Two Tall Guys Talking Sales – John McLeod Explains How to Avoid the AI Trap: Using New Tools Without Losing Your Sales Message – Episode 140

Two Tall Guys Talking Sales – John McLeod Explains How to Avoid the AI Trap: Using New Tools Without Losing Your Sales Message – Episode 140

By Sean O'Shaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey are joined by veteran fractional VP of Sales, John McLeod. Together, they dive into a critical topic for today’s sales leaders: embracing artificial intelligence tools without compromising your value proposition, messaging, or sales processes. John brings deep expertise in sales management, business acumen, and revenue generation strategies, offering a measured approach to evaluating sales tech, especially AI solutions, through a risk-and-reward lens. Whether you’re a business owner, sales manager, or BDR excited about AI, this conversation grounds you in practical wisdom.

Key Topics Discussed

  • The Real Risk of AI in Sales (00:01:22): How overreliance on untrained AI tools can misrepresent your brand and do more harm than good.
  • Sales Productivity vs. Organizational Efficiency (00:02:01): Why the focus shouldn’t just be on doing more faster, but also on syncing with your company’s value selling model
  • Three Essential AI Use Cases in Sales (00:03:25): Research, qualification, and outreach—and why each comes with its own operational risk.
  • The Ethical Use of AI and Messaging Integrity (00:07:43): Why maintaining consistent messaging across AI-enabled tools is essential to preserving brand integrity and revenue management.
  • Training AI for Sales Value (00:10:00): How smart prompt engineering and structured inputs drive better outcomes from generative AI tools.

Key Quotes

  • John McLeod (00:05:27):
    “AI tools are meant to be trained. The biggest risk is: are they in fact supporting your unique and distinctive value proposition and holding true to that?”
  • Sean O’Shaughnessey (00:11:38):
    “You won’t lose your job to AI—but you might lose it to another salesperson who knows how to use AI more effectively.”
  • Kevin Lawson (00:09:40):
    “When you introduce AI and efficiency, that naturally raises the bar of expectation for performance. What is the new normal when you get there?”

Additional Resources

  • John McLeod’s LinkedIn Profile – https://www.linkedin.com/in/johnmcleod1/

A Significant Actionable Item from this Podcast

Train Your AI with Purpose: Don’t just “plug and play” AI tools. Take the time to structure your inputs and refine your prompts so that the tool reflects your value, not just generic sales content. Spend time A/B testing different approaches to ensure messaging aligns with your company’s strategic sales positioning. Start today by reviewing your most recent outreach generated by AI and ask: “Does this truly represent our value?” If not, retrain your prompts before using them again.

Why You Should Listen Now

If you’ve ever been tempted by the next great sales tool or AI platform promising instant leads and effortless sales success, this episode will recalibrate your thinking. John McLeod delivers candid insights on balancing tech adoption with strategic discipline. With Sean and Kevin steering the conversation, this discussion is rich with real-world experience in sales management, messaging, and revenue generation. Tune in now to stay ahead without losing what makes your company valuable.

Navigating the Sales Maze: Overcoming Missed Steps in Your Sales Process

Navigating the Sales Maze: Overcoming Missed Steps in Your Sales Process

By Sean O'Shaughnessey

The challenges for a salesperson or a sales manager are numerous. One such challenge that often arises during the sales process is the realization that a crucial step has been skipped. This situation is not uncommon and is faced by many salespeople. However, it’s not a moment for reprimanding or pulling out an accountability chart. Instead, it’s a moment of realization and an opportunity to rectify the error to avoid ending up in the ‘no decision lane.’

I have written about the importance of skipping stages of the sales process elsewhere on this site, most recently in “The Key to Profitable Sales Organizations: Understanding and Adhering to the Sales Process,” where I remind you that, according to the Harvard Business Review, 28% of companies that master at least three stages of their sales process will see an increase in revenue growth.

When you recognize you’ve missed a step in your sales process, it resembles backing up a train. You’ve got a lot of cars put together, but one is out on its own. Addressing this situation requires a specific style and approach. As a sales leader, your focus should be on the next step in the process. Have you covered this step from a question in the sales meeting? It’s important to ask questions like, “What is next? What is missing? What is now?” 

As a salesperson, if you realize you’ve missed a step, address it head-on. This approach allows you to rectify your error and builds trust with your prospect by demonstrating transparency and accountability. 

