SALES with ASLAN

Hosted by ASLAN Training and Development

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Episodes

260

Latest episode

Oct 2026

Language

EN-US

About the show

Selling is serving. Let us serve you with tips, stories and experts on topics you care about. Buyer behavior has changed dramatically. Customers have more information available to them, and therefore are unreceptive, or closed, to sellers. And the harder we sell, the more closed customers become. ASLAN helps sellers make that shift, from 'typical' selling to a different approach that makes us more influential because we embrace the truth that the customer's receptivity is more important than your value prop. Learn more about ASLAN: https://tinyurl.com/3wr6w555

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60 recent

November 5, 202626 min

EP. 259 - Results Tell You What Happened, Capabilities Tell You Why -Truth #22

Sales is measured by results. But should sellers and managers measure sales effectiveness by results? In Truth #22 of Sales with ASLAN's 30 Truths for 30 Years series, Tom Stanfill and Tab Norris explain why revenue, quota attainment, and activity alone don't tell you whether a seller is actually effective. Markets change. Territories differ. Some sellers inherit stronger products or greater demand. And a seller can complete every required activity while still lacking the capabilities needed to reach the next level. ASLAN recommends measuring effectiveness through customer outcomes instead. Tom and Tab break down four foundational one-to-one sales capabilities: Engage: Will the customer meet with you and allow you to lead the process? Discover: Does the customer reveal the information you need to understand their situation? Build Value: Does the customer embrace your recommendation? Advance: Does the customer agree to the appropriate next step? In this episode, you'll learn: Why results and effectiveness are not the same thing The difference between productivity, skills, and capabilities Why ASLAN measures capabilities through customer outcomes How Engage, Discover, Build Value, and Advance create a simple diagnostic framework Why capability-based coaching removes subjectivity from manager feedback How sellers with different styles can still achieve the same customer outcome Why managers should stop coaching sellers to simply "sell like me" How sellers can use capabilities for self-assessment Why development should focus on one capability at a time How focusing on controllable inputs helps sellers improve despite changing market conditions Why AI makes practicing specific sales capabilities easier than ever The takeaway is not that results don't matter. They do. But results tell you whether you succeeded. Capabilities help you understand why, and what to work on next. To learn more about ASLAN https://tinyurl.com/3wr6w555

October 29, 202630 min

EP. 258: Every Deal You Work Is a Deal You’re Not Working- Truth #21

Not every opportunity deserves the same amount of your time. In Truth #21 of Sales with ASLAN’s 30 Truths for 30 Years series, Tom Stanfill and Tab Norris unpack one of the most important disciplines in sales opportunity management: deciding which deals are actually worth pursuing. Salespeople need optimism to succeed. But that same optimism can keep sellers chasing opportunities that are not real, are unlikely to be won, or simply are not worth the resources required to close them. Tom and Tab break opportunity qualification into three questions: Is the opportunity real? Is there a compelling event, real initiative, organizational support, or reason the buyer actually has to act? Can you win? Does the customer value what makes your solution unique? Do you understand the stakeholders, competitive loyalty, political alignment, and decision-making process? Is it worth winning? Does the revenue and long-term opportunity justify the time, complexity, and organizational resources required? In this episode, you’ll learn: Why seller time is one of the most valuable resources in sales How optimism can distort opportunity qualification Why customer interest does not automatically equal buying intent How compelling events help determine whether an opportunity is real Why “Can we win?” is often the most overlooked qualification question How stakeholder influence and competitive loyalty affect your probability of winning Why rank does not always equal influence How to evaluate whether a buying process puts you at an advantage or disadvantage Why some deals are not worth winning How to build qualification criteria around your specific business and solution Why sellers should “try to kill the deal” when evaluating pipeline opportunities How better qualification builds trust with executives and internal sales resources The goal is not to walk away from every difficult opportunity. It is to live in reality about where your time has the highest probability of creating a return. Because every time you choose to work one deal, another opportunity is not getting your attention. To learn more about ASLAN --> https://tinyurl.com/3wr6w555

October 22, 202623 min

EP. 257 If You Can't Say, "Because You," You Aren't Ready to Recommend — Truth #20

What makes a benefit actually valuable to a buyer? In the latest episode of Sales with ASLAN , Tom Stanfill and Tab Norris unpack Truth #20 from ASLAN’s 30 Truths for 30 Years series: the most powerful two words in building value are “Because You.” Salespeople are trained to know their benefits, differentiators, case studies, and ROI. But if they cannot connect those things directly to what the customer cares about, even a strong recommendation can fall flat. Tom and Tab introduce the idea of a “Because You” mindset , a simple discipline that keeps sellers focused on the buyer’s priorities: Because you told us this matters. Because you need this outcome. Because you have already tried this approach. Because this is what is standing in the way of your goal. In this episode, you’ll learn: Why benefits only create value when they are relevant to the buyer How “Because You” reinforces an Other-Centered® selling mindset Why sellers naturally default to talking about themselves and their solutions How to use “Because You” as a preparation test before an important sales presentation Why struggling to complete the phrase may reveal a gap in discovery How to use an Other-Centered® transition when you need to redirect a buyer Why the approach becomes especially important when you are trying to influence or change a customer’s belief How connecting recommendations to the customer’s world helps sellers become Trusted Partners instead of product reps Tom and Tab share examples ranging from complex executive presentations to healthcare conversations to show why the principle works across selling environments. The takeaway is simple: Before you tell the customer what your solution does, make sure you can explain why it matters because of something they told you. Because building value does not start with your solution. It starts with them. To learn more about ASLAN ttps://tinyurl.com/3wr6w555

