The Five Things You Need to Digitally Transform Your Business

By Keith Krach

As DocuSign chairman, I know a little something about how to conduct a digital transformation. With our digital transaction management platform, DocuSign has helped more than 300,000 companies in 188 countries around the world launch their own digital transformations.

In the spirit of helping other business leaders on this path, I spoke onstage with Selling Power magazine founder Gerhard Gschwandtner at the 2018 Sales 3.0 Conference in San Francisco last week. I focused on the five digital transformation imperatives and how they can help companies avoid what I call “Failed Transformation Traumatic Syndrome,” or FTTS.

#1: Leadership

The business community has traditionally valued leadership qualities like integrity, strategic thinking, and the ability to engage employees, but a business leader who navigates digital transformation requires additional talents.

Leadership in the context of the first transformation imperative means a willingness to openly communicate with employees, colleagues, and shareholders – not just about victories, but about challenges. In addition to being open about obstacles the company faces, leaders must also act boldly and forgo the status quo when necessary. In turn, the very best leaders inspire the same boldness in their employees by skillfully communicating a shared vision.

#2: Technology

No company can complete a digital transformation without embracing technology. As the second transformation imperative, leaders must approach technology as the catalyst that will push their company to become an industry trailblazer and create a new path that competitors will follow.

Technology demands that leaders not wait for a technology to become mainstream before implementing it, but to adopt early and model the way for others – aligning with strategic technology partners as a way to stay ahead of competitors and capture more of the market.

#3: Mindset

The third transformation imperative relates to a leader’s mindset – the perspective they take when charting a company’s course.

Digital transformation leaders place a high value on three core actions: simplifying processes, building momentum through quick wins, and learning. Focusing on simplifying processes leads to greater efficiency and adaptability and gives the company the ability to zero in on the quick wins that keep the forward motion going. Streamlining operations and netting quick wins promote acceleration and prevent stagnancy, keeping the company from being left behind as the tide of digital transformation continues to flow.

The mindset imperative also requires a leader to remain open-minded about new ideas – as well as open to learning from as many people as possible.

#4: Trust

Trust is no less crucial to business in the digital age than it has ever been – and it may be even more important now as companies expand to global markets.

Customers must be able to trust the businesses with which they interact – and know that the products or services they purchase will work as promised. DocuSign customers are pursuing their own digital transformations and trying to stay ahead. The fourth transformation imperative also emphasizes trust between leaders and their staff members, partners, and shareholders. Mutual trust and respect are absolutely necessary if a leader is to guide a company or a B2B sales team through a digital transformation.

#5: Speed

The number one currency in business today is speed – the primary differentiator between competitors. It’s also the backbone of any digital transformation.

Leadership teams committed to avoiding FTTS and succeeding in the digital age know that the best way to do so is to provide a better quality product faster than the competition can. As I noted in my DocuSign MOMENTUM 16 keynote, it is no longer the big who eat the small in today’s market, but the fast who eat the slow.

Krach has served as the chairman of the board of DocuSign for eight years and previously served as the CEO for six years. Under his leadership, DocuSign experienced 60x growth by building the DocuSign Global Trust Network, made up of more than 300,000 companies, including strategic partnerships with many of the world’s most powerful technology companies. He drove DocuSign’s global expansion from 75 employees to more than 2,000 employees, including four acquisitions. Krach co-founded Ariba (ARBA on Nasdaq) in 1996, serving as chairman and CEO for seven years. Krach took Ariba public in 2000, ultimately achieving a market capitalization of $34 billion and becoming one of the fastest growing software companies in history.

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Quick Insights from the Sales 3.0 Conference in San Francisco

This week in San Francisco we hosted hundreds of B2B sales leaders at the Sales 3.0 Conference. We learned a lot about how to balance technology with the human element of selling to help both customers and sales teams thrive. Here are some quick highlights.

In his presentation, “Leading is Learning, Joshua Camden of Sales Performance International argued that true leaders must continually learn and develop the disciplines crucial to their professions while institutionalizing learning across their teams. By instilling learning, true leaders become facilitators to help team members grow professionally through new knowledge, better understanding, and better coaching.

Does your sales training fall on deaf ears? Shari Levitin, who presented “The Four Pillars of an Effective Training and Coaching Program,” said research confirms 87 percent of traditional sales training doesn’t stick. She shared how to reduce the time and effort it takes to develop your training program, while increasing its effectiveness through the use of facilitated learning.

Scott Collins pointed out in his presentation, “An Inescapable Evolution: Sales and Marketing in the World of Digital Buying,” that successful sales leaders think of their reps as just one of many channels. To sell effectively, today’s B2B suppliers must understand how customers move easily and frequently between digital and in-person buying channels in a far more fluid and continuous process than most organizations are currently designed to support.