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Two Tall Guys Talking Sales – Patrick O’Donnell Explains How to Hire and Onboard Sales Talent That Actually Performs – Episode 139

Two Tall Guys Talking Sales – Patrick O’Donnell Explains How to Hire and Onboard Sales Talent That Actually Performs – Episode 139

By Sean O'Shaughnessey

In this high-impact episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey welcome sales acceleration expert Patrick O’Donnell to tackle one of the toughest challenges facing small business CEOs: hiring and onboarding top-performing sales talent. Together, they dive deep into proven sales strategies that help CEOs find strong candidates and keep them engaged, successful, and driving revenue. If you’ve ever hired a salesperson who didn’t work out, or you’re planning to hire your first, this conversation is your roadmap to sales success. From creating a robust onboarding plan to integrating soft skills training and cultural alignment, this episode is packed with value-selling insights you can apply immediately.

Key Topics Discussed:

  • [00:01:00] Why small business CEOs struggle to attract and retain top salespeople
  • [00:03:00] Patrick’s proven hiring and onboarding process for sales roles
  • [00:05:10] The importance of structured 30-60-90 day plans and Sean’s GUTS framework
  • [00:07:00] Kevin’s NASA Plan for onboarding: A granular, hourly approach to early success
  • [00:10:00] The role of soft skills and professional development in retaining talent
  • [00:11:50] A lighthearted look at entrepreneurship: Why Patrick bought a historic Indianapolis tavern

Key Quotes:

  • “They’re in such a hurry to take the sales hat off their head that they hire the first person who looks okay on the surface. That rushed approach almost always ends poorly.”
    – Patrick O’Donnell [00:02:06]
  • “I hand every new rep a GUTS document—Getting Up To Speed. It’s a 30-60-90 plan that clearly spells out what they need to accomplish. They can be ahead, but they can’t fall behind.”
    – Sean O’Shaughnessey [00:05:10]
  • “Most small business owners think they have a plan because it’s in their head. But if it’s not written down, it doesn’t exist.”
    – Kevin Lawson [00:07:29]
  • “We want every new hire to be the most professional person in the company, because it’s their job to make everyone around them better.”
    – Sean O’Shaughnessey [00:10:35]

Additional Resources:

  • LinkedIn profile for Patrick O’Donnell https://www.linkedin.com/in/patrickwodonnell/
  • Soft skills training programs referenced by Sean for onboarding enrichment
  • GUTS (Getting Up To Speed) framework and NASA Plan discussed during onboarding best practices

A Significant Actionable Item from this Podcast:

Implement a Written 30-60-90 Onboarding Plan with a Two-Week NASA Schedule.
Salespeople need clarity to succeed. Whether you’re a first-time sales manager or a seasoned executive, stop relying on verbal plans or “tribal knowledge.” Create a written 30-60-90 onboarding plan that details expectations, milestones, and key outcomes. For the first two weeks, apply the NASA method: a daily, hour-by-hour schedule that aligns the new hire with every department, cultural cue, and technical requirement. Doing so sets a strong foundation for success and dramatically reduces early turnover.

Summary Paragraph:

If you’re serious about improving your sales management, elevating your sales processes, and building a team that drives real revenue generation, this episode of Two Tall Guys Talking Sales is essential listening. Kevin, Sean, and Patrick break down what too many business owners get wrong—and how you can get it right. Whether you’re scaling a team or hiring your first rep, these insights around onboarding, messaging, and business acumen will accelerate your journey toward consistent sales success. Press play now and walk away with tools you can use today.

The Key to Profitable Sales Organizations: Understanding and Adhering to the Sales Process

The Key to Profitable Sales Organizations: Understanding and Adhering to the Sales Process

By Sean O'Shaughnessey

Many salespeople, sales managers, and CEOs face a unique problem. This issue concerns the sales process, particularly when specific steps are skipped. The challenge is common among sales teams across various industries, and there are different perspectives on its causes and solutions.

This issue is concerning since, according to Harvard Business Review, 28% of companies that master at least three stages of their sales process will see an increase in revenue growth. (https://hbr.org/2015/01/companies-with-a-formal-sales-process-generate-more-revenue). That same study states that companies that had trained their sales managers to manage their pipelines saw their revenue grow 9% faster than those that didn’t. But not just any training will do. Sales managers need targeted training to address specific pipeline management challenges.

