45. Mastering the art of sales leadership and outbound efficiency with Todd Busler

In this episode ofThoughts on Selling, host Lee Levitt is joined by Todd Busler, founder of Champify. Todd shares his journey from sales engineering to leading revenue organizations and launching a company designed to revolutionize outbound sales efficiency.

Lee and Todd dive into the evolving nature of sales, the importance of coaching over managing, and why the best salespeople are often ex-athletes, musicians, or gamers. They also explore how reps can leverage relationships and first-party data to improve efficiency in an increasingly difficult outbound sales environment.

Key Takeaways

1. The Art of Selling Hasn’t Changed – But the Tools Have

   • Sales is still about relationships, trust, and persistence. While AI and automation can assist, the best reps still prioritize human connection.
   • The most effective sellers don’t rely on scripts; they deeply understand their customers and help them solve real problems.

2. Great Sales Leaders Coach, Not Manage

   • The transition from top-performing rep to manager can be tough—many fall into the trap of becoming a "super rep" instead of a true coach.
   • The best leaders create a culture of accountability, continuous learning, and execution rather than micromanaging or seeking to be liked.

3. Outbound Sales is Harder – But Relationships Unlock Success

   • Traditional outbound strategies are less effective than they were 5-10 years ago. The best reps leverage past relationships, advocates, and past customers who already know and trust them.
   • Tools like Champify systematize what great reps do naturally—tracking job changes and using existing relationships to warm up cold outbound efforts.

Actionable Insights

• If you’re a sales rep, commit to continuous learning—whether through listening to podcasts, reading, or studying top performers.
• As a sales leader, prioritize enablement and structured coaching. The best results come from investing in A-players rather than spending too much time trying to "fix" C-players.
• If you’re running an outbound motion, take a hard look at how you’re leveraging existing relationships. Are you tracking past champions and advocates in your pipeline?

Resources Mentioned

• Book:High Probability Sellingby Jacques Werth
• Podcast:For The Long Run(Exploring ultra-running as a metaphor for life and sales)
• Tool:Champify – Helping sales teams tap into past customers and advocates
• Conference: GTM 2024Pavilion Conference in Austin, TX

Connect with Us

• Visit our website:podcast.thoughtsonselling.com
• Connect with Lee Levitt:LinkedIn
• Connect with Todd Bussler:LinkedIn

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Take one or two key insights from this episode, apply them in your sales role, and let us know how it impacts your success.