In his breakout session, “Going Above and Beyond: Better Coaching, Better Performance,” Ed Ross tackled a subject many leaders struggle with: change. To master change, focus on change itself — not results, said Ross. As he said, high-performing companies ensure sales managers are proficient in three key areas: 1) identifying gaps in performance and/or development; 2) understanding “how,” “when,” “where,” and “why” to coach based on “right time, right tools” protocols; and 3) applying analytics to reinforce, drive, and reward coaching behaviors.

Gerhard Gschwandtner, founder of Selling Power magazine, said that a digital era requires sales leaders to examine their mental habits and daily mindset. He encouraged sales leaders to ask themselves how they can keep improving on a continuous basis.

Sales leaders should remember that kindness empowers your salespeople and creates a strong culture. Jim Hooker, CEO of Televerde, who presented “Relationship Status: It’s Complicated …” shared that his company makes a point to employ and give opportunities to women in prison (both during and after they serve their time). According to Hooker, sales teams are unique because they need to be likable and provide value and guidance to customers. No matter what your culture or sales methodology, the ultimate goal of a sales leader is to help your team build a trusted relationship with your clients.

Sales leaders can’t afford to fall behind the technology curve. In his presentation, “Delivering Accurate Forecasts – How Companies Like Dell, Splunk, Zuora, and MongoDB Went from Complicated and Inaccurate Spreadsheets to an AI/Machine Learning Platform,” Stephen D’Angelo of Aviso said every sales leader should take steps now to embed artificial intelligence (AI) into their sales processes. Waiting could hurt your team’s competitive edge.

In a conversation onstage with Selling Power magazine founder Gerhard Gschwandtner, DocuSign chairman Keith Krach shared several leadership lessons, including the importance of getting buy in from the people you lead. “People support what they help to create,” Krach said. He also said that a diversity of people leads to a “diversity of thought,” which is a lesson he learned from his mother. “That is the catalyst for genius … [and] the secret sauce for authentic leadership.”

Thanks to all our attendees, speakers, sponsors, and staff for a terrific two days in San Francisco. You can register now to join the Sales 3.0 Conference in Philadelphia in June, or sign up to receive alerts when the agenda is announced for the Sales 3.0 Conference in Las Vegas this October.

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Here’s Why Social Media Is Not a Time Suck for Sales

By Alice Heiman

You probably think you don’t have an hour every day for social media. You may see time on social media as a time suck.

Instead, I encourage you to think about it as a necessary business activity. Staying active on social media is an ideal way to learn about the people and brands you need to know.

For now, I know you can start with 15 minutes a day. Here are a few things you can do in just 15 minutes. Choose one or two of these things to do daily.

  • Post an activity: Share an upcoming event, a quote, a photo, or a link to an article. The content can be from your company, one of your clients, or industry related.

  • Click like, comment, or share: Look through the activity feed and see what others are up to and click like, comment, or share. Have your list of customers and prospects handy and be sure to check what their companies have posted. See what individuals you follow have posted so you can interact. You can probably do 20or so a day. This works on every platform. Some have a like feature; some have a heart. It’s just a quick way to keep in touch.

  • Check LinkedIn and Facebook groups: If you are in groups with your customers and prospects, check those groups to see what activity is important. Find people to connect with there. Share an interesting article, video, or idea.

  • Check messages: Respond to messages from customers and prospects and leave the rest for another day if you run out of time. If they are spammy sales messages, delete them and maybe disconnect from that person.

  • Accept invites: Look to see who wants to connect – and research them before you reject. If you don’t know the person, read their profile, see what they post, and check their Website. If they could be a prospect or referral source, accept the connection. Then send them a message to get a conversation started. Connect only to people with whom you are willing to develop a business relationship; otherwise, there is no point. (There are some who will disagree with me on this.) It’s quality, not quantity, that matters.

  • Send connection requests or follow: Be sure you are connected to or following your coworkers, former coworkers, clients, colleagues, and classmates. If you meet people at events, find them online and follow or connect with them.

  • Send a private message: Find key people with whom you want to interact and send them a quick note, a link to an article, or an event they will find interesting. You can do this on Twitter, Facebook, LinkedIn, Instagram, and Snapchat. The private message is for people with whom you are already connected.

Those are some things you can do in 15 minutes – and all of them are easy to do from a mobile device.

We all have the same 24 hours to prioritize, plan, schedule, and get the important things done. In person, at a networking event, I can only effectively connect and have conversations with about five new people. In an hour on the phone, I might be able to have a meaningful conversation with two to four people. For me, networking online can be so much more efficient and just as effective. That’s where LinkedIn, Twitter, Facebook, Instagram, and Snapchat work best. In one hour, I can connect with at least 20 people in a variety of ways.

A version of this post originally appeared on Alice Heiman’s blog as “How an Hour a Day on Social Media Can Grow Your Sales.”

