In this episode, Mark Phinick, a fractional B2B deal coach, shares his insights and experiences in the sales industry. He discusses the changes he has witnessed over the past four decades, including the shift from initial public offerings to selling organizations to private equity firms. Mark emphasizes the importance of empathy in sales and the need for sellers to understand their clients' goals and challenges. He also highlights the role of a deal coach in helping sales reps navigate complex deals and close them at higher margins. Mark encourages sellers to focus on the why behind a client's purchase and become trusted advisors.TakeawaysEmpathy is crucial in sales, as it allows sellers to understand their clients' goals and challenges.The role of a salesperson is to empower clients on how to buy and articulate the value of a solution in terms of business outcomes.Becoming a top vendor for a client requires consistently delivering value and understanding the language of the business.Sellers should focus on the why behind a client's purchase and the impact their solution will have on the client's business.Chapters00:00Introduction and Background03:00Changes in the Sales Industry05:07The Evolution of Organizations08:07The Role of AI in Sales09:01Nurturing and Developing Sales Reps11:52Empowering Clients to Buy14:14Becoming a Trusted Advisor17:44The Importance of Being a Top Vendor19:57The Role of a Deal Coach23:52Transitioning from Selling to Buying26:49Understanding the Why30:08Empowering Sponsors to Translate Technology31:46Conclusion and Contact InformationConnect With MarkLinkedIn- linkedin.com/in/markphinickWebsite- letsmakeitrain.net Connect With WesleyneLinkedIn- linkedin.com/in/wesleyne  Instagram- https://www.instagram.com/wesleynewhittaker/?hl=en Tiktok- https://www.tiktok.com/@thewesleynewhittaker Facebook - https://www.facebook.com/transformedsales  Youtube- www.youtube.com/@wesleynewhittaker Twitter - https://x.com/wesleyne  Website- TransformedSales.com   Email- email...podcast@transformedsales.com