Seller’s Challenge Accepted with Tom Williams and Tom Saine


Episode Sponsored By: The 20/20 Sales Vision Community

Sell or Die with Williams and Tom Saine


The barriers to make a sale will be as familiar to Gen Z seller as they will to the wily veterans: price, the gatekeeper, the purchasing agent. While the names haven’t changed, the people and circumstances behind them have.

That’s the message BOTH of our guests today have for the selling world. Tom Williams and Tom Saine are the authors of The Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales. Williams and Saine provide solutions for every type of salesperson that are practical, realistic and based upon the tactics of high performers. Few people study the art and science of sales like these two.

Sales fundamentals remain largely the same but the application of those fundamentals has shifted as more stakeholders get involved and sales cycles lengthen. The status quo is resulting in increased price demands and commoditization. Our guests today are here to give you the tools to battle back against procurement and secure more deals that work for you and your company.


More on today’s guest

Tom Williams is a sales strategist, solution architect, speaker, trainer and the Managing Director of Strategic Dynamics. He is also the co-author of a new book entitled The Seller’s Challenge: How Top Sellers Master Ten Deal Killing Obstacles in B2B Sales.

Tom Saine is a Senior Consultant with Strategic Dynamics Inc. with a Ph.D. in Communication from Northwestern University.  Tom is a sales enablement specialist who works with senior executives to improve sales productivity and drive revenue.  He is co-author of The Seller’s Challenge.


On today’s show…

02:50 – Writing a sales book is harder than you think, even if you have a partner

04:36 – Three simple words to get through today’s gatekeeper

11:15 – It’s not getting past the gatekeeper, it’s getting past the status quo

14:03 – Determining the “value currency” for your customer

17:55 – Creating change and the culture of change

20:03 – What percentage of customers are patient enough for the long sale?

23:26 – Different personas for different customers

24:38 – A big mistake salespeople make when dealing with a purchasing agent


This Week Only…

Join our $1 7-day trial to the 20/20 Sales Vision Community.

Your community for clear, inspirational, and actionable sales ideas.





Jeffrey’s Instagram

Jen’s Instagram