Episode #55 of The See Beyond Show was a deep dive into the evolving role of sales with Matthew Whyatt of Tech Torque. We explored how businesses can adapt and thrive in complex markets like in technology (and the recipe works in almost any B2B area!) - with Four Steps to Transform Your Sales Strategy for 2026 and Beyond!
Key Takeaways:✅ Sales is no longer just about pitching – It’s about guiding customers through unfamiliar buying processes. Many clients have never purchased your solution before, so consultative selling is critical.✅ Break down the sales cycle – Matthew shared a powerful 4-step framework:
* Know your target deeply (not just demographics, but KPIs and pain points).
* Get their attention – Build a circle of influence and show up where they network.
* Build trust through value – Share insights, not just brochures.
* De-risk the offer – Start with a consulting piece before the big-ticket solution.✅ AI won’t replace salespeople – It will augment them. The real value lies in diagnosis and emotional intelligence (EQ), not just automation.✅ Marketing now does 90% of the work – Salespeople have one shot to nail the conversation. If you speak more than 30% in that first call, you’re likely losing the deal.✅ Start small, stay consistent – Whether it’s webinars, LinkedIn posts, or newsletters, discipline beats perfection. “Be OK with being crappy to start with,” as Matthew says.
Final thought:Sales is becoming more strategic, more human, and more media-driven. If you’re in B2B, now is the time to embrace content, community, and consultative approaches.
🎧 Listen to the full episode for actionable insights on transforming your B2B sales strategy!
/Mika Tienhaara, See Beyond
