Steve W Martin (2)

Whether speaking about selling to the C-level, sales linguistics, sales psychology or high performing salespeople/sales organizations, Steve Martin is both provocative and entertaining. Steve is the perfect opening keynote speaker to establish the tone for your sales kickoff or closing inspirational speaker to end your meeting on a high note.

While many keynote speakers offer canned presentations of generic information, Steve Martin’s keynotes are completely customized to your unique sales situation and specific areas of need. To ensure topical relevance, pre-presentation interviews and background research is conducted to understand your market, product, and salespeople. Presentations are customized for your particular area of interest and use the terms of your industry. Examples from your competition are presented using “their” language.

Learning by example is the best way to learn. Steve’s presentation serve as a cultural transmission to instill the Heavy Hitter sales philosophy. A “cultural transmission” is the method of learning a behavioral technique by emulating a successful practitioner as a role model. Steve not only presents information and tactics, he demonstrates them in a highly interactive environment that emulates a typical sales call.

Life’s too short not to have fun and humor plays an important role in every keynote. Finally, Steve relates to the audience from their point of view to ensure they’re engaged and the information covered is internalized. It’s an entertaining and enlightening experience!

Steve also offers another truly unique sales kickoff experience called "Tales from the Field." Tales from the Field is similar to a roundtable talk show where key salespeople are interviewed about their major wins and losses. However, this session goes far beyond discussing sales strategies and tactics. Steve elicits the psychological and intuitive aspects of selling and translates the common sales themes into models the entire sales organization can understand and emulate.


Steve W Martin Sales Training


Every Keynote is Customized Based on Extensive Research

Steve Martin's keynotes are completely customized to your unique sales situation and specific areas of need. To ensure topical relevance, extensive pre-presentation interviews and background research is conducted to understand your market, competitive position, products, and salespeople. Presentations are customized to address your critical sales challenges and use the terms and nomenclature of your products, company, and industry. Below, are a few sample presentation topics:

Selling to the C-Suite: C-Level Sales Strategies for Senior Salespeople                              

Every salesperson claims their product will help the customer save money, become more profitable, or improve efficiency. As a result, these claims are seldom believed and very rarely acted upon by senior executives. Today, it takes a comprehensive strategy to winover the CEO, COO, CFO, and CIO. A strategy that enables a salesperson to differentiate himself from the competitors through value- Strategic value, Operational value, Political value, and Psychological value. In this workshop, we review the following:    

  • The Grand Strategy to Winover the C-Level
  • The Four Different Types of Departmental Buying Types (Consolidators, Consulters, Responders, and Bureaucrats)
  • Penetrating the Organization at Various Levels of Responsibility
  • Navigating to the C-Level: Identifying the Bully with Juice
  • Maneuvers and Tactics to Defeat Arch-enemies
  • Flanking Strategies When You're Stuck at the Wrong Level
  • The Human Nature of the C-Level: A Personal and Psychological Profile
  • Selling the Four Values of Your Solution: Strategic, Operational, Political, and Psychological
  • Presenting Your Solution: Using Logical Arguments, Emotional Appeal, and your Character
  • Organizing the Presentation to the C-Level: How to Gain Credibility, Overcome Objections, and Consensus
  • Connecting with The C-Level through Sales Linguistics(Using the Right Words at the Right Time to Persuade the C-Level to Buy)

Advanced Sales Call Strategy for Senior Salespeople

The salesperson's most important competitive weapon is his mouth, and the winner is the salesperson who uses words that reduce the customer's doubt, eases his fear, and fosters his fantasy. That's why it is critical that salespeople master sales linguistics, the study of how the customer's mind uses and interprets language. Customer inertia, the drive to "do nothing," far outweigh the logical reasons you espouse for buying your product. You can recite a litany of reasons and a laundry list of benefits, and the customer still won't buy. This session  will equip salespeople with linguistic strategies to differentiate their solution from the competition and enable them to create a call to action that convinces the customer mentally and emotionally to buy. All competent salespeople can recite their products' features and specifications. Great salespeople build winning customer relationships based upon establishing rapport. In this session we review how to speak the customer's language and understand individual needs in order to execute winning sales calls.

  • Sales Linguistics: Recognizing How Customer are Neurolinguistically "Wired"
  • Speaking the Seven Different Sales Call Languages
  • Sales Call Planning, Structure, and Communication Themes
  • Sales Call Execution: Persuasive Sales and Calls Presentations
  • Communicating Strategic, Operational, Political, and Psychological Value
  • The Persuasive Elevator Pitch: Its Linguistics Structure and Compelling Delivery
  • Messaging to the Customer's Mind via Letters, Emails, Phone Calls
  • Understanding and Anticipating Your Customers' Thought Process
  • Mastering Account Qualification during Face-to-Face Meetings
  • Objection Handling using Offensive and Defensive Call Statements
  • Customer Sales Call Coping Mechanisms
  • Psycholinguistic Differentiation Techniques
  • Group Presentation Strategies and Tactics
  • Closing Strategies and  Advanced Linguistic Tactics
  • Sales Call Segmentation using Sales Linguistics
  • Personal Persuasion and Establishing Dominance

The Psychology of Selling                              

Why aren't we selling more? Everyone's got an opinion. Some may say the economy, the marketplace or lack of functionality. Others will say it's the competition. Perhaps, it's actually the customers. For a moment, put yourself in the position of your customer who is going to meet with multiple vendors, listen to their presentations, read their marketing collateral, and take a look at their web site. Given that, how will you behave with each vendor? Most companies are well versed on the logical arguments for selecting their product and we typically equate persuasion solely with satisfying the analytical mind. However, even the most well-thought-out decision is ultimately determined by emotional and subconscious influences. This presentation reveals the true decision maker --human nature-- the people, personalities, and politics of companies.

