In this episode of Mastering Modern Selling, special guest Bernadette McClellan shares her wisdom on transforming sales strategies to better align with today's buyer expectations.

Drawing from her extensive experience and her latest book, "The Shift and Disrupt: Stop Selling Widgets, Start Selling Wisdom," Bernadette provides a roadmap for sales professionals to elevate their game and connect more effectively with clients.

Key Takeaways

• Embrace Change and Inspire Buyers: Bernadette emphasizes the importance of salespeople inspiring change in their buyers. She identifies three key skill sets necessary for modern sales success: creativity, complex problem-solving, and critical thinking. Sales professionals need to help buyers see new perspectives and uncover needs they might not even know they have.

• From Saboteur to Sage: Salespeople often sabotage their success by not fully committing to their value and role. Bernadette introduces the "Identity Influence and Impact Index," which guides salespeople from self-sabotage to becoming trusted advisors. By owning their value and demonstrating relevance, salespeople can turn buyers from skeptics into super fans.

• Internal, External, and Essential Stories: Bernadette's book outlines the importance of internal, external, and essential stories in sales. Internal stories are the narratives salespeople tell themselves about their buyers and their value. External stories involve the conversations salespeople have with buyers, focusing on bringing new insights and value. Essential stories are about deeply understanding the buyer’s needs and context.

• Visual Storytelling: Effective communication in sales goes beyond verbal interactions. Bernadette highlights that 83% of communication is visual. She encourages salespeople to use visual storytelling techniques to engage buyers more deeply and make complex ideas more accessible.

• Be a Consultant, Not a Salesperson: Buyers today expect more from salespeople than just product pitches. Bernadette underscores the need for sales professionals to act as consultants, helping buyers understand their own businesses better and offering solutions that truly address their challenges. This approach builds trust and fosters long-term relationships.

Bernadette McClellan's insights offer a fresh perspective on modern selling, emphasizing the need for salespeople to adapt, inspire, and truly connect with their buyers.

By focusing on internal confidence, delivering unique value, and engaging in meaningful visual storytelling, sales professionals can transform their approach and achieve greater success.

For a deeper dive into these strategies, explore Bernadette's book, "The Shift and Disrupt: Stop Selling Widgets, Start Selling Wisdom."

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