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If you’ve noticed that sales feels harder than it used to, you’re not imagining it. Buyers have changed, the environment has shifted, and the old playbooks aren’t working the way they once did.
In this episode of James’s podcast, sales expert John Blake joins James to dissect what’s really going on in modern sales, and how to adapt.
Table of contents:
1. From surfboards to sales calls
2. Why leads don’t mean sales anymore
3. The new rules of engagement
4. The power of listening and follow-up
5. Infrastructure and intent matter
6. What hasn’t changed
From surfboards to sales calls
John Blake’s journey into sales started at 17, long before he even knew what sales was. Sponsored by surf brands like Rip Curl and Quiksilver, he was pulled into a sales role that doubled as an apprenticeship in business.
James, too, found his footing early, selling cars at BMW and later Mercedes-Benz. Both men learned sales the old-school way: relationship-driven, phone-heavy, and built on trust.
Why leads don’t mean sales anymore
Fast forward to today, and the landscape is wildly different. Consumers are cautious and more informed than ever. Most buyers have done extensive online research before they ever talk to a salesperson (if they even want to talk to one).
As John explains, companies are spending big on lead generation but failing to connect. Why? Because salespeople are still treating every lead like they’re ready to buy. In reality, most are barely interested.
The new rules of engagement
Modern sales require a gentler touch. Instead of jumping in with a pitch, John emphasizes the need to meet buyers at their current level of interest.
This means volleying messages. Short, low-pressure exchanges that build rapport and increase buyer readiness. Speed matters, but relevance and tone matter more.
Being human, showing genuine curiosity, and avoiding the robotic scripts of “bro marketing” are crucial.
The power of listening and follow-up
One of the biggest mistakes salespeople make? Talking too much, too soon. John sees it constantly: product pitches in minute two of a sales call.
Instead, great sales starts with great listening. Asking smart questions, understanding problems, and holding off on the pitch until it’s relevant.
Follow-up is another missed opportunity. Most sales happen after multiple touches, yet most salespeople give up after two attempts. Done right, long-term follow-up can double your conversion rates.
Infrastructure and intent matter
As companies grow, they often try to outsource sales. But without the right infrastructure, they set new hires up for failure. Hiring someone to sell without leads, onboarding, or a clear process is a recipe for churn.
James and John stress the importance of intention in selling. If you’re just chasing commissions, buyers will sense it. But if your goal is to genuinely help someone, sales becomes a natural extension of service.
What hasn’t changed
Despite all the noise, the fundamentals of selling remain intact. Listening. Being helpful. Following up. Building trust. These timeless skills still work. They just need to be delivered through modern channels with a modern mindset.
Whether you’re the business owner still handling your own sales or building a team, one thing’s clear: the bar has risen. And the ones who adapt, who stay human, curious, and committed, will keep winning in 2025 and beyond.
If you’re interested in John and what he does, run a Google search for “John Blake sales”. His follow-up framework, which is a 15-minute training as well as a PDF guide, is at johnblakeaudio.com. Get in touch through his website to get his Dirty Dozen List of 12 Words to Avoid in Your Sales Conversations.
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