  • Sales Psychology Review
  • Rapport and Relationships Fundamentals
  • Understanding How People Communicate
  • Recognizing How Your Customer is "Wired" to Communicate
  • Mastering Sales Linguistics (how the customer's mind uses and interprets language)
  • Conducting Sales and Calls Presentations
  • Messaging to the Customer's Mind (letters, emails, phone calls)
  • Product, Fantasy, and Politics Themes
  • Customer Fantasies and Political Realities
  • Understanding and Anticipating Your Customers' Thought Process
  • Strategies to Uncover all the Information and Discern the Truth
  • Maximizing Your Sales Intuition

 New Account Penetration Strategy

One of the toughest tasks in all of sales is to penetrate new accounts. The key is finding ways to connect with the busy decision maker and earn the right to a meeting. In this workshop, we review advanced “sales linguistics” strategies that will enable your message to connect. Learn how to use lasting psychological suggestions that compel decision makers to take action and meet with you.

  • Using Sales Linguistics to Penetrate New Accounts
  • Building your Personal Brand and Extending Your Network
  • The 1, 2, 3, Rest Repeat Compelling Campaign Strategy
  • Research on Buyer Communication Effectiveness
  • The True Impact of Social Media
  • Advanced LinkedIn Strategy to Win More Clients

Enterprise Sales Strategy and Organizational Sales Psychology  

The grand strategy to win the complex sale is based upon influencing the people, selection process, and politics of customer decision making. In enterprise accounts, salespeople must penetrate large organizations, influence key decision makers, and dovetail their products' benefits to customers' internal politics. In order to win, they must build relationships with buyers in different departments all across a company. They have to persuade people to believe in their solution at all levels of the organization and compete against competitors with similar products and equal sales acumen. The winning sales strategy is a psychological operation that is built on understanding, predicting, and influencing human nature. The victor understands how the account is organized and anticipates how the key decision makers will make their buying decision.  Moreover, the winner employs a linguistic strategy that enables his message to rise above all others, a tactical plan of execution, and impactful recommendations that compel decision makers to take action. Topics covered include:

  • Formulating the Grand Strategy to Win the Complex Sale
  • Political Account Structure and  the Psychology of Organizational Buying
  • Tactics to Defeat the Competition
  • Winning Over Key Decision Makers at all Levels of the Company
  • Understanding the Political Structure of the Account
  • Determining Departmental Buying Types
  • Translating the Grand Strategy to Tactics
  • Assessing Account Position
  • Account Maneuvers to Improve Competitive Position
  • Win-Loss Analysis The Seven Premises of the Complex Sales Cycle
  • Survival, Successful, and Significant Customers
  • Categories of Buyers
  • Should We Pursue the Deal?
  • Bonding with the Bully with the Juice
  • Strategies to Find and develop a Coach

Sales Warfare Strategies: The Application of Military Strategy to Sales                           

All salespeople must be generals who create a strategy to win their wars long before the first battle begins. The successful military leader painstakingly plans how and where he will attack in accordance with the troops and weapons at his disposal. When the fighting starts, the victorious commander achieves his objective through battlefield maneuvers to gain the advantage and countertactics to neutralize his enemy's advance. In this presentation, military strategy and its application to penetrate complex organizations and defeat entrenched competitors is discussed. Salespeople learn how to influence key decision-makers and tactics for building winning relationships at all levels of the organization along with real-world techniques to defeat competitors (and stop wasting precious time). Topics include:

  • Military Strategy and Tactical Application For Underdogs to Defeat Gorillas
  • The Seven Principles of War and Sales
  • Should We Pursue the Deal?
  • Understanding the Organizational and political Structure of the Account
  • Determining Departmental Buying Types
  • Examples of Military Battles and their Application to Sales
  • Formulating the Grand Strategy to Win the Account
  • Translating the Grand Strategy to Tactics
  • Assessing Account Position
  • Battlefield Maneuvers to Improve Competitive Position
  • Marshalling and Commanding your Army of Resources
  • The Five Steps to Ensure Victory
  • Win-Loss Analysis

Mastering the Power of Persuasion

In this session, we review the deeper meaning of language. Persuasion is the process of building a personal relationship and mutual trust with customers by speaking in the spectrum of languages they use both logically and emotionally, consciously and subconsciously. We examine the layers of the human communication model and the interactions between the layers that enable a person to discern a message's accuracy and truthfulness. We study the inner-workings of the mind to understand the intangible, intuitive human element of the sales process. We analyze how to create rapport with the key members of the customer's selection team. Topics covered include:

  • Intensive Sales Linguistics Review and Exercises
  • Understanding the Deeper Meaning of Language
  • Structuring the Persuasive Corporate Presentation
  • Advanced Rapport Techniques
  • Group Presentation Tactics
  • The Seven Different Sales Call Languages
  • Constructing Metaphors for Winning Over Customers
  • How to Winover the Subconscious Decision Maker

Customer Win/Loss Study and Results Presentation

The complex nature of the enterprise sales process requires huge investments of resources (manpower, time, and money) in order to win new accounts. Therefore, it is critical that deals are managed effectively. True win-loss analysis that is based upon extensive customer interviewing is the best way to understand the political, organizational, and technical aspects of prospective customers' decision-making process. This valuable information is presented at your sales meeting along with recommendations to improve new win competitiveness. The price for the win/loss study will vary based upon the scope of research and number of customer interviews.

Tales From The Field: Interview Session with Your Top Salespeople  

Tales from the Field" is similar to a roundtable talk show where top salespeople are interviewed about their major wins and losses. However, this session goes far beyond discussing sales strategies and tactics. The psychological and intuitive aspects of selling are translated into common themes and models the entire sales organization can understand and emulate. The sharing of this "collective intuition" stops salespeople from chasing bad deals, helps create a more predictable forecast, and gives each participant (from novice to expert) tactics they can use immediately.  Steve Martin has interviewed more than 1,000 top business to business salespeople and has written extensively about their strategies, selling styles, and personality profiles.

Sales Kickoff Meeting Ideas


I have had the privilege to Interview well over one thousand Heavy Hitters (top salespeople) who sell for the world’s best companies. I never grow tired hearing how these Heavy Hitters defeat their archrivals and close large deals.”  

Steve W. Martin

The Attributes of Top Salespeople

Not all salespeople are successful. Given the same sales tools, level of education, and propensity to work, why do some salespeople succeed where others fail?Top Salespeople Research Steve W Martin Is one better suited to sell the product because of his or her background? Is one more charming or just luckier? The evidence suggests that the personality, verbal acuity, and the concept of situational dominance play critical roles in determining a salesperson’s success. In this presentation we analyze why top salespeople outperform their counterparts.

Research Results from 1,000+ Top Salespeople Interviews
Comparison of High, Average and Under Performers
The Personality Traits of Top Salespeople
Understanding the Impact of Situational Dominance
The Impact of Verbal Acuity and Sales Linguistics
How Top Salespeople Use LinkedIn and Social Media
Sales Strategy Case Studies

How B2B Buyers Select Between Vendors and Salespeople

Based upon extensive research of B2B buyers, this session reveals how buyers select the vendors and salespeople they do business with. Learn the circumstances and variables that determine which vendor is selected. Understand how buyers perceive the sales salespeople they meet with and what selling style they prefer. Learn how different company departments and vertical industries make buying decisions.

Secrets on How Evaluation Teams Make their Decisions
How Buyers Prefer Different Vendors and Salespeople
How past Buying Experiences Determine which Vendor is Selected
Which Selling Styles do Buyers Prefer
The Top Mistakes Salespeople Make from the Buyer’s Point of View
How Different Departments Make Buying Decisions
The Best Customer Interaction Strategy to Execute
The Truth About How Buyers Perceive Price
How Different Industries Select Vendors and Salespeople
The Imporance of Risk Mitigation During the Sales Cycle

Build a High Performing Sales Organization

In this session we review the key attributes, metrics, and best practices that separate High-Performing Sales Organizations from average and underperforming sales organizations. The presentation goals are to reinvigorate established sales leaders with new concepts of human behavior and synchronize sales management’s role in driving account strategy to the field. The session focuses on understanding the best sales organization practices based upon review of extensive sales organization research, sales leadership (managing “down” to the team) and refining sales strategy (managing “out” to the customer) and the sharing of management best practices from the world’s greatest sales organizations.

Sales Organization Stages and Challenges Sales Training Research
Product Complexity Impacts Organizational Structure
Attributes of Great Sales Organizations
Key Technology Sales Organization Metrics 
Sales Management Styles at Each Organizational Stage
Understanding Your Sales Management Style (Testing)
Assessing  the Selling Styles of your Team
Hiring the "Right" Salespeople
Sales Strategies to Defeat Arch-Rivals
Creating the Strategy to Win Complex Accounts
Coaching Reps on Sales Tactics
Structuring Customer Meetings and Presentations
Sales Personnel Skills Evaluation
Risk Pool and Quota Attainment



Steve W. Martin has conducted extensive research on the attributes of top salespeople and high performing sales organizations. He has interviewed thousands of top sales professionals and written over thirty Harvard Business Review sales research articles.  He incorporates these findings into an extremely interactive and enlightening keynote presentation utilizing on-line testing where audience members answer questions via their smartphones/tablets/laptops and then compare themselves to  study results.

This also presents sales leaders a great opportunity to learn about the composition and behavior of their sales organization as detailed test reports are provided following the meeting. Reports are segmented by roles such as sales manager, field salesperson, channel salesperson, pre-sales engineer, and sales support. Charactertistics associated to quota performance are provided and a comparison of customer interaction strategies.  Please click here to review the different types of sales research.


