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_outlineThis 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 today’s fiercely competitive market.
Outline of This Episode
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[05:06] Ease over persuasion in sales
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[07:35] Rejecting rigid sales tactics
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[12:54] Sales promises vs. delivery
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[14:56] Speed up, simplify, say yes
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[19:30] Insights from a solo speaker
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[21:12] Speed wins, so respond faster
Why Are We Still Making It Hard?
David calls out a fundamental problem in today’s sales organizations: an over-reliance on rigid processes. It’s not that businesses don’t understand their customers—it’s that the urge for predictability and control often leads to inflexible sales journeys. The problem is that sellers tend to be a little more regimented in adhering to the process. Customers, on the other hand, haven’t read your employee manual; they simply want to do things their own way, and their preferred path is often different with each interaction.
The result is frustrated buyers who encounter unnecessary roadblocks, from complex checkout procedures to chatbot dead-ends and telephone mazes. Convenience, speed, and options matter more than ever.
Why Ease Is Today’s Greatest Differentiator
You might believe that your superior quality, price, or expertise is what sets you apart. But these have become “table stakes”—the minimum required to play in today’s market. Customers now assume quality; what they evaluate is the experience. The differentiator is the process…who can get it to me faster, who’s got better service, who’s easier to work with.
With instant access to reviews and competing options, a difficult buying experience can quickly push customers away—even if your product edges out the competition on paper. Being easy to buy from is no longer a “nice to have”—it’s essential for growth.
Common Friction Points (and How to Fix Them)
What are the most frequent sources of customer frustration? Often, they’re the result of well-meaning internal processes:
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Long-winded sales cycles
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Mandatory steps that don’t fit the buyer’s needs
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Lack of options to skip or expedite parts of the journey
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Poor post-sale support or rigid “policy” barriers
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Absence of real human contact—hiding behind contact forms or chatbots
To fix these, David recommends a simple but powerful exercise: walk your own customer journey. Try buying from yourself as a customer and see where the pain points are. Then empower staff with flexibility: say yes more often; if a customer has a reasonable request, find a way to accommodate it. Reduce unnecessary steps and rethink policies that exist “because they always have.”
The Secret Sauce of Responsiveness
One of the most actionable tips from the interview centers on speed. Customers have access to so many other options that are quick and easy. David demonstrates this principle in his own business. By making himself ultra-accessible—listing cell numbers, emails, and responding within minutes—he consistently outperforms competitors. Research shows that responding within five minutes gives you a 100 times better chance of landing a client.
Becoming ridiculously easy to do business with isn’t about sacrificing quality or giving up control—it’s about meeting customers where they are and adapting your processes to fit their needs.
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