Sometimes, the sales process might seem tedious, and salespeople may skip steps out of impatience or eagerness to close a deal. However, skipping these steps can lead to further complications down the line. When a sales team is not following the process that has been identified, it can disrupt the team’s rhythm and efficiency. Some might argue that this is a sign that the process needs to change or that more training is required.

This issue extends beyond the sales team. When a company hires a fractional VP of sales, it brings an outside perspective to evaluate its sales process. The fractional VP will often encounter resistance from the existing team, who may feel their industry is unique. While every business has its distinctive elements, the fundamentals of a sales process are universal.

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Two Tall Guys Talking Sales – Mastering Sales Hiring with John Lee – Sales Management Insights for Growth-Focused Teams – Episode 138

Two Tall Guys Talking Sales – Mastering Sales Hiring with John Lee – Sales Management Insights for Growth-Focused Teams – Episode 138

By Sean O'Shaughnessey

In this week’s episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey are joined by the “Elder Statesman” of fractional sales management: John Lee. With nearly four decades of experience and a deep track record of helping companies hire top-performing sales professionals, John shares a masterclass in sales hiring strategy. Whether you’re scaling from a two-person team to ten or trying to avoid costly hiring mistakes, this episode delivers practical, field-tested advice on building elite sales teams, strengthening your sales processes, and aligning talent with company culture.

Don’t miss this conversation if you’re committed to improving your sales success through smarter hiring, better business acumen, and scalable revenue generation.

Key Topics Discussed:

  • The Hiring Mindset for Growth Companies (00:01:45)
    Why hiring rock stars—not warm bodies—matters and how John filters for high performers.
  • From First Hire to Scaling a Team (00:04:44)
    CEOs and sales leaders must ask the evolving questions when hiring their 3rd, 5th, or 10th rep.
  • Psychographics, Not Just Resumes (00:05:24)
    How John builds candidate profiles that match top performers using behavior and motivation, not just skills.
  • Parallel Sales and Hiring Processes (00:08:00)
    Why a successful sales hiring process mirrors your value selling strategy—with defined steps, assessments, and clear messaging.
  • Avoiding Common Hiring Mistakes (00:11:43)
    The critical danger of hiring salespeople who are better at selling themselves than your solution.
  • Top 3 Rules for Hiring Sales Talent (00:13:33)
    John’s unfiltered checklist for hiring decisions that fuel revenue growth and protect your sales culture.

Key Quotes:

  • John Lee: “Don’t hire someone who can’t show they’ve been successful—and don’t hire someone who doesn’t fit your culture.” (00:13:57)
  • Sean O’Shaughnessey: “A salesperson might not be able to sell your product to save their life—but they’re often great at selling themselves. That’s a trap for business owners.” (00:11:55)
  • Kevin Lawson: “You talk about hiring the way you talk about sales infrastructure—it’s all about process, fit, and purpose.” (00:07:42)

Additional Resources Mentioned:

A Significant Actionable Item from this Podcast:

Design a Hiring Process Like a Sales Process
Treat your hiring efforts with the same rigor as your sales process. Start by defining a psychographic profile based on your top performers. Use structured assessments to evaluate “sales DNA” and focus interviews on demonstrated success, not just confidence. Then, make cultural fit a deal-breaker. Great hires aren’t just competent—they’re aligned with your mission, methods, and team dynamics.

Summary Paragraph:

This episode is essential listening for sales leaders and business owners looking to scale their teams without sacrificing culture, performance, or momentum. John Lee brings a rare mix of seasoned sales management expertise and real-world hiring acumen to the table. If you want to improve revenue generation through smarter hiring and better sales strategies, you’ll find actionable insights packed into every minute. Don’t settle for average; build a sales team that drives success. Tune in now.

Validation Events: The Unsung Hero of Sales Process Discipline

Validation Events: The Unsung Hero of Sales Process Discipline

By Sean O'Shaughnessey

In the complex world of B2B selling, trust is built in stages. The challenge in all sales campaigns is ensuring the prospect trusts they are making the best decision for their business.

  1. Do they trust that the salesperson is giving them all of the information?
  2. Do they trust that the company will support them after the sale?
  3. Do they trust that the product will perform as they expect it to perform?

As I have explained in my book, Eliminate Your Competition, as well as the blog for that book and in this blog, the prospect needs to trust all three elements the salesperson is selling:

  1. They need to trust the product.
  2. They need to trust the company behind the product.
  3. They need to trust the salesperson.