Alice Heiman is founder and CSO at Alice Heiman, LLC. Alice works with business owners to get consistent and sustainable sales growth – and has been helping companies increase sales for more than 20 years. She regularly emcees the Sales 3.0 Conference and is a certified Peak Performance Mindset trainer. Join her at the Sales 3.0 Conference in San Francisco on March 12-13.

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The Art of Storytelling in Enterprise Sales

By Sharon Gillenwater

The art of storytelling is suddenly everywhere. Recently, within the space of two weeks, I attended three different sold-out storytelling events. One was produced by The Moth and another was produced by Pop-Up Magazine, both of which are setting up shows all over the country. (By the way, if you get a chance to attend a Pop-Up Magazine event, do it – it was fantastic!)

Anyway, these events got me thinking about why storytelling is so powerful – and how it can be used in B2B sales.

There has been a fair amount written about using storytelling in business, including this from a 2014 HBR article:

“Life happens in the narratives we tell one another. A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.”

“Wait a minute,” you might be thinking. “I sell cloud-based social graphing software designed to activate influencers and optimize conversion through the sales funnel. How could I possibly come up with a story that stirs the soul?”

Did I just make my point?

In an era of unrelenting jargon – that seems to change weekly – being able to tell your customers a simple and relevant story is more important than ever. If you can bring your value proposition to life in a way that captures the imagination of your customer, you’ve just gained a valuable edge over the competition.

Why Is Storytelling So Powerful in Sales?

At Boardroom Insiders, I spend my days talking to customers – who are primarily technology sales and marketing leaders – about why they should be focused on engaging C-level customers.

A short time ago, I came across one of the most compelling stories I have ever found about the difference C-level engagement can make. Regular readers of this blog are probably familiar with this story, but, at its most basic, it goes like this:

Once upon a time, Salesforce CEO Marc Benioff had a vision. He believed he could grow his company faster if he could only get his sales team to sell directly to CEOs. One day he got the chance to hire “the best sales executive in enterprise software history.” His name was Keith Block. Benioff shared his vision with Block and told him to make it happen. Block set to work and, before too long, Benioff and Block were flying all over the world – meeting with CEOs and helping their sales teams close eight- and nine-figure deals. The company’s sales soared. Analysts and investors fawned over their success and demanded to know their secret. Benioff and Block said it was simple: they were selling directly to CEOs.

You can read a lot more about this particular story in a recent post. I share it as an example because – whether it is on our blog, shared informally with a customer, or presented as part of a formal speaking engagement – this story never fails to capture our customers’ attention and generate a lot of questions. In other words, it engages our audience probably more than any other story we tell.

It also helps us in that it provides an incontrovertible proof point for doing exactly what we preach at Boardroom Insiders. And, by the way, Salesforce is a Boardroom Insiders customer, which helps make a strong case for partnering with our company.

Notice, in this particular story, we spend zero time talking about ourselves; the customer is the hero, not Boardroom Insiders.

Put the Customer at the Center

Effective B2B sales stories should put the customer at the center,  says Cathy Salit, the CEO of Performance of a Lifetime. The vendor’s role, she says, is to be the supporting character who is there to help the hero/client achieve his or her goal.

So far, we have been talking about pretty high-level stories that bring a general value proposition to life, but there are also opportunities to craft more customized stories that tie directly to a particular customer’s world – their role, their objectives, and even their pain points.

For example, Bill Rhodes, chairman, president, and CEO of AutoZone, said on a recent earnings call, “We understand we have to be able to share information and process seamlessly between our stores, commercial shops, phone, and online experiences in order to meet all of our customers’ needs. We realize, as customers have become much more tech and mobile savvy, we have to have a sales proposition that touches all the ways they desire to interact with us. Our current and future technology investments will lead to sales growth across all of our businesses. The focus is on making sure AutoZoners can see inventory availability across the entire organization – not just their store – swiftly and accurately.” Rhodes even went on to detail the company’s inventory availability initiatives.

Now, you could build a story for Rhodes around data and quantitative proof points such as “Customers who implement our solution see X percent improvement in blah blah blah…” but remember the quote we shared above:

“Data can persuade people, but it doesn’t inspire them to act.”

How could you build a story for Rhodes that has a more relatable human focus – and then support it with data? Have you worked with other customers who needed to accomplish something similar around customer data and/or inventory management? Can you draw from your experiences with these customers to craft a story with a real human hero who had similar challenges to overcome?

If you do this correctly, your customers will be leaning forward, eager to hear more. You’ll have found a relevant and non-self-serving way to educate them about what your company does. You’ll have given them an idea about how another company solved a problem they have; you can bet they will give it some thought – and, while they are thinking about it, you and your company will also be top of mind.

Which is why “tell them a story” should be a mantra for salespeople and marketers.

Sharon Gillenwater is the founder and editor-in-chief of Boardroom Insiders, the only business intelligence tool designed exclusively for C-suite sales, marketing, and recruiters who need to reach, engage, and build relationships with C-level executives. Gillenwater is a long-time marketing consultant with expertise in marketing strategy, account-based marketing, and CXO engagement programs.