October 6, 202626 min

EP. 256 Desire Determines Development- Truth 19

Should sales managers coach every rep who needs to improve? At ASLAN, we believe the answer is no. In Truth #19 of Sales with ASLAN’s 30 Truths for 30 Years series, Tom Stanfill and Tab Norris unpack one of ASLAN’s most distinctive sales coaching principles: desire determines development. Developing a sales capability requires practice. A manager can provide feedback, create a development plan, schedule role-plays, and give a rep every resource they need. But eventually, the rep has to take ownership of getting better. Truth-19 In this episode, Tom and Tab discuss: Why sales managers should not automatically coach every rep The difference between skill development and compliance How to tell whether a rep actually has the desire to improve Why attitude is a poor measure of coachability How specific developmental assignments reveal true desire Why managers often end up working harder than the people they coach How to shift ownership for performance back to the rep What to do when a seller is unwilling to develop How leaders can connect behavior change to something the rep personally wants Why leading, managing, and coaching are different responsibilities One of the biggest misconceptions? Desire is not about whether someone seems receptive during the coaching conversation. The test is what happens afterward. If the rep agrees to a specific developmental activity and follows through, there is desire. If they repeatedly do not, more coaching may not be the answer. Truth-19 For sales leaders, frontline managers, sales enablement teams, and anyone responsible for developing seller performance, this episode offers a different way to think about coaching time, accountability, and lasting behavior change. Want to learn more about all ASLAN has to offer? Check us out here-->https://tinyurl.com/3wr6w555

September 30, 202623 min

EP. 255- To Serve the Customer, You Must Lead- Truth #18

What if being “helpful” is actually keeping your sales team from serving customers well? In this episode of Sales with ASLAN , Tom Stanfill and Tab Norris unpack Truth #18 from ASLAN’s 30 Truths for 30 Years series: To Serve the Customer, You Must Lead. This episode is especially relevant for inbound sales reps, account managers, contact center teams, channel sellers, retail sales teams, and anyone who works with customers who arrive already asking for a specific product, service, or solution. Tom and Tab explain why simply answering the customer’s questions can leave the customer responsible for navigating a decision they rarely make. Instead, great sellers use their expertise to uncover both stated and unstated needs, narrow the available options, and guide the customer toward the solution that best fits their situation. You’ll learn how to: Shift from reactive service to proactive customer leadership Use ASLAN’s Other-Centered® Roadmap Ask permission to lead without sounding pushy Uncover needs customers may not know to mention Avoid overwhelming buyers with unnecessary information Turn expertise into a better customer experience Create stronger customer loyalty while increasing sales Stay valuable as AI gives buyers more access to product information Tom and Tab also share real examples from insurance, retail, fitness, and other inbound sales environments that show the difference between simply answering questions and truly advising a customer. Serving the customer doesn't mean sitting in the passenger seat, sometimes the most Other-Centered® thing a seller can do is take the wheel. Want to learn more about all ASLAN has to offer? Check us out here-->https://tinyurl.com/3wr6w555

September 17, 202632 min

EP. 254 Influence Begins With Validation- Truth #17

Most sellers think influence starts when they make their case. It doesn’t. In this episode of Sales with ASLAN , Tom Stanfill and Tab Norris unpack Truth #17 from ASLAN’s 30 Truths for 30 Years series: Influence Begins With Validation. When a buyer strongly disagrees with your recommendation, the instinct is often to explain harder, present more evidence, or make a stronger argument. But that usually makes the buyer defend their point of view even more. Tom and Tab explain why the better path to influence is to first understand and validate the buyer’s perspective. That does not mean agreeing with them. It means making sure they feel heard before you try to lead them somewhere new. In this episode, you’ll learn how to: Create buyer receptivity before presenting your point of view Validate without becoming passive or simply agreeing Use ASLAN’s Take the Trip concept to understand the buyer’s perspective Recognize when you are listening just to prepare your rebuttal Use curiosity to uncover what you may be missing Reflect a buyer’s point of view back so they genuinely feel understood Ask permission before introducing an alternative perspective Know when to slow down instead of forcing your pitch into the meeting Balance validation with the responsibility to lead and influence Tom also explains why one of the most useful mindsets in a difficult sales conversation is simply: “I may be wrong.” That mindset creates the curiosity needed to understand what is actually driving the buyer’s position. And as Tab points out, validation does not mean abandoning the sale. Once the buyer feels understood, sellers still have a responsibility to bring insight, challenge assumptions when appropriate, and help the customer evaluate another point of view. If you work in B2B sales, sales leadership, sales enablement, consultative selling, or account management , this episode offers a practical framework for handling difficult conversations without creating more resistance. Want to learn more about all ASLAN has to offer? Check us out here-->https://tinyurl.com/3wr6w555

