How to Apply Business Acumen in Sales and Leadership with Ben Cook

How to Sell Using Business Acumen: A Chevron Case Study with Brent Barclay

Understanding your customer’s business is one of the most important things you can do before an executive sales conversation. In Business Acumen for Sales Success [https://a.co/d/0hkXyzDx], we introduce a practical framework that helps sales professionals move beyond product-focused conversations and become trusted business advisors: * Understand the Business * Analyze the Five Drivers * Understand the Buyer * Align Your Value Proposition * Focus on Business Outcomes * Become a Trusted Advisor In this episode, Stephen H. Covey and Brent Barclay put that framework into practice using Chevron’s latest earnings call as a real-world case study. Rather than analyzing Chevron from an investor’s perspective, they demonstrate how a salesperson can use an earnings call to better understand a customer’s business, prepare for executive conversations, and connect their solution to the outcomes that matter most. In this conversation, you’ll learn: * How to research a customer before your first meeting * What Chevron’s latest earnings call reveals about the company’s strategic priorities * How to identify the business drivers that matter most * Why different stakeholders care about different business outcomes * How to align your value proposition with what executives are trying to accomplish * How to connect your solution to meaningful business outcomes * How to move from vendor to trusted business advisor * Practical ways to apply this same framework to any customer or industry Whether you’re selling into the energy industry or a completely different market, the framework is the same. The better you understand your customer’s business, the more relevant your conversations become. This episode demonstrates how to apply the framework from Business Acumen for Sales Success to a real company. If you’re looking to improve executive conversations, create more value for your customers, and become a trusted business advisor, this episode provides a practical example you can begin using immediately.  Resources Mentioned: Join our monthly “How to Listen to an Earnings Call” webinars [https://www.acumenlearning.com/webinar-schedule ] Chevron’s most recent earnings call analysis [https://www.youtube.com/watch?v=Rmox5SMwUWo] Books: Seeing The Big Picture [https://a.co/d/09Ut3AS5 ] Business Acumen for Sales Success [https://a.co/d/0hkXyzDx ]

How to Listen to an Earnings Call (And Why It Can Accelerate Your Career) with Brent Barclay

Most employees never listen to their company’s earnings calls. Many assume they’re only for investors, analysts, or finance professionals. But what if earnings calls are actually one of the best ways to understand strategy, build business acumen, and accelerate your career? In this episode, Brent Barclay, COO of Acumen Learning, explains why earnings calls are one of the most underutilized learning tools in business. He shares a simple framework for understanding what executives are communicating, how to connect company strategy to your role, and why employees who consistently engage with earnings calls often build more credibility inside their organizations. Whether you’re a leader, salesperson, manager, individual contributor, or simply someone who wants to understand business at a deeper level, this episode provides a practical roadmap for getting started. In this conversation, Brent explains: * Why so many people avoid earnings calls and what they’re missing * How earnings calls help employees understand strategy and priorities * The simple five-driver framework used to analyze any business * What executives are really communicating during earnings calls * How to identify the most important business drivers and metrics * Why sales professionals should listen to their customers’ earnings calls * How earnings calls help build credibility, business acumen, and career growth * Common patterns Brent has observed after reviewing hundreds of earnings calls across industries * Why developing an ownership mentality changes the way you approach your work This episode isn’t about becoming a financial analyst. It’s about learning to see the bigger picture, understand how your company creates value, and make better decisions every day. If you want to think more strategically, connect your work to business outcomes, and better understand how successful organizations operate, this episode is a great place to start. Resources Mentioned: Join our monthly “How to Listen to an Earnings Call” webinars [https://www.acumenlearning.com/webinar-schedule] Books: Seeing The Big Picture [https://a.co/d/09Ut3AS5] Business Acumen for Sales Success [https://a.co/d/0hkXyzDx]

Why Most Sales Conversations Fail at the Executive Level with Kevin Cope & Ben Cook