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The Biggest Highlights of the Sales 2.0 Era

This blog post is excerpted from “How to Help Your Sales Team Achieve Breakthrough Results in the Sales 3.0 Era.”

Sales 2.0 was the beginning of selling in an era of advanced technology, and it taught sales and marketing professionals to trust in the “science” of selling.

Perhaps the standout statistic of the Sales 2.0 era came from SiriusDecisions, which reported that “67 percent of the buyer’s journey is now done digitally.” In some cases, customers were now bypassing salespeople almost entirely, particularly in the early stages of their buying journey. This was an entirely new world for salespeople who were accustomed to educating prospects as part of the “engagement” stage of the traditional sales funnel.

Selling Power magazine founder and Sales 3.0 Conference host Gerhard Gschwandtner defined Sales 2.0 using the following three categories: 1) people, 2) process, and 3) technology. Specifically, this included new opportunities to:

  • Collaborate effectively with marketing teams
  • Motivate and incentivize salespeople
  • Manage the sales pipeline
  • Help salespeople find new customers
  • Target new markets
  • Maintain customer relationships

The Sales 2.0 era trends were driven largely by technological developments and shifts in customer buying behavior. Here are just some of the highlights.

The “hybrid” sales rep. The term “hybrid rep” emerged in the Sales 2.0 era to describe the shifting state of field sellers, who, thanks to advances in sales enablement tools (including virtual reality tools and video chat services), no longer had to travel to 1) prospect or 2) move the sale to the next stage.  

Content captures customers. Because salespeople and buyers were now spending lots of time online, B2B companies scrambled to create a Web presence that could be leveraged for lead-generation efforts. They found the best way to attract customers was to create content that was useful and actionable. By using the right keywords, companies could leverage powerful search-engine algorithms to “attract” customers to their Websites.

The rise of inside sales teams. Enterprise companies began making concerted investments in inside sales teams, shifting headcount from field sellers to inside sellers.

Managing millennials. As Boomers moved into executive roles, millennials began to move into entry-level sales and marketing positions. These digital natives brought a whole new perspective to the world of sales. They understood that, to succeed in sales, a personal online presence was as vital as a Rolodex had been to sales reps in past years.

Flip your sales funnel. B2B buyers used to follow a fairly linear path to purchase, starting with “awareness” and ending in “action” (aka, a purchase decision). In 2006, Seth Godin released an e-book, Flipping the Funnel, which advocated that marketers take a traditional funnel and “turn it on its side,” thereby creating a “megaphone” to attract a dedicated and loyal base of customers. In 2010, Joseph Jaffe released Flip the Funnel: How to Use Existing Customers to Gain New Ones, which built on Godin’s original ideas: namely, that so-called “interruption marketing” was becoming less and less effective in an age where buyers could simply go online to get information (including specs and pricing) about offerings, as opposed to connecting with sales reps during the initial phases of the purchasing journey.

Social selling. When platforms like Facebook and Twitter first emerged, few people in the sales profession could have guessed that one day they would be valuable resources for prospecting, nurturing customer relationships, and even closing deals. Again, rather than “interrupting” customers with unwanted messages, social selling developed as a collegial way to gather information about customer needs and preferences, as well as to broadcast both “one-to-many” and “many-to-many” messages.

What will the Sales 3.0 era hold for sales teams? Register now to join us at a Sales 3.0 Conference in 2018 and learn from our expert speakers, or download our latest report, “How to Help Your Sales Team Achieve Breakthrough Results in the Sales 3.0 Era.”

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New LinkedIn Sales Navigator Features You Should Know About

By Doug Camplejohn

Today, more than 80 percent of the Forbes Cloud 100 use Sales Navigator to meet their revenue goals. The first ever Sales Navigator Q1 Release contains some compelling new features and updates, including:

  1. New Integrations with Oracle Sales Cloud,, and More

The recent launch of the Sales Navigator Application Platform (SNAP) marked a new era of Sales Navigator as an open platform. Our goal was to provide key Sales Navigator insights directly within the applications salespeople use daily – in categories like CRM, marketing automation, business intelligence, sales acceleration, Web conferencing, and eSignature.

At launch, we announced our first wave of more than two dozen partners, including Salesforce, Microsoft Dynamics, and Marketo. More than half of those planned integrations are live, and we’re announcing four more that are joining the ranks and are available today: Demandbase,, SugarCRM, and Oracle Sales Cloud.

  1. A Redesigned Account Page

Building your book of business can be a painful experience.

Our redesigned account page experience streamlines the process of landing new accounts – or building relationships within existing accounts – by giving you the information you need, when you need it. Now you can better understand whether the account is a good match, who you should be targeting, and how you can get a warm introduction.

