Understanding Why Strategic Account Management Builds Relationships, Ep #505
Sales Reinvented
We’re lucky to have Mark Sellers with us this week. He’s the author of "The Funnel Principle" and "Blind Spots: The Hidden Killer of Sales Coaching," whose programs have been implemented in 20 countries. Mark shares his expertise on building effective key account teams, the importance of stakeholder mapping, and how to access senior decision-makers. Our conversation covers essential tools and methodologies, best practices for creating living, and the critical role of cadence in driving meaningful progress. You'll also hear a compelling real-world example from Mark’s coaching experience,...
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Don’t Miss Out on Key Opportunities for Your Business, Ep #504
Sales Reinvented
On the show this week, I welcome back renowned customer growth expert Janice B. Gordon, founder of the Scale Your Sales framework and award-winning Revtech strategist. We’re exploring what differentiates a key account from a regular one, why organizations struggle with these definitions, and the mindset shift required for salespeople transitioning to account management roles. Janice shares her strategies for creating customer-centric, data-driven account plans and highlights key tools and methodologies that drive long-term client value. From actionable do's and don'ts to a compelling...
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How to Identify a Key Strategic Partner, Ep #503
Sales Reinvented
This week, I’m joined by Jermaine Jones, visionary founder of Jones Global Group and a recognized leader in enterprise risk and strategic talent selection. Jermaine shares his insights on common pitfalls sales professionals encounter during account transitions, and gives actionable strategies for aligning account plans with customer objectives. We also discuss his favorite tools and methodologies for key account managers and why he believes that stakeholder mapping is a crucially important part of the process. Outline of This Episode [00:00] Key Account vs. Regular...
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The Power Law Principle in Key Account Management, Ep #502
Sales Reinvented
Key Account Management (KAM) isn’t just about maintaining relationships and securing renewals. Today’s business environment demands a new approach—one rooted in strategic growth, deep customer understanding, and proactive leadership. I sit down with Alex Raymond, founder of Amplify, author of "The Growth Department," and leading expert in account management and client engagement, to explore what sets world-class key account managers apart and how organizations can improve their KAM strategies. We discuss how to define and segment key accounts, ways to align strategies with customer...
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Building Relationships and Delivering Value as a Key Account Manager, Ep #501
Sales Reinvented
My guest this week, Josh Curcio, is CRO and partner at Protocol 80, a HubSpot community champion, and experienced strategist for technical B2B companies. We dig into key account management—exploring what differentiates key accounts from regular ones, common mistakes salespeople make when transitioning to account management, and strategies for aligning sales approaches with customers’ business objectives. Josh shares his expertise on stakeholder mapping, the importance of regular check-ins, and actionable tips for building lasting relationships. Tune in for practical advice as he shares how...
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How to Build Powerful Key Account Plans, Ep #500
Sales Reinvented
Welcome to the 500th episode of the Sales Reinvented Podcast! I’m joined by returning favorite Mark Hunter, also known as "The Sales Hunter." We dig into the world of key account management—unpacking what sets key accounts apart from regular ones and why so many organizations struggle to define them clearly. Mark brings his extensive experience to the conversation, emphasizing that key account management is less about making the sale and more about building relationships, orchestrating resources, and understanding your customer's business as well as they do themselves. You'll hear...
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Aligning Customer Objectives with Key Account Strategies, Ep#499
Sales Reinvented
Key account management (KAM) is often seen as the pinnacle of business-to-business (B2B) sales, but it’s also one of the most misunderstood areas. The stakes are higher, the relationships more complex, and the rewards, when managed correctly, can be transformative for both supplier and customer. In this episode of the podcast, I welcome Dr. Beth Rogers, former business development practitioner in the IT sector, visiting Fellow at Cranfield School of Management, and researcher in key account management, to shed light on what differentiates key accounts, mistakes salespeople make when...
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Key Communication Skills That Shorten Sales Cycles Ep #498
Sales Reinvented
This week on the podcast, I’m joined by Andy Bounds, recognized as the UK Sales Trainer of the Year. We’re tackling a topic that I know sales professionals everywhere are going to find useful: how communication can be the accelerator for driving more sales, faster. Andy shares practical, actionable strategies for transforming the way leaders and sales teams engage with customers—shifting the focus from pushing harder or offering discounts to truly connecting, understanding, and delivering memorable value. We dig into common communication missteps that create confusion or...