Most salespeople understand their product. Far fewer understand the business realities their customers are dealing with. In this episode, Kevin Cope and Ben Cook discuss their new book, Business Acumen for Sales Success, and the patterns they’ve seen after working with sales organizations for more than two decades. The problem usually isn’t effort or product knowledge. It’s that too many sales conversations fail to connect to what executives actually care about. In this conversation, they break down: * Why sales methodologies often stop short of teaching true business understanding * The biggest reasons deals stall in executive conversations * How top salespeople think differently than average performers * How to quickly understand a customer’s business before a meeting * Why the five business drivers create more relevant sales conversations * How business acumen shifts sellers from vendor to trusted business partner * Why every customer conversation should sound different This episode is not about replacing your sales methodology. It’s about making it more relevant, more strategic, and more connected to what matters most to your customer. If you want to lead stronger executive conversations and sell at a higher level, this episode will change the way you prepare and think about sales. To learn more visit: acumenlearning.com [https://www.acumenlearning.com/] or check out our books Seeing The Big Picture [https://www.amazon.com/Seeing-Big-Picture-Business-Credibility/dp/B0F2G62NH9/ref=sr_1_1?crid=2RDQJHS9ILG8J&dib=eyJ2IjoiMSJ9.T0ztxjmIFjueFoJFCEO7-MzKffhmycdMJxLVz3WCHP3hU-wHDxcLZn0nhcIOYFbpdhM0fLUGy750XTUDLaGNyZ1vJiicbCsa3XsnQpLAcmU.17isKdeaivJHOSVzdxZH2KKWFCktgHYGIfCysFgKRK0&dib_tag=se&keywords=seeing+the+big+picture+kevin+cope&qid=1778538064&sprefix=seeing+the+big+picture%2Caps%2C266&sr=8-1] & Business Acumen for Sales Success [https://www.amazon.com/Business-Acumen-Sales-Success-Selling/dp/B0G48NTZ3M/ref=sr_1_1?crid=11SGR03TGQ3HP&dib=eyJ2IjoiMSJ9.H4BQBZTop-_mdn8NL5ai9yeMRolIR3Gnzm6S_RTcuHuFMslXvixMVp85oN3-vbM2mBo-Wy1JuIDXg7CRsfOiX2vYCW5y1GNO7Q43z8ROBPXBE9934ptaOowdQv3iezPecvQB6ByYAfA0qcO5wHwgxKt9WLZQR0Cr3D8sWRZxg9El5jXAyJXgWfvhuKU3_ZAUAlFfZtJNRyfBxpulg4OaSOygaInKBcDyesyrc3zmKp4.pNFHNBaMdrXFmCNKL9hpwMtThOKb-gqjXxm1qFyPHOQ&dib_tag=se&keywords=business+acumen+for+sales+success&qid=1778538084&sprefix=business+acumen+for+sales%2Caps%2C264&sr=8-1]

How to Apply Business Acumen in Sales and Leadership with Ben Cook

Understanding business acumen is one thing. Applying it in real conversations, decisions, and leadership situations is what actually drives results. In this episode, Ben Cook, President of Acumen Learning, breaks down how to use the five business drivers in day-to-day work across sales, leadership, and team alignment. Most professionals understand their role, but struggle to connect it to what the business is actually trying to achieve. That’s where this framework becomes practical. In this conversation, Ben explains: * How to prepare for sales conversations by understanding what actually matters to your customer * Why most sales pitches miss the mark and how to adapt your message * How the five drivers help you think through industry, role, and business stage * How leaders use the framework to align teams and execute strategy * Why framing strategy correctly can change how teams respond and engage * How individuals can use this thinking to communicate more effectively and accelerate their career This episode moves beyond theory and shows how business acumen becomes a practical advantage in real situations. If you want to lead better conversations, align your work to what matters, and operate at a higher level, this is where it starts. To learn more visit: acumenlearning.com [https://www.acumenlearning.com/] or check out our books Seeing The Big Picture [https://www.amazon.com/Seeing-Big-Picture-Business-Credibility/dp/B0F2G62NH9/ref=sr_1_1?crid=2HRVV1R5WEQUZ&dib=eyJ2IjoiMSJ9.BpZdr3e0F7i1KJUD3rB0Hun3WtWpfijFJ_4qj7NrmsZa8ahBiUUCU1xAj7cn9RqVF2GzIC2j1V_VNqACFpsacR5LjmTe99-CLO-Ygwbpx_znKtl46KYC-_UxFzDkrF8p-s0BZyN17Ih4M3_91k_Ckq5h9OGxsMRnvkqyJlOC8IZSKTJgfnBsq-fTNFajp70xBtOkseaYegkhusmeAZcu4zUYqYYrfuQoFhkrPHUXjpE.4zd6LNUmywDk2M0ifJXHrE8cR4H9wiKrkaDvWW-wnr0&dib_tag=se&keywords=seeing+the+big+picture&qid=1775445123&sprefix=seeing+the+big+pict%2Caps%2C282&sr=8-1] & Business Acumen for Sales Success [https://www.amazon.com/Business-Acumen-Sales-Success-Selling/dp/B0G48NTZ3M/ref=sr_1_1?crid=3D2ZJW3R896KC&dib=eyJ2IjoiMSJ9.-MMHBrCqYY-03F9TmtNTstKa95M4kviDJPWOo3zQKPeTSDWGxkyx3WSq77jtzDU4EoHyg3qTMAV-VoJ6bO1gwA6Hr116F-hxILe8wrH1x4wKnGEGxr2YWotv-XUWzowQLsq3N4fO0aZ9iA6_Tb1qk6KmKBPR0QlNzXRD119tvGwYFUZ-XJfQL-_ApXGAzSS9jJFM19_6QC6PLUXGLbOH0BRw0Tb06vDAXnz08gH6pNQ.jO2lwtlxZVND2zghoduc_jy98jjYsYMowbeXSzbJkZg&dib_tag=se&keywords=business+acumen+for+sales+success&qid=1775445137&sprefix=business+acumen+for+sales+succes%2Caps%2C262&sr=8-1]

