Art & Science of Complex Sales

In this episode of The Art and Science of Complex Sales, Paul Fuller is joined by Steve Gielda [https://www.linkedin.com/in/sgielda/], President and Co-founder of Ignite Selling [https://www.linkedin.com/company/ignite-selling-inc-/] and co-author of Ignite Your Sales Strategy [https://www.amazon.com/Ignite-Your-Sales-Strategy-Accelerate/dp/B0B2HMK7BC]. From hauling copiers out of a van to building a global sales consultancy, Steve brings a rare blend of frontline grit and strategic clarity. Together, they dive into the real reasons B2B sales efforts stall and what high-performing teams do differently to keep deals moving and win more often. Why Pipelines Stall (6:14) Steve reveals the biggest myth in pipeline management: that activity equals progress. Sales teams may be logging actions, but without clarity around what really moves a deal forward, opportunities stagnate. His solution? Replace vague sales stages with clearly defined strategic milestones—critical actions that, if skipped, put deals at risk. Why Coaching Is the Missing Multiplier (21:11) Sales managers often play the role of closer or CRM enforcer instead of coach. Steve emphasizes that the sales process only becomes a growth engine when managers coach reps through strategic thinking—asking not just what happened, but what matters next. Organizations that invest in coaching see faster pipeline movement and better forecasting. Why "Checking the Box" Kills Deals (16:09) Too many reps treat CRM milestones as admin tasks instead of strategic checkpoints. Steve explains how reframing milestones as thinking tools—like identifying true decision criteria and neutralizing internal naysayers—helps reps win more consistently. And when milestones are co-created with reps, adoption and performance soar. Why Your Sales Strategy Doesn’t Stick (29:14) Even the best training fails without reinforcement. Steve breaks down how Ignite Selling’s modular, gamified learning approach embeds sales behaviors over time—not in one-off workshops. His programs simulate real-world scenarios and provide tools integrated into CRM platforms for ongoing coaching and performance improvement. 📚 Bonus: Mention this episode on Linkedin to Steve to receive a free copy of his book, ‘Ignite Your Sales Strategy’

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Raju Bhupatiraju [https://www.linkedin.com/in/raju-b-s-544667/], founder & CEO of Power of Disruptive Solutions [https://www.linkedin.com/company/pods-asia/] and author of Magical Selling [https://www.amazon.com/Magical-Selling-Engineering-Enterprise-Industry/dp/1735854603]. With a career spanning Xerox, Oracle, and over 20 years in Asia, Raju brings a rare combination of frontline sales experience and systems thinking. He shares what it really takes to build scalable, high-performing sales organizations—especially for startups and scaleups. Why Startups Fail (9:49) Raju observed a consistent pattern: startups expanding into Asia often pair great products with poor sales execution. Most lacked a true sales ecosystem and misunderstood what it takes to scale. In 2019, he launched his own firm to solve this. His approach focuses on shifting teams away from product-led selling and toward repeatable, buyer-centric sales motions that drive growth. Why Sales Must Be the Organizing Principle (15:43) Raju explains that many startups treat sales as a task rather than the foundation of their business. His method starts at the frontline, using real deals to reveal gaps and replace assumptions with practical, buyer-focused thinking. By helping CEOs unlearn outdated models and focus on individual decision-makers, he builds systems that scale without sacrificing authenticity. Why Outcome Matters More Than Activity (24:48) Traditional KPIs like calls and emails often miss the mark. Raju emphasizes defining clear outcomes instead of rigid processes. His system lets sales reps operate in their own style while staying focused on deal success. The result is a more human, adaptive, and effective approach to scaling sales performance.

In this episode of The Art and Science of Complex Sales, Paul Fuller [https://www.linkedin.com/in/psfuller/] sits down with Vinit Shah [https://www.linkedin.com/in/vinitshahsalesgrowthspecialist/], founder of the London School of Sales [https://www.linkedin.com/company/lsos/]. Vinit shares his unconventional path into sales and the insights he’s developed across industries like manufacturing, market research, and sales education. The conversation explores why most training fails to stick, how leaders unintentionally set their teams up to fail, and what it really takes to build high-performing sales systems. Why Training Alone Isn’t Enough (14:38) Vinit explains why many sales leaders mistakenly focus on training when their issues stem from deeper structural problems. He shares how his own research into how the brain learns led to a modular e-learning platform and a shift in focus toward diagnosing root causes within sales organizations. Why Founders and Technical Experts Struggle With Sales (17:45) Vinit talks about his success helping technical founders and engineers overcome their discomfort with selling. By reframing sales as a structured system rather than a personality-driven game, he connects with builders and helps them align their strengths with commercial outcomes. Introducing the SMART Selling Framework (22:11) Vinit unpacks his SMART methodology Source of Pain, Mindset Shift, Architecting the System, Reinforcing Leadership, and Targeted Training. It’s a practical, scalable approach designed to transform fragmented sales efforts into integrated systems that support consistent growth. Learn more about the London School of Sales here [https://www.lsos.co/].

