Decoding Sales

Decoding Sales

Follow Decoding Sales
Share on
Copy link to clipboard

A podcast where an engineer (Alex Allain, CTO @ U.S. Digital Response) and salesperson (Peter Ahn, Tech sales coach) demystify what it means to build meaningful business relationships in the modern age. 

Peter & Alex


    • Feb 15, 2023 LATEST EPISODE
    • infrequent NEW EPISODES
    • 33m AVG DURATION
    • 33 EPISODES

    Ivy Insights

    The Decoding Sales podcast is without a doubt one of the most valuable resources I have come across when it comes to selling. Hosted by Alex and Peter, this podcast offers an incredibly insightful breakdown of the sales process that can be immediately implemented in real-life situations. What sets this podcast apart from others is its focus on the human aspect of sales. It serves as a refreshing reminder that at the end of the day, sales is all about interacting with people, and the best outcomes are achieved through active listening, transparency, and seeking mutually beneficial opportunities. Their step-by-step guidance, based on their experiences at Dropbox, covers every aspect of selling, ranging from how to conduct effective sales meetings to closing deals.

    One of the standout aspects of The Decoding Sales podcast is the thoughtfulness and depth of its content. Alex and Peter provide an abundance of concrete examples throughout each episode, making it easy to understand and apply their teachings in real-life scenarios. This practicality sets this podcast apart from others that may only offer theoretical concepts without providing clear application strategies. Additionally, their delivery style is engaging and enjoyable. Their passion for sales shines through in each episode, which makes it a pleasure to listen to them.

    While The Decoding Sales podcast truly excels in many areas, there are a few minor drawbacks worth mentioning. One potential downside is that some listeners might find certain episodes too focused on specific experiences at Dropbox, which could limit the applicability for those who work in different industries or organizations. However, despite this minor limitation, Alex and Peter manage to extract broader insights from these experiences that can still be universally applied.

    In conclusion, The Decoding Sales podcast is an invaluable resource for anyone looking to improve their selling skills or gain insights into successful sales strategies. From its practical approach to its engaging hosts, this podcast has proven itself as a go-to guide for those new to sales as well as seasoned professionals looking for fresh perspectives. I am a huge fan of this podcast and plan to listen to all future episodes. Kudos to Alex and Peter for their exceptional work!



    Search for episodes from Decoding Sales with a specific topic:

    Latest episodes from Decoding Sales

    Episode 33: Micro-negotiations in everyday life

    Play Episode Listen Later Feb 15, 2023 48:56 Transcription Available


    Every day you're presented with moments where you can decide whether to take what's offered, or you can negotiate. Most of us take what's offered because it's comfortable and easy, but are you leaving something on the table? Peter and Alex share expert strategy for mastering negotiations with vendors, sales staff, contractors, and even friends. Learn to build stronger relationships, reach win-win outcomes and secure fairer deals for everyone, while also sharpening your your negotiation chops for those big ticket items. Learn actionable tactics, powerful phrases, and the key mindset to build your negotiation skill in everyday life and never feel taken advantage of again.This episode is sponsored by our friends at Salesroom who are building a video conferencing platform specifically for AE's and their buyers to build strong relationships in the virtual world. Built from the ground up specifically for sales interactions with video note-taking, real-time transcription and question detection, and AI-based recommendations, every feature of the platform is meant to help build rapport and trust. Go to salesroom.com to get access!

    Episode 32: BANT and MEDDIC

    Play Episode Listen Later Dec 12, 2022 38:11 Transcription Available


    BANT and MEDDIC are two popular sales methodologies. Learn what each of them are for, how to apply them, and how they help you create a more effective sales process.This episode is sponsored by our friends at Salesroom who are building a video conferencing platform specifically for AE's and their buyers to build strong relationships in the virtual world. Built from the ground up specifically for sales interactions with video note-taking, real-time transcription and question detection, and AI-based recommendations, every feature of the platform is meant to help build rapport and trust. Go to salesroom.com to get access!

