149: Learn to Love Selling: The 4-Part Framework for Sales Success | Mark Cox

Release Date: 

April 1, 2025

Release Date: Apr 1

Research shows that high-performing sales teams drive up to 80% of a company’s revenue (Harvard Business Review). Yet most teams are flying blind and relying on outdated sales plans, inconsistent outreach, and a lack of new leads for their business. pipelines.

In this episode, we’re joined by author and leading expert in B2B sales coaching, Mark Cox. Whether you're new to sales or a seasoned sales leader, Mark offers invaluable insights and practical tools to help you master the art of selling in today's world.

What You’ll Learn:

  • Why great salespeople are made, not born
  • The four (plus one) elements of a high-impact sales playbook
  • Why discovery is the most underrated stage in sales
  • How to avoid the “cycle of doom” in demand gen
  • When to reassess your value prop and how to find your competitive edge
  • Why promoting your top seller might kill your team if you’re not careful

In This Episode:

  • 00:01 – Intro to Mark Cox
  • 00:15 – Are salespeople born or made? (Hint: It’s a skill)
  • 01:21 – Reigniting a love for learning through an Executive MBA
  • 03:35 – Why senior leaders often stop learning
  • 05:29 – What inspired Learn to Love Selling
  • 06:58 – Who the book is for
  • 07:34 – Why most sales plans gather dust
  • 08:55 – The 4 Core Elements of a Sales Playbook
  • 12:23 – The “fifth” element: Awareness campaigns
  • 13:44 – What makes a value prop terrible (and how to fix it)
  • 15:29 – How often should you reassess your value prop?
  • 18:09 – What makes In the Funnel different?
  • 20:02 – Ask your clients for your differentiation
  • 22:48 – Client interviews as a learning tool
  • 24:58 – Demand Gen: The “X-Factor” skill in B2B sales
  • 27:58 – Ranking modern demand gen tools: phone, email, LinkedIn
  • 31:54 – The “hat trick” approach to outreach
  • 34:12 – Working conferences like a pro
  • 38:26 – Discovery meetings: the most important sales phase
  • 43:36 – Why discovery never ends
  • 45:44 – Helping sales reps kill zombie deals
  • 49:23 – The 3 key stakeholders of a sales leader
  • 51:49 – Coaching vs. Telling: What great leaders do differently
  • 54:54 – Avoiding the “hero” trap as a new manager
  • 58:49 – Should you promote your top rep to sales manager?
  • 01:01:59 – What makes a great sales leader
  • 01:04:20 – Closing thoughts & where to find Mark

Resources Referenced:

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