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Mastering Modern Selling

Tom Burton, Brandon Lee, Carson V Heady

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At Mastering Modern Selling, our mission is to equip you with the insights, strategies, and tools necessary to excel in the ever-evolving landscape of sales. Traditional sales approaches, marketing tactics, and lead-generation methods are becoming obsolete. In today's market, buyers dictate the buying process and have little patience for cold calls, email blasts, or aggressive sales tactics. In this new era of sales and marketing, success hinges on building meaningful relationships with pros ...
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With a career spanning over 40 years in both retail and wholesale furniture and mattress industries, Pete Primeau shares his insights on sales & marketing. Regularly joined by guests from a variety of industries, this show is not just for those in the mattress and furniture business - but for any business owner or sales professional.
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Telesales Rockstar, Rob Liano delivers a much needed Kick in the Aspirations! After over two decades of sales, managerial and training experience, Rob shares cutting edge sales insight that will differentiate you from the competition along with a healthy dose of motivation. Are you ready to rock?
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In this episode, we welcome Carson Vincent Heady, a seasoned sales leader with a track record of success at Microsoft, AT&T, Verizon, and T-Mobile. Carson is the best-selling author of the Birth of a Salesman series and has been recognized as a top global sales guru, award-winning social seller, and frequent guest on leading sales and leadership po…
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What if the mattress industry's top minds solved your biggest challenge this Friday? 'Win The Weekend With Pete & Friends: Live!' is where mattress moguls reveal their playbook, troubleshoot obstacles, and celebrate victories—all in real-time. Every Friday at 1PM EST, this exclusive mastermind transforms industry rivals into collaborators. Not just…
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Leave your comment In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success. With insights drawn from their experience working with …
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In this episode, Pete takes the spotlight to answer your burning questions in a special "Ask Pete" edition. Stepping in as both host and producer, Chris Stone joins the conversation as we dive deep into the mattress and furniture retail landscape. From analyzing the competition to uncovering how consumer attitudes toward sleep are evolving, we expl…
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Leave your comment In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs. Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within th…
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Leave your comment In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it. This episode unpacks how small teams and solopreneurs can harness the power of p…
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In this episode, we explore the world of better sleep and smarter shopping with the dream team from Sweet Dreams Furniture and Mattress. Joining us are Greg Law, the passionate owner with 23 years of experience serving the Charlotte and Lake Norman communities; Andrew Schlesser, affectionately known as "Matt Man – the Sleep Superhero" and store man…
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Leave your comment In Episode 136 of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady welcome back a show favorite Larry Long Jr, CEO and Chief Energy Officer of LLJR Enterprises. Larry doesn't hold back. With a mix of energy, humor, and real talk, he calls on sellers and leaders to ditch outdated habits and build something that …
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In this episode, we’re joined by Andrea Waltz and Richard Fenton, co-authors of the bestselling sales classic Go for No!, which has sold over 500,000 copies and remained a top 50 Amazon sales book for more than 14 years. As expert speakers and virtual trainers, Andrea and Richard work with B2C and B2B sales organizations to help professionals shift…
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Leave your comment What if your next sales hire wasn’t human? In this episode of Mastering Modern Selling, Isabella Bedoya, Co-CEO of Infinite AI, shares how sales teams are evolving by bringing AI “employees” into the mix. We go beyond the hype to explore practical use cases, ethical concerns, and the new skills sales pros must master to stay comp…
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In this episode, we’re joined by Ken Akers, Partner at Midwest Sleep—manufacturers of trusted mattress brands Restonic and Spring Air. With over three decades in the mattress industry, Ken shares his incredible journey from starting out as a Sales Rep to becoming an Owner and Partner. We dive into his career evolution, the lessons he’s learned alon…
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Leave your comment In this powerhouse episode of Mastering Modern Selling, Brandon Lee, Tom Burton, and Carson Heady are joined by JD Miller, a seasoned sales executive turned private equity advisor. With six successful exits under his belt, JD brings a rare blend of operational insight and boardroom savvy. The discussion centers on how private equ…
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In this episode, we’re joined by Patrick Tinney, a seasoned sales expert and the CEO of Sales Gorilla. With over 30 years of experience and a track record brimming with success stories, Patrick is recognized as a preeminent authority in business negotiation and sales strategies. He has orchestrated multi-million dollar media sales and negotiation s…
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Leave your comment In this episode of Mastering Modern Selling, Brandon Lee and Tom Burton explore the evolving world of sales and marketing in 2025. They focus on the strategies that are truly working in today’s fast-changing landscape and provide actionable insights on how businesses can thrive. From content strategy to social selling and the imp…
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Pete's in the hot seat with your burning questions in this "Ask Pete" special. Joined by Producer Chris Stone, who steps in as host and producer of our conversation, we're diving deep into the world of mattress and furniture retail, discussing everything from shopping competitors to the surprising changes in how people think about sleep. We'll unra…
