Libsyn Directory

The Power of Stakeholder Mapping in Key Account Success, Ep #509

Release Date: 04/15/2026

Sales Reinvented

Sales prospecting and lead generation are the lifeblood of any thriving sales career—but they’re also some of the most misunderstood and mismanaged aspects of the job. Carole Mahoney, Darryl Praill, and Tim Hughes share insights that challenge traditional mindsets and equip listeners to approach prospecting with precision, empathy, and creativity. We explore the necessity of ongoing learning, time-blocking for prospecting, and seeking support from peers. My experts also discuss the risks of overvaluing a single champion in the sales cycle and the power of humanized content to...

Building Connections that Convert, Ep #518

Sales Reinvented

We’re digging deep into the essentials of prospecting and lead generation with guests Brynne Tillman, Jeff Bajorek, and Caryn Kopp this week. They share their top actionable do's and don'ts, revealing prospecting strategies that they have found to work. You’ll hear real-world success stories—from making warm connections on LinkedIn to the power of consistent, quality touchpoints and the importance of solving your client’s real challenges, not just following the standard playbook. Outline of This Episode [05:53] Challenges of prospecting and leads [07:09] Taking...

Unlocking the Science of Prospecting, Ep #517

Sales Reinvented

This episode of Sales Reinvented dives deep into the essential do’s and don’ts of prospecting and lead generation with advice from three industry trailblazers. I host Bill McCormick, Mary Grothe, and Tony Hughes to help you transform cold outreach into meaningful connections and qualified leads. You'll hear their top do's and don'ts for successful lead generation, compelling real-world sales stories, and get their lessons learned from overcoming challenges in the field. Outline of This Episode [01:49] Nurture prospects on LinkedIn by providing value and insight...

Spinning Sales Gold—Why Stories Sell, Ep #516

Sales Reinvented

Today’s “Best Of” episode brings together top minds in storytelling for sales success. In this episode, you'll hear practical do’s and don’ts from Philip Humm, Doug Keeley, and Patti Pokorchak, who share how to craft stories that engage, connect, and create real value for clients. Whether it’s making your customer the hero, keeping stories concise and relevant, or demonstrating the undeniable power of value-driven storytelling, this episode is packed with actionable insights to elevate your sales conversations and results. Get ready to be inspired by compelling examples and...

How to Captivate Customers, Ep #515

Sales Reinvented

Storytelling isn’t just a buzzword in the world of sales, it’s a transformative tool that can turn mundane pitches into memorable, persuasive conversations. This week, I bring together industry experts Mark Smyth, Kristie Jones, and Park Howell to share their top storytelling do’s and don’ts for sales professionals. Whether you struggle to keep your stories concise, want to captivate your audience, or wonder how to make your data more compelling, this episode will give you actionable advice and inspiring real-world examples. Outline of This Episode [01:40] Guide the...

Don’t Just Tell—Engage, Listen, and Share Stories that Stick, Ep #514

Sales Reinvented

Sales isn't just about products, features, or numbers, it's all about forging genuine human connections. The best way to do this is by mastering the craft of storytelling. In this episode, I speak to some phenomenal sales experts, Mike Adams, John Livesay, and Kyle Gray, who share their favorite storytelling do’s and don’ts, and their personal strategies for winning business and building trust. Listen in as they share their wisdom and practical tips to help you refine your own sales storytelling. Outline of This Episode [00:00] Importance of knowing what a story is and isn't...

Mastering Sales Storytelling, Ep #513

Sales Reinvented

This week, my three expert guests, Mary Jane Copps, Paul Smith, and Roy Furr, cover everything from injecting humor and vulnerability into your stories to crafting narratives that move prospects closer to a sale. They discuss the importance of using stories with purpose: tailoring them to your audience, keeping them concise, and ensuring they support your sales process. They also share their thoughts on the dangers of boastfulness, going off topic, or using stories without a clear connection to your sales goals. Tune in for practical advice, real-world examples, and memorable lessons to help...

