If you’re determined to grow your sales in 2025, there’s a decision you must make—and it’s not about what you’ll do. It’s about what you’ll stop doing. 

Should you research a company before B2B cold calling for a sales appointment or discovery call? Most sales reps and sales managers would say, of course. But on this episode I’ll offer a contrarian opinion and say that is the worst advice ever in b2b appointment setting land. I'll tell you why.

How much sincerity must you fake to earn trust? That is the topic of today’s podcast. Do you know your biggest challenge as a sales rep, vendor or service provider? Your prospects don’t trust you.It’s not lousy lists or the lack of good sales script or the economy or your need for a gimmick, hack or shortcut to success, that is your biggest problem, it is that your prospects don’t trust you. 

People love to think about change—deciding to change, preparing to change—but when it comes to actually changing? Ahh, not so much. The most powerful force on earth is people’s ability to rationalize why they don’t have to change. We’ll explore how this resistance to change holds you back, how Kanter’s Law applies to every shift you want to make, and more. 

Defining target audiences. When it comes to business development, some decisions impact the bottom line more than others. And some mistakes, if you make them, hurt your ability to grow more than other mistakes will. Todays episode discusses an example of just how much difference properly defining and prioritizing target audiences can mean for your revenue growth. 

You want to stack the odds in your favor? Cold outreach should feel like shooting fish in a barrel, and that barrel should be drained with the fish line at the bottom. That's the advantage you get when your messaging seeks to activate existing needs, rather than trying to implant new ones. If you're trying to implant an idea or convince with your calls and emails, you are stacking the odds against you. 

Failure is often a prerequisite for success. If you do not embrace failure as part of your success journey, never learn from it, or seek to avoid it, you will never reach your full potential. If you are in sales, you will  be doomed to order taker status. Never learning the craft of sales, with no chance of ever being a top producer. 

Balancing touching the right targets with your messaging, frequently enough and with a message that resonates. This episode discusses balancing reach, frequency and impact to maximize marketing results. These advertising metrics are key to your new business success, offline or online. Examples discussed.