570 – Buyer-First Sales for Business Owners
The How of Business - How to start, run, grow and exit a small business.
Henry Lopez, Levante Business Group
4.7 • 522 Ratings
🗓️ 16 June 2025
⏱️ 41 minutes
🧾️ Download transcript
Summary
Buyer-First Sales for Business Owners with sales coach and author Carole Mahoney.
Show Notes Page: https://www.thehowofbusiness.com/570-carole-mahoney-buyer-first-sales/
Do you dread sales conversations or feel like you're forcing your product or service onto people? Carole Mahoney, renowned sales coach and author of Buyer First, joins Henry Lopez to change the way small business owners think about selling.
Carole shares how collaborative selling can not only improve your results but also feel more authentic and aligned with your values.
You'll hear how Carole went from hating sales to becoming one of the most respected voices in the industry - and how her rock-bottom moment led to a complete mindset shift. She explains how buyer behavior has changed, why consultative selling often misses the mark, and what business owners can do to connect more deeply with prospects.
You'll also learn how to regulate your emotions before a big sales call and how to handle objections without pressure tactics.
Whether you're just starting or looking to grow, Carole's actionable advice will help you reframe sales as a collaborative and human-centered process.
This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com
Transcript
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| 0:00.0 | Welcome to the How of Business with your host, Henry Lopez, the podcast that helps you start, run and grow your small business. And now here is your host. |
| 0:15.8 | Welcome to this episode of The Hower Business. This is Henry Lopez. My guest today is Carol Mahoney. |
| 0:21.3 | Carol, |
| 0:26.0 | welcome to the show. Thanks so much for having me, Henry. I am excited to be here and talk with all of your audience of business owners and about to be business owners. Absolutely. This is such a |
| 0:31.0 | big topic for most business owners and aspiring business owners. So I'm excited to have Carol on the show today because she's a widely respected sales coach. |
| 0:40.9 | And so whether you've always hated sales or you're simply looking for a more effective way, |
| 0:46.7 | an authentic way to connect with buyers, the conversation we're going to have today will help you |
| 0:51.6 | reframe, I think, not just your mindset, but also your |
| 0:54.7 | approach to how you do sales. You can find all of the Howa Business resources, including the show |
| 1:01.3 | notes page for this episode and information on my one-on-one and group coaching programs at my website, |
| 1:07.9 | the howabusiness.com. I also invite you to please consider supporting this show on Patreon, |
| 1:13.0 | and please subscribe wherever you might be listening |
| 1:14.9 | so you don't miss any new shows. |
| 1:17.7 | Let me tell you a little bit more about Carol. |
| 1:19.8 | Carol Mahoney is an author, a keynote speaker, |
| 1:22.6 | and a sales mentor who's been changing the way |
| 1:25.9 | the entire sales industry sees itself and how buyers |
| 1:30.0 | see it too, very importantly. She has been called the sales therapist by a Harvard Business |
| 1:35.9 | School professor. She coaches Harvard Business School entrepreneurial MBA students on sales |
| 1:41.4 | and has been featured as a top 15 sales influencer in 2020 by LinkedIn, |
| 1:46.7 | a woman to watch in sales by sales hacker, and a top sales coach by ambition. |
| 1:52.2 | She's the author and we're going to chat about her book called Buyer First, Grow Your |
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