Steve Martin also includes the unique opportunity to benchmark and profile your sales organization as part of his keynote presentation. Prior to the session, your team completes an online survey and the results are presented at the meeting.  The study results compare the significant differences between how high-, average-, and underperforming sales organizations perceive themselves, measure performance, staff their organizations, and operate.  Learn More About Steve Martin's Sales Research


Steve W. Martin  Speaker

Up to Four Hours of Presentation Time

The keynote presentation price is $5,000 plus $25 per attendee which includes a copy Heavy Hitter Sales Linguistics-101 Advanced Sales Call Strategies for Senior Salespeople or Heavy Hitter I.T. Sales Strategy depending upon the presentation topics. Books are sent to your main address and you are responsible for their distribution. Please note that additional fees may apply depending upon travel requirements and Minimum fees do apply. All travel expenses are prepaid (Steve is based in California) in advance. 50% of fees must be paid in advance to lock in your keynote date and the remaining balance is due following the speaking date. All fees are non-refundable should your event date cancel. Sessions may be rescheduled without penalty depending on Steve’s availability. Due to extensive travel time to international meetings outside of North America, there is a 100% fee uplift and full payment is due 21 days prior to the event. 

Four Hours of Presentation Time. The keynote fee includes up to four hours (half day) of presentation time. This time may be applied to a keynote, breakout sessions, or a “Tales From the Field” Top Salesperson Panel (Tales from the Field is similar to a roundtable talk show where top salespeople are interviewed about the sales strategies and tactics they used to close key business wins). For example, a sales kickoff program may include a general session one hour keynote followed by a one hour Tales From the Field Panel and then a separate two hour breakout session on C-Level Sales Strategy (4 hours of total presentation time). All of these presentations would be included in the keynote fees. Please note that 8 hours (full day) of presentation time is an additional charge of $5,000.

Customized Keynote. Every keynote is customized based upon extensive pre-meeting investigation and research. As part of Steve’s preparation process, he interviews your key sales and marketing leaders to understand your meeting goals, sales challenges, and future direction. Top salespeople from around the world are interviewed to better understand successful models of sales behavior. Your products, customer presentations, marketing collateral, and competition are studied to ensure the presentation is made in “your” language using real-world examples. You can expect an enlightening and motivating presentation that will dovetail to your meeting objectives and theme. All preparation time and pre-meeting testing is included in the keynote fees.


What is Sales Linguistics?

Attributes of Top Salespeople

Why Salespeople Lose Business 

What Top Sales Teams Have in Common

Watch the Sales Organization Performance Gap Webinar

What Separates High-performing Sales Organizations from Average and Underperforming Sales Organizations?

The answer to this question Steve W. Martin conducted extensive surveys with top-level sales leaders, midlevel sales managers, and salespeople. The resulting research, The Sales Organization Performance Study Report, provides detailed insights on the characteristics of high-performing sales organizations, quota analysis measurements, and key sales performance metrics. Read the Report.



Watch the Persona of Top Salespeople Webinar 


Noted sales researcher Steve W. Martin from the University of Southern California Marshall Business School will be releasing the first-of-its-kind sales research on the attributes, attitudes, and actions of salespeople. Click here to read the first report and take the Sales Persona Test. Watch It Now!


Steve W. Martin’s services include comprehensive win-loss analysis studies based upon extensive customer interviewing, sales force effectiveness consulting, sales training workshops, and sales meeting keynote presentations. His clients include leading:

  • Technology Companies (application software, systems software, enterprise software,Cloud/ SaaS, hardware, semiconductor, embedded technology, ecommerce, managed hosting, and telecommunication)
  • Business Services, Finance, Insurance, Marketing, Business Information Providers, legal, and Digital Marketing Agencies
  • Manufacturing, Distribution, Logistics, and Transportation
  • Healthcare, Pharmacueticals, and Food


Steve Martin Customers

“I was very pleased with Steve’s sessions on CIO sales strategy, enterprise account management, advanced customer communication, and the top salesperson panel that he conducted at our sales kickoff. He delivers on what he promises.”
George Bennett, SVP Worldwide Field Operations, Isilon Systems division of EMC

“Over 400 Google managed service partner sales representatives worldwide last year completed The IT Sales Strategy and Selling to the CIO training with a well-received learning experience that earned a 98.5% satisfaction CSAT overall. Those are numbers to be proud of.”
Brad Starr, Sales Enablement, Google

"The IT Sales Strategy and Selling to the CXO session was loaded with recent facts, thought provoking information, and actionable concepts. Everyone will be reading Heavy Hitter IT Sales Strategy!"
Nick Ferrante, Executive Vice President Global Sales, Axway

“Steve Martin did a fabulous job and brought content, humility and context to our annual meeting. His strength is your ability to understand our context and tailor the session to meet that. He took time to understand and prepare which came out in the results.”
Raj Elango, Vice President, Mphasis division of Hewlett Packard

