Andy Hedrick is the Founder and CEO of Green Path Tech and author of the 2V2R Rapid Sales Growth System. With over 30 years of B2B sales experience and more than $500 million in revenue growth delivered, Andy joins Sales POP! to share a practical framework for growing faster, closing sooner, and spending less to do it.

Topics covered in this episode:

• The 2V2R formula — why Value and Verified Results must outweigh Risks and Resistors
• How to build buyer trust digitally before the first conversation ever happens
• Using proof-of-concept projects to compress multi-year close cycles into months
• The fractional staffing model that cuts cost of sales by 40–60%
• How to use AI in outreach without destroying your credibility
• Why leading your pitch with value — not your company history — changes everything

If your pipeline is big but your close rate is disappointing, this episode is for you. Learn more and connect with Andy at greenpathtech.com.

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What if the biggest thing holding your consulting practice back isn’t your expertise — it’s your pricing model? In this episode, pricing and business development expert John Ray joins host John Golden to make a compelling case for leaving hourly billing behind. Drawing on over a decade of advising consultants, attorneys, coaches, and fractional executives, John explains how shifting to value-based pricing starts with a mindset change — and a much better conversation with your clients.

Topics covered in this episode:

• Why hourly billing commoditizes your expertise and invites the wrong comparisons
• The mindset barriers (inadequacy, comparison syndrome) that keep professionals from charging
• How to conduct a value conversation that reveals what clients truly care about
• The discovery questions that move a conversation into “priceless territory.”
• Practical first steps for transitioning your practice to value-based pricing
• Why silence is one of the most powerful tools in any pricing negotiation

John Ray is the author of The Generosity Mindset and host of The Price and Value Journey podcast. Visit johnray.co to download his free list of value conversation questions and book a consultation.

Guest: Steven Rosen, MBA — Founder of STAR Results, executive sales leadership coach, and author of Focused: The Leadership Discipline That Protects Performance from Distraction

When sales numbers slip, most organizations look at the reps. Steven Rosen says that’s the wrong place to look. In this condensed highlight from his SalesPOP! Expert Insight Interview with John Golden, Steven draws on 30+ years in sales leadership to explain why the real breakdowns happen at the management level — and what disciplined leaders do differently.

Key Takeaways:

• It’s a leadership problem, not a talent problem. Companies reflexively blame reps when performance dips, but the root cause almost always traces back to how managers coach, inspect, and enforce standards.
• Discipline erodes gradually. No single lapse looks critical on its own. But small concessions — a skipped pipeline review, a lenient quarter — compound until the damage shows up in the forecast.
• “The Three Things” framework. Steven’s career-long practice: identify three critical priorities, communicate them relentlessly, and say no to everything else. Simplicity drives execution.
• Coaching is the highest-leverage investment. Moving even a few mid-tier reps into the upper tier through skilled coaching produces an outsized revenue impact yet most managers have never been trained to coach.
• Forecasting requires real inspection. Asking “how’s it going?” is not a pipeline review. Reliable forecasts come from specific, sometimes uncomfortable questions about every opportunity.

Quotes from Steven Rosen:

“We always default right to the salespeople. We start tinkering with the sales team — but we ignore where the real issue lies, which is in the leadership.”

“If you have a sales leader who is an excellent coach and knows how to coach, they are the greatest revenue multiplier you’re going to have.”

Links: Steven’s website: https://starresults.com | Book on Amazon: Focused | LinkedIn: linkedin.com/in/stevenrosen

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What if most of your customers have already made their buying decision before they even realize it? In this episode of the Sales POP! podcast, host John Golden sits down with Paul Larche, broadcaster, business strategist, and author of The Divided Brain: Why Customers Buy and Why They Don’t to explore the neuroscience hiding behind every purchase and the forces shaping buyer behavior in an AI-driven marketplace.

Larche breaks down the battle between the instinctive “old brain” and the rational “new brain,” revealing why emotion consistently wins the war for attention and action. The conversation takes a fascinating turn into artificial intelligence, examining how modern algorithms are engineered to tap directly into subconscious triggers, personalizing content so effectively that it simulates real human rapport and trust at a speed no salesperson could match.

You’ll also hear about Larche’s Brand Value Canvas, a three-pillar framework that aligns your messaging with the logical, emotional, and subconscious layers of decision-making. Plus, the discussion dives into metacognition, the practice of thinking about how you think, which Larche argues may be the most underrated competitive skill in modern sales.

Listen now and completely rethink how you reach, engage, and convert your buyers.

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In this episode, sales influence expert Paul Ross breaks down why traditional pitching fails—and what actually moves buyers to yes.

The real decision-maker isn’t your prospect’s logic. It’s their emotional state. Ross calls it the “buying state”—a feeling of focus, trust, and desire that has to exist before any pitch lands. Engineer that first, and the rest of the conversation gets dramatically easier.

His most underrated tool? Silence. Letting pauses breathe gives buyers the space to voice what’s really holding them back. Pair that with calm, unattached confidence—not eager desperation—and you become the kind of salesperson people actually want to say yes to.

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In this episode, remote sales expert Kai Law breaks down why most remote closers fail — and it’s rarely about talent. Without an office structure, your habits become everything. Kai shares how top performers set daily activity targets, obsessively track KPIs, and treat their CRM like a truth-telling mirror.

The biggest mindset shift? Stop blaming bad leads. Volume is always your lever. Combine that with genuine energy management — real breaks, fewer distractions, hourly micro-goals — and you build something that actually lasts.

Consistency doesn’t feel exciting. It just works.

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Your best salesperson just became your worst manager. Sound familiar?

This promotion mistake costs companies millions annually. High-performing salespeople develop intuitive skills that work brilliantly—for them. But translating that success to others? That requires coaching, feedback delivery, and conflict resolution skills they’ve never needed before.

Leadership expert Ashley Herd warns against this “unconscious competence” trap. Without training, new managers flounder, teams suffer, and everyone loses.

Smart organizations are changing course by creating separate advancement tracks for individual contributors and managers. Not everyone wants to lead people—and that’s okay.

For those moving into management, invest in their development. Teach them Herd’s framework for difficult conversations: pause before reacting, consider others’ perspectives, then act decisively. Provide mentorship, not just a new title.
Management is a learnable skill, not an automatic promotion.

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Most sales teams obsess over motivation—better offers, bigger discounts, flashier pitches. But consumer psychologist Matt Sucha reveals the real problem: hidden psychological barriers.

When a European bank offered free travel insurance, uptake was nearly zero. Why? Customers feared hidden charges and questioned legitimacy. Once these specific concerns were addressed, conversions soared 167%.

The lesson? Stop pushing harder. Start removing friction.
Sucha’s research shows 90-95% of decisions happen subconsciously. A telecom company proved this by reframing one question—instead of “Which accessories do you want?” they asked “Which ones don’t you want?” Sales jumped 32%.

His SURF method teaches you to surface barriers, understand subconscious drivers, reframe choices, and focus messaging. Get his book The Hidden Yes risk-free at The Hidden Yes .

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