    Episode 31: Cold outreach - love or hate?

    Play Episode Listen Later Oct 3, 2022 22:51 Transcription Available


     Sales and marketing teams need to be able to reach out to prospects cold. But prospects hate getting bombarded by irrelevant messages. What do you do with this necessary channel for building awareness for your company? Peter and Alex debate what makes cold outreach emails bad, what makes them effective, and look for common ground on what you should do if you want to make cold outreach emails that prospects don't hate.For more on outbound and how to be successful with cold outreach and cold calling, visit Belal Batrawy's #deathtofluff resource hub 

    Episode 30: Recession-proof sales

    Play Episode Listen Later Aug 15, 2022 39:06 Transcription Available


    High inflation, negative GDP - possible recession? It doesn't matter what you call it, it matters what you DO. In this episode:

    Episode 29: Decoding Subtle Cues

    Play Episode Listen Later Jul 29, 2022 49:47 Transcription Available


    * How body language and subtle cues can tell you if a deal is on track - or not* How to take the initiative when you get clues that the conversation is going off-track* Cues to look for in a virtual sales environment* How to recreate casual "lobby moments" during a virtual callThis is our first video episode! Find it on YouTube: https://www.youtube.com/watch?v=rzNtJUyjKoAThis episode is sponsored by our friends at Salesroom who are building a video conferencing platform specifically for AE's and their buyers to build strong relationships in the virtual world. Built from the ground up specifically for sales interactions with video note-taking, real-time transcription and question detection, and AI-based recommendations, every feature of the platform is meant to help build rapport and trust. Go to salesroom.com to get early access!

    Episode 28: Dealing with the competition

    Play Episode Listen Later May 31, 2022 36:52 Transcription Available


    Competition is a fact of life and business; in this episode, learn how to sell and win against your competitors.* How to understand what the competition is saying about your weaknesses - and turn it to your favor* Why understanding technology trends is crucial to winning deals against competitors* How to credibly undermine the competition - without seeming petty* Why and when it's OK to lose some deals* How to stay authentic when you're trying to beat the other guysThis episode is sponsored by our friends at Salesroom who are building a video conferencing platform specifically for AE's and their buyers to build strong relationships in the virtual world. Built from the ground up specifically for sales interactions with video note-taking, real-time transcription and question detection, and AI-based recommendations, every feature of the platform is meant to help build rapport and trust. Salesroom is opening up access to their beta program. Go to salesroom.com to get early access!Enjoying Decoding Sales? Leave us a rating or review in your favorite podcasting app!

    Episode 27: Virtual Sales is Here to Stay

    Play Episode Listen Later Apr 1, 2022 27:56 Transcription Available


    Virtual-first selling is here to stay--what does the future hold?How virtual-first and in-person sales will merge into a hybrid sales processWhen to stay virtual and when and how to leverage face-to-faceHow virtual sales unlocks access to high level prospectsKeeping a prospect's attention in a high-distraction selling environmentBuyer-friendly tactics made possible by the freedom of virtual callsPrevious episodes mentionedFuture of Sales post-COVID - https://www.buzzsprout.com/1260710/episodes/8597153This episode is sponsored by our friends at Salesroom who are building a video conferencing platform, specifically for AE's and their buyers to build strong relationships in the virtual world. Built from the ground up specifically for sales interactions with video note-taking, real-time transcription and question detection, and AI-based recommendations, every feature of the platform is meant to help build rapport and trust. Salesroom is opening up access to their beta program. Go to salesroom.com to get early access!Enjoying Decoding Sales? Leave us a rating or review in your favorite podcasting app!