Account Pages features three new updates, including:

  • Company Summary: Determine if an account is relevant by getting insight into employee count, industry, revenue, and contact information – making it faster and easier to identify the companies you want to do business with.
  • New People Tab: Organize account contacts into three important groups: saved leads, recommended leads, and connections into the account.
  • News and Insights Tab: Get updates when your prospect or account is mentioned in the news, posts on LinkedIn, or has meaningful headcount or personnel changes.
  1. Auto-saved Search Preferences

You know your target – you want to find companies in specific locations, industries, and sizes and you want to find people in specific functions and of sufficient seniority. Now, Sales Navigator will not only save those sales preferences to provide customized lead recommendations; it will also give you the opportunity to apply those as filters to any advanced search with a single click. You can easily hone or modify your searches to focus on the targeted people you care about most.

For instance, if you have saved sales preferences to locate Chicago-based marketing VPs in advertising companies with more than 500 employees – and want to see who at the CXO level fits the same location, function, industry, and company size criteria – you can simply press the toggle in the advanced search box to apply your sales preferences, then swap in “CXO” for “VP” in that filter. This makes it easy to find the right people for your next deal.

  1. Custom Sales Alerts

For salespeople, relevant and timely signals matter – and can make the difference between a missed opportunity and a closed won deal. You can now get email alerts when saved leads view your profile, so you know when they show interest and may be more inclined to buy.

  1. Seat Transfer

Starting today, we will release Sales Navigator product updates on a quarterly cycle to provide advanced communications and training for administrators and users so they have adequate time to familiarize themselves with new features and take advantage of them properly.  

If you’re a sales professional who just got hired at a company with its own Sales Navigator team or Enterprise Edition corporate contract, we’ve made it easy for you to bring your Sales Navigator data with you without needing to contact LinkedIn customer support.

To learn more about the updates in today’s announcement, visit our page here.

Doug Camplejohn is head of products for LinkedIn Sales Solutions. He is formerly the founder and CEO of three startup companies: 1) myplay (digital music locker, acquired by Bertelsmann), 2) Mi5 Networks (web security gateway, acquired by Symantec) and 3) Fliptop (predictive analytics software for B2B sales & marketing, acquired by LinkedIn).

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What Really Makes a Modern Salesperson?

By Anthony Iannarino

The modern salesperson is not what you have been told. The modern salesperson isn’t digital. The modern salesperson isn’t a “social seller” either. Digital is a tool kit, and, that being true, it is no indication of what makes one a modern salesperson. The modern salesperson is something much more than someone who knows how to use a set of tools – even the tools that are necessary to the trade.

The mistake here is believing that the tools are what make the salesperson modern. That’s the mindset of a dabbler – someone who falls in love with some sport or hobby and buys all the professional gear believing that is what is necessary to produce the result. Your new Lebron Nikes are not going to make you a better basketball player.

The modern salesperson is a value creator. They have the business acumen, the subject matter expertise, and the situational knowledge to sit across from their dream client as a peer and as a consultative salesperson. They possess information, insights, and ideas that are valuable to their prospective clients – even if that person never buys from them. They create value that is worth paying for, and, in doing so, they differentiate themselves from their competitors. This is what makes one modern.

The modern salesperson does not enter into the sales conversation by sharing information about their company, their products, the feature and benefits thereof, or why you should buy from them. They don’t believe that their product or company is supposed to sell itself. Nor does the modern salesperson start with discovery questions the prospective client has been asked for two or more decades. Instead, they start the conversation with ideas about what’s going on, what it means, and why and how one might change. They have deep chops and can hold their own in a conversation about what their client should do to produce better results.

Salespeople who have evolved faster than their clients (which is a more accurate assessment than the idea that the opposite is true) understand that they are engaged in the process of helping their clients change, and they know how to help them with a process that allows them to make a good decision. This includes knowing how to get the stakeholders to find consensus among their teams and how to help them execute a new solution – one that will move them to a better future state.

These outcomes, and many more along this line, are what is necessary to make one a modern salesperson. A nice LinkedIn profile is not going to cover any of this ground, even if you put the words “trusted advisor” in your profile (something I will beg you not to do). The digital tools don’t make one a modern salesperson any more than a Rolodex, a business journal, and a phone book would have made one a modern salesperson in 1984. The ability to create value for the client in an age of continuous, accelerating, disruptive change is what makes one a modern salesperson. As has always been true, the tools are ancillary.

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Anthony Iannarino is an entrepreneur, speaker, and author. He is the managing director of B2B Sales Coach & Consultancy, an adjunct faculty member at Capital University School of Management and Leadership, and a certified Peak Performance Mindset trainer. He also writes daily about sales, leadership, management, and success at

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Everything You Need to Know about Your Sales Leadership Mindset

By Jim Cathcart

What is a mindset anyway? Everyone talks about it, but some folks have no clue what you’re referring to.

I define it as the point of view, perspective, or position from which one views the world. In earlier generations, they called it “attitude.”