“Steve’s kickoff session provided the perfect mix of enterprise sales strategy, advanced sales psychology, and light-hearted humor. The Tales from the Field salesperson interview panel he conducted was a conference highlight.”
Lisa Pope, Vice President Global Sales Strategy, QAD Software

“Steve’s participation at our sales conference was invaluable. He closed our meeting with an uplifting, motivational presentation. He interviewed our top salespeople in his Tales from the Field panel. And, he conducted several hands-on break-out sessions on advanced sales strategy, sales psychology, and customer communication.”
Jim Brown, Vice President Strategic Sales, Wonderware Software

“Steve Martin did an excellent job of setting the stage with his keynote presentation. The breakout workshop sessions were very well received and the common complaint was ‘we need more time’ as everyone wanted to share their problem and get his advice.”
Tony Cassetta, Head of Business Performance and Strategic Planning, Nokia Siemens Networks

“Steve Martin was incredibly detailed, organized and engaged with our team. Our sales team left our annual meeting with the ability to be more thoughtful in the words they choose and how they interact and influence customers. I heard really great things about his four different breakout session and everyone is excited to read his book. It was a wonderful experience working with him.”
Amanda Comeaux, North American Sales Enablement Program Manager, Lenovo

“Steve provided so much new information to me or structured in a manner that I never thought of. He spent a lot of time researching our market and I was very impressed. His delivery and engagement was strong but easy-going, it kept the audience’s attention.”
Glenn Smith, President, Global Technology Information Resources

"During the past twenty years I have seen it all--sales training, motivational sessions, coaching sessions, and workshops. But Steve Martin has generated the most enthusiastic feedback I have ever seen from a field sales organization!"
Scott Raskin, CEO, Mindjet Software

"Wow, the feedback was outstanding on Steve Martin’s session! The manner in which he engaged the audience and got them to think about the psychology of the sale absolutely exceeded my expectations!"
Rob Consoli, Vice President of Sales, Liaison Technologies

“Steve did a fantastic job fully understanding the current challenges facing our Sales organization and bringing timely and helpful perspectives to our team. His prep work and ability to connect with those in Sales roles was fantastic. The session that was deeply appreciated by our global sales team and leadership."
Jim Jones, Senior Director Global Field Enablement, Atlantis Computing

“Steve gave an insightful session on IT sales strategy at our annual meeting. He then followed up the workshop with webinars at critical moments during the following quarters to reinforce the concepts and apply the strategies.”
Mike Puterbaugh, Vice President of Marketing, Beyondtrust Software

“The IT sales strategy training was really fantastic. Steve conducted a lot of up-front investigative research so that everything was really applicable to our sales group, process, and customers. I know my team and they can get pretty numb in some training sessions. But this had lots of different parts - some discussion, some slides, tests and plenty of interaction. I've had nothing but positive comments from everyone who attended and they look forward to putting some of this stuff into practice!”
Colleen Edward, Sales Enablement Director, Perceptive Software division of Lexmark

"Everyone really enjoyed Steve Martin’s sales management workshop. A number of people came up to me telling me what a good session it was and how they liked his down-to-earth approach. It met our goals and gave our sales managers specific strategies they can begin incorporating this week."
Tony Likovich, Vice President of Business Development, Truven Health Analytics

"Steve Martin is part sales professional, part psychologist and part military historian, all rolled into one. His Heavy Hitter sales strategies and tactics are borne from real-world selling experience where organizational politics and personal emotions decide the outcome of a sales campaign (vs. features, advantages and benefits). "
Gary Staley, Vice President of Americas Sales, Fluke Networks

“Steve Martin did an outstanding job at our sales kickoff, captivating for 4 hours straight an audience of senior sales executives who typically have a short attention span in long meetings. I walked away with three significant new ideas which will be practiced with my sales teams throughout the coming year.”
Rene Pharisien, Vice President The Americas, Sendmail, Inc.

“Steve Martin’s workshop provided expert advice on how to the influence the complex sales cycle. His insights based upon his extensive win-loss analysis research and interviews with hundreds of top enterprise salespeople are truly unique.”
Martin Onofrio, Vice President, Triple Point Technology

"Steve addressed 250 of our professionals that deal with senior executives every day in their direct and supporting sales roles. He is an individual that recognizes and promotes sales as a profession, and provides the tools and the process to “Make It Happen!” I recommend the speaker and his book!"
Monty Carter, President, TELUS Enterprise Solutions

"The key to sales success is understanding your prospects by making a personal connection. Steve Martin is a master of sales psychology, and he provides specific tactics that will enable you to speak your customer's language."
Michael Nelson, Vice President of Sales, ON24

"Steve Martin has made a tremendous impact to our results by developing our salespeople beyond the customary sales skills."
Frank Maylett, Executive Vice President of Sales, inContact

“Steve Martin gave a great presentation at our sales kick off. We were very pleased with the content delivered and feedback from the sales force was great.”
Bill Fathers, President, Savvis

“An Informative, funny, and inspiring session at our annual sales kick off conference. Steve Martin hit the nail right on the head with his presentation and delivery. He knew our business and his professionalism in preparing for our meeting showed. The team really learned from it and he received a standing ovation from the crowd of 100+ senior salespeople.”
Joe Vitalone, Vice President Sales, ShoreTel

