In this episode of Thoughts on Selling, host Lee Levitt is joined by Todd Busler, founder of Champify. Todd shares his journey from sales engineering to leading revenue organizations and launching a company designed to revolutionize outbound sales efficiency.
Lee and Todd dive into the evolving nature of sales, the importance of coaching over managing, and why the best salespeople are often ex-athletes, musicians, or gamers. They also explore how reps can leverage relationships and first-party data to improve efficiency in an increasingly difficult outbound sales environment.
Key Takeaways
The Art of Selling Hasn’t Changed – But the Tools Have
Sales is still about relationships, trust, and persistence. While AI and automation can assist, the best reps still prioritize human connection.The most effective sellers don’t rely on scripts; they deeply understand their customers and help them solve real problems.
Great Sales Leaders Coach, Not Manage
The transition from top-performing rep to manager can be tough—many fall into the trap of becoming a "super rep" instead of a true coach.The best leaders create a culture of accountability, continuous learning, and execution rather than micromanaging or seeking to be liked.
Outbound Sales is Harder – But Relationships Unlock Success
Traditional outbound strategies are less effective than they were 5-10 years ago. The best reps leverage past relationships, advocates, and past customers who already know and trust them.Tools like Champify systematize what great reps do naturally—tracking job changes and using existing relationships to warm up cold outbound efforts.
Actionable Insights
If you’re a sales rep, commit to continuous learning—whether through listening to podcasts, reading, or studying top performers.
As a sales leader, prioritize enablement and structured coaching. The best results come from investing in A-players rather than spending too much time trying to "fix" C-players.
If you’re running an outbound motion, take a hard look at how you’re leveraging existing relationships. Are you tracking past champions and advocates in your pipeline?
Resources Mentioned
Book: High Probability Selling by Jacques Werth
Podcast: For The Long Run (Exploring ultra-running as a metaphor for life and sales)
Tool: Champify – Helping sales teams tap into past customers and advocates
Conference: GTM 2024 Pavilion Conference in Austin, TX
If you enjoyed this episode, take a moment to leave a review -- it helps others find and benefit from the show. And, please, share this episode with a colleague who could use these insights!
Take one or two key insights from this episode, apply them in your sales role, and let us know how it impacts your success.
Thanks for tuning in!
