Navigating B2B Sales: Resilience and the Role of AI

There are going to be good days and bad days in this industry. You shouldn’t let the negative moments make you avoid the steps you must take to become a top agent. 

The road to success is paved with resilience, strategic prospecting, and relentless determination. I’m excited to share insights from a powerhouse in the sales world, Carson Heady, who shares his innovative approaches to the three truths behind B2B sales success.

Meet Carson Heady  

• An old friend and past guest of mine, Carson holds 25 years of experience in B2B sales. He is a strong advocate for buyer-centric approaches and has carved out a niche for himself at Microsoft.  
• Carson is also an accomplished author with two books to his name. In this episode, he discusses his most recent book, *The Show Must Go On*, where he shares his sales methods for gaining C-level executives as prospects by doing three things that most sellers avoid: remaining resilient, prospecting correctly, and being persistent.

B2B Resilience Issue: Using AI Honorably  

• There’s been a big shift in how sellers do business, thanks to AI technology. Everyone is either afraid of losing their jobs to AI or thinks that AI should do all the work while they do nothing.  
• While using AI, you still have to remember that human connection is essential. The top agents using AI have figured out how to connect with their buyers genuinely and authentically.  
• Carson shares how he used AI to reach over 500 employees in one company and land a deal. It’s a sales technique he outlines in his book, known as the Moneyball approach, which has helped him consistently move buyers through the pipeline and close deals.

Effective Prospecting  

• You know you need to find prospects, but instead of doing the task, you find yourself in your laundry room folding clothes. 
• Let’s face it—you don’t want to be rejected, and that kind of puts you in a down mood for the day.  
• But if you want to make money, you’re going to have to get over it. Focus on what you can control, and don’t worry if a prospect rejects a deal.

Stay Persistent  

• There’s a reason why Carson gave his book the title. You can’t dwell on rejection. If a buyer says no to a deal, move on to the next one.  
• Carson shares how he likes to think of himself as the Rocky Balboa of sales. Despite hearing countless "no’s" from buyers, he kept moving forward. And now, look at how successful he is today!

“Control what you can control. You can control if and how you prospect. And you've got to do it.” - Carson Heady.

Resources

Jolt Effect by Mattew Dixon and Ted McKenna

Carson Heady on LinkedIn

The Show Must Go On by Carson Heady

TSE 1086: Why Social Selling is the New Sales

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2.            This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3.            This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com