Art & Science of Complex Sales

In this episode of The Art and Science of Complex Sales, Paul Fuller is joined by Wesleyne Whittaker, founder of Transformed Sales, a former chemist turned international sales leader. The conversation unpacks what it means to transform sales teams from within, with a sharp focus on leadership accountability, mindset and skill-building, especially in the often-overlooked world of manufacturing and distribution sales.Wesleyne shares her journey from lab work to sales consultancy, revealing how her analytical background shaped a science-meets-art approach to solving sales challenges. She dives into the critical gaps in sales enablement within industrial sectors and shows how curiosity, mindset resilience and coaching cultures drive real performance improvement.With real-world examples including a powerful story of a leader who went from being on a performance plan to earning a spot at President’s Club, this episode challenges traditional views on sales training and emphasizes the deep, human work that goes into transforming a team.

In this episode of The Art and Science of Complex Sales Podcast, we’re joined by Matt Long, co-author of Winning Faster and co-founder of Strategic Sales Optimization. Together with host Paul Fuller, Matt shares the lessons from his 25-year journey through enterprise software sales and why structure, not improvisation, is what unlocks consistent success in complex deals.The Shift from Tactics to Strategy (06:41)Matt reflects on his evolution from a tactical sales engineer into a strategic partner in enterprise deals. He unpacks how technical roles often stay too focused on immediate tasks, and why stepping back to analyze the full sales motion is where real selling begins. This shift laid the foundation for everything he now teaches.Breaking Down the MOVE Framework (11:19)At the heart of Matt’s methodology is the MOVE Framework: Motive, Opportunity, Value, and Engagement. Each component helps sales teams bring structure to chaotic buying cycles. He breaks down how to discover true business motives, map power and influence, articulate differentiated values, and engage customers meaningfully through every interaction.Why Better Demos Mean Faster Wins (36:05)Matt explains how weak demos lead to excessive proof-of-concepts and lost deals. He shares how aligning demos with discovery and tailoring value to different power centers speeds up decision-making and improves close rates. It’s not about more features but about being more relevant.

In this episode of The Art and Science of Complex Sales, Paul Fuller chats with Brent Long about the mindset behind his new book The Greatest Sales Question Ever Asked. Brent shares how his personal approach to selling has evolved, and why honest, heart-led questions are the most powerful tool a salesperson can use.What Inspired The Greatest Sales Question Ever Asked (02:32)Brent reveals how the book was born from decades of coaching and a growing frustration with vague sales advice. Tired of hearing "ask better questions" without any clarity on what those questions were, Brent set out to define them. The book distills his years of field-tested coaching into a guide that helps salespeople build trust, ask with purpose, and sell without compromising who they are. It also reflects his personal faith and the belief that great salesmanship starts with truth and intention. Brent shares how the encouragement of clients and the challenge from his wife gave him the final push to complete the project, even when revisiting some difficult personal stories.From Tactics to Truth in Sales (07:13)Brent shares how his early career was driven by competitiveness and control. He was skilled enough to dominate conversations, win deals, and even manipulate people while still making them feel good about it. But over time, he began to feel the disconnect between performance and purpose. That turning point led him to rethink what success in sales really looks like. Instead of pursuing quick wins, he shifted toward serving others with genuine care. This part of the episode digs into the internal conflict many sellers face and how Brent reframed sales as an act of service rather than persuasion.The Three Truths of a Cold Call (11:57)In one of the most practical takeaways from the episode, Brent introduces his “Three Truths of a Cold Call” framework. Instead of using tricks or clever intros, Brent teaches salespeople to lead with honesty: acknowledge that it is a cold call, admit you might not be calling at the best time, and ask one thoughtful question. This opens the door to authentic conversations and lowers resistance. He shares how this approach has helped clients who were previously stuck break through with even the most resistant prospects. Brent also explains how truth-based selling builds long-term courage and confidence—paying salespeople with emotional momentum before any commission arrives.Brent's book can be found here.

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Dave Brock, founder of Partners in EXCELLENCE. They unpack the challenges and contradictions facing modern sales teams—from cultural drift to leadership dysfunction—and explore what it really takes to build resilient, high-performing organizations in today’s environment.High Performers Play the Long Game (25:28)What do the best companies have in common? Dave shares lessons from top-performing organizations across industries. These teams focus on fundamentals, long-term leadership, and curiosity—not shortcuts. He emphasizes that sustained success is built on depth, not hacks or vanity metrics.High Performers Play the Long Game (25:28)What do the best companies have in common? Dave shares lessons from top-performing organizations across industries. These teams focus on fundamentals, long-term leadership, and curiosity—not shortcuts. He emphasizes that sustained success is built on depth, not hacks or vanity metrics.Rethinking Playbooks and Performance (36:59)Sales playbooks are helpful—but not when they become cages. Dave and Paul discuss how top reps use playbooks as foundations, not scripts. Real performance comes from learning, adapting, and thinking critically. They explore why flexibility, common language, and trust are more important than rigid rules in today’s complex sales environments.

