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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
4.8 • 1.2K Ratings
🗓️ 13 April 2026
⏱️ 53 minutes
🧾️ Download transcript
Summary
Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs
Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU
https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions.
FAQ:
- 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION
- OFFICE HOURS EVERY OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A.
- UNLIMITED 1-ON-1'S ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE
- FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED.
- ALL CONTENT IS VIDEO BASED AND SELF PACED
- I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP.
- YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.
Email me additional questions: briangburns@me.com
— SAMPLE EMAIL TO EXPENSE THE COURSE
MGR,
I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.
They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and
would like your help in expensing the course.
It would pay for itself if I closed only one new deal of $X value.
Please let me know by Friday if I can move forward with this 1 year course.
Thanks,
ME
Here are some student interviews from the courses:
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Audible 30 day Free Trial:
http://www.audibletrial.com/BrutalTruth
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Imagine this. Imagine selling services into the C-suite with a little brand recognition, |
| 0:08.9 | pretty much on your own, very little or no inbound. And you require a lot of conversations, |
| 0:18.7 | a lot of discussions, a lot of selling, and you're selling services. |
| 0:23.9 | So there's nothing like he can demo. |
| 0:26.9 | It doesn't have the typical simple sale process, even from the customer's standpoint. |
| 0:34.4 | Their point of view is, yeah, we should do something. Could we do it ourselves? |
| 0:40.4 | Could we buy a product? Should we work with our existing service providers? Why do we need to go |
| 0:46.8 | outside? Why do we need to get yet another vendor to help us? How's that for a sale? Sounds pretty simple, huh? Not at all, right? And that's why |
| 0:58.2 | this makes such a great interview, because when you look at the hardest of the hard, you start to see |
| 1:05.0 | the skills that we all should be developing, even if we have a simpler sale. Just because the sale is simpler, |
| 1:14.8 | doesn't mean that these steps don't exist and that we don't need to take control over it. |
| 1:21.6 | One of the things I want you to look for in this interview is look for the proactive versus the reactive. A lot of us may have some |
| 1:31.9 | luxury in having reactive type of activities, but sales and certainly in B2B is a proactive |
| 1:41.0 | process. You need to guide the person through this process. And to do that, you got to know |
| 1:49.0 | what it is. You've got to avoid the traps because the client is naturally going to pull you into them, |
| 1:58.5 | not out of malice, but out of ignorance, out of they don't know how to get |
| 2:04.0 | it done. We had a great office hours yesterday and, you know, when the sales reps go, boy, |
| 2:10.5 | you were right, clients do not know how to buy, not administratively, not politically, |
| 2:16.8 | and not economically. And that's why deals get stuck. |
| 2:21.7 | They don't get stuck at the first call. The first call is usually great. There's no risk on their |
| 2:28.3 | side. They're getting a lot. We're giving a lot. But then what do we do? How do we keep it going? How do we prevent it from |
| 2:38.1 | getting stuck? And we placate ourselves with these excuses about, oh, no decision, status quo, |
... |
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