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Stay looped in about sales tips, tech, and enablement that help sellers convert more and become top performers.
In this episode of the PodCast, Patrick Monnot sits down with Shane Jamison—longtime strategic seller and founder of the Sales Redemption community—to talk about what it really means to sell well in B2B SaaS. Shane’s journey spans over two decades, from slinging AT&T wireless contracts to coaching enterprise reps and consulting with technical founders. But he’s not your typical sales guru. Shane’s mission is to redeem the craft of sales by shifting the focus from pressure and pitching to empathy and guidance. In this conversation, he and Patrick dive deep into the art of discovery, the daily rhythms of top-performing reps, and how to implement frameworks that actually help deals move forward.
Shane doesn’t see himself—or the reps he coaches—as pitchmen. In fact, he’s on a mission to undo that stereotype entirely. Instead of being the hero who swoops in to “close,” Shane believes the best salespeople play the role of the guide—think Yoda, not Jordan Belfort. Their job isn’t to deliver slick scripts, it’s to help buyers make confident decisions by providing clarity. That’s true whether you’re a seasoned AE or a technical founder doing your first cold call.
This reframe matters because it opens the door for more types of people to succeed in sales—not just extroverted “naturals,” but teachers, PMs, and others who lead with empathy. Shane has seen time and again that the best sellers are often those who understand the buyer’s world firsthand. When you can talk to a prospect in their own language and help them articulate their challenges, you’re already halfway to winning the deal.
When it comes to discovery, Shane’s message is simple: always be curious. Too many sellers treat discovery as a checkbox on the way to the demo, when in reality, it should be baked into every single interaction. Even on a pricing or proposal call, the best reps are listening for clues, asking “what else?” and looking for new insights to deepen their understanding of the problem.
Shane also emphasized the importance of showing up with a point of view. This doesn’t mean pitching a solution too early, but rather coming in with a hypothesis that can spark a thoughtful conversation. Think: “I was talking to another VP of Ops who mentioned X—does that resonate with you?” This approach invites real dialogue, rather than just running through a list of surface-level questions.
Continuous discovery is especially critical in long, multi-threaded deals. When you’re engaging with 5–10 stakeholders over several months, assumptions will get outdated fast. By constantly revisiting goals, motivations, and challenges, you can tailor your narrative in a way that aligns with each persona—and actually drives momentum.
Shane has a healthy respect for sales frameworks—but only when they’re used the right way. He’s seen too many companies implement MEDDIC or BANT, only to let it gather dust in the CRM. For frameworks to be useful, they have to be a shared language across the org, and most importantly, part of your actual coaching conversations. When used properly, Shane says, a good framework isn’t bureaucracy—it’s a canvas for strategic thinking.
He even built his own simplified version: MVP. It stands for Motivation, Value, People & Process. Motivation is about surfacing the buyer’s true reason to change—not just what they say, but why it matters. Value is about helping them see and articulate the ROI in their own terms, not yours. And People & Process is about mapping the full buying group and understanding both how decisions are made and what systems you’re competing against.
Whether you’re using MVP, MEDDIC, or another model, the goal is the same: help your team have better conversations and avoid the trap of relying on gut feel and hope. As Shane put it, deal reviews should be more than storytelling time—they should be fact-based assessments of where your deal stands, and what’s missing to get it across the line.
Sales is often framed around hero moments, but Shane is more interested in habits. What separates the best reps isn’t just what they say on calls—it’s how they structure their days. Shane advises reps to ruthlessly prioritize RGAs (revenue-generating activities), time block their calendars, and prepare before they perform. In his view, most reps lose momentum not because they’re lazy, but because they’re overwhelmed.
To cut through the chaos, Shane coaches his clients to design their “ideal work week,” carving out time for prospecting, internal coordination, prep, and reflection. One of his favorite tools? A simple pen and paper. “Digitally we store everything,” he says, “but no one actually looks at it.” A physical tick sheet helps him stay focused and track progress in real time.
He also introduced a coaching model called PEPR—short for Preparation, Practice, Performance, and Review. It’s based on the cadence of high-performing teams, whether in sports or sales. Most reps only focus on performance, but the best know that practicing ahead of time and reviewing calls afterward is what makes them sharper over time.
At the heart of Shane’s approach is a deeper mission: to redeem the craft of sales. He founded the Sales Redemption community to create a space where reps can be honest about the challenges they’re facing and get better together—without fear of judgment. He’s also working with Relevant.com to help sales and marketing teams reach senior buyers through podcast-driven content that feels authentic and human. The goal? Build relationships before the pitch, and earn trust through conversation—not conversion tactics.
As Shane puts it, “Sales is life skills. If you can learn how to ask questions, listen deeply, and connect with people, you’ll be a better rep—but also a better friend, parent, and partner.”
For founders, sellers, and coaches alike, Shane’s message is clear: being great at sales isn’t about slick lines or pressure. It’s about showing up as a guide, earning trust, and helping buyers find clarity. And when you do that well, the close becomes almost inevitable.
