holisticselling

About holisticselling

Tune in to learn how to achieve extraordinary results in B2B selling by leveraging the holisticselling framework!

Publisher

Bernard Goor

Category

business

Language

en

Explicit

No

First episode

23 Feb 2026

Latest episode

21 Sept 2026

Latest episodes

30 episodes in the feed.

1. 

   21 Sept 2026

   holisticselling podcast episode #29 - the Growth Superhighway you need to succeed

   This episode introduces the HolisticSelling Growth Superhighway, an Infinity Loop that views predictable B2B SaaS growth as the result of creating customer value across the entire customer lifecycle—not simply closing more deals. The Superhighway consists of 11 interconnected stages: Identification, Nurture, Conversion, Engagement, Differentiation, Close, Implementation, Adoption, Retention, Growth, and Advocacy, with each stage contributing to the next. The goal is to remove roadblocks, eliminate bottlenecks, improve cross-functional handoffs, and allow customer value to flow smoothly and consistently from initial prospect identification through customer advocacy. The episode argues that companies are only as strong as the weakest link in this lifecycle, and that many growth problems occur between departments, where organizational silos and poor handoffs create friction that ultimately manifests as lower conversion, longer sales cycles, churn, and weak expansion. When all 11 stages operate as one connected system, growth becomes more efficient, repeatable, scalable, and ultimately more predictable—creating a virtuous cycle in which successful customers become advocates who help generate the next wave of prospects. 3 Key Takeaways Predictable growth is an enterprise-wide outcome, not a Sales outcome. Customers don't experience your organizational chart—they experience a continuous journey. Marketing, Sales, Implementation, Account Management, Customer Success, Product, and other functions therefore need to operate as one connected system focused on creating customer value. Your Growth Superhighway is only as strong as its weakest link. Excellence in one stage cannot compensate for friction elsewhere. Every bottleneck, silo, poor handoff, or unnecessary process slows the movement of prospects and customers through the lifecycle and makes growth less predictable. The objective is to create a self-reinforcing growth engine. When companies consistently create value from Identification through Advocacy, customers don't simply renew and expand—they become advocates who generate credibility, trust, and new prospects, feeding the beginning of the Infinity Loop and creating a virtuous cycle of predictable growth. This video shows you how to build your Growth Superhighway—and identify the roadblocks that may be holding your company back. You can assess your own HolisticSelling Growth Superhighway score by clicking on https://claude.ai/artifact/GRPSrEvTkxLrt8x6A69yAa (https://claude.ai/artifact/GRPSrEvTkxLrt8x6A69yAa). It will give you access to the diagnostic tool that will help you understand your strengths and weaknesses across all 11 stages of the Growth Superhighway. You can also choose to share your score with bg@holisticselling.com (mailto:bg@holisticselling.com). Chapters 00:00 Introduction 01:57 Identification 02:42 Nurture 03:24 Conversion 04:08 Engagement 04:43 Differentiation 05:18 Close 06:06 Implementation 06:47 Adoption 07:18 Retention 07:54 Growth 08:27 Advocacy 09:11 Identifying Roadblocks 12:37 Conclusion and Call to Action

2. 

   14 Sept 2026

   holisticselling podcast #28 - want to be a great salesperson?

   In this episode of the holisticselling podcast, Bernard Goor speaks with Jon Alwinson, author of "Relentless Sales" and creator of "The Hunt", about what separates consistently successful sales professionals from the rest. Jon explains that sustained sales performance rests on three pillars—skills, mentality, and faith—supported by discipline, resilience, authenticity, and a genuine commitment to serving customers. The conversation explores Jon’s PAIDA sales process, which emphasizes preparation, rapport, identifying customer pain, demonstrating value, advancing the opportunity, and disciplined follow-up rather than prematurely pitching products. Jon also introduces The Hunt, a structured territory-management approach that helps sellers organize accounts, uncover revenue potential, prioritize opportunities, execute consistently, and communicate customer value simply. Finally, Bernard and Jon agree that technology and AI can enhance sales productivity, but authentic human relationships, trust, preparation, consistency, and customer value remain at the heart of great selling. 3 Key Takeaways Great sales performance requires more than selling skills. The combination of skills, mental toughness, faith, discipline, authenticity, and consistency enables salespeople to remain resilient through the inevitable highs and lows of selling. Structure creates consistency. From the PAIDA sales process to The Hunt, Jon emphasizes preparation, account prioritization, disciplined weekly planning, and repeatable execution. Sellers should understand customer pain before demonstrating value and always leave the interaction with a clear next step. Selling is ultimately about serving people. AI can improve research, preparation, and productivity, but it should amplify—not replace—the authentic human connection that creates trust. Jon’s closing message is simple: follow a proven structure, stay organized, be yourself, and serve customers with care every day. Chapters 00:00 Introduction 02:13 Why Jon Wrote "Relentless Sales" 03:19 Faith, Identity, and Mental Toughness in Sales 04:35 Value, Trust, and Authentic Relationships 06:32 Relentlessness Comes From Discipline 08:56 The PAIDA Sales Process 10:44 Pre-Call Planning, Rapport, and Identifying Pain 14:41 From Pain to Value to Solution 16:31 Three Keys to Enterprise Sales Success 17:44 The Hunt: A Structure for Sales Success 27:31 Human Connection in the Age of AI 28:06 Summary and Call to Action

3. 

   1 Sept 2026

   holisticselling podcast episode #27 - conversation with Jenn Edwards

   In this episode of the holisticselling podcast, Jennifer Edwards, CMO of Euna Solutions, discusses how B2B SaaS companies can achieve predictable growth by building a service-oriented culture centered on customer value. She shares how Euna Solutions has worked to eliminate silos, establish a unified brand, strengthen sales and marketing alignment and shift from feature-and-function selling to value selling by understanding the customer's problem and pain first, then connecting the solution to measurable outcomes and reinforcing the message through authentic customer stories. Jenn also explains how continuous sales enablement and AI can help sellers personalize conversations, practice sales plays, identify the right accounts, and improve productivity—but emphasizes that AI should enhance the human experience rather than replace it. Ultimately, predictable growth comes from combining customer-centric strategy and technology with human relationships, trust, servant leadership, integrity, kindness, and accountability. 3 Key Takeaways Stop selling products and start solving customer problems. The most effective B2B conversations begin with the customer's desired outcomes, problems, root causes, and pain—not product capabilities. Once sellers understand the problem, they can connect the solution to measurable value, while customer stories provide powerful proof that the value is real. AI should enhance human connection, not replace it. AI can help GTM teams identify high-propensity accounts, hyper-personalize content, improve enablement, and increase productivity. But as AI-generated content proliferates, Jenn believes authentic human interaction and relationships may actually become more valuable, not less. Culture and servant leadership are the foundation of predictable growth. Breaking down functional silos requires leaders to establish a shared service orientation and customer-value North Star. Jenn describes effective servant leadership as combining kindness with accountability, supported by integrity, openness, and a willingness to do what is right—even when the conversation is difficult. Chapters 00:00 Introduction 01:27 Building a Service-Oriented Culture 03:26 Breaking Down Silos and Building One Brand 05:13 Aligning Sales and Marketing for Success 07:15 Value-Based Messaging and Customer Stories 09:54 Transforming Sales Culture from Product to Value 12:00 The Role of Sales Enablement in Go-To-Market Strategy 14:28 AI's Impact on Go-To-Market and Sales Enablement 17:48 Balancing AI and Human Interaction 20:46 The Importance of Servant Leadership 23:42 Core Values for Effective Leadership 24:32 Summary and Call to Action

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Apple Podcasts (US)

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