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

THE SECRET TO BUILDING TRUST FAST IN B2B SALES

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

Brian Burns

Careers, Business

4.81.2K Ratings

🗓️ 9 February 2026

⏱️ 45 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: 

 

 

————————————————————————————————————

Audible 30 day Free Trial:

http://www.audibletrial.com/BrutalTruth

 

 

 

 

 

 

Listen to The Sales Questions PodCast: https://itun.es/i67d3Ry

 

 

Listen to The B2B Revenue Leadership Show: https://itunes.apple.com/us/podcast/b2b-revenue-leadership-show/id1174976428?mt=2

 

 

Twitter: @briangburns

LinkedIn: Brian G. Burns

Facebook: Brian Burns

YouTube: Brian Burns SALES PODCAST

 

Transcript

Click on a timestamp to play from that location

0:00.0

Some of the same things that make us great salespeople also can make us great sales mentors and leaders.

0:08.7

It's all about trust. It's this human connection that we get. And this is something that companies forget about, why they're hiring salespeople.

0:18.8

It's not for service. It's not for scaling. It's not for scaling. It's about connecting

0:26.3

with their clients. People want to buy from people. If they could just buy off of a website,

0:34.1

they would. But most of the stuff that we sell in B2B, business to business,

0:39.9

requires communication, requires an understanding, requires a vision of the future, and how

0:48.6

their life is going to change. And that requires conversations. It requires trust. It requires empathy and curiosity.

0:58.7

All of these characteristics we need to both sell and to lead. Today's interview is a little bit

1:06.3

different. We've got a great guy who came over to the U.S. at 16 to play soccer.

1:12.6

And I think we all know how those athletic stories end up in sales.

1:19.9

And he had a, you know, started in retail.

1:23.6

A lot of great people, including me, started in retail.

1:27.2

And it's a great training ground,

1:29.3

a lot of quick human interaction and dealing with people, and then became a great rep.

1:36.8

And then he made the decision.

1:38.8

And sometimes this decision, I think the key is having interviewed all these great sales leaders comes down

1:46.3

to one major thing. What is their motive to get into leadership? And most of us, the motive is,

1:55.7

well, we see it as the next step. We see it as the progression in our career. We're socialized to move up in the organization.

2:05.1

But that's not the reason you should do it.

2:07.7

That's the worst reason you should do it.

2:10.4

The best reason is that you really get that reward out of helping people,

2:16.3

building something, mentoring people, developing people,

...

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