In this episode of The Art and Science of Complex Sales, Paul Fuller [https://www.linkedin.com/in/psfuller/] sits down with Julie Hansen [https://www.linkedin.com/in/juliehansensalestraining/], sales trainer, former actor, and author of Look Me in the Eye [https://www.amazon.com/Look-Me-Eye-Relationships-Customers-ebook/dp/B09H9KSMDG/ref=sr_1_4?crid=3CUYO5FP88G8E&dib=eyJ2IjoiMSJ9.EQD2pDoi_3oH0U_Wa2Tkwep2vRXrc4MRUtTVgFmRaQ2WHU8Tl2qbY-yDzK3GjmY5_Jyf-QtTjUISDDYGvZjNVYRgHBiehDJqxyfrqIT0l0uZPAOpOGWuerXvRRRIEvbwp5dywBkl5-mTY0rl0zY_iszQj-6DaIksQSOoErM3YGMohkJsRUzTzP7WRzvkOjHWF1iMz0wki8EgpiAe3BRKSX0WGVpMNOktBx1jpAUf0fM.Q7McybdN69GFsg3Ug86-m95YVgLqG48i3ldIoIeK4r0&dib_tag=se&keywords=julie+hansen&qid=1750433281&s=books&sprefix=julie+hansen%2Cstripbooks%2C160&sr=1-4]. Julie shares her journey from media sales to acting and how her performance background shapes her sales training today. Together, they explore how salespeople can build trust through the camera, why presence matters more than perfection, and how to rethink virtual communication as a strategic asset rather than a limitation. Mastering Relationships Through Virtual Communication (9:26) Julie explains that building meaningful relationships remotely requires different rules than in-person selling. Sellers must intentionally convey trust, competence, and genuine interest, traits that are much harder to project on camera. The key, she argues, is not to replicate in-person behavior but to adapt to the medium. Without these adaptations, even skilled sellers risk coming across as distant or disengaged. Building Relationships Through Eye Contact (17:39) In one of the most practical insights of the episode, Julie emphasizes eye contact as the fastest way to build trust virtually. She cautions against common distractions like checking self-view, multitasking, or over-focusing on content. Instead, she urges sellers to anchor themselves in the moment and be fully present by using the camera as a conduit to connection, not a barrier. Mastering Virtual Engagement and Communication (24:10) Julie dives into how sellers often misread their audience during virtual calls due to a lack of feedback cues. She introduces the idea of "Resting Business Face", a neutral or blank expression that can be misinterpreted as disinterest. Rather than overcompensating with constant check-ins, sellers should learn to read clusters of behavior and maintain their presence regardless of external validation.

In this episode of The Art and Science of Complex Sales, Paul Fuller is joined by Kelly Riggs, sales performance coach and founder of The Business LockerRoom. They dig into the realities of leadership, coaching, accountability, and why many sales teams fail to reach their full potential. Kelly challenges conventional thinking and offers practical guidance for creating stronger, more effective sales cultures. The Biggest Lie Sales Managers Tell Themselves (01:32)Kelly reveals that one of the most damaging beliefs among sales leaders is "I don't have time." He explains that many managers carry an efficiency mindset from their days as top performers, believing they can juggle development alongside administrative tasks. However, real leadership demands an intentional shift in time investment. Coaching cannot be rushed. To lead effectively, managers must step away from task juggling and prioritize one-on-one development, even if it feels inefficient. Accountability is a System, Not a Personality Trait (10:18)Kelly emphasizes that accountability does not stem from personality alone but from structured leadership systems. Many organizations hope to hire self-accountable reps and avoid the hard work of coaching. This rarely works. Accountability must be built into the culture by leaders who understand their role in reinforcing it. He notes that when managers create clarity, support, and regular coaching rhythms, accountability becomes a shared standard rather than a punitive concept. The Hidden Cost of Keeping Toxic High Performers (18:17)Kelly outlines the steep cultural and operational costs of retaining top sellers who undermine team morale. These individuals often hold leadership hostage by leveraging their revenue contributions. Kelly warns that while letting them go can feel risky, keeping them signals to the rest of the team that toxic behavior is acceptable. The result is a deteriorating culture, operational bottlenecks, and lost A-players. Leaders must confront this behavior early and decide whether the person can adapt or needs to exit. Sales Hiring and Team Design in the AI Era (23:46)Despite the rise of AI and automation, Kelly argues that the fundamentals of sales team design remain consistent. Tools can augment performance, but they cannot replace the core human aspects of sales. Selling is still about guiding buyers through complexity, building trust, and influencing decisions. Organizations that rely solely on tools without training for emotional intelligence, adaptability, and buyer alignment will fall behind. Salespeople are needed more than ever—not less.