"The session was excellent. It absolutely achieved our goals of engaging our sales team and teaching them skills to help them be the best. It went well beyond normal 'sales process' training."
Tom Furey, General Manager, Standard Register

"Steve Martin provided a great C-Level Selling session for our sales kickoff event that truly resonated with our senior sales audience. His excitement and energy left the entire audience wanting more. Next we engaged Steve to conduct an extensive win-loss analysis by interviewing key decision makers at crititcal accounts. The study results were presented to the field in conjunction with regional sales training workshops to improve sales effectiveness. He did a great job!"
Pam Mallin, Director of Field Training, Sterling Commerce Division of IBM

“I received incredible feedback about how great Steve Martin’s half-day sales workshop was. The team was energized and the buzz was all about sales linguistics and sales psychology. That's a very impressive feat for the last day of a four day sales meeting!”
Cheri Palmer, Marketing Director, Wolters Kluwer Health Systems

“Steve conducted an excellent session on C-level sales strategy, a great workshop for sales managers, and moderated an insightful best practices panel consisting of top salespeople at our annual resellers conference.”
James George, Director VAR Development, Solidworks Software

"The survey around personality and management style was interesting, fun, and informative. I believe it gave initial insights into how communication styles can be understand and approaches adapted. The session provided Interesting tools for senior sales executives who are always looking for advantages and competitive edge."
Larry Barker, Senior Vice President Americas Sales, CSG International

“Steve Martin’s Heavy Hitter Sales Psychology presentation was the talk of our annual sales meeting. Salespeople continually referenced it, in the hallways, and in the many workshops – the Heavy Hitter theme was all around.”
Frank Harder, Vice President of Global Major Account Sales, Philips Lumileds

“The keynote and breakout sessions exceeded my expectations. It was what I hoped for, meaning it gave our very experienced team some new ideas and tools that they can use if they are looking for a way to improve their game. At the same time it was not prescriptive with respect to sales management style and philosophy as would be the case if we had chosen some form of Value Based or Solution Selling.”
Steve Oppenheimer, ‎Group Director Sales Operations at Cadence Design Systems

“Steve is a consummate sales professional with exceptional vision and experience. He works to make sure marketing and sales are working in lock step and he has been pivotal in the success we have had here at AVST. Steve’s intelligence and practical quantified approach make him highly effective in gaining the trust of the connected teams. Our continued sales training and onboarding of new members always start with Steve’s books. He has inspired our program members and I look forward to many more years of working with Steve. I highly recommend him for any company that wants to grow with a highly calibrated program. Simply put – he is the best.”
Denny Michael, Vice President of Marketing, Advanced Voice Speech Technologies

“I thought it was great workshop, our communication leading up the session was great, and the contracting process was simple. I liked the combination of presentation styles and the team certainly learned a ton! The phrase ‘Bully with the Juice’ has already entered our vernacular here. ”
Shannon Gregg, Director of Sales Operations, Teletracking

“Steve Martin’s workshop exceeded our expectations and was the highest rated session by attendees of our annual sales kickoff.  It provided a very pertinent outside in view of our industry, the realities of the challenges that lay in front of us, and a call to action to build customer relationships.  It incorporated  techniques to improve our skills through the discovery of sales linguistics.  The Tales from the Field top salesperson best practices panel provided an opportunity for the field to hear from their peers.  It presented a number of important attributes of top sales people but also covered deals which are indicative to the success of our company – retention, upsell, and cross-sell. The feedback received from the sales meetings was overwhelmingly positive.”
Susan Whittemore, Global Sales Program Manager, Rocket Software

“Steve spent lots of hours of time up front between conference calls and interviews to understand our business and our go to market model. He customized his content for out meeting and group which is not typically seen today.  Overall, a great message and delivery that the mark and resonated with our salespeople.”
Scott Ottman, Vice President of Inside Sales Sales Operations, Lenovo

“Steve Martin’s keynote presentation scored a 10 and was the attendees’ favorite. Many references have been made to his content in the days that followed.”
Mac McGary, Executive Vice President of Global Sales, GT Nexus

“The three hours Steve Martin spent with Charles River Development was the best part of our four day meeting.”
Deborah Stark, Field Marketing Manager, Charles River Development

“My entire team all came away from the meeting with a renewed focus. They have greater appreciation for who their customers truly are and how they make their buying decisions. The time Steve took to learn our business impressed everyone and the Tales from the Field sales rep interview panel was a big hit. Steve helped make a very important meeting great!”
Tim Glynn, National Sales Director, Ferring Pharmaceuticals

“Steve Martin is phenomenal! His presentation was amazing and the perfect way to cap off our sales conference. It was right on the money and hilarious. His Selling to the C-Level breakout session received glowing reviews. He contributed greatly to the success of our meeting.”
Kellye Wicker, Director of Marketing, Recall

"The workshop was one the best I have been a part of in my 25 years of sales.  Steve took a very complex concept, sales linguistics, and made it approachable and accessible for a broad audience.  Steve’s style as an educator was a great fit for my team. He was able to demonstrate tremendous knowledge and understanding of the material without coming across as arrogant or condescending."
Mark Rudy, Vice President of Sales, Hubert Corporation