That term took on new meaning for me when, as a young man, I was watching the NASA moon landing on TV. The narrator was talking about the “attitude” of the spacecraft. Attitude? I was confused. How can a thing have an attitude? Then I realized he was referring to the angle at which the astronauts were approaching the moon – and the view that was available to them from that position. The attitude of the spacecraft afforded them only a partial view of the moon’s surface and, though much more was there to be seen, they couldn’t see it from their point of view.

Now, substitute the word “mindset” for the word “attitude” and you will get it. The setting of our mind to a particular viewpoint will determine whether we see the whole picture or just a partial or misleading portion of the whole truth.

How Do Beliefs Shape Your Mindset?

For example: if you believe that people are fundamentally bad and not to be trusted, then you will tend to interpret even the most loving acts as mere manipulations to win favor. On the other hand, if you believe that people are more good than bad, then you’ll be more balanced in your interpretation of their actions and intentions.

If you perceive a prospect to have limited potential for buying, then you will not probe and explore additional ways in which you could serve him or her. So, instead of a huge enterprise sale, you might get just a one-time order.

In sales leadership it is essential to embrace a mindset of being aware of your own mindset. A mindset of your mindset? Yes, self-awareness is the vital starting point for leadership. You must be aware of the position from which you lead. That will also help you notice other people’s mindset, which will allow you to lead them more effectively.

An Example of a Damaging Mindset

I once worked for an auto dealer whose mindset was that people either could sell or could not. It was part of who they are, so there was little justification for trying to improve them. Hence, the dealer did almost no sales training. They taught us about our products and had us shadow other salespeople at first – then we were on our own to sink or swim. I sank.

After two months in this highly supervised and impersonal  dealership, with no trust or encouragement, I got a call to the manager’s office. He said to me, “Jim, terminations are seldom pleasant.” I was shocked and replied, “You’re firing me? Why?” He explained that they always fired the person with the fewest sales each month. In my first month I had been third from last and they had fired two guys. This month I was last, so…

Think about that mindset. Seeing people that way caused them to have constant turnover, no employee loyalty, and a culture of dishonesty and manipulation. It was the only time I’d ever been fired and I’m truly glad it happened. That was in the 1970s and, ever since then, I’ve thought differently about sales. I wanted to do good for people, to help them, but my employer just wanted me to exploit them. The impact of that mindset awareness moment led me to later develop Relationship Selling™, my trademark system that caused me to become a professional speaker and author.

The Mindset of Relationship Selling™

The mindset of Relationship Selling™ is that relationships (connections with others through which value is exchanged) are assets – and should be protected and developed. When you see relationships as assets, you nurture them and form new ones intentionally and carefully. After all, a great relationship with the wrong person can easily become a liability. And even a superficial relationship with the right person can begin to open new opportunities. The more value you bring them, the more value they can provide you.

Begin today to notice not only what people say and do, but also the point of view from which they are approaching it. If someone tells you about a sales call they made, probe and ask them about what the customer was feeling and what their own main purpose was for the call (get money or help people). Become aware of mindset in every situation and you’ll also become sensitive to new points of view.

Once, on a tour of The White House with a group of fellow past presidents of the National Speakers Association, then-U.S. president Bill Clinton spent a few minutes in the foyer with us. One of our group said, “Mr. President, we are professional speakers and, in many ways, so are you.” His reply stuck with me all these years later. He said, “Half of my job is keeping people in the right frame of mind.” Mindset – there you have it. Even world leaders are aware of its importance. Perhaps you and I should be as well.

Jim Cathcart, CSP, CPAE, is a Top 1% TEDx speaker and the author of 18 books. He’s the sales consultant and motivator who popularized the concept and practice of “Relationship Selling.” Jim is a regular contributor to Selling Power and a certified Peak Performance Mindset Trainer. Contact Jim at

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The Real Leadership Secret to Developing Your Sales Team

By Alice Heiman

This post is excerpted from “2 Things You Can Do To Ensure Your Success This Year” by Alice Heiman.

You know how, on an airplane, the flight attendants tell you to secure your own oxygen mask before you help another? Well, developing your team follows the same strategy. Once you’ve begun to develop yourself as a sales leader, you’re more able to help your sales team develop and reach their goals.

The best way to develop your sales team is to start by developing yourself, changing your mindset, and changing your behavior. They will notice – and you will provide them with a role model.

It’s your job to develop your team. Not doing so is very risky. You may lose good salespeople and, worse, the low performers might stay. Here’s how I usually break it down to sales leaders:

  • Low performers need to move either up or out quickly.
  • Top performers want a development plan. They want to improve. They want your guidance.
  • Middle performers want the same and they need development to become top performers. If you provide them a development plan and they don’t develop, it becomes very clear to all that they need to move on.

