Podcast Sales and Marketing / PodCast / Oct 20, 2023 / Posted by Karl Becker / 33

🎧 How to understanding customers’ needs lead to sales success?

In this podcast episode, John Golden interviews Karl Becker about his new book “Iceberg Selling.” They discuss the concept of understanding customers on a deeper level and focusing on their needs and strengths in sales. Karl emphasizes the importance of truly connecting with customers and investing time in understanding their unique situations. They also talk about the idea of focusing on people’s strengths rather than weaknesses and the significance of account managers taking ownership and leading their accounts to success. They both highlight the importance of authenticity and being true to oneself in sales. Overall, they express their passion for sales and its impact on society.

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About Author

Karl Becker

Karl Becker has founded and run numerous companies over the last twenty-five years and now works as a consultant who helps sales organizations reach their revenue goals through teamwork and intentionality. He loves hands-on problem-solving and values the human connections he makes coaching leadership teams, being part of company transformations, and inspiring those he works with to find the best in themselves. He lives in Colorado with his wife and two sons. You can learn more about him and his work at Improving Sales Performance.

Author's Publications on Amazon

Sales & Marketing Alignment: Break down silos, get unstuck and succeed as a team!

by Karl Becker

A practical sales and marketing management guide for small to medium enterprises. In an evolving business world, previous sales and marketing practices no longer produce the outcomes they once did. The traditional model of siloed sales and marketing departments don’t either. Companies who can’t keep…

Buy on Amazon

Set Up to Win: Three Frameworks to a High Performing Sales Organization

by Karl Becker

Here’s the hard truth: when your sales organization stalls, there’s no single magic trick that can fix it. And when throwing money at digital lead generators, all-star sales recruits, and team-building retreats isn’t boosting your sales, it’s time to get back to basics. Set Up…