Value Selling Episodes

Your car goes where your eyes go." That's a high-performance driving lesson — and it's the perfect metaphor for what's gone wrong in B2B sales. We've been staring at the wrong thing.

I'm Lee Levitt — sales coach, podcast host, and author of The Second Meeting and Together We Win, both due out later this year. Today I'm sitting down with Tom Pisello, known across the industry as The ROI Guy. Tom's been a value-selling pioneer for over 30 years — from his days as the Godfather of TCO at Gartner to founding GeniusDrive.

Buyer confidence is at an all-time low. More information, bigger committees, better tools — and yet two-thirds of buyers regret their decisions shortly after the ink dries. Why?

Here's what to listen for: Aristotle's three buy buttons — pathos, logos, and ethos — and why trust now accounts for 50% of the decision. The shift from fear of missing out to fear of messing up. And why more information doesn't create more confidence.

If you've ever had your best ROI …

Chris Carter — technologist, keynote speaker, and SAP ecosystem veteran — joins Lee to unpack what it actually means to use AI well in enterprise selling. From using Gemini to simulate discovery conversations to the Peloton analogy that woke up a room of Oracle salespeople, this episode is about preparation, strategy, and making your own rules. If you're firing off AI-generated emails and wondering why nobody's responding, this one's for you.

Frankie Kemp brings a unique blend of acting, behavioral science, and communication coaching to a conversation about what actually makes someone persuasive. We explore Aristotle's three pillars—logos (data), ethos (credibility), and pathos (emotion)—and why most technical specialists lean too hard on just one. Frankie shares how she's helped close multimillion-pound deals with small nonverbal adjustments, why improv training is showing up in pharma and finance, and how to identify someone's learning style just by listening to the words they choose. The big takeaway: communication isn't about being smooth—it's about being adaptable.