There is a lot more to understand about developing your team. One great investment you can make as a sales leader is to join me at an upcoming Sales 3.0 Conference this year, where I’ll be emceeing and serving as Chief Networking Officer (we’ll be in San Francisco, Philadelphia, and Las Vegas this year). But you can also get started today by asking your team members  what they would like to learn this year, what they would like to become better at, and how you can help them. Determine the best way to help them learn. Then, have them write down their development plan with what they will learn, how they will learn it, and by when. Review it with them frequently and you won’t believe how fast they will start changing and developing into a better salesperson.

Making It Happen

As Nike says, “Just do it.” You have to start somewhere. Choose one thing you will do and get started now. If you and your team need development, I’m here to help. Schedule an appointment and let’s talk about it.

Alice Heiman is founder and CSO at Alice Heiman, LLC. Alice works with business owners to get consistent and sustainable sales growth – and has been helping companies increase sales for more than 20 years. She regularly emcees the Sales 3.0 Conference and is a certified Peak Performance Mindset trainer. Join her at the Sales 3.0 Conference in San Francisco on March 12-13.

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How to Prepare Your Sales Team for Success in 2018

We all know innovation creates a bridge between the old and new ways of running your business to better serve your customers. Digital transformation demands that your sales team adapts so it can stay relevant in a rapidly changing marketplace. Both challenges require clarity of vision, the courage to change, and leadership that is driven to learn and collaborate.

Here are some of the speakers who have agreed to join us in San Francisco on March 12-13. (You can also see the full two-day agenda as we continue to add speakers.) Come learn and network with us, and prepare your sales organization for success in 2018!

The Four Pillars of an Effective Coaching and Training Program

Speaker: Shari Levitin, Professional Speaker, Author of Heart and Sell, and CEO of Shari Levitin Group | @sharilevitin

Tony attends a five-day training course. He’s pumped. He returns to the office with new ideas, increased energy, and 10 pages of notes. The problem? He forgets 90 percent of what he’s learned and can’t apply classroom knowledge to live customers.

Does your training fall on deaf ears? Research confirms 87 percent of traditional sales training doesn’t stick. In this session you’ll learn the four pillars required for a results-producing training and mentoring program as well as how to

  • Reduce the time and effort it takes to develop your training program, while increasing its effectiveness through the use of facilitated learning
  • Leverage scientifically proven methods to increase your sales and decrease turnover
  • Incorporate virtual learning, games, and interactivity to put the fun back in your sales meetings
  • Give your trainers tools to incorporate the four pillars and increase retention
  • Offer breakthrough tips for one-on-one coaching and mentoring to get the most out of each employee

Retrain Your Brain: The Power of You, Your Thoughts, and Your Actions

Speaker: Jessica Rector, Thought Leader, Keynote Speaker and #1 Best-Selling Author, jessICAREctor International | @jessicarector

How much do you think about what you think about? You spend more time figuring out what to watch on TV or what’s for dinner. It’s a pattern and a habit developed where your thoughts either help or hinder your actions. How are you using your thoughts to help or hurt your team and leadership? In this session, Jessica Rector will share how to retrain your brain and turn your negative thoughts into positive action that will improve morale, increase sales, and help you build a stronger sales team.

You will also learn how to

  • Implement the power of authenticity to create trust and open dialogue
  • Build stronger client, peer, and team relationships
  • Change your inner dialogue and actions to engage in strategic conversations to increase leads and connections
  • Develop a new blueprint for exceptional influence
  • Leave knowing “I can do this” with easy, proven steps you can implement immediately

A Crash Course in Winning Negotiation Tactics for Your Sales Team

Speaker: Jeff Cochran, Partner, Shapiro Negotiations | @SNINegotiations

Your salespeople are under increasing pressure to quickly establish credibility, build lasting business relationships, and produce results. To address these challenges and changing needs, you must provide your reps with the specific habits and tools they need to impact the bottom line. Finding these innovative tools and implementing them in the face of fierce competition are not easy tasks. In this session, you will be introduced to a systematic process that will allow your sales team to become more effective and drastically improve its execution. You will get an overview of SNI’s systematic process – 3Ps (Prepare, Probe, and Propose) – that is critical to sales and negotiation success.

The Human Side of Selling with Second City Works

Facilitators: Colleen Murray, Design Facilitator, Ensemble Member, Second City Works
Tyler Dean Kempf, Facilitator, Second City Works @secondcityworks

Sales is an act of improvisation. It’s no longer business to business; it’s human to human. Customers value how a salesperson interacts and communicates with them more than product knowledge or PowerPoint® skills. The critical skills that can make a difference in how you sell – listening, empathy, storytelling, and thinking on your feet – are things we can all probably do, yet we don’t have opportunities to practice them. Creating a time and place for practicing the human side of selling is what we do!

Join the team at Second City Works – the innovative business solutions arm of the world-famous Second City comedy theatre – in an interactive workshop designed to introduce the human side of selling through improvisation and its connection to solving common business challenges. Building on the tenets of improvisation, you’ll walk away with valuable lessons on the transformative power of using the same skills we’ve been teaching actors for 60 years, communicating more effectively, and using comedy and improv to navigate the ever-evolving business climate.