In this episode of The Art and Science of Complex Sales, we’re joined by Tony Cross, CEO of Growth Matters International. Tony shares how sales managers can be the most powerful lever for sales transformation. The conversation focuses on how to lead teams through uncertainty, coach toward customer buying behavior, and create practical momentum through structured conversations and frameworks. Tony also introduces his "Chalk and Talk" initiative, a live, collaborative coaching experience designed to foster strategic action.Coaching Through Uncertainty (03:38)Tony explains how sales managers can cut through the noise by staying focused on the fundamentals. Rather than "getting back to basics," he advocates reinforcing foundational one-on-one coaching that helps reps guide customers through complex buying decisions. Uncertainty is high, but clarity can be created through strong leadership.Aligning with the Buying Process (06:08)The episode explores why sales teams need to understand how buying decisions are made inside customer organizations. Tony discusses using a draft buying vision to collaborate with buyers and ensure proposals speak to everyone involved, not just the primary contact. This approach builds trust and improves win rates.Pipeline Coaching with the ICE Model (15:55)Tony introduces the Identify, Clarify, Explore (ICE) model as a simple yet powerful framework for coaching reps on pipeline health. He explains how sales managers should move beyond metrics like coverage ratios and instead diagnose pipeline challenges by looking at value, volume, velocity, and deal shape.

Sales excellence starts with purpose, is driven by process, and grows through self-awareness. It’s about aligning personal motivation with meaningful business impact. ⁠Zack Bower⁠ and ⁠Nick Massaro⁠ from ⁠Membrain ⁠unpack what sales means to them, why process thinking matters, and how Membrain helps them sell with greater clarity and consistency. This episode blends introspection and practical insight to show how structure leads to better results for individuals, teams, and businesses alike.

Mark Hunter, known as "The Sales Hunter," is a renowned sales expert who empowers organizations to reach their sales potential. He emphasizes that accountability is a crucial but often misunderstood element in sales culture, distinguishing it from micromanagement. Mark discusses how authentic relationships within teams can drive performance and morale. He shares insights from his book, illustrating how mutual accountability creates a cohesive team that thrives on trust. Listeners can expect practical advice on redefining accountability for lasting success.

Steve Heroux, the author of "The Sales Contrarian," joins us for an eye-opening chat about shaking up the sales world. Steve isn't just challenging tired sales norms—he’s flipping them on their head with his groundbreaking book that’s captured the attention of sales leaders and salespeople alike. He takes us behind the scenes of his unexpected bestseller, highlighting the role of leadership, or often the missteps of it, in shaping sales dynamics. With fascinating anecdotes, including a memorable shoutout to Daniel Pink, Steve spotlights the harmful perceptions surrounding sales professionals and argues passionately for a leadership shift to truly elevate the profession.Get a copy of the book here.

Join us as we explore the complexities of B2B sales with Des McCluskey, Managing Partner of Padeda and former Sales Director at Johnson & Johnson. Des shares practical insights on building effective sales playbooks, the critical role of first-line sales leaders, and navigating complex sales cycles. Drawing from experience in medical devices, professional services, and financial services, he provides actionable strategies on sales enablement, coaching, and account management that sales leaders can apply immediately.The Cultural Gap in Sales Playbooks (6:09)Des highlights a fundamental difference between American and European sales approaches. While U.S. teams embrace structured sales playbooks, modeled after football plays, European teams favor a more flexible, improvisational style inspired by soccer. This cultural contrast makes implementing playbooks a challenge in Europe, requiring a shift in mindset and execution.The Rise of Bureaucracy in Sales Processes (14:10)Des discusses how an increase in technical buying influences and complex procurement systems is slowing down deal closures. Even with verbal approval from decision-makers, deals are now delayed by an average of six weeks due to finance checks and system inefficiencies. This trend creates forecasting challenges for sales teams, emphasizing the need for more proactive post-approval management.The Power of Retention Squads (23:35)Des introduces “retention squads”—cross-functional teams dedicated to managing and growing existing accounts. Unlike traditional account management, these agile, project-based teams engage multiple stakeholders to maximize renewals and drive account expansion. By fostering deeper relationships and broader outreach, retention squads help organizations secure long-term growth and uncover new opportunities. 

In this episode, Leslie Venetz founder of The Sales-Led GTM Agency joins us for a captivating discussion on her journey into the sales profession and her pivotal role in the Women Sales Experts Conference. Once viewing sales as merely a temporary gig, Leslie discovered her true passion when she embraced her ability to help people solve their problems.The Soul-Sucking Impact of Bad Data (10:04)Leslie discusses one of the biggest challenges sales teams face—poor data quality. She explains how bad data demoralizes sales reps, turning outreach into a frustrating and ineffective process. Leslie emphasizes that having accurate, enriched data combined with the right tech stack not only improves outreach success rates but also alleviates the mental fatigue caused by ineffective efforts.The Power of Signals in Sales Tech (14:04)Leslie highlights how modern sales tech has transformed outreach by leveraging signals—indicators like new hires, financial shifts, or market events. She explains that the true power lies in connecting these signals to build timely, relevant, and personalized outreach. By integrating these insights, sales teams can craft pitches that resonate with prospects' current challenges and priorities, making outreach significantly more effective.Discovery Meetings: The Final Step of Top-of-Funnel (30:11)Challenging a common misconception, Leslie argues that discovery meetings should be seen as the last step of top-of-funnel, not mid-funnel. She explains that this stage is where sales reps earn the right to advance conversations by actively listening and understanding prospects' needs. Leslie criticizes the practice of turning discovery meetings into box-ticking exercises, emphasizing that meaningful dialogue is what truly qualifies prospects for the next step.