Mastering Referral Selling: Strategies, Stories, and Lessons from the Pros, Ep #512

Sales Reinvented

Referral selling remains a game-changer in modern sales, not just for filling pipelines with high-quality leads, but for building lasting business relationships rooted in trust. My guests, Stacey Brown Randall, Steve Hall, and Dr. Ivan Misner shared their most impactful referral selling strategies, missteps to avoid, and stories that deliver invaluable lessons for any sales professional looking to maximize their impact through referrals. The lessons shared in this episode will help you elevate your referral selling game to new heights. Outline of This Episode [01:04] Identify and revisit...

How to Build Powerful Referral Networks, Ep #511

Sales Reinvented

Referrals are the lifeblood of high-performing sales organizations, yet many teams overlook their full potential. In this Best Of episode of Sales Reinvented, I bring together three dynamic referral selling experts, Steve Benson, Lori Richardson, and Joanne Black, to share actionable strategies, hard-hitting do’s and don’ts, and memorable stories from their own careers. Outline of This Episode [0:00] When to ask for referrals [00:55] Importance of tracking referrals [02:03] Making the referral process fun and personal [05:48] Creating value leads to natural,...

Referral Rocket Fuel: Real Stories and Unbeatable Tactics from Top Sales Leaders, Ep #510

Sales Reinvented

In this “best of” episode, I’m sharing some golden nuggets from sales trailblazers, Jamie Crosby, Nick Kane, and Liz Heiman. They share the secrets behind scalable, trust-based referral selling to help you ditch haphazard “who do you know?” asks and start building referral systems that deliver. Today’s show is packed with actionable advice on referral selling—the dos, the don’ts, and lessons learned from real-world sales situations. Outline of This Episode [00:41] Jamie Crosby's top three referral selling do's and don'ts [05:12] Importance of organically building...

More Episodes

Key account management is more than a sales tactic — it is an organization-wide growth strategy that prioritizes deeper, value-driven relationships with your most important customers. On this episode of the podcast, Joel Schaafsma joins me to dig into the nuances that differentiate key accounts from regular accounts, why organizations struggle with defining them, and the organizational investment and ROI linked to strategic account management.

Joel is a strategic account management and customer experience expert known for driving organizational growth and building frameworks that translate customer insights into better business decisions. He shares his experience on evolving from vendor relationships to trusted advisor status, the common mistakes made when transitioning from sales to account management, and the critical importance of aligning your business strategy with your customers’ objectives.

Outline of This Episode

[00:00] Key account strategy overview
[05:34] Building customer alignment
[07:43] Stakeholder mapping for alignment
[11:17] Key account management basics
[13:37] Collaborating on customer-focused strategies
[16:34] Key strategies and common pitfalls
[21:31] Building a hospital partnership program

Building a Key Account Strategy That Aligns With Customer Goals

You build a winning key account strategy by aligning your business completely with your customers’, integrating at multiple organizational levels. By orchestrating input from all stakeholders, not just the primary point of contact, account managers can spot trends, proactively address issues, and introduce co-creation opportunities that serve both parties’ goals.

Leveraging Stakeholder Mapping and Executive Sponsorship

Deep alignment is only possible with clear stakeholder mapping. This goes beyond knowing names on an org chart, it’s about understanding influence, needs, and potential advocates across both organizations, which equips you to withstand changes such as leadership turnover and evolving expectations.

Joel emphasizes the role of an executive sponsor program: connecting your senior leaders with theirs builds credibility, opens doors for value-driven dialogue, and quickly removes barriers when action is needed.

Tools, Technology, and Methodologies for Success

The right foundation combines methodology, technology, and innovation. Joel recommends:

A Distinct Strategic Account Management Methodology: This should include value co-creation and regular outcome validation, which differs from traditional sales playbooks.
Enabling Technology: Use tools that collect and synthesize data from all touchpoints within both organizations, moving beyond spreadsheets to foster true alignment and prioritization.
AI Integration: Those who ignore AI risk falling dangerously behind as it rapidly reshapes the landscape of business intelligence and process automation.

Making the Key Account Plan a Living Strategy

Joel details that effective plans are co-created with customers, regularly revisited, and focused on mutual priorities. Simple, actionable documentation, combined with technology for prioritization and measurement, transforms the plan from a once-a-year formality into a working blueprint for partnership.

When confronted with real-life challenges such as price competition, don’t just look for cost savings. Take a step back, engage a wider range of stakeholders, and solve bigger problems. That strategic lens is at the heart of lasting success in key accounts.