    Episode 26: Selling over Zoom

    Play Episode Listen Later Feb 28, 2022 24:38 Transcription Available


    Zoom fatigue, everyone has it because it's taken over our lives. But what makes a seller successful over Zoom?- Zoom etiquette for dealmakers.- Peter's stack rank of Zoom backgrounds (including the weirdest Zoom background he's ever seen).- How tools like Zoom and Slack work together to change the game.- Tips for successful - non-embarrassing - demoing over Zoom.Plus we try out publishing automated transcripts for the first time!Enjoying Decoding Sales? Leave us a rating or review in your favorite podcasting app!

    Episode 25: Modern Outbound Sales

    Play Episode Listen Later Feb 14, 2022 32:18


    If you build it, will they come? Maybe not. How do you build a modern outbound sales motion that brings in new customers?- Peter's moment of insight about the modern sales motion- How to go beyond cold prospecting- ...and how to do cold outreach without being obnoxious- Why you shouldn't think of inbound and outbound as completely independent- Peter's pep talk for a new rep doing outbound for the first timeFor more on outbound and how to be successful with cold prospecting, visit Belal Batrawy's #deathtofluff resource hub 

    Episode 24: How to scale your sales org

    Play Episode Listen Later Nov 30, 2021 25:31


    Episode 23: Accelerating your sales using modern tools

    Play Episode Play 39 sec Highlight Listen Later Nov 10, 2021 32:07


    How to navigate the modern sales tools suite to accelerate sales

    Episode 22: Effectively managing a sales team

    Play Episode Listen Later Oct 26, 2021 28:42


    Episode 21: How to debug a broken sales process

    Play Episode Play 17 sec Highlight Listen Later Sep 28, 2021 30:59


    What to do when you aren't making the sales.❓ The first question to ask when debugging the process. 

    Episode 20: Rookie Mistakes

    Play Episode Play 19 sec Highlight Listen Later Sep 8, 2021 34:00


    What rookie salespeople get wrong - and how to avoid them.Key mindset shifts for new salespeople - and how to know you're making themKey rites of passageHow new salespeople throw away leads too quicklyHow to get feedback and support as a founderResources and linksEpisode on the price Episode on the first sales hireEpisode on sales mythsPeter's article on how the best salespeople are technologists The Authentic Sales episode covers the striplining conceptEpisode on It Takes a Village

    Episode 19: Emails that get results

    Play Episode Play 19 sec Highlight Listen Later Aug 24, 2021 32:45


    How to write emails that get results - and when to switch to other channels.    - How do you know when an email you're writing is too long    - How Peter uses the "phone test" to tell if his email is going to get a response    - When - and how - to switch to text messages, phone or Slack (and how to handle it gracefully when your outreach is rejected)    - Why response speed is an underrated asset in sales    - How to frame powerful questions that get responses    - The one type of conversation you never want to have over email - and what to do instead

    Episode 18: Sales Myths

    Play Episode Play 30 sec Highlight Listen Later Jul 30, 2021 41:47


    Facts and myths about salespeople What really motivates salespeople (it's not just the number!)What shapes customer perceptions of sales (it's not the average sales person)Peter confesses that as a professional sales leader, he doesn't know how to play golf (and why golf isn't an essential sales skill)Peter explains what's replaced the importance of the rolodex in modern salesHow Peter flips the tactics of normal salespeople to break through and win deals against traditional sales processesOne thing Peter says is 100% true of salespeople (hint - it involves a number!)Resources and linksEpisode on Building Client Relationships Episode on sales as a team sport - It Takes a Village Episode on Call Leadership Alec Baldwin clip from Glengarry Glen Ross Ben Affleck clip from Boiler RoomThe Market for LemonsBANT (Budget, Authority, Need, Timeline)

    Episode 17: Sales and Legal

    Play Episode Listen Later Jul 23, 2021 30:54


    Signing a deal is a legally binding agreement - and legal negotiations can kill deals. Learn the ins-and-outs of navigating the landmines separating you from the prize: how to avoid complex legal negotiations in the first place When you have to negotiate, where to give - and where to hold firmThe key things to never write into a contract - and what to do insteadHow to balance the sales and legal roles during end-of-deal negotiationsResources mentioned:Call Leadership Episode Authentic Sales and sales as relationship building 

