Tom Snyder on the Sales Advice That Still Works: Qualify, Practice, and Create Value

In this Sales Stage Live panel from the Institute for Effective Professional Selling (IEPS), Tom Snyder shares practical insights on what it takes to succeed in today’s B2B and B2G selling environment. He discusses sales qualification, AI, customer trust, value creation, and the importance of consistent practice. Tom explains why qualification should not be treated as a single step in the sales process. Instead, sellers should continually evaluate whether an opportunity exists, whether they can compete, whether they can win, and whether they can deliver on the customer’s expectations. He emphasizes that top performers relentlessly qualify their funnels and focus on evidence rather than filling them with wishes, hopes, and stalled opportunities. The discussion also explores how AI is changing sales and why sellers need to establish a strong sales process before adding AI tools and agents. Tom and the other panelists discuss the importance of understanding the customer’s decision journey, building trust, creating value before a purchase, and becoming a counselor to customers rather than simply communicating the value of a product or service. For sales professionals looking for actionable ways to improve, Tom emphasizes a simple but powerful message: practice your craft. From role-playing with colleagues and managers to proactively scheduling time for professional development, consistent practice can help sellers turn intention into execution and improve their performance. The IEPS helps B2B and B2G selling organizations Engage teams and customers, Elevate leaders, and Empower success. Learn more about the Institute for Effective Professional Selling and our programs for B2B and B2G selling professionals at https://theieps.com/.