HOW TO WIN THE HARDEST DEALS IN B2B SALES

The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.

Brian Burns

Careers, Business

4.8 • 1.2K Ratings

🗓️ 23 February 2026

⏱️ 40 minutes

🔗️ Recording | iTunes | RSS

🧾️ 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,

Here are some student interviews from the courses:

————————————————————————————————————

Audible 30 day Free Trial:

http://www.audibletrial.com/BrutalTruth

Transcript

Click on a timestamp to play from that location

0:00.0	The hardest of the hardest sales is when you have really no market.
0:06.0	The product hasn't really hit product market fit or anybody has ever bought it before.
0:13.0	Imagine how hard that is and it's not inexpensive and it's not easy to understand.
0:20.0	And it's a lot like a Roershock.
0:22.7	That's that psychologist picture where they ask you, what do you see in this picture?
0:29.7	And that's what you have to do.
0:31.4	You have to start the conversation where they are and build it up.
0:35.2	I think you're really going to enjoy this interview.
0:37.3	Let's get right into it. I'll sum it up at the end. Here we go. Hey, Ryan, thanks for joining us today. It's a way of getting started. Give us a little background on yourself. Yeah, really excited to be here. I just told you this, but I've listened to you for a long time, so it was a pretty big boost when I saw the invite.
0:56.0	So I've been in sales for about 13, 14 years.
1:00.0	On the personal side, I've got, I've been married for six years.
1:04.0	I've got two little girls, Avery and Nola,
1:07.0	and I've got another one coming here in a couple of months.
1:09.0	So a lot going on in the household. I currently work at a startup. I've been another one coming here in a couple of months. So a lot going on in the household.
1:13.4	I currently work at a startup.
1:15.7	I've been here nine years in the AI space.
1:18.4	And we actually just announced a sale to Salesforce.
1:21.3	So really a lot going on in the house.
1:27.1	But yeah, so I've been in the software sales industry for most my career.
1:29.7	Prior to that, I was in technical consulting.
1:33.1	So I've got kind of a long history in the software world.
1:35.0	And why sales for you?
	...

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