    Episode 16: End of Quarter Rush

    Play Episode Listen Later Jul 1, 2021 36:20


    Peter relives some end of quarter moments and discuss what it's like to experience that final inning rush. What does it feel like to manage the end of quarter close?How to prepare for the end of the quarter ... at the start of the quarterHow Peter manages the stress of both the buyer and his sales team at quarter endWhat are the typical last-minute holdups on deals...and how to unstick themAre quarters the right model for tracking sales?

    Episode 15: Early Adopters

    Play Episode Listen Later Jun 17, 2021 40:36


    Learn to catalyze revenue growth through your early customer community. How your first customers differ from later customersThe formula for finding and winning those customers (and avoiding the wrong first customers)The formula for creating systems to turn your first customers into referral enginesThe incentives that drive individual buyers to choose innovative products

    Episode 14: Future of Sales after COVID

    Play Episode Listen Later May 27, 2021 30:15


    Peter shares his experiences adapting to COVID, and How COVID upended and accelerated the traditional sales processThe new profile of the ideal salespersonWhat happens when things return to normal, what's changed for good, and what opportunities are opening upLet us know - how have you seen sales change and where do you see it going post-COVID?

    Episode 13: Peter's Journey

    Play Episode Listen Later Apr 29, 2021 55:08


     How Peter got his start in salesThe two key ingredients to advancing to sales leadershipHow Peter thinks about finding the right companyOvercoming stereotypes and how Peter flipped the script to turn perceived weaknesses into strengths

    Episode 12: CRM 101

    Play Episode Listen Later Apr 19, 2021 38:10


    How to pick and set up your first CRM tool.What CRM does Peter recommend?How to quickly set up your CRM so you can get back to sellingCommon pitfalls setting up a CRMBeyond CRMs - what other tools do you need?As a bonus - what will the next wave of successful sales tools look like?

    Episode 11: It Takes a Village

    Play Episode Listen Later Mar 15, 2021 30:40


    How engineering and product contribute to closing dealsHow NBCUniversal took a leap of faith on the Dropbox's team and visionHow a team-oriented approach build trust when selling a roadmap and visionWhen to pull in the CEO...and a story of Peter pulling in his CEO at just the wrong timeSales as the eyes and ears of the organizationThe pitfalls of a team based approach when not everyone's on the same page

    Episode 10: Sales Compensation

    Play Episode Listen Later Mar 1, 2021 35:58


    How sales comp is structured - including real talk about numbersHow do you set a quota?More sophisticated bonus structures - how to incentivize business value beyond deal priceHow to change quotas as the business changes, without burning our your sales teamThe best compensation plans Peter has seen ... and the worstHow to negotiate sales compensation in the hiring processEnjoying Decoding Sales? Leave us a rating or review in your favorite podcasting app!

    Episode 9: The First Sales Hire

    Play Episode Listen Later Feb 16, 2021 36:20


    Episode 8: Effective Demos

    Play Episode Listen Later Feb 8, 2021 31:03


    Find out how CEOs blow their demos - while thinking the call went great.How to prepare for a demo without sounding scripted.How Peter handles curveball questions during a demo.Why feature dumping doesn't work - and what to do instead.How to handle a distracted prospect.Getting meaningful feedback at the end of a demo.When demos aren't the right tool, and what to do instead.Enjoying Decoding Sales? Leave us a rating or review in your favorite podcasting app!

