Modern Sales - B2B Selling Podcast

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Selling complicated products and services is a relatively new thing, but most sales advice isn’t up to the job. On Modern Sales, you'll get actionable advice based on the psychology, behavioral economics, and neuroscience of how people buy.

Hosted by Liston Witherill, Head of Growth at Gold Front, a creative agency working with high growth startups.

Sign up for the newsletter to get the top 10 episodes emailed to you, and stay up to date on Liston's writing, podcast, and sales advice.

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Recent Reviews
  • Trevor Oldham
    Liston is an excellent host!
    If you're looking to improve your sales skills, I highly recommend listening to Modern Sales!
  • BigShoulders66
    Valuable content time and again
    Whether he’s reminding me of the basics (that I had forgotten about) or challenging my thinking with some up-to-date research, Liston brings the goods to make me better at winning new business. Highly recommended.
  • ChristopherKM
    So useful
    Found this podcast recently and it made me laugh several times throughout by how extremely useful the information was and how I could immediately implement what I’ve learned with clients and potential clients! Serve don’t sell!
  • SFAlexander
    Right on point
    I’ve been doing sales, teaching sales, and creating sales material for the passed 8 and it was all focused around consultative selling. This podcast is so perfectly aligned with the RIGHT kind of consultative selling. On top of that, Liston is easy to listen to and can explain everything in a way that is so easy to follow and even fun to listen to. I highly recommend!
  • practice mock drafts
    Highly Recommend!
    Love the Serve Don’t Sell Method. Just as important to represent a service/product you stand behind is the true value you’re bringing to the table for potential clients and I get that from Liston’s methods. Check it out, you won’t be disappointed!
  • jv447
    Generic babble
    Not worth my time. Much better podcasts out there dealing w the same stuff
  • JakeLynnDotCom
    Serve don’t sell
    Listen to Liston, he’s the real deal.
  • Josh Neisse
    Sales Podcast
    I listened to a couple of episodes and really enjoyed the content, then I heard the podcast labeled "Value Based Selling Done Right" and immediately became a fan. The company I work for is a highly value based selling organization. Your podcast aligns directly to what we value as a sales orgnaization and it is amazing to hear! Highly recommend listening to Liston! Excited to hear more!
  • Heasle
    If you want to improve your sales, start listening
    Liston provides solid sales insights for both salespeople and independent consultants.
  • Jo2am
    Why aren’t you already listening!? ;-)
    Fantastic information - to the point, clear, and engaging. Would definitely recommend.
  • Thegoldendan
    this content is gold for consultants & agencies
    great topics & guests tackling questions/challenges with helpful advice
  • Jason D. Bay
    Great podcast!
    I'm a big fan of Liston's work and his sales philosophy. His no BS approach to sales is very similar to the approach I believe in. I had a great time as a guest on his show.
  • benjshap
    Great sales podcast
    Love Liston's approach to sales. This podcast has helped me put a more personalzied and effective approach to my consulting practices' sales efforts. Thank you Liston!
  • jstark195
    Sick of waiting for referrals?
    Lots of consultants are allergic to the idea of doing sales because they think it’s sleazy. Liston will show you that it doesn’t have to be that way. When you’re finally ready to start leveling up your sales game, this is the show for you. Great stuff!
  • Rajnation
    In Liston We Trust
    A podcast I actually look forward to every week — Liston’s personality is great, his guests are awesome, and I especially like when he does his solo reflection episodes. I was honored to be asked on as a guest recently (episode 34) and it was among my best experiences being interviewed. Whether you have a service based business, or are building a high growth tech product, Liston.io show will help you.
  • rekerrsive
    Engaging. Entertaining. A valuable resource for consultants who want to grow their business
    I've been a consultant in the tech space for 20 years, and am in the process of ramping a new consulting venture. I recently found the podcast and binged it to get caught up--glad I did! For me the podcast has been a great mix of getting coached on consulting sales fundamentals I sometimes don't apply with sufficient discipline, plus a regular injection of new tips, ideas and perspectives I hadn't thought of before.
  • Dsquaz
    True Wise Consulting Advice
    I’m just getting started in the consulting arena and am not looking for another “closing the sale” podcast, and Liston’s podcast is excellent. This is great for those just starting out or experienced consultants. I appreciate his true passion of helping clients, not just maximizing sales and revenue.
  • jrdrby
    Really solid interviews and interviewer
    Nice to hear interviews like this so specific to the consulting industry. Liston is a great interviewer and has a great working knowledge of this industry that comes through in his conversations with his interviewees. Did he beatbox that intro??? I can’t get it out of my head!
  • Dale W. Harrison
    Insightful and articulate
    Liston is someone I've followed for some time in other forums. Always an insightful thinker and articulate communicator. Glad to see he has dedicated outlet for his idea. Well worth following!
  • RobertWilliams88
    Liston gives an honest perspective on sales
    It doesn't have to be scary, but it is work doing sales. Liston's a great guy to listen to because his personality has a calming effect and he never holds back on the truth.
  • "O" Man
    One Meeting
    One meeting Is all you need to know that Liston is a sales and marketing genius. Liston has an uncanny way of asking questions and understanding any business. I'm super-glad he is sharing his knowledge on this podcast and so far - I'm a fan.
  • Chas1121
    Undisputed Champion
    Liston is the undisputed champion when it comes to sales advice. He’s able to go in depth when it comes to specific strategies, how to sell with confidence and build an audience. I’d recommend that everyone subscribe and listen. These episodes are chalk full of practical sales advice!
  • Sojo616
    Didn't think I needed another podcast sub...
    ... But Liston is such a positive and helpful influence that I'm glad he's adding podcasting to the many ways he gets his ideas out there. I'm looking forward to more!
  • PodfanPEM
    Excellent stuff
    No junk-drawer general business advice here. Instead, Liston has a clear point of view around selling. Well worth a spot on your podcatcher app!
  • skatersean
    Pure Fire and bomb drops
    Liston has a great presences about him. Listening to his podcast, talking to him on Zoom, or face to face you get the same person. He is very careful to speak, insightful, and really makes you feel like you can kill it. His knowledge, passion, and drive is contagious. Subscribe, Listen, Act, then work with him. Your dreams to reality is a click away.
  • HauNgo.com
    Entertaining and Immensely Useful
    Liston has a fantastic enthusiasm for helping others succeed in building their consulting busines. I've been a fan of his daily blog and LinkedIn video updates so subscribing to this podcast was a no-brainer.
  • Austin Hattox
    Packed with actionable info
    I just finished binge-listening to the first few episodes of Liston's podcast, and I've already come away with a handful of actionable insights that I can apply to my consulting work TODAY. If you're seeking to improve your sales skills and make more money through consulting, Liston is a fountain of actionable information who'll help equip you with the necessary knowledge to bring your consulting practice to the next level.
  • Gggrrrriillllin
    Good use of my time
    I like to listen to podcasts in various circumstances, my favorite of which is while taking short burst hikes, typically up stairs and hills in local parks and neighborhoods. Not unlike the gym, the hills, the podcasts... I don’t tend to linger. Liston does an excellent job of giving me value for my time. Rick V
  • johnbindel
    Liston Will Help Your Consulting Business!
    Liston has helped me in growing my business and he can help you too. I highly recommend this podcast.
  • Andy Storch
    Liston is an Expert worth following
    Liston is such an empathetic expert on building a successful consulting and coaching business. I have enjoyed following him and watching him on LinkedIn and was eagerly awaiting this podcast and it does not disappoint. Be sure to subscribe. Liston won’t let you down. Andy Storch Host of the Entrepreneur Hot Seat and Talent Development Hot Seat podcasts.
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