Prospects listen to your sales message, review your materials, and hear your claims, but none of that guarantees belief or trust. Trust is validated when your claims are validated. That’s why validation events are crucial to any rigorous sales process.

In The Qualified Sales Leader, John McMahon stresses the importance of customer-driven validation. He cautions sales leaders against relying on internal optimism or anecdotal “good signals” from prospects. Instead, McMahon emphasizes observable proof—real buyer behavior that confirms alignment, commitment, and value. Validation events are when the customer takes action to validate that what you’ve promised is accurate and valuable.

An excellent sample sale process flow looks like this:

  1. Discover
  2. Scoping
  3. Economic Buyer Meeting
  4. Validation Event
  5. Business Case and Final Proposal
  6. Negotiate and Close

As you can see, the Validation Event is the last step before creating the final business case, which will be bundled with your final proposal.

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Two Tall Guys Talking Sales – Steve Caton Shares When to Sell, When to Coach, and When to Hire: Strategic Sales Management That Drives Growth – Episode 137

Two Tall Guys Talking Sales – Steve Caton Shares When to Sell, When to Coach, and When to Hire: Strategic Sales Management That Drives Growth – Episode 137

By Sean O'Shaughnessey

In this powerful episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey are joined once again by Steve Caton, CEO of Altezza Solutions, for a thought-provoking conversation that zeroes in on one of the toughest decisions in sales leadership: when to sell, when to coach, and when to hire. Whether you’re a business owner, VP of Sales, or a player-coach juggling a quota and a team, this episode brings clarity to the strategic inflection point where growth hinges on letting go. With frank discussion, lived experience, and tactical advice, Kevin, Sean, and Steve guide you through the complex terrain of sales management, revenue generation, and scaling your team without sacrificing results.

Key Topics Discussed:

  • [00:01:58] The pros and cons of player-coach sales roles, and why this model often fails without intentional strategy
  • [00:05:34] How to create a psychologically safe sales environment where learning from failure drives sales success
  • [00:07:11] Steve Caton’s personal transition from sales operator to CEO—and how it triggered exponential business growth
  • [00:09:20] The difference between hiring to “swim faster” and hiring to scale—how business acumen guides the decision
  • [00:13:00] Real-world use cases for fractional sales roles to test new markets or offerings without disrupting core revenue streams

Key Quotes:

  • Kevin Lawson [00:04:57]: “Sometimes you have to let people fail. You can’t push them into failure, but you do have to give them the room to learn. The challenge is, as a leader, you’re still accountable for that failure.”
  • Sean O’Shaughnessey [00:04:01]: “It’s much easier to do one thing well. Let great salespeople sell and great managers manage—don’t dilute either role.”
  • Steve Caton [00:08:30]: “I made the decision to stop selling before I could afford it. Why? Because I knew the payoff would be big. Sometimes, you just have to invest in your business to grow.”
  • Kevin Lawson [00:11:34]: “A sales process with control metrics, plus intentional feedback loops, informs exactly how and where your business should grow.”

Additional Resources:

A Significant Actionable Item from this Podcast:

Reevaluate your team structure and decide: are you scaling or surviving?
If you’re a business owner or sales leader wearing multiple hats, it’s time to assess whether you’re enabling growth or capping it. Consider where your time is most valuable—rainmaking, coaching, or closing—and invest in building the right team around you. Start with fractional or part-time hires to test new roles or markets, then double down when the data supports it.

Closing Summary:

This episode cuts through the noise around sales team building with a refreshing mix of vulnerability, experience, and strategic depth. Whether you’re weighing your first sales hire or deciding to step out of the player-coach role, Two Tall Guys Talking Sales delivers real-world sales strategies that help you align your messaging, sales processes, and revenue management decisions with long-term growth. Don’t miss this one—it’s 15 minutes of business-building insight that could change the trajectory of your sales organization. Hit play now and discover how letting go might be the smartest way to grow.

Two Tall Guys Talking Sales – Scaling Smarter: Building Sales Teams with Steve Caton – Episode 136

Two Tall Guys Talking Sales – Scaling Smarter: Building Sales Teams with Steve Caton – Episode 136

By Sean O'Shaughnessey

What does it take to scale a sales organization in today’s unpredictable business environment? In this dynamic episode of Two Tall Guys Talking Sales, hosts Sean O’Shaughnessey and Kevin Lawson welcome back Steve Caton, CEO of Altezza Solutions, to unpack the nuances of scaling sales teams, especially through the power of fractional sales professionals. Together, they explore the critical role that sales processes, sales management, and business acumen play in enabling organizations to grow without overspending or compromising performance. Whether you’re navigating the “zero to one” phase or planning your expansion from one rep to five, this episode offers a roadmap for smart, sustainable revenue generation.

