build stronger sales teams and long-term growth. Get a copy of Crystal Ball Recruiting at https://jasonhowes.com.au/ [https://jasonhowes.com.au/]

Nurturing the Next Generation of Sales │ Daniel Kane, Curbell Plastics

Sales is one of the best careers in business, yet still one of the least understood. In this episode, Paul Fuller talks with Daniel Kane [https://www.linkedin.com/in/daniel-kane-rva/] of Curbell Plastics about developing the next generation of B2B sales talent. Dan shares how he found sales by accident, why relationship-building still sits at the core of great selling, and how Curbell invests in talent through internships, onboarding, and mentorship. Together, they explore how leaders can meet younger sellers where they are, why patience and curiosity matter more than polish, and how sales organizations can elevate the profession by putting people first. In this episode, you’ll learn: * Why many great sales careers start by accident * How to attract and develop early-career sales talent * What younger sellers need from leaders today * Why patience, humility, and curiosity drive long-term success Listen in to discover how intentional development can turn sales into a meaningful, long-term career.

Inside Out: Shifting to the Buyer’s Perspective │ Walter Crosby

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Walter Crosby, CEO of Helix Sales Development [https://www.linkedin.com/in/walterlcrosby/] to unpack the core ideas behind his book, Inside Out, and why sales teams often struggle to fit inside structured operating systems like EOS (Entrepreneurial Operating System). Together, they break down how to integrate sales into the business operating rhythm without turning selling into a rigid, internal process, and how to pivot to a buyer first approach that qualifies earlier and lands better. Sales Should Not Sit Outside the Operating System (03:11) Walter explains why he wrote Inside Out as a practical guide for leaders who run EOS and want sales to stop feeling like the “outside team.” EOS creates strong internal clarity and structure, but sales has to operate in the buyer’s world, where customers do not care about internal language, frameworks, or meeting rhythms. The goal is to integrate sales into the operating system while still equipping sellers to lead customer conversations around real problems. The Buyer First Pivot Fixes the Standard Sales Process Dilemma (06:57) Walter argues that most sales processes fail when they are built around pitching and chasing. Instead, teams need a consistent baseline process that prioritizes the buyer journey: uncovering whether a problem exists, whether it is compelling, whether there is urgency, budget, and a clear decision path. The shift starts by dropping internal agenda and getting the buyer talking, listening for what matters, and helping them think differently about their problem before any demo, proposal, or solution talk. The Sifter Message Creates Consistency and Qualifies Earlier (17:24) Walter introduces the sifter message as the company sales story that keeps teams aligned without turning reps into scripted robots. The business provides a shared narrative, positioning, and templates so five sellers do not tell five different stories. He also recommends leading with common ground, naming that most solutions are similar, then focusing on the small difference that matters to the buyer. This approach builds trust fast and helps teams earn a “no” earlier, so they stop wasting time on deals that will not close. Listen to the full conversation with Walter Crosby and explore practical ways to build a buyer-first sales motion that qualifies earlier, stays consistent, and drives better outcomes.