Mastering Modern Selling
At Mastering Modern Selling, our mission is to equip you with the insights, strategies, and tools necessary to excel in the ever-evolving landscape of sales. Traditional sales approaches, marketing tactics, and lead-generation methods are becoming obsolete. In today's market, buyers dictate the buying process and have little patience for cold calls, email blasts, or aggressive sales tactics. In this new era of sales and marketing, success hinges on building meaningful relationships with prospects and buyers. We believe in leveraging the power of modern strategies, techniques, and technologies to foster these connections. This approach, often referred to as Modern Selling, encompasses leveraging digital and social channels to create demand and cultivate strong relationships with prospects, partners, and customers. By mastering Modern Selling, you and your team can enhance your visibility in the marketplace, establish yourselves as trusted advisors, accelerate pipeline growth and revenue, and position yourselves as the employer of choice in your industry. Join us on Mastering Modern Selling as we explore the principles, practices, and innovations driving success in today's sales landscape.
Episodes
In this episode of Mastering Modern Selling, Carson Heady and Tom Burton dive into the evolving world of sales and introduce Tom’s Revenue Zone framework. As the buyer takes the lead in the sales process, it’s more important than ever for sales teams to understand the modern buyer's journey.
Tom, the author of The Revenue Zone, explains how building trust, creating demand, and using technology like AI can hel...
What does it really take to build trust in your team and with your buyers?
In this episode, we’re joined by Jake Mannino, Global Sales Director at Microsoft and certified executive coach, for a deep dive into the emotional and strategic foundations of trust in sales.
Jake shares lessons from 25+ years leading high-performing sales teams and coaching some of the world’s top professionals. He reveals why trust begins...
In Episode 140 of Mastering Modern Selling, we welcome back Bill McCormick, founder of DigiSales, for a powerful conversation on breaking out of the social selling echo chamber.
Bill shares how his mindset evolved from “LinkedIn is everything” to a more thoughtful, multi-channel strategy that meets buyers where they are.
You’ll hear why content alone won’t drive pipeline, how to create real LinkedIn conversations, ...
In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success.
With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle plann...
In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs.
Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.
Far from being a back-office role, the CEO today is the face, voice, and...
In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it.
This episode unpacks how small teams and solopreneurs can harness the power of perception, positioning, and emotional intelligence to attract the right clien...
In Episode 136 of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady welcome back a show favorite Larry Long Jr, CEO and Chief Energy Officer of LLJR Enterprises. Larry doesn't hold back.
With a mix of energy, humor, and real talk, he calls on sellers and leaders to ditch outdated habits and build something that actually works today.
This episode hits hard on what it really takes to stand out ...
What if your next sales hire wasn’t human?
In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI “employees” into the mix.
We go beyond the hype to explore practical use cases, ethical concerns, and the new skills sales pros must master to stay competitive in this AI-enabled landscape.
Whether you’re curious, cautious, or already exper...
In this powerhouse episode of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady are joined by JD Miller, a seasoned sales executive turned private equity advisor.
With six successful exits under his belt, JD brings a rare blend of operational insight and boardroom savvy.
The discussion centers on how private equity firms evaluate and scale their portfolio companies—especially in the sales and mar...
In this episode of Mastering Modern Selling, Brandon Lee and Tom Burton explore the evolving world of sales and marketing in 2025.
They focus on the strategies that are truly working in today’s fast-changing landscape and provide actionable insights on how businesses can thrive.
From content strategy to social selling and the importance of patience, this episode is packed with thought-provoking ideas for sales pro...
In this episode of Mastering Modern Selling, where Brandon, Tom, and Carson were joined by the legendary Tim Wackel. With four decades of experience and stories from the trenches, Tim unpacked the habits and strategies that consistently deliver sales success—regardless of changing tools or trends.
In a world overwhelmed by automation and AI-generated pitches, Tim reminds us that the core of selling hasn’t changed:...
In this powerful episode of Mastering Modern Selling, co-host Tom Burton sits down with Carson Heady to explore his latest book The Show Must Go On.
This isn’t just a typical sales book—it’s a deeply personal, tactical, and tested playbook from one of the top voices in modern sales.
The episode unpacks Carson’s journey from early setbacks to building a repeatable sales model that’s generated over a billion dollars...
In this episode of Mastering Modern Selling, Tim FitzGerald joins the team to discuss key strategies for early-stage companies, particularly around navigating sales during the startup phase.
With decades of experience in software sales, Tim offers his expertise on how founders can streamline sales efforts, make strategic decisions, and avoid common pitfalls when scaling their businesses.
- Sales as a CEO's R...
In this episode of Mastering Modern Selling, the hosts welcome Brian Doyle, CEO of Holden Advisors, to discuss the critical role of pricing and negotiation in B2B sales.
With a background as an Air Force pilot and extensive experience in sales leadership, Brian provides a strategic framework for setting the right price, understanding value, and negotiating effectively.
Many salespeople struggle with articulating va...
In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson Heady are joined by special guest Anthony Iannarino to explore how to successfully navigate the changing B2B sales landscape.
They discuss why traditional outreach methods are failing, how buyers' expectations have shifted, and what sales professionals must do to build real connections that drive results.
1. The Evolution of the Buyer’s ...
In this episode of Mastering Modern Selling, hosts Carson and Tom dive deep with James Buckley, host of the Sell Better daily sales show.
James shares how going live every day transformed the way sales professionals learn, engage, and sell in today’s fast-paced digital world.
He walks through his journey, the shift from traditional selling to content-driven engagement, and how sales teams can stay ahead by becomin...
In this episode of Mastering Modern Selling, Brandon Lee, Carson Heady, and Tom Burton discuss the importance of the Digital CEO—a modern-day executive who actively engages on LinkedIn and other digital platforms to build trust, credibility, and relationships.
The conversation dives into why today's CEOs can no longer afford to remain invisible and why being digitally present is a core job responsibility for ...
Larry Levine, author of Selling from the Heart and Selling in a Post-Trust World, returns to Mastering Modern Selling to discuss the power of authenticity in sales. Drawing from his journey in copier sales, Larry highlights that true sales success isn’t about scripts or techniques, it’s about being real, building trust, and forming genuine relationships.
As AI and automation reshape sales, he stresses the importanc...
In this episode of Mastering Modern Selling, Andrea Waltz, co-author of Go for No: Yes is the Destination, No is How You Get There, joins the conversation to explore the psychology of rejection in sales.
With over 25 years of experience, Andrea shares why sellers fear rejection, how to shift their mindset, and why embracing failure can lead to greater success.
If you’ve ever hesitated before reaching out to a prosp...
In this episode of Mastering Modern Selling, Lee Salz, sales strategist and author, joins Tom Burton and Brandon Lee to discuss the importance of a structured sales playbook.
He challenges the belief that hiring "great salespeople" is enough, emphasizing that success depends on having the right system, not just talent. Without a structured playbook, even top performers can struggle.
Lee shares a framework...
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