“A great, provocative, and amazing session that prompted significant discussion and thought about how to raise the bar to win the game. The session was extremely valuable while also covering a significant amount of content.”
Sheila Plunkett, Vice President North American Sales, Sopheon

“Steve Martin’s workshop hit it out of the park. Our  entire leadership team and  all our senior salespeople were all very positive about the tough love session.”  Dales Bastian, Vice President of Worldwide Channel Management, Calabrio Software

“Steve Martin’s deep knowledge of the enterprise sales process combined with his insights about the politics and personalities of customer decision making has made a profound and instantaneous impact on our organization.”
Lisa McFarlin, Executive Director, AT&T

“The Tales from the Field top salesperson panel absolutely exceeded expectations and received rave reviews from sales kickoff attendees.  Steve’s preparation and research on the company and our market paid dividends. He provided sound strategy tips that will be fundamental to our sales team’s success and his unique ability to weave in the Blackboard experience was critical.”
Terry Douglas, Sales Enablement Director, Blackboard

“I can’t think of a bigger challenge for a keynote speaker than holding the attention of 350 salespeople while they eat dinner. But Steve’s blend of thought-provoking sales advice, fascinating sales psychology, and entertaining humor captivated our audience.”
Tricia Manning, Senior Manager, Marketing Communications, Activant Solutions

“Our salespeople found Steve’s application of military strategy principles to winning the complex sales cycle fascinating. I’d highly recommend the sales workshop for salespeople who are engaged in hand-to-hand competitive combat in the field.”
Mike Corbisiero, Vice President of Sales, AmberPoint Software

“After 30 years in sales, I have never seen anyone make such an impact on a group of salespeople. It was truly transformational! I really think it has changed people’s lives.”
Deb Hogan, Sales Enablement Leader, Ingersoll Rand-Trane Corporation

"Our annual sales conference is our most important meeting of the year. We want a keynote speaker who not only understands our business, but more importantly, helps our salespeople overcome the difficult challenges they face. That's why we keep inviting Steve back to present."
Kim Roman, Vice President of Marketing, Apptis

"Steve Martin gave a great presentation during our national sales meeting. I continue to receive praise for the content of the material that was covered. It was worth every penny."
Pat Kinnison, Industrial Sales Leader, FW Murphy Company

"Everyone walked away with much enthusiasm and was eager to practice what Steve shared at our meeting.They can't wait to delve into Heavy Hitter Sales Wisdom to get more practical insights."
Kim Nguyen, Vice President of Marketing, Central Life Sciences

"Steve Martin is a thought leader for the sales profession. His approach replaces the tired, traditional sales methodologies that we have seen in one version or another in our career. He will motivate you with his provocative knowledge of the sales process. His style is personal, entertaining, and will dazzle your sales organization."
Peter Riccio, Vice President Sales, SuccessFactors

"We thoroughly enjoyed Steve Martin's presentation, as well as, working with him. His message was right on point and particularly helpful to our field sales team. He was very prepared and the time was well spent!"
Sally Anderson, Vice President Marketing Communications, Chamberlain Group

"Steve's high energy and passion drive his interactive presentation and attendees respond with enthusiasm. The proven concepts of Heavy Hitter Selling are irresistibly compelling and the presentation left everyone wanting to learn even more."
Paula Brici, American Electronics Association, Executive Committee

“Steve Martin provided a great wrap-up to our sales meeting. Everyone is still talking about the exercises. Relationships are the key to growing sales. By using the information you share in your book on language to perfect our communication skills, our relationships with our customers will grow and prosper. Thanks again…it was awesome!”
Zach Bawel, Vice President of Sales, Jasper Engines

"All of my team loved the training !”
David K. Pitman, Senior Vice President Sales and Marketing, SunGard

“I received many “atta-boys” for having Steve Martin present. His due diligence on our company clearly showed and the group really appreciated the relevance of his message!”
Blaine J. Owens, Vice President Sales, Captiva Software

“Other sales training usually focus on processes and mechanics to succeed. Steve Martin puts the practices outlined in Heavy Hitter Selling to work during the training session. Steve's approach to training is very energetic with practical examples created during the training process involving the participants in the room. The training exercise was very thought provoking and enlightening. In this day when the fundamentals of the relationship sales effort are very hard to teach, Heavy Hitter Selling steps in and fills the void nicely.”
Jim Lewandowski, Vice President North American Sales, McAfee Software

“Most sales training is death by PowerPoint, where the trainer tries to impose their philosophy on the salespeople. This was totally different. It was engaging and completely interactive. Steve pulled out “our” experiences with examples, audience demonstrations, and the “Tales from the field” interview session. The feedback from the entire team was overwhelmingly positive.”
Marie Cabrera, Executive Director Software Sales, IBM

