The Jaily Show with Brian G. Burns of The Brutal Truth About Sales and Selling Podcast

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Welcome back to another rip-roaring episode of The Jaily Show! This episode was recorded back at the beginning of 2020, in a very different global environment, but the lessons we learned are still relevant today.

Today’s guest is Brian Burns, the host of two Podcasts both of which are in the top 15 business category on iTunes (‘The B2B Revenue Leadership Show, and The Brutal Truth about Sales and Selling’), author of four books on B2B sales and marketing as well as being a veteran of sales and marketing with over 25 years’ experience.

This episode is packed full of great info as Jay and Brian delve deep into the minds of salespeople, marketers, and customers alike to discuss what has worked best for them throughout their careers.

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In your sales career, how many times have you dreaded making a sales call, wondering if the prospect really wanted to hear from you? The latest surveys and research indicate that customer experience is the most significant differentiator these days. Listen along as Jay explains his techniques to help you become more engaging, successful and a positive part of your potential customer’s experiences.

Like and subscribe for answers to questions like; How many touches does it take to get a contact to respond? Is it better to call or email a contact when reaching out for the first time? How long should you wait before following up with a contact after your first, fifth or tenth attempt? Is there a combination of sales touches that consistently outperform the rest?

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Often, once a business finds product-market fit, they immediately hire 10 sales people to grow the company. But this skips several important growth phases and can permanently stunt company performance. So, before building a sales army, Jay recommends ensuring your sales strategy and market fit is repeatable, profitable, and scalable.


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Prospecting is the process of sourcing new, early-stage leads to begin working through the sales process with. It’s a vital part of the sales process and part of most reps’ daily or weekly workflow. Prospecting might involve online research on sites like LinkedIn or Quora. It also might take place at conferences or industry events. Additionally, you can prospect by asking current clients or colleagues to refer individuals who might be interested in your product or service.

The connect step of the sales process involves reps initiating contact with those early stage leads to gather information and decide whether or not they’re a good-fit lead for your business and whether or not they’ll likely move forward in the buyer’s journey. A rep can typically determine this over a “connect” or “discovery” call (sometimes over email if not via phone).   Next comes the research step.

Learning more about your prospect and their company as they progress through the sales process can help your reps offer a more tailored and personal experience to improve the likelihood of closing a deal Closing refers to any late-stage activities that happen as a deal approaches closing. It varies widely from company to company and may include things like delivering a quote or proposal, negotiation, or achieving the buy-in of decision-makers.

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Different salespeople are successful in different environments. Just like you target specific prospects who are the best fit for your product, you should identify the type of reps who have the ideal skills, experience, and background for your company — and pursue them aggressively. To figure out what your optimal salesperson looks like, study the top-performing ones on your team. Which traits do they have in common? Which industries do they come from? What are their trademark selling styles? What motivates them?

Closing is a make-or-break moment in sales. Choosing the right phrases to seal a sales deal is crucial. And this moment is likely the final verdict determining whether or not your efforts will amount to anything at all.

Check out this episode!

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