Selling is influence stop telling


Selling is influence stop telling. In this episode Judith Germain speaks to Greg Nutter about the common mistakes B2B sales people and companies make.

Key Takeaways

  • Don’t spend too much time talking about your product – focus on solving the customer’s problems and opportunities
  • Influence through asking questions, not telling – get the customer thinking
  • Plan and strategise around the customer’s buying process, not just your selling process
  • Ensure management understands and adopts the sales methodology
  • Marketing should create content aligned with the customer’s buying stage
  • AI may displace sellers who only pitch products, but not those who understand the buying process


Mistakes B2B Sellers Make

  • Talking too much about their product instead of the customer’s problems/opportunities
  • Telling instead of asking questions to influence the customer’s thinking
  • Lack of planning and strategising for sales interactions and pipeline management

Mistakes Companies Make

  • Following a rigid selling process instead of aligning to the customer’s buying process
  • Lack of management involvement and adoption of the sales methodology
  • Disconnect between marketing content and what sellers need for each buying stage

The P3 Selling Model

  • Focus on influencing perspectives around Problems, People, and Process
  • Understand the customer’s buying decision process, not just your selling process
  • Ask questions to increase awareness of current state and suggest new perspectives
  • More decision makers, risk aversion, and access to information means longer buying cycles
  • Influence through good questioning tailored to the buyer’s current stage
  • Integrate marketing and sales by creating content for each buying stage

AI’s Impact on Sales

  • AI may replace sellers who only pitch products and company info
  • Sellers who understand buying processes and can influence thinking will remain valuable
  • Intuition, empathy and understanding the buyer’s situation gives an edge over AI

In this conversation Judith Germain and Greg Nutter discusses two key challenges companies face in sales: 1) Lack of management involvement and adoption of sales methodologies, and 2) Misalignment between the company’s sales process and the customer’s buying process.

Greg Nutter is a management consultant where he helps business owners and senior sales executives solve revenue growth problems through direct, indirect, or multi-channel sales models. He is also the author of the Amazon Best Selling Book, ‘P3 Selling: The essentials of B2B Sales Success’.

Maverick leadership is all about thinking outside the box and challenging the status quo. It’s about having the courage to take risks and the confidence to lead in a way that is authentic and genuine.

But amplifying your influence as a leader isn’t just about having a strong vision or a big personality. It’s also about having the right leadership capability and being able to execute on your ideas and plans.

The consequences of not having the right level of influence as a leader can be significant. Without the ability to inspire and motivate others, you may struggle to achieve your goals and make a real impact.

How Influential Are you? Take the scorecard at and see. 

Greg Nutter can be found on LinkedIn here. Their website is here.

You can listen to Episode 428 on any of the popular podcast platforms or apps (including Spotify, and Audible). If you prefer to listen to your browser you can do that below. Enjoy!

Previous articleBreaking the corporate status quo
Next articleHow to Deal with Disengaged Employees
Maverick Paradox Media is for the pathologically curious who seek to learn from lateral thinkers, including how to execute maverick thinking. We provide a Maverick perspective on the world arounds us. 💢 I am the leading authority on 𝗠𝗮𝘃𝗲𝗿𝗶𝗰𝗸 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 and Founder of Maverick Paradox Media. It is because I am passionate about demonstrating that Maverick Leadership exists everywhere and understand that we can all learn from diverse and differing voices that I founded Maverick Paradox Media. Maverick Paradox reaches thousands of leaders and business owners, empowering and inspiring them to think differently, challenge often and increase their leadership capability. 💢 Maverick Paradox Media consists of: ✅ The Maverick Paradox Podcast (on all popular podcast platforms/apps – available episodes here: ✅ The Maverick Paradox Magazine I also write for The Maverick Paradox Magazine and you can find those articles under my name Judith Germain.