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The buyer-centric sales mindset that actually speeds up deals.
We caught up with the brilliant Sam McKenna – CEO and founder of #samsales – as part of our Ask Me Anything webinar series. Known for her straight-talking, high-performing sales philosophy, Sam dropped insight after insight on how to genuinely connect with buyers and, in turn, shorten your sales cycle.
In this clip, Sam shares her take on why traditional "salesy" tactics fall flat – and how a small shift in mindset can change everything. Sam's advice is to stop trying to sell. Start trying to solve.
Here’s what she means:
Instead of hopping on a call with the goal of closing a deal, come in with the mindset of solving a challenge. That alone will change the questions you ask, the way you listen, and how you respond. Sam talks about active listening, digging into real pain points, and asking better questions - the kind that uncover true intent, budget, blockers, and needs.
And sometimes? The answer isn’t you. That’s fine too.
Maybe they’ve only got £6 to spend. Maybe they need something else entirely. But when you lead with curiosity, you give yourself the chance to qualify faster, handle objections earlier, and - if it's not the right fit -walk away with confidence.
As Sam says,
“You’ll actually sell more deals more frequently just by doing this instead.”
Key takeaways:
- Sales calls shouldn’t feel ‘grimy’ – they should feel helpful
- Start with a “solve, not sell” mindset
- Ask questions that dig deeper into real business challenges
- Be ready to qualify out early – that’s a win, not a loss
- Help buyers see value, even if it’s not your product this time
- Curiosity is the #1 trait modern sales leaders are hiring for
This is just one golden moment from a webinar packed with them.
🎬 Watch the full webinar here.
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