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TV Expert Interviews / Improving Sales Team Performance / Jul 8, 2024 / Posted by Mike Latch & Gregg Murphy / 5

Transforming Sales: Ethical Practices, Effective Processes, and the Role of AI (video)


In a recent episode of the Expert Insight Interview from Sales POP! Online Sales Magazine and Pipeliner CRM, host John Golden engaged in a thought-provoking conversation with Mike Latch and Gregg Murphy, co-authors of the book “Sales Sucks.” The discussion delved into the negative perceptions surrounding sales, the importance of ethical practices, robust sales processes, and the transformative potential of AI in the sales industry. This blog post will break down the key insights from the interview, offering actionable advice and detailed explanations to guide sales professionals toward more effective and ethical sales practices.

The Negative Perception of Sales

Understanding the Title: “Sales Sucks”

Mike and Gregg began by addressing the provocative title of their book, “Sales Sucks.” They explained that the title reflects the common negative experiences people have with salespeople, often characterized by manipulative tactics and high-pressure techniques. This perception has led many to view sales as a distasteful profession.

The Need for Ethical Sales Practices

The authors emphasized the necessity of shifting towards ethical and straightforward sales methods. They argued that sales should be about helping people make informed decisions rather than coercing them into purchases. This approach not only builds trust but also fosters long-term customer relationships.

Actionable Advice:

  • Focus on the Customer’s Needs: Prioritize understanding the customer’s needs and providing solutions that genuinely address those needs.
  • Build Trust: Establish trust by being transparent, honest, and reliable in all interactions.
  • Avoid High-Pressure Tactics: Refrain from using manipulative techniques that pressure customers into making decisions.

Transforming Perceptions: A Personal Journey

Mike’s Transformation

Gregg shared a personal anecdote about Mike’s initial disdain for sales and how he transformed his perspective. Initially, Mike viewed sales as a “sucky” profession, but he soon realized its potential when approached correctly. A commitment to ethical practices and a structured sales process drove this transformation.

The Importance of Coachable, Competitive, and Humble Individuals

Gregg highlighted the importance of finding individuals who are coachable, competitive, and humble for sales roles. These traits are crucial for success in sales, as they enable individuals to learn, adapt, and thrive in a competitive environment.

Actionable Advice:

  • Identify Key Traits: When hiring for sales roles, look for candidates who demonstrate coachability, competitiveness, and humility.
  • Foster a Growth Mindset: Encourage a culture of continuous learning and improvement within your sales team.
  • Provide Ongoing Training: Invest in regular training and development programs to help salespeople hone their skills.

The Role of Sales Processes

The Impact of a Structured Sales Process

Mike emphasized the significant role of a structured sales process in his success. A well-defined process enables salespeople to convey information effectively, assist customers in making decisions, and listen to their responses. This structured approach ensures consistency and reliability in sales efforts.

Creating a Coaching Culture

Gregg discussed the importance of a coaching culture within sales organizations. He argued that focusing on middle-class sales reps—neither top performers nor struggling—can generate significant opportunities for the business. These reps can improve their performance and contribute to overall success by providing targeted coaching and support.

Actionable Advice:

  • Implement a Structured Sales Process: Develop and document a clear sales process that outlines each step from lead generation to closing the deal.
  • Focus on Middle-Class Reps: Provide targeted coaching and support to middle-class sales reps to help them improve their performance.
  • Encourage Peer Coaching: Foster a culture where experienced salespeople mentor and coach their peers.

Leveraging Strengths: “Follow Your Favor”

Focusing on Strengths

Gregg emphasized the concept of “follow your favor,” which encourages individuals to leverage their natural abilities and intuition to excel in their roles. Traditional coaching often addresses weaknesses, but Gregg argued that emphasizing strengths can lead to greater success and job satisfaction.

Actionable Advice:

  • Identify Strengths: Help salespeople identify their natural strengths and talents.
  • Leverage Strengths: Encourage salespeople to use their strengths to their advantage in their sales efforts.
  • Provide Strength-Based Coaching: Offer coaching focusing on enhancing strengths rather than solely addressing weaknesses.

The Impact of AI on Sales

Streamlining Training and Providing Immediate Feedback

The conversation also touched on the potential impact of AI on sales. Mike and Gregg highlighted how AI can streamline training processes, provide immediate feedback, and enhance sales. AI tools can analyze sales interactions, identify areas for improvement, and offer real-time suggestions to salespeople.

Enhancing the Sales Process

AI can also enhance the sales process by automating routine tasks, analyzing customer data, and providing insights that help salespeople make informed decisions. This allows sales professionals to focus on building relationships and closing deals.

Actionable Advice:

  • Integrate AI Tools: Explore AI tools that can streamline training, provide feedback, and enhance the sales process.
  • Automate Routine Tasks: Use AI to automate repetitive tasks, freeing up time for salespeople to focus on high-value activities.
  • Leverage Data Insights: Utilize AI to analyze customer data and gain insights that inform sales strategies and decision-making.


The conversation between John Golden, Mike Latch, and Gregg Murphy provided valuable insights into the challenges and opportunities in sales. By focusing on ethical practices, implementing structured sales processes, leveraging strengths, and embracing AI, sales professionals can transform their approach and achieve greater success. The key takeaway is that sales doesn’t have to “suck”—with the right mindset and tools, it can be a rewarding and impactful profession.

Key Takeaways:

  • Shift towards ethical and straightforward sales practices.
  • Implement a structured sales process to ensure consistency and reliability.
  • Foster a coaching culture that focuses on middle-class reps and leverages strengths.
  • Embrace AI to streamline training, provide feedback, and enhance the sales process.

By following these actionable tips and insights, sales professionals can navigate the complexities of the industry and build successful, ethical, and effective sales practices.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Mike Latch- CEO of Patter AI and Co-Author of 'Sales Sucks' With over 25 years of experience in electrical engineering, physics, and sales, Mike has tapped into the unique insights of how technology and process can revolutionize sales strategy. As CEO of Patter AI, he continues to champion these revolutionary tech-driven strategies that supercharge strategic sales and has been instrumental in the extraordinary growth of several high profile companies. These methodologies are now detailed further in ‘Sales Sucks’, his newest book, co-authored by friend and colleague Gregg Murphy.   Gregg Murphy- Partner, RevoluSun Idaho and Co-Author of 'Sales Sucks' Throughout his 25+ year career in solar energy and strategic sales, Gregg has been instrumental in driving business growth and cultivating award-winning sales teams. His expertise lies in transforming strategic sales processes, recruitment strategies, and training programs to maximize team performance across various organizations. As a dedicated leader, he has guided sales teams to achieve remarkable results, earning numerous accolades and industry recognition for their excellence. Gregg's passion for unlocking people's maximum potential– and his practical approach to achieving this– are now captured in his latest book, 'Sales Sucks,' co-authored with his friend and colleague, Mike Latch."


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