Key Topics Discussed

  • Zero to One vs. One to One Hundred: Two Models for Scaling Sales Teams (00:01:14)
    Kevin and Steve outline the difference between launching your first rep and accelerating team expansion, with a focus on structured growth.
  • Fractional Salespeople as a Low-Risk Growth Strategy (00:02:45)
    Steve explains how the fractional model supports learning, experimentation, and ROI without overcommitting resources too early.
  • Determining the Right Time to Expand Territories or Add Headcount (00:04:10)
    The team discusses key signals—like activity level, lead flow, and deal volume—that indicate when it’s time to grow.
  • Using Leading Indicators vs. Lagging Indicators in Sales Management (00:06:16)
    Steve shares the importance of measuring inputs (calls, meetings, proposals) over outputs (closed deals) to ensure predictable scale.
  • The Power of Process-Driven Selling for Sales Success (00:13:08)
    Sean and Steve emphasize why experienced sales pros rely on systems, not improvisation, and why process must precede people.

Key Quotes

  • Kevin Lawson (00:01:34):
    “Think hockey stick versus gradual—zero to one is about getting that first good hire. That’s when you unlock real scale potential.”
  • Steve Caton (00:02:45):
    “Start small, see what works, then expand. That’s the foundation of scalable revenue—and the fractional model makes that possible without spending a crazy amount of money.”
  • Sean O’Shaughnessey (00:08:00):
    “Sales is about finding the customer that is going to buy—that’s not just a marketing thing, that’s a sales thing.”
  • Steve Caton (00:13:08):
    “Process comes before people. If there’s no process, your reps will build one—and that distracts them from actually selling.”

Additional Resources

A Significant Actionable Item from this Podcast

Use leading indicators—not just closed deals—to decide when it’s time to grow your sales team. Many companies scale reactively, hiring after success arrives. But Steve Caton challenges leaders to evaluate the activity level of their reps—calls made, meetings scheduled, deals created—to make data-driven decisions before hitting a bottleneck. If your top performer is maxing out their productive hours, it’s time to split territories, not overload. Review your leading indicators this week and see where your next growth step should begin.

Why You Should Listen

This episode is a must-listen for founders, CEOs, and sales leaders trying to build smarter, not just bigger. With deep insight into the value of fractional sales professionals, the importance of sales strategies, and how to use data for effective revenue management, Steve Caton offers a practical, grounded view of what scalable sales success looks like. If you’re serious about growing your team without growing your headaches, hit play and take notes.

Two Tall Guys Talking Sales – Winning Without Discounting: Mastering Value Selling at Premium Prices – Episode 135

Two Tall Guys Talking Sales – Winning Without Discounting: Mastering Value Selling at Premium Prices – Episode 135

By Sean O'Shaughnessey

When it comes to holding firm on pricing, many salespeople stumble at the finish line, undermining their value and margin in pursuit of a quick win. In this episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey explore the essential topic of value selling, especially when offering a premium-priced solution. They break down how business acumen, sales strategy, and relationship-based selling contribute to sales success—and how to confidently command the price your product deserves. If you’ve ever been told you’re “too expensive,” this is your playbook for holding the line and still closing the deal.

Key Topics Discussed

  • Why customers buy more than just your product—they buy your company and you (00:01:00)
  • The danger of sending a quote without a conversation (00:02:21)
  • How sales reps can create momentum in late-stage deals by previewing terms early (00:03:00)
  • Breaking away from “feeds and speeds” and focusing on business outcomes (00:05:00)
  • Real-world coaching example: winning a deal despite being $9,000 more expensive (00:08:25)
  • The importance of sales process alignment with customer learning styles (00:10:48)

Key Quotes

“Your customers are not just buying your product—they’re buying your company, and they’re buying the wisdom of the salesperson.”
— Sean O’Shaughnessey (00:01:00)

“Don’t just throw a document on their desk that says, ‘here’s my price.’ That’s not value selling. That’s transactional noise.”
— Kevin Lawson (00:03:21)

“I told her: thank them for the feedback. Tell them you can’t meet the price because you’re delivering something of higher value—and she won the deal.”
— Sean O’Shaughnessey (00:09:01)

“If you’re always responding with a discount, you’re not putting forward the confidence that your product actually delivers value.”
— Kevin Lawson (00:10:28)

A Significant Actionable Item from this Podcast

Stop emailing quotes—start previewing them. Before sending out another proposal or quote, schedule a call or meeting with your prospect to review the terms and value proposition. Use that time to reinforce the business impact of your solution and clarify any remaining concerns. This approach increases close rates and reduces last-minute pricing objections, protecting revenue and margin.

