The Death of the Decision Maker: How Buyer Behavior is Reshaping Sales

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Bill and Bryan continue their deep dive into evolving buyer behavior with some eye-opening insights that challenge conventional sales wisdom. In this episode, they tackle the myth of “the decision maker.” They explore how buying by committee has become the new normal and why your traditional one-to-one sales training might be preparing you for a world that no longer exists.

The guys also discuss the critical importance of elevating the buyer experience beyond just data dumps, why price objections aren’t as prominent as they used to be (and the generational factors behind this shift), and how successful salespeople need to paint a clear picture of transformation rather than just making promises.

Whether you’re struggling to navigate complex buying committees or wondering why your data-heavy presentations aren’t closing deals, this episode offers strategies for adapting to today’s buyer reality.

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The Science of Sales Coaching

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In this episode, Bryan introduces a bold shift in how sales coaching should be done – by focusing on the science and mechanics of selling rather than the often subjective “art” of it. Drawing on nearly three decades of experience as a coach (and a self-proclaimed “recovering sales trainer”), Bryan proposes a more measurable, documentable, and results-driven approach to developing salespeople.

Bryan explains why sales leaders should spend more time coaching what can be seen, measured, and repeated. He unpacks how role-playing, while sometimes helpful, doesn’t always translate to real-world outcomes, especially for remote or digital sellers. He dives into the difference between coaching “the art” of selling (which is based on opinions) and coaching “the science” (which is grounded in data and behavior). And he makes the case that most salespeople thrive when they’re held accountable to actual results, not just training exercises.

If you’re ready to rethink your approach to coaching – and focus on what actually moves the needle – this episode is for you.

Curious about certification in the Blind Zebra Sales Operating System? Learn more here.

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