Shownotes
Steve Johnson recently had an uncomfortable realization - he was making the exact mistake he helped his clients avoid.
His own business relied entirely on word-of-mouth referrals, with no clear path for prospects to engage before jumping into a high-stakes sales call.
In this candid conversation, Steve breaks down why this common approach fails and shares the strategic shifts that transformed his results. Drawing from 20+ years scaling companies from startup to pre-IPO, he reveals:
- Why 80% of B2B buyers complete 70% of their buying process before ever talking to vendors
- The critical mistake most companies make in B2B sales messaging
- How one simple change took a client's close rate from 10% to 35%
- Why selling to "businesses" kills deals (and what to focus on instead)
- The counterintuitive way to turn general counsel into your biggest advocate
Steve also discusses his framework for helping CEOs gain clarity, energy and momentum in their sales process - without getting stuck in complexity.
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