Crack the Code to Sales Growth with a Winning Sales Enablement Strategy

Speaker: Elay Cohen, CEO and Co-Founder, SalesHood | @elaycohen

Please join Elay Cohen – CEO of SalesHood and the former Senior Vice President at Salesforce – as he reveals the hyper-growth sales strategies that made Salesforce the global industry leader. Discover how Elay’s sales enablement best practices and adaptive processes create an unstoppable sales force. This proven blueprint to successful sales enablement can help your sales organization reach the highest level of success.

What Every Sales Leader Must Know about the Artificial Intelligence-Enabled Salesperson

Speakers: Chris Beall, CEO, ConnectAndSell | @chris8649

Bruce Lewolt, CEO and Co-founder, BrainX and | @BruceLewolt

It’s a fact: A salesperson using AI can produce what it takes three salespeople without AI to accomplish. In this session, you’ll discover how AI can give your sales team this significant edge by

  • Connecting your reps to prospects at a rate of four to six an hour
  • Building an ideal cold-calling script for each prospect, including the correct tone to use
  • Listening in on cold calls and providing effective coaching without any judgment
  • Determining each prospect’s personality, then designing a tailored selling strategy
  • Using that strategy to build the ideal presentation deck for the presenting salesperson
  • Doing the tedious work salespeople hate, so they can spend more time selling

Because AI is smart and adaptive, it is far easier to implement than traditional sales-enablement systems. Attend this session to learn how to lead your team to a bright future where AI makes selling more productive and much more fun.

Training 3.0: Driving Profitable Terms of Trade in the Cognitive Era

Speaker: David Bauders, Founder and CEO, Strategic Pricing Associates

Increasingly, decisions are being informed and even made by machines armed with sophisticated deep learning capabilities. In a world where Amazon sells more than $100 billion per year without a sales rep, we must ask ourselves: What does the future hold for sales professionals? The answer lies in focusing training efforts so they maximize the development of the unique human performance traits machines lack. That is a new paradigm, and it will require an innovative approach to sales training – a Training 3.0 approach. Training 3.0 deploys a radically different learning paradigm that is quick, experiential, engaging, and uses daily-drip learning with built-in retention characteristics. Training 3.0 incorporates performance metrics that ensure a true and enduring ROI. High in social and entertainment value, the content is binge-worthy and is as ubiquitous on reps’ phones as their favorite apps. Coupled with a focus on negotiation/value capture, Training 3.0 will transform your company’s long-term growth rate, profitability, and employee performance. Join us for this session and you will learn how to leverage Training 3.0 so you can maximize growth, profitability, and customer relationships.

How Sales Enablement Leaders Prepare Sales Organizations for Exceeding Sales Goals

Moderator: Gerhard Gschwandtner, Founder and CEO, Selling Power | @gerhard20

Panelists: Tony Rodoni, EVP Commercial Sales,

Marvin Spears, VP Commercial Excellence, Wells Fargo, Capital Finance

Carol Sustala, VP Sales Productivity, Trinet

Laura Welch, Sr. Director Sales and Channel Enablement, Polycom

The profession of sales enablement is rapidly growing. Learn from sales enablement professionals who help world-class companies accelerate sales. Get an insider’s perspective and discover

  • How to create and distribute sales content efficiently
  • Best practices for onboarding salespeople
  • Which metrics help salespeople become more successful
  • How to select and integrate the best technology with the best sales process

Leadership in the Age of Digital Transformation

Speaker: Keith Krach, Chairman, DocuSign | @KeithJKrach

Keith Krach, the Chairman of DocuSign, has assumed many leadership roles over his career. He led Ariba from a startup to a $4.3 billion company. He has served on boards such as XOJets and Angie’s List, and was also Chairman of the Purdue University Board of Trustees. He served as President of the Sigma Chi Fraternity and led many charitable initiatives, such as building homes in New Orleans after Hurricane Katrina. In this session, Keith will offer his perspective of how sales leaders can be at the leading edge of the new wave of digital transformation – with a clear focus on high performance and high human values.

Relationship Status: It’s Complicated…

Speaker: Jim Hooker, President and CEO, Televerde | @HookerJimh

In sales, you need to be likeable and provide value and guidance to develop relationships with your customers to drive revenue. Whether you follow the SPIN, SNAP, or Challenger sales method, the ultimate goal is to build a trusted relationship with your clients. But how do you get from introduction to guide? There’s no roadmap to trust. Join Gerhard Gschwandtner and Televerde CEO, Jim Hooker, as they speak candidly about the ingredients of a trusted relationship and the pathway to establish an element of trust with your clients.

We hope you can join us March 12-13 in San Francisco for this terrific event. Go to for more details and registration info.

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