“Steve Martin conducted a one-day training session for my sales and services teams. He is an extremely animated person that developed a great rapport with all of the participants. The session was short by design but I think everyone was impressed with the value of his comments on relationship-building. Most salespeople have been inundated with solution selling courses that focus on the typical aspects of the sales process. What was unique about the Heavy Hitter Selling approach is that the focus is on building the relationship and on reading the prospect/customer. The bottom line is that all of my sales people are now much more sensitized to analyzing prospects responses and determining whether is genuine or they are getting the courtesy response that is indicative of no interest.”
Jake Lamotta, Executive Vice President of Sales and Services, Americas, Mathsoft Division of PTC

“The Heavy Hitter Training was excellent. It will help you look into the mirror and make an honest assessment of where the imperfections are. If you are looking for someone to bring clarity to your sweet spot and improve the effectiveness of both your management and sales teams, I’d recommend taking this training as soon as possible.”
Earle Zucht, Senior Vice President of Sales, LogicalApps

“Since attending your sales training, I had my entire team read book all of your books. We follow your methodologies to the letter and they have impacted me and my sales teams immensely.”
Len Summa, North American Sales Director, Persystent Technologies

"For a keynote speaker to impress a sales force composed of experienced professionals he must have credibility, in-depth knowledge of selling in the real-world, and an entertaining presentation style. Steve Martin hits the mark on all three of these requirements."
Steven Beekhuizen, Senior Vice President Commercial Sales, Dawn Food Products

“I would rate Steve’s sessions the Attributes and Strategies of Top Sales Professionals training workshop a 10 out of 10. Our business development teams commented that they really enjoyed the talk and thought it was quite different from the sales training courses they’ve been to previously. Most importantly, it was completely customized for us.”
Fei Peng, Director of Commercial Strategy, Wuxi AppTech

“An excellent session to end our sales meeting and the feedback received from the entire team was very positive. It was eye opening to our group of seasoned professionals”
Terry Healy, Vice President Regional Sales, Tradebe Environmental Services

“If you want your sales organization to go from good to GREAT, Heavy Hitter Selling will move the needle instantly! Steve Martin’s passion for sales success is contagious.”
Pete Van Sistine, Senior Vice President of Sales and Marketing, Metavante

Technology Clients

Manufacturing, Business Services and Healthcare Clients



Although the Internal Revenue Service requires you to conduct business-related meetings at your annual President’s Club, there’s no reason why the meetings have to be boring, unimaginative, and dry. Instead, reward your company’s Heavy Hitters (truly great salespeople) with a unique program they are sure to find engaging, enlightening, and entertaining.Presidents Club Sales Meetings

Your Presidents Club is a once a year opportunity to recognize the contributions of the key sales leaders who have helped make your company a success. These top performers don’t want to spend half of their day listening to another state-of-the-union company update. They want to learn something new about the topics which interest them the most.

Steve Martin’s Presidents Club meeting programs are the perfect way to reward your Heavy Hitters. Because they already know how to sell, these half-day sessions focus on improving their intuitive communication skills, advanced sales strategies, and how to enjoy a successful career in sales. These programs are extremely interactive with lots of self-discovery exercises, interesting examples, and they always include a healthy dose of humor. Specific Programs are also “Guest Friendly,” meaning spouses and significant others attending the meeting are welcome to attend and will enjoy the topic.

Every attendee receives a copy of one of Steve Martin’s critically acclaimed books. These books are personally inscribed and make the perfect Presidents Club gift.

Sample Presidents Club Program Topics

Building Relationships Using Sales Linguistics (Guest Friendly Program)
Sales is the artful combination of structure and free thinking, process and people, and logic and emotions. And, the process of selling is inconsequential when compared to the roles that psychology and language play in determining the ultimate winner. In this session we review how to us sales linguistics (the study of how the mind processes and interprets language) to build relationships in all aspects of life with customers, colleagues, friends and loved ones.

Without language you really wouldn’t exist. You wouldn’t be able to share your ideas, display your personality, and express yourself to the world. The words we speak truly define who we are. However, since we are talking all the time, we underestimate the complexity of communication and take the process for granted. The conversations we have with customers are quite complex. They consist of verbal and nonverbal messages that are sent consciously and subconsciously. Successful communication is at the foundation of all relationships in all aspects of our lives; whether with customers, colleagues, friends, and family.

The Psychology of Top Performers (Guest Friendly Program)
Not all salespeople are successful. Given the same sales tools, level of education, and propensity to work, why do some salespeople succeed where others fail? Is one better suited to sell the product because of his or her background? Is one more charming or just luckier? The evidence suggests that the personalities of these Heavy Hitters salespeople play a critical role in determining their success.

Steve Martin has had the privilege of administering personality tests to top business-to-business salespeople who sell for some of the world’s leading companies. The responses were then categorized by percentage of annual quota attainment and classified into top performers, average performers, and below average performers categories.

In this session, we review the components of sales psychology and administer the personality test. The test is then scored and individuals can compare their profiles to those of salespeople, sales managers, and pre-sales technical personnel. This session is fun, lively, and personally enlightening!

“Tales From the Field” Top Salesperson Best Practices Panel
Since you have assembled all of your best salespeople from around the world, why not conduct a study to understand how and why they are successful? Steve Martin also conducts another truly unique Presidents Club offering where he interviews your Presidents Club attendees about their major business wins. However, these interviews go far beyond discussing the