Art & Science of Complex Sales

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.

A Framework for Better Selling │ Guy Lloyd

In this episode of The Art and Science of Complex Sales, Paul Fuller has a conversation with Guy Lloyd [https://www.linkedin.com/in/guyjlloyd/], Managing Director of the Institute of Sales Professionals [https://www.linkedin.com/company/the-isp/], about why sales needs more respect, better standards, and clearer career paths in today’s complex B2B world.They cover the cultural stigma around sales in the UK, why selling is a service profession, and how the ISP framework gives teams a practical roadmap for growth. Sales in the UK Is Getting Harder and the Profession Needs a Reset (00:19) Guy says UK B2B deals are growing more complex, buyers are more cautious, and AI is adding both opportunity and confusion. The bigger issue is perception. Sales is still viewed negatively from the outside, even though salespeople love the career. That gap has to close if teams want stronger results. Sales Is a Service Profession, Not a Persuasion Game (02:29) From early customer facing jobs to global IBM leadership, Guy has always seen sales as helping customers improve their business. He compares selling to medicine. Great sellers diagnose, guide, and create real outcomes, not pressure deals over the line. The ISP Framework Gives Sellers a Map for Development (11:09) Guy explains the ISP sales framework and its four quadrants: core sales skills, business sales skills, leading self, and leadership. It scales by role, so junior reps are measured on realistic competencies and leaders on advanced ones. The framework powers assessments, training endorsements, and clearer standards across the profession. A Living Framework That Clarifies Career Growth (22:30) Guy says the framework is designed to evolve as selling changes, whether driven by AI, new buyer behavior, or new expectations. That keeps standards relevant and training aligned to today’s reality. Just as importantly, it replaces vague career development with clear signposting. Sellers can see what’s required at the next level, build those skills intentionally, and grow with confidence instead of being told they are “not ready yet” without a path forward. Listen to the full conversation with Guy Lloyd and discover how a shared standard can build pride in the profession and turn sales development into a real career roadmap.

The Next Era of Outbound Prospecting │ Barbara Weaver

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Barbara Weaver Smith [https://www.linkedin.com/in/barbaraweaversmith/], founder of The Whale Hunters [https://www.linkedin.com/company/the-whale-hunters/], to challenge one of sales’ most sacred habits: cold email. Together, they explore why AI is accelerating the decline of outbound email, what replaces it in complex B2B selling, and how sales teams can adapt by leaning back into reputation, community, and high value human outreach. Email Is Dead: The Future of Cold Prospecting (00:50) Barbara lays out her “email is dead” hypothesis for cold prospecting. She argues that sellers are using AI to write more outreach, while buyers are using AI to filter and screen it, so cold emails are increasingly blocked or ignored. As companies tighten external email access and move communication into internal platforms, even one to one personalized emails will lose viability. Her takeaway is that teams need to shift now toward human first channels, like referrals, face to face connection, and LinkedIn based engagement, with KPIs reflecting real conversations over email volume. Build Authority and Community on LinkedIn (09:11) Barbara argues that as cold email loses effectiveness, authority becomes the new access point. Companies can post smart content, but in large account selling, individual reps also need a visible point of view. She encourages sellers to show up on LinkedIn like trusted experts, not broadcasters, joining real conversations, commenting thoughtfully, and becoming familiar to the people they want to meet. From there, she shifts to community as the future of prospecting. Instead of chasing strangers, reps should nurture circles of buyers who care about the same industry issues. Pick a topic you genuinely want to learn and talk about, stay informed, and participate consistently. Over time, that presence builds trust, warms relationships, and creates opportunities that cold outreach cannot. Multi Touch Prospecting and the Culture Shift Beyond Email (19:51) Barbara says leaders need to reset how teams prospect now that cold email is losing power. The shift starts by replacing an email first mindset with a consistent multi touch sequence. Email can still be one touch, but only as part of a broader rhythm that includes personal video, phone, voicemail, LinkedIn engagement, and marketing supported content. She reminds sales leaders that meeting someone new takes time. Even top reps need 9 to 10 meaningful touches, and newer reps may need 12 to 15. That only works if every touch is purposeful and clearly tied to who the buyer is. No generic AI spam. Hyper personalization has to be real, not automated flattery. Her point is simple. The future is not fewer touches. It is better touches, spread across channels, with patience and precision. Listen to the full conversation with Barbara Weaver Smith and discover how to stay ahead of the shift by building authority, creating community, and leading with high value human outreach in a world where cold email no longer opens doors.

Human-First Sales Enablement │ Britta Lorenz

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Britta Lorenz [https://www.linkedin.com/in/brittalorenz/], Business Excellence and Enablement Lead at Growth Matters International, to explore what great enablement really means in complex sales. Together, they unpack why sales enablement must start with humans not tools, how coaching becomes the real force multiplier for performance, and how leaders can balance AI efficiency with the trust and presence that only people can bring. Enablement Maturity Starts with Listening and Data (04:16) Britta says great enablement starts by meeting teams where they are. Before rolling out tools, leaders must understand maturity, skills, and process alignment. She begins with deep listening to reps and managers, then validates insights with data like activity levels, conversion rates, touchpoints, and asset usage to spot real gaps. Sales as Meaningful Meetings and the Role of Coaching (09:40)  Britta defines sales as a progression of meaningful meetings built on trust and clarity, not pressure to close fast. She connects that idea to leadership too. Training helps, but coaching creates the habits, ownership, and confidence that drive consistent performance. Coaching as the Force Multiplier and Why the Human Core Still Wins (13:36)  Britta calls coaching the multiplier that turns knowledge into behavior. It gets skipped because many managers were never taught how, and results feel slow in a fast world. AI can speed up prep and remove busywork, but it cannot replace presence, emotional intelligence, and trust in the meeting itself. Listen to the full conversation with Britta Lorenz and discover how to build human first sales enablement that uses AI to accelerate the work, while coaching and meaningful meetings drive real performance.

Future Fit Selling │ Janice B Gordon

In this episode of The Art and Science of Complex Sales, Paul Fuller [https://www.linkedin.com/in/psfuller/] sits down with Janice B. Gordon [https://www.linkedin.com/in/janice-b-gordon/], founder of Scale Your Sales [https://www.linkedin.com/company/scale-your-sales/], to explore how revenue teams can become truly future fit.Together, they break down why most organizations still rely on outdated, internally focused processes, why customer excellence must drive every decision, and how data informed coaching can unlock the full potential of every seller on the team. Becoming an Outside In Organization (2:08) Janice reveals why so many companies still make decisions based on internal assumptions rather than customer reality. She explains how traditional stage gated processes create blind spots and why leaders should constantly ask one question above all: What is the impact of this decision on the customer? By strengthening feedback loops, increasing customer conversations, and bringing frontline insights into strategic discussions, organizations can finally operate the way customers need them to. The GTM Skills Crisis: Business Acumen and Adaptability (11:16) Janice highlights the widening gap between modern buyer expectations and the skills revenue teams currently possess. While adaptability is crucial, she argues it cannot function without strong business acumen. Sellers must learn to interpret complex decision making units, analyze financial implications, and lead high level conversations across stakeholders. Through role play, mutual action planning, and scenario work, teams can build the strategic muscles required for today’s B2B environment. Coaching Managers to Transform Team Performance (22:47) Janice emphasizes that managers are the true leverage point in any sales organization. Yet most have never been taught how to coach effectively. She outlines how predictive assessments reveal individual seller gaps and how data informed coaching helps managers shift from deal coaching to people coaching. When leaders develop the mindset, language, and consistency to coach every rep, teams move from relying on a top twenty percent to building a strong, high performing majority.