The Shift Control Sales Podcast

Hosted by Shift Control

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Episodes

173

Latest episode

Aug 2026

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About the show

Helping ambitious SMEs and sales leaders unlock performance through strategic coaching, sales training, and practical growth advice rooted in 20 years of real-world experience. I’m Paul McAnallen, founder of Shift Control, a consultancy that works with SMEs, sales leaders, and founders across Ireland to improve sales performance and leadership effectiveness. Over the last 20 years, I’ve helped hundreds of businesses accelerate sales through strategy, coaching, and leadership development. From creating go-to-market strategies to developing SDR teams and mentoring senior sales professionals, I bring a no-nonsense, high-impact approach to driving commercial growth. With deep cross-industry experience and a commitment to clarity and action, I work as a trusted growth partner — not just a trainer — helping businesses turn potential into performance.

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60 recent

September 8, 202610 min

Time for marketing and sales to be more aligned than ever

If salespeople are using AI to sharpen their approach, is it much of a stretch to think buyers are doing exactly the same? Research shows buyers are using AI just as much as sellers — for discovery, comparison, shortlisting and the final decision itself. Now, by the time we're brought into a conversation, much of that groundwork may already be done. To be found in that process, content needs to do two things: rank for SEO, and be structured so AI systems can extract, understand and cite it directly. Most of what AI cites comes from outside a brand's own website, so earning third-party visibility matters more than what sits on our own page. “Price available on request” or “email for more details” might be quietly locking us out of those AI-driven conversations before they start. Is it time for marketing and sales to be more aligned than ever?

August 3, 20269 min

The 12 pleasures of work

I think people are generally bad at knowing what they want from work because we've never really been taught to notice what actually gives us pleasure in a career. We chase job titles and status instead of the underlying experience - what pleasure, joy or happiness could be found in work and what does that look like, or what could it look like if we were to take another job somewhere. People in moments of transition or young adults deciding what path to follow need more than the pressure of following in the footsteps of a parent or on the whimsical advice of friends. An interesting model and methodology to try out? Have a listen if you are curious.

July 29, 202613 min

How to make sales training stick

There are so many reasons for businesses to integrate regular sales training - for some its a massive shift in behaviour having always held internal tribal programmes, for others it is embedded in their DNA and their culture. Training should be more than an anniversary event or a response to stuttering sales figures. It should be programmed more frequently and it should more than the event itself - in fact I would argue that most of the good work takes place outside of the course itself and goes way beyond any notes, slides or hand outs . In this podcast I discuss a modular approach to sales training success. Let me know what you think

May 18, 202613 min

Do you need an AI Strategy or something else?

Recent discussions about AI with clients, coaching colleagues and friends has opened up different avenues of thinking. No denying the benefits of AI and the opposing concerns and fears that clearly exist over work displacement. Then there is the threat to human intelligence through over reliance on AI for speed and efficiency for even the most basic of tasks. AI can be a game changer for sales teams but only when the conditons for adoption are optimised.

December 9, 202513 min

The problem with having more choice

There's a great line from the book "The paradox of choice" by Barry Schwartz - “The more options we have, the less satisfied we are with whatever we choose.” I was drawn to it recently when I was getting a coffee and some breakfast in Belfast - the choices we make and what influences them. Location, price, familiarity, curiosity, recommendation - whatever motivates you puts pressure on the business owner to not only get it right first time but to keep getting it right, then changing, then going again all the while watching out for rising costs in produce, energy and the ever-decreasing attention span of humans - both staff and customers. I have watched on as SEED have taken their successful, food-outlet business into the world of high value content, via social media, email and events. If you are not familiar with them, check out their places in Dungannon and Lisburn Road - also their social media content SEED People on instagram and the brilliant content from chef, StevieB.

November 13, 20259 min

How great sales people can become greater

I have noticed recently how businesses have become reliant on data to determine whether their business development efforts work or not - over-reliant maybe. The numbers, lead indicators or whatever the performance metric will tell you what is working on that campaign but what is there to tell you how well your 'brand' is performing overall in the minds of your potential or existing customers. Well executed outreach will generate meetings and begin sales cycles but doesn't impact the sentiment rating (my words...not sure if they're the right words but bear with me) - what the brand means to the customer or the way it makes them feel. It seems that data has become omnipotent in many marketing campaigns at the expense of creativity and experience. It goes back to the notion that marketing isn't an expense but an investment - advertising and sales aren't marketing they are "channels" of marketing. Other channels are available.

November 6, 20258 min

Simon Kuper at The Reform Club

A first networking event in years - a breakfast event at The Reform Club on Belfast's Royal Avenue in the company of business leaders, listening to journalist Simon Kuper talk about what business can learn from sport. Simon has written books on Barcelona, taking a different approach to Damian Hughes but also writes extensively across other areas than sport. A journalist for the FT he brought a perspective to the topic that has me moderating my own view - that sports teams and business teams are very different my nature - there are clearly some areas of crossover. A very worthwhile event and grateful for the invite as well as the opportunity to meet some very interesting people from different corners of the north. (thanks to Joanne at Clarendon and AAB and MLN.)

October 30, 202513 min

The principle of 'contracting'

Contracting is a concept that that has been applied to the coaching, psychotherapy and counselling industries whereby boundaries are created and clarity given to collaborative work between a coach and a coachee. Is this something that can be applied to our meaningful interpersonal relationships and is there space for it to add value to your sales activities? Many coaching methodologies offer guidance in how to bring the prospect and customer forward in a sales discussion but for me it is the true intention of collaborative selling whereby you establish and agree the protocols of engagement - PURPOSE, PROCESS and mutual EXPECTATIONS. Every good discussion works better when there is clarity, respect and and understanding of why the discussion is being had in the first place. What do you think?

October 9, 202514 min

When not to ask why

Beginning a new learning journey and I have picked up some valuable insights already - one being the use of the word 'why' in sales and the importance of finding a different way of asking that question without it. This podcast suggests a rethink on your questioning / information gathering techniques. I also talk about the value of learning later in life and starting the journey of getting to know yourself better.

August 5, 202519 min

It's hard to fix what you cannot see

I used to work with a business man who was as good at coaching as he was at growing a multi-million pound business. “I really pity the man that doesn’t know he doesn’t know.” He said to me one day, almost 20 years ago. It took a while to land but he was talking about that thing everyone is afflicted with – a blind spot. The phrase ‘blind spot’ comes from the Johari Window, a psychological model developed in 1955 by Joseph Luft and Harrington Ingham — the name “Johari,” comes from a blend of their first names. It was originally created as a framework for understanding and improving interpersonal communication, particularly within group dynamics and team settings. As a coach, a manager to as a sales person intent on improving, it's important to spend some time looking for that which is harder to see - or those characteristics that you have been spending a lifetime trying to avoid