The 5 Business Drivers Explained Simply with Kevin Cope

Business is often more complex than it needs to be. In this episode, Kevin Cope breaks down a simple framework that helps you understand how any business actually works. The five business drivers. Cash. Profit. Assets. Growth. People. These are the core elements every company is managing, whether people realize it or not. Most employees hear financial updates, strategy discussions, or earnings calls and struggle to connect the dots. This framework changes that. In this conversation, Kevin explains: * Why business often feels confusing and hard to follow * The gap between how leaders think and how most employees understand the business * Where the five business drivers came from * How each driver connects to real decisions inside a company * Why this framework helps you see the bigger picture This is the model at the center of everything Acumen Learning teaches. Once you understand it, you start to think differently, ask better questions, and make better decisions. If you’ve ever felt like you’re missing the big picture, this episode will help you see it clearly. To learn more visit: acumenlearning.com [https://www.acumenlearning.com/] or check out our books Seeing The Big Picture [https://www.amazon.com/Seeing-Big-Picture-Business-Credibility/dp/B0F2G62NH9/ref=sr_1_1?crid=2HRVV1R5WEQUZ&dib=eyJ2IjoiMSJ9.BpZdr3e0F7i1KJUD3rB0Hun3WtWpfijFJ_4qj7NrmsZa8ahBiUUCU1xAj7cn9RqVF2GzIC2j1V_VNqACFpsacR5LjmTe99-CLO-Ygwbpx_znKtl46KYC-_UxFzDkrF8p-s0BZyN17Ih4M3_91k_Ckq5h9OGxsMRnvkqyJlOC8IZSKTJgfnBsq-fTNFajp70xBtOkseaYegkhusmeAZcu4zUYqYYrfuQoFhkrPHUXjpE.4zd6LNUmywDk2M0ifJXHrE8cR4H9wiKrkaDvWW-wnr0&dib_tag=se&keywords=seeing+the+big+picture&qid=1775445123&sprefix=seeing+the+big+pict%2Caps%2C282&sr=8-1] & Business Acumen for Sales Success [https://www.amazon.com/Business-Acumen-Sales-Success-Selling/dp/B0G48NTZ3M/ref=sr_1_1?crid=3D2ZJW3R896KC&dib=eyJ2IjoiMSJ9.-MMHBrCqYY-03F9TmtNTstKa95M4kviDJPWOo3zQKPeTSDWGxkyx3WSq77jtzDU4EoHyg3qTMAV-VoJ6bO1gwA6Hr116F-hxILe8wrH1x4wKnGEGxr2YWotv-XUWzowQLsq3N4fO0aZ9iA6_Tb1qk6KmKBPR0QlNzXRD119tvGwYFUZ-XJfQL-_ApXGAzSS9jJFM19_6QC6PLUXGLbOH0BRw0Tb06vDAXnz08gH6pNQ.jO2lwtlxZVND2zghoduc_jy98jjYsYMowbeXSzbJkZg&dib_tag=se&keywords=business+acumen+for+sales+success&qid=1775445137&sprefix=business+acumen+for+sales+succes%2Caps%2C262&sr=8-1] Timestamps: 02:05 Genesis of the 5 business drivers  12:39 Cash 20:40 Profit 25:30 Assets 31:08 Growth 35:10 People  38:40 The 5 drivers in action