September 14, 202626 min

EP. 253 You Can't Overcome False Objections- Truth #16

What if the objection you’re trying to handle isn’t actually an objection at all? In this episode of Sales with ASLAN , Tom Stanfill and Tab Norris break down the difference between a real objection and a false objection , and why treating them the same can create even more buyer resistance. A real objection means the buyer is engaged and wants an answer. A false objection is often something else entirely: a way to avoid the sales conversation, reduce pressure, or create distance from a seller they don’t yet trust. Tom and Tab unpack common false objections like: “Just send me some information.” “We already work with someone.” “You should talk to someone else on my team.” “Now isn’t a good time.” They also explain ASLAN’s Other-Centered® approach to handling these moments: agree, Drop the Rope®, reduce pressure, and give the buyer a real reason to stay in the conversation. You’ll also hear practical examples of how sellers can respond without becoming passive or pushy, why buyer receptivity matters more than the perfect rebuttal, and why this is one area of selling where having a practiced response can actually help. Tom also shares the ADAPT framework from his book UnReceptive , including how sellers can prepare for the most common false objections before they happen. If you work in B2B sales, sales leadership, prospecting, sales enablement, or sales training , this episode will help you recognize when an objection is really resistance to the conversation itself, and what to do next. Want to learn more about all ASLAN has to offer? Check us out here-->https://tinyurl.com/3wr6w555

September 9, 202634 min

EP. 252 People Buy You Before They Buy Your Recommendation Truth #15

What makes a buyer trust one seller over another, even when the solutions look similar? In this episode of Sales with ASLAN , Tom Stanfill and Tab Norris unpack one of ASLAN’s foundational sales truths: people buy you before they buy your recommendation. They explore why trust, motive, expertise, confidence, and an Other-Centered® approach shape how buyers interpret everything a seller says. You’ll hear real sales stories where the relationship with the seller became the deciding factor, plus practical advice for becoming someone buyers actually want to follow. Tom and Tab also discuss why sellers need to move beyond product expertise, become students of their customers’ businesses, and learn how to lead without creating pressure. In this episode: Why relationship opens the door to influence Why being Other-Centered® matters before the pitch How buyers evaluate the seller before the recommendation Why product knowledge alone is becoming less valuable How sellers can build real customer and industry expertise How to lead the sales conversation without becoming controlling Why Purpose > Profits can actually improve sales performance How AI is changing the value sellers need to bring If you work in B2B sales, sales leadership, sales enablement, or sales training, this episode offers a practical reminder of what makes a seller truly influential. https://tinyurl.com/3wr6w555

September 2, 202630 min

EP. 251 Emotions Plus Logic Drive Decision Making- Truth 14

Why do buyers agree with your business case but still hesitate to act? Understanding the benefits isn’t always enough. They also need to care about what the change will mean for them. In this episode of Sales with ASLAN, Tom Stanfill and Tab Norris explore Truth #14: Emotion + Logic = Action. They unpack how emotions drive decision-making in sales and how sellers can connect credible evidence to the outcomes customers care about, without creating pressure or manipulating the decision. You’ll learn how to: Connect your recommendation to the buyer’s priorities using ASLAN’s three C’s: connect, contrast, and convince. Use word pictures to make unfamiliar value easier to understand. Tell success stories customers can see themselves in. Make the payoff tangible through demonstrations and assessments. Discuss the consequences of inaction alongside a realistic vision of a better future. Whether you’re leading a sales team, coaching reps, or navigating complex B2B buying decisions, this conversation offers practical ways to help customers move beyond understanding the benefits to seeing why they matter. Follow Sales with ASLAN for more from our 30 Truths for 30 Years series. Learn more about ASLAN: https://tinyurl.com/3wr6w555

August 13, 202630 min

EP. 250 The Best Way to Respond to Objections is with Truth- Truth #13

In Truth #13 of Sales with ASLAN , Tom Stanfill and Tab Norris tackle one of the biggest challenges sellers face: handling tough objections. The answer isn’t a better rebuttal or a more polished script. It’s the truth. Tom and Tab explain why the best sellers validate the customer’s point of view, isolate the real objection, and share what is genuinely in the buyer’s best interest. They also unpack the difference between influence and manipulation, why assumptions derail conversations, and when the most credible answer is simply, “I don’t know yet.” Listen to Truth #13: The Best Way to Handle Objections Is With Truth to learn how to turn resistance into a more honest, productive sales conversation. https://tinyurl.com/3wr6w555