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In this episode of Mastering Modern Selling, Brandon Lee and Tom Burton explore the evolving world of sales and marketing in 2025.

They focus on the strategies that are truly working in today’s fast-changing landscape and provide actionable insights on how businesses can thrive.

From content strategy to social selling and the importance of patience, this episode is packed with thought-provoking ideas for sales professionals.

Patience in Sales and Content Strategy

In an era where instant gratification is the norm, Brandon and Tom emphasize the importance of patience.

Consistency in content production and strategic engagement is essential for long-term sales success.

Sales success doesn’t happen overnight. Consistent, value-driven content and outreach, especially on platforms like LinkedIn, build relationships that will pay off down the line.

The Importance of Authentic Content

One of the most significant shifts in content marketing is moving away from self-promotional messaging to authentic, educational, and human-centered content.

Both Brandon and Tom stress that creating content that shares real-life experiences, teaches valuable lessons, and offers insights is far more effective than traditional sales pitches.

Social Media Strategy: Evolving with LinkedIn

LinkedIn continues to be a critical platform for B2B sales, but success requires more than just posting regularly.

Brandon highlights that engagement with others’ posts, especially with meaningful comments, plays a crucial role in increasing visibility and positioning yourself as a thought leader.

Live Events and Podcasts as Trust Builders

Tom shares his experience with podcasts and live shows, especially in niche industries like manufacturing and wholesale distribution.

These platforms have proven to build trust and establish authority, even if they don’t immediately generate sales.

The real power lies in educating and nurturing relationships over time. The more you share and contribute to the community, the more likely you are to be seen as a trusted advisor when the time comes for the prospect to make a decision.

The Shift from Sales Pitches to Educational Conversations

Both hosts highlight the shift in how buyers view vendors. The focus is no longer on selling products but on educating potential clients and positioning yourself as a partner who helps solve their problems. This transition, however, requires patience and a long-term mindset.

As we head deeper into 2025, the key to success lies in building meaningful relationships, whether through social media, live events, or thoughtful content. Patience, authenticity, and a focus on educating rather than selling will set businesses apart.

As Brandon and Tom show, modern selling isn’t about immediate returns, it’s about laying the foundation for future growth.

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Katie Couric