    Episode 7: The Price

    Play Episode Listen Later Jan 25, 2021 46:30


    In this episode Alex and Peter break down potential pricing models and how to think about conveying your price if you're a startup.  Topics covered include:Different pricing models to explore in SaaSPositioning your price and different negotiation levers you can employ to get a deal doneHow to think about discounting and the discounting boundaries based on company size & deal timelinesAs always, feel free to email us at podcasters@decodingsalespodcast.com with any feedback.  If you'd like to do some reading on price, visit Peter's blog post on "Conveying why the price is the price"

    Episode 6: How to Keep the Deal from Falling Apart

    Play Episode Listen Later Dec 31, 2020 38:54


    In this episode Alex and Peter discuss how to structure effective proof of concepts to help get the deal done while keeping the prospect accountable to specific milestones. Topics include:The collaborative aspects of setting up a mutual proof of concept structureHow to establish tangible success criteria for the evaluation periodWhat milestones to track throughout the POC periodHow to determine which prospects need a formal POC structure How to hold prospects accountable to meeting POC milestonesShare this episode on Twitter or LinkedIn and reach out to us at podcasters@decodingsalespodcast.com for a copy of a real proof of concept template!

    Episode 5: Winning Deals Through Relationships

    Play Episode Listen Later Dec 3, 2020 24:29


    In this episode Peter and Alex discuss how client dinners and meals outside of the regular cadence of emails & calls, can positively impact deal progress. Topics covered include:When to offer client dinners & meals How to make these engagements productive and fun at the same timeThe importance of conveying your authentic self and culture during client mealsIf you have feedback about this episode and any future episode topics you'd like to see covered, please email us at podcasters@decodingsalespodcast.com!

    Episode 4: Negotiation Curveballs

    Play Episode Listen Later Nov 23, 2020 22:17


    In this episode Peter and Alex discuss how to handle unexpected obstacles that come about during a high stakes negotiation.  Topics covered include:How to handle prospects asking for additional discounts when they've agreed to a floor alreadyThe ability to think aloud during a negotiation call while using common language to bridge differencesWays to ensure the deal does not get delayed and that you can still pin down a realistic close date, even when curveballs are thrown at youFeel free to email us at podcasters@decodingsalespodcast.com with any feedback on this episode and future episode topics you'd like to see covered! 

    Episode 3: Call Leadership

    Play Episode Listen Later Nov 23, 2020 21:47


    In this episode Peter & Alex discuss what it means to effectively lead business calls and conversations.  Key learnings include:How to start strong with a powerful introHow to give the floor to the other person on the callThe importance of laying out a roadmap for the callEmploying "bridge phrases" to naturally jump from topic to topicSetting up tangible next steps and ownership for those next stepsFeel free to email us at podcasters@decodingsalespodcast.com with any feedback on this episode and future episode topics you'd like to see covered! 

    Episode 2: Navigating Stakeholders

    Play Episode Listen Later Nov 22, 2020 18:35


    In this episode Alex and Peter discuss what it means to effectively find the right person to champion a business deal.  An org chart is oftentimes not enough to map out an impactful strategy to navigate stakeholders. Tune-in to this episode for some tips around how to mobilize your prospect and perhaps even more importantly, how to also cut your losses and move on from ineffective deal sponsors. Feel free to email us at podcasters@decodingsalespodcast.com with any feedback on this episode and future episode topics you'd like to see covered! 

    Episode 1: Authentic Sales

    Play Episode Play 24 sec Highlight Listen Later Nov 17, 2020 16:52


    In this pilot episode, co-hosts Alex Allain and Peter Ahn demystify sales and discuss what it means to facilitate authentic sales conversations and methodologies.  While Peter is a career salesperson, Alex's unique perspective as an engineer sheds light on how modern sales techniques can be broadly applicable to any human engagement.  Feel free to email us at podcasters@decodingsalespodcast.com with any feedback on this kickoff episode and future episode topics you'd like to see covered! 

    Claim Decoding Sales

    In order to claim this podcast we'll send an email to with a verification link. Simply click the link and you will be able to edit tags, request a refresh, and other features to take control of your podcast page!

    Claim Cancel