---
title: Nail The Sales Conversation To Accelerate Sales Enablement, John Reid
description: You don't need another sales model for sales enablement says professional sales trainer, John Reid. Hear how to shift your mindset to make every sale.
image: https://thesaleswhisperer.com/hubfs/_Podcast_Images/john_reid_sales_podcast_540.png
---
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Jan 17, 2022
# Nail The Sales Conversation To Accelerate Sales Enablement, John Reid
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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## Don't bring donuts, bring insight
to download the episode.
---
---
***[\[ LISTEN ON APPLE PODCASTS OR SPOTIFY \]](https://thesaleswhisperer.com/podcast-guests)***
## **[Sales Enablement Tips](https://thesaleswhisperer.com/blog/introduction-to-sales-enablement)**you'll learn today on **[The Sales Podcast](https://www.thesaleswhisperer.com/podcast)**...
- Sales tips have not evolved since 1983
- Most sales "stuff" is driven from a model
- We become zealots of "the model" because "the model has to be the answer"
- [Sales enablement](https://thesaleswhisperer.com/blog/jason-loh-sales-enablement) today is not about the model
- [Belief systems](https://thesaleswhisperer.com/blog/to-sell-more-check-your-limiting-beliefs-at-the-door/) drive sales behaviors
- The world does not need another [sales model](https://thesaleswhisperer.com/get-the-abcde-video) but models are good
- Skill vs Will
- Most sales professionals believe they are good at relationship building
- Most sales professionals are wrong
See " **[Sales Enablement 101 (That Means No B.S.)](https://thesaleswhisperer.com/blog/introduction-to-sales-enablement)**"
- The Mentalizer's Paradox
- Salespeople are not trained properly
- Salespeople are unaware
- How many won deals because your customer liked you?
- How many lost deals because your customer didn't like you?
- You use weak words
- You're afraid of being told no
- You're afraid of the answer
- You're afraid of re-building the pipeline
- You're afraid of not being liked
- We're [emotional beings](https://thesaleswhisperer.com/blog/behaviorly-evelyn-gosnell/) who think
- Needing purpose
- Don't bring donuts, bring insight
- Manage, don't coach
- Coaching is seen as negative
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJTDsRKQgDIOKPhj8QZHzUPmrZfpIztOtDb38xhw%2BSZrMZCw7hXABzzXNvkzOBu9YPpskTbvBPDF%2BSbZNtnZnmXVBmFYet9mAmw%2BNjKqA9WetRsgUYadCb9PvZ3qb4%2BstFXXKMTP9aLGLuZLp%2BJ9t%2BZ5tXrDTKdlzjGdQ3cYMekKf%2BiInhsKJk66tKdbSVvkSlRIuTeiTz0&webInteractiveContentId=178194433547&portalId=443614)
- The learning objective is not the answer. The improved behavior is the answer.
- Be learner-focused. They should do most of the talking. It's all about them.
- There's too much emphasis on "liking" vs. trusting and respecting
- Desire with no discipline is worthless
- [Insight + Humility takes Rigor](https://www.thesaleswhisperer.com/meetings/wes15)
- Most people want a thinking partner, not the answer
- Give them an idea
- Challenger model is hubris
- Priming
- You still must master the art of controlling the conversation
- Questions are always the answer
- When you talk you create objections!
- Get comfortable with being vulnerable
- "N.B.O. (New Business Opportunities)" Ask if you're confused
- Be brief. Be good. Be gone.
- Once you get high, stay high.
- Don't ask permission. "Hey, I'm going to be meeting with your boss. Anything you'd like me to bring up with your boss?"
- Expand your curiosity.
- Out-understand your competitors. Only 11% of customers believe salespeople understand their needs.
**Related Articles:**
- Order Wes's new book, "[The Sales Whisperer® Way](https://whisper.spiffy.co/checkout/the-way-book)"
- Get [private coaching from Wes](https://thesaleswhisperer.com/12-weeks-to-peak) to grow your sales
- [Go Beyond Sales Enablement To Engage The Modern Buyer, Matt Suggs](https://thesaleswhisperer.com/blog/matt-suggs-beyond-sales-enablement)
## Links Mentioned In [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- Visit [John Reid's home on the web](https://jmreidgroup.com/)
- Order John Reid's book "[Moving from Models to Mindsets: Rethinking the Sales Conversation](https://amzn.to/2W4HpFr)"
- "[Don't Talk To The Police](https://youtu.be/d-7o9xYp7eE)"
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/alex-moyle)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Take Your Sales Culture Beyond the Sales Team, Alex Moyle](https://thesaleswhisperer.com/blog/alex-moyle)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Nov 15, 2018
How to remove the silos in your company to grow sales Click here to download the episode.
[Read more](https://thesaleswhisperer.com/blog/alex-moyle)
[](https://thesaleswhisperer.com/blog/keith-perhac)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Keith Perhac: Segment Your List To Grow Your Sales](https://thesaleswhisperer.com/blog/keith-perhac)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Oct 31, 2016
It's best to test small as well as big ideas
[Read more](https://thesaleswhisperer.com/blog/keith-perhac)
[](https://thesaleswhisperer.com/blog/sarah-wirth)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [How to Hire and Build Sales Superstars, Sarah Wirth](https://thesaleswhisperer.com/blog/sarah-wirth)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Apr 16, 2019
Why and how to coach sales superstars .
[Read more](https://thesaleswhisperer.com/blog/sarah-wirth)
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