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Leave your comment In this episode of Mastering Modern Selling, where Brandon, Tom, and Carson were joined by the legendary Tim Wackel. With four decades of experience and stories from the trenches, Tim unpacked the habits and strategies that consistently deliver sales success—regardless of changing tools or trends. In a world overwhelmed by automa…
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In this episode, we sit down with Chad Fischer, an experienced Bedding Director with a wealth of expertise in the management consulting industry. Chad has a proven track record in customer service, sales, retail, and strategic planning. He shares his valuable insights on business development and how these skills are shaping the bedding industry. Jo…
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Leave your comment In this powerful episode of Mastering Modern Selling, co-host Tom Burton sits down with Carson Heady to explore his latest book The Show Must Go On. This isn’t just a typical sales book—it’s a deeply personal, tactical, and tested playbook from one of the top voices in modern sales. The episode unpacks Carson’s journey from early…
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In this episode, we're joined by two remarkable guests. Scott Vaughn, the owner of Wingo Coaching, brings his extensive experience in coaching and business strategy to the conversation. Meanwhile, Scott Bidwell, a seasoned marketer and business expert with over two decades of experience, offers invaluable insights drawn from his work with both non-…
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Leave your comment In this episode of Mastering Modern Selling, Tim FitzGerald joins the team to discuss key strategies for early-stage companies, particularly around navigating sales during the startup phase. With decades of experience in software sales, Tim offers his expertise on how founders can streamline sales efforts, make strategic decision…
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In this episode, Michael Magnuson, Founder and CEO of GoodBed, opens up about his entrepreneurial journey and the creation of GoodBed, an online platform designed to help consumers make informed decisions when purchasing mattresses. We dive into the challenges and opportunities within the mattress industry, how e-commerce is reshaping the way peopl…
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Leave your comment In this episode of Mastering Modern Selling, the hosts welcome Brian Doyle, CEO of Holden Advisors, to discuss the critical role of pricing and negotiation in B2B sales. With a background as an Air Force pilot and extensive experience in sales leadership, Brian provides a strategic framework for setting the right price, understan…
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In this episode, we sit down with Chris and Kylie, the dynamic duo behind Cumberland Furniture Outlet and the newly opened Cumberland Furniture and Mattress Gallery in Somerset, Kentucky. With over 27 years of experience in the RV business, Chris has transitioned into retail ownership alongside his wife Kylie, where they’ve built two successful bus…
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Leave your comment In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson Heady are joined by special guest Anthony Iannarino to explore how to successfully navigate the changing B2B sales landscape. They discuss why traditional outreach methods are failing, how buyers' expectations have shifted, and what sales professionals must…
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In this episode, we sit down with Jon Piett, the CEO of Modern Mattress and the Founder of LOTUS Sleep Products, to explore how his leadership is driving innovation in the mattress industry. Jon shares his vision for Modern Mattress, a company dedicated to improving lives through high-quality sleep solutions. He discusses how empowering his team an…
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Leave your comment In this episode of Mastering Modern Selling, hosts Carson and Tom dive deep with James Buckley, host of the Sell Better daily sales show. James shares how going live every day transformed the way sales professionals learn, engage, and sell in today’s fast-paced digital world. He walks through his journey, the shift from tradition…
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In this episode, we welcome Aimee Griffiths, a seasoned expert in the bedding industry with over two decades of experience. As a passionate sales leader and advocate for health and wellness, Aimee is on a mission to revolutionize sleep and help people live better lives. As founder of Rise Lifestyle, she curates luxury home products that optimize re…
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Leave your comment In this episode of Mastering Modern Selling, Brandon Lee, Carson Heady, and Tom Burton discuss the importance of the Digital CEO—a modern-day executive who actively engages on LinkedIn and other digital platforms to build trust, credibility, and relationships. The conversation dives into why today's CEOs can no longer afford to r…
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For over 43 years, Pete Primeau has traveled more than two million miles to master the art of selling greatness in the furniture and mattress industry. Now, he's sharing his proven strategies to help you succeed before, during, and after the sale in his new book “Miles & Miles Of Retail Selling Greatness.” This is a very special book launch event t…
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Leave your comment Larry Levine, author of Selling from the Heart and Selling in a Post-Trust World, returns to Mastering Modern Selling to discuss the power of authenticity in sales. Drawing from his journey in copier sales, Larry highlights that true sales success isn’t about scripts or techniques, it’s about being real, building trust, and formi…
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In this episode, we chat with Matt Smith, Owner of Snooze Mattress and author of Cereal Dadpreneur. A veteran of the mattress industry, Matt is known for his energy, creativity, and visionary approach to business. He shares insights on entrepreneurship, building a successful brand, and balancing family life with running a business. Tune in for an i…
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Leave your comment In this episode of Mastering Modern Selling, Andrea Waltz, co-author of Go for No: Yes is the Destination, No is How You Get There, joins the conversation to explore the psychology of rejection in sales. With over 25 years of experience, Andrea shares why sellers fear rejection, how to shift their mindset, and why embracing failu…
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In this episode, Pete Primeau reflects on the latest trends and key takeaways from the Vegas Market. He dives into the importance of networking, taking customer feedback seriously, and constantly learning from industry pros. Plus, Pete shares actionable tips for stepping up your sales game in the mattress industry. Whether you're a newcomer or a se…
