Bryan Palmer’s New Playbook for Winning Modern Buyers

At the recent Sales Transformation Summit, Bryan Palmer delivered a masterful presentation that every sales leader, founder, and frontline rep should hear. His bold message? Stop selling. Start consulting and delivering meaningful relationships that convert.

Palmer, founder of Palmer Sales Training, has spent over two decades building campaigns, training teams, and reshaping how small to mid-sized businesses approach sales. But he’s not your traditional sales coach—and he doesn’t believe in traditional sales methods anymore.

“I don’t even consider myself a salesperson,” Bryan admitted. “My whole mission is to help people craft better experiences. Not funnels. Not pitches. Actual buyer experiences. When done right, it leads to more closed deals than we see with teams using outdated approaches and high-pressure tactics.”

From Funnel to Experience: Selling Has Changed

“Think about Netflix, Amazon, Spotify.” Bryan said. “We’re conditioned to expect customized, digital experiences. Why wouldn’t that expectation carry over into B2B sales?”

Palmer shared a hard truth that many still resist – buyers don’t want to talk to “salespeople” anymore. Research shows that up to a third of buyers actively avoid contact with sales reps. And 80% of sales interactions now happen digitally, not in person.

This shift isn’t a challenge – it’s an opportunity. And Bryan’s approach is built around it.

With the vast amounts of information and choices a buyer has, now more than ever, they need a trusted consultant to help navigate it all and deliver the best solution to their problems. Hard selling doesn’t accomplish that.

The Mindset Shift: Become a Trusted Consultant

The heart of Bryan’s message was simple but powerful:

“Stop thinking of yourself as a closer. Start thinking of yourself as a consultant who helps buyers navigate their options and make confident decisions.”

This mindset requires:

• Knowing your audience beyond job titles—understand what keeps them up at night.
• Mapping the buyer journey and offering relevant content at each step.
• Using CRMs and AI not to automate spam but to amplify personalization at scale.

The System Shift: Build Dynamic Buyer Journeys

Bryan doesn’t just teach concepts – he shows how to execute.

In his session, he broke down how sales teams can use modern tools like CRMs and automation to strengthen the relationships and deliver non-linear buyer journeys. Gone are the days of one-size-fits-all funnels. Instead, Bryan teaches what he calls the “Laws of Seven”: seven intentional touchpoints at ANY stage of the buying cycle – across various channels – required to build trust and convert while routing buyers down custom paths based on things they do, or do not do during the process.

Email alone won’t cut it. Neither will just cold calls. It takes thoughtful combinations of:

• LinkedIn engagement
• Timely email follow-ups
• Smart CRM triggers
• Afternoon messages if your buyer’s engagement spikes in the evening

However you can customize the buying experience, the goal is to try and do just that.

Data-Driven, Repeatable, Scalable

Bryan emphasized the need to analyze performance like a scientist.

“If email #5 converts better than email #2,” he said, “move it up. Test. Measure. Improve.”

He advocates for a constant feedback loop using CRM data to fine-tune every step of your buyer experience. This isn’t about marketing gimmicks. It’s about predictability, personalization, and performance.

Flip the Script—and the Results Will Follow

Bryan’s not trying to make you a better closer. He’s trying to make you a better guide. He still teaches every aspect of selling, such as cold calling, prospecting, nurturing, leading buyers down the pain funnel, negotiations, overcoming objections, presenting, and much more – but all with a modern twist.

Modern buyers want someone they trust. Someone who knows their world. Someone who earns the right to recommend.

And that starts with you.

“If you rewire your mindset and become a consultant -not a seller -you’ll close more deals. And they’ll stick longer. And they’ll refer others. That’s the real win.”

🎥 Watch the full session here: https://tinyurl.com/PalmerSalesTraining

🤝 Connect with Bryan on LinkedIn: https://www.linkedin.com/in/bryanpalmer30/

🌐 Learn more or subscribe to his sales tips: www.palmersalestraining.com