Summary

In today’s ultra-competitive B2B environment, salespeople must do more than deliver specs—they must deliver confidence. This episode of Two Tall Guys Talking Sales arms you with a clear, repeatable strategy for commanding premium pricing through value selling. If you’re serious about improving your sales management, sales processes, and revenue generation tactics, then this 15-minute episode could be the most profitable quarter-hour of your week. Tune in now and elevate your ability to win—without discounting.

Two Tall Guys Talking Sales – The Four Buckets of Sales Growth with Steve Wittal

Two Tall Guys Talking Sales – The Four Buckets of Sales Growth with Steve Wittal

By Sean O'Shaughnessey

In this dynamic episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey welcome Canadian SalesXceleration expert Steve Wittal for an in-depth look into the foundations of effective sales strategies. Steve brings decades of experience in startup advisory, sales management, and business growth, sharing a robust framework that simplifies complex growth challenges into four digestible buckets: desirability, clarity, predictability, and deliverability. If you’re a business leader looking to strengthen your sales processes, sharpen your messaging, or improve revenue generation, this conversation is a goldmine.

Key Topics Discussed

  • The Power of Leadership in Change Management (~01:02)
    Steve opens by explaining why leadership is the starting point for any growth initiative, especially when change is involved.
  • The Four Buckets Framework for Growth (~03:00)
    Steve outlines his method for diagnosing and resolving growth issues by focusing on four pillars: desirability, clarity, predictability, and deliverability.
  • Desirability and Understanding the Customer’s Pain (~04:00)
    Why identifying whether your product is a “must-have” or “nice-to-have” is critical to sales success.
  • The Importance of Clarity and Quantifying the Cost of Inaction (~06:39)
    Sean and Steve unpack how clarity in messaging and value proposition can move buyers from indecision to action.
  • Predictability, Scalability, and Sales Playbooks (~09:20)
    How aligning your sales process with the customer’s buying journey enables scale and drives predictable revenue.
  • Deliverability and the Voice of the Customer (~10:50)
    Steve emphasizes the importance of retention, early wins, and referrals as indicators that your solution truly delivers.

Key Quotes

  • Steve Wittal: “A problem well-defined is a problem half-solved. Before we prescribe, we have to truly understand.” (~02:46)
  • Kevin Lawson: “When you’ve dotted all those i’s, it makes you a market-facing product. That’s how you achieve market fit.” (~13:25)
  • Sean O’Shaughnessey: “When a customer comes to you and says, ‘Can you help me solve this?’ — that’s sales nirvana.” (~08:35)

Additional Resources

  • Connect with Steve Wittal on LinkedIn – https://www.linkedin.com/in/stevewittal/
  • Steve’s email: Steve Wittal <swittal@salesxceleration.com>

A Significant Actionable Item from this Podcast

Audit Your Sales Strategy Through the Four Buckets.
Take a moment to evaluate your organization’s performance across Steve’s four key areas:

  • Desirability: Is your product essential or optional to your buyers?
  • Clarity: Can your team articulate your value proposition in a way that resonates with prospects and highlights the cost of inaction?
  • Predictability: Do you have a repeatable sales process that aligns with how your customers buy?
  • Deliverability: Are you consistently delivering on promises and capturing client feedback to validate success?

This self-assessment will uncover gaps in your current sales approach and point to immediate areas for improvement.

Summary

Whether you’re leading a startup or managing a growing sales team, this episode delivers a concise yet powerful framework for achieving sales success. Steve Wittal’s “Four Buckets” offer practical, business acumen–driven insights that will help you reframe your growth strategy and improve every stage of your sales process. If you’re serious about improving revenue generation and becoming a trusted advisor in your client relationships, don’t miss this episode. Tune in now and transform your approach to value selling.