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Leave your comment In this episode of Mastering Modern Selling, Lee Salz, sales strategist and author, joins Tom Burton and Brandon Lee to discuss the importance of a structured sales playbook. He challenges the belief that hiring "great salespeople" is enough, emphasizing that success depends on having the right system, not just talent. Without a …
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Producer Chris Stone takes over as host and puts Pete in the hot seat with some fun and interesting questions. Pete chats about his most embarrassing sales rep moments, shares practical tips for tackling Market, and drops some solid advice for anyone dreaming of opening their own mattress store. He dives into the importance of networking, taking cu…
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Leave your comment In this episode of Mastering Modern Selling, the hosts welcomed Denise Murtha to discuss humanizing sales in an AI-driven world. Denise, an experienced sales leader and founder of Cellevator, shared insights on how sales teams can shift from transactional approaches to people-first strategies. 1. The Pitfalls of AI in Sales Witho…
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In this episode, we’re joined by Darren Sparks, President of BedTech, and Justin Trumbo, Owner of BedTech Midwest. Darren discusses his vision for transforming retail partnerships by offering superior products with faster delivery, using technology to improve both customer and partner experiences, ultimately boosting sales and profitability for ret…
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Leave your comment In this episode of Mastering Modern Selling, Brandon Lee and Carson Heady host Chris Dunn, VP of Sales and Business Development at Blue Hive Exhibits. Chris shares his transformation from a passive LinkedIn user to a recognized expert in his field, illustrating the power of authenticity, consistency, and relationship-building in …
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In this episode, we’re joined by two industry veterans with deep expertise in the bedding sector: Steve Karns and Phil Carlitz. Steve is the Director of Sales at Bedding Industries of America, bringing more than 40 years of experience in the industry. His extensive background working with both large and small retailers gives him a unique perspectiv…
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Leave your comment This episode of Mastering Modern Selling focuses on using LinkedIn as a dynamic platform for modern sales success. Hosts Brandon Lee, and Carson Heady explore strategies to engage meaningfully on LinkedIn, emphasizing building genuine relationships rather than transactional interactions. Drawing from personal stories and professi…
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In this episode, we chat with Mike Salter, a seasoned veteran with over 20 years of experience in the Home Furnishings Industry. Mike is the owner of his own independent rep company and also runs Retailer Advantage, a company dedicated to providing promotional solutions for retail stores. Known for his positive energy, great sense of humor, and kna…
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Leave your comment In this episode on Mastering Modern Selling, Brandon Lee and Carson Heady welcome Stephen Oommen, former sales leader at Microsoft and author-in-progress of The Chameleon Effect. The discussion dives into Stephen’s innovative approach to building authentic connections in sales, the importance of adaptability, and the emotional jo…
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In this episode, we chat with Chris Taheny, a veteran of the mattress industry with over a decade of experience. Chris not only makes a special announcement, but also shares his expert insights on the latest trends shaping the industry, the challenges businesses face, and the innovative strategies driving consumer satisfaction. Whether you're inter…
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In this festive episode, Pete discusses the importance of customer experience in the mattress and furniture industry, especially during the holiday season. He emphasizes creating a memorable, personalized shopping experience that stands out and influences purchasing decisions. Pete highlights the value of making customers feel understood and comfor…
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In this episode, we sit down with Mark Klingenberg, the National Sales Manager for Personal Comfort/Instant Comfort. With an impressive background in the bedding industry, Mark brings a wealth of experience from both wholesale and retail sales of smart beds. He shares insights into the evolution of the sleep technology market, the growing demand fo…
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Leave your comment In this episode, Brandon Lee, and Carson Heady are joined by Andy Paul, a renowned sales strategist and the author of Sell Without Selling Out. With decades of experience across tech and startup sales, Andy shares actionable insights on why the sales industry needs to move away from outdated approaches and focus on buyer-centric …
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In this episode, we’re joined by Michael Wipfler, the Director of Sales at Mueller Furniture and Mattress Co. With more than ten years of experience in the industry, Michael is known for his collaborative leadership style and empathetic approach. Tune in as we explore his insights on creating successful sales teams, cultivating a positive work envi…
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Leave your comment In this episode of Mastering Modern Selling, Don Barden, a seasoned sales expert and academic, delves into the evolving sales landscape. Barden emphasizes a critical shift from a focus on results to one centered on relevance. In today’s competitive market, adapting to these changes is key to staying ahead, those who don’t risk be…
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Welcome back to "ASK PETE!", the must-listen podcast for everyone in the mattress industry. In this episode, Pete Primeau, drawing on over 40 years of experience, teams up with his producer Chris Stone to address your questions. Don’t miss this chance to hear Pete share his insights and personal anecdotes. So put on your headphones, relax, and prep…
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Leave your comment In this episode of Mastering Modern Selling, hosts Tom Burton and Carson V. Heady are joined by Denise Natali to explore how modern sales teams can leverage data to drive superior results. With the abundance of data available today, it's not enough to simply collect it—sales leaders and reps must learn to harness it effectively. …
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