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Becoming Ridiculously Easy to Do Business With, Ep 497
Sales Reinvented
This week, I have with me renowned customer experience expert, David Avrin, for a discussion on why being “ridiculously easy to do business with” is now the ultimate sales advantage. David shares insights into how rigid processes and a lack of flexibility often frustrate customers—and how organizations can turn ease and responsiveness into their biggest differentiators. Tune in as we discuss common friction points, explore practical steps for boosting customer satisfaction, and discover the top dos and don’ts every sales team should follow to future-proof their success in...
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How Top Salespeople Stay Calm and Confident in High-Stakes Situations Ep #496
Sales Reinvented
Pressure is an undeniable reality for anyone in sales. High-stakes meetings, critical pitches, and tough negotiations are daily occurrences. While some thrive, others falter. This week, I’m joined by communication expert, keynote speaker, and bestselling author Dominic Colenso for a conversation on how to excel in high-pressure sales situations. Drawing from his experience as a professional actor and performance coach, Dominic shares why communication often breaks down under pressure, shares practical strategies for staying calm and present, and explains how salespeople can turn...
info_outlineParalympic gold medalist and renowned keynote speaker Aaron Phipps, and his high-performance coach, Jon Cooper, pull back the curtain on what it really takes to build elite performance, whether in sport or in sales.
From honest conversations during lockdown to transforming adversity into high-level achievement, Aaron and Jon share game-changing lessons on teamwork and breaking through mental barriers. They reveal how stepping out of the “expert” role, embracing vulnerability, and constantly pushing boundaries can impact anyone’s performance.
Outline of This Episode
- 00:00 Power of vulnerability in performance.
- 03:44 Going further beyond your limits.
- 07:40 Preparing for pressure proactively.
- 09:50 Avoiding mental traps in thinking.
- 14:58 Embracing growth as a coach.
- 16:25 Push for your best every day.
- 19:27 The path to gold is rarely straightforward.
Vulnerability as the Key to Peak Performance
Aaron reflects on the importance of vulnerability, both as an athlete and as a leader. Aaron and John each initially leaned on their expertise, Aaron as a high-level competitor, John as a high-level coach. It was during the unpredictable disruption of COVID that both realized real growth required honest conversations and a willingness to admit when they didn’t have all the answers.
Elite performance flourishes when people move beyond trying to be the constant expert and instead focus on authentic, open dialogue. This lesson is important for sales leaders too; when teams shed the need to always have the answer, they create environments where vulnerability drives innovation and growth.
Unshakable Belief and Defying Expectations
Preparing for the Tokyo Paralympic Games, Aaron and John faced a culture of skepticism, but they maintained an unshakable belief in their mission to be the best in the world, keeping their eye on their ambitious goals and not listening to the doubters. This mindset is also critical in sales: keep pushing for greatness, even when the outcome seems distant.
Habits for Sustained Success
When it comes to discipline and consistency, you have to master the basics:
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Optimize Nutrition and Hydration
Just as athletes fuel their bodies carefully, sales professionals must prioritize self-care. Preparing meals, staying hydrated, and avoiding the “grab and go” mentality directly impacts day-to-day performance.
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Establish a Pre-Performance Process
Whether it’s a routine before a game or a key sales pitch, having a repeatable process can yield a significant boost in execution.
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Rehearse Relentlessly
Practice isn’t just for sports. If you don’t simulate and rehearse critical moments, you won’t deliver your best when it matters.
From Imposter Syndrome to Pattern Thinking
Mental traps common to both athletes and salespeople include imposter syndrome, catastrophizing, and falling into predictable patterns of thought. Aaron shares his personal battles with self-doubt and the power of expert coaching. John cautions against assuming outcomes based on past experiences and challenges leaders to stay genuinely open to each new situation. Expertise is as much about being confidently reactive as it is about knowing the playbook.
Creating High-Performance Cultures
At the cutting edge, progress comes from stepping beyond the comfort zone and communicating with your team. Sales leaders have to create cultures that celebrate discomfort and risk-taking, pushing boundaries instead of strictly adhering to what’s always worked before.
This played out in Aaron’s path to gold, deprived of world-class facilities by the pandemic, he and Jon improvised training amidst real-world distractions, such as non-wheelchair-friendly facilities shared with dog walkers. These constraints led to unprecedented performance gains and, ultimately, gold. Sometimes, losing comfort is what ignites greatness. The path to elite performance is rarely linear, and often strewn with unexpected challenges. With the right mindset, those obstacles can become the catalysts for extraordinary success.
Connect with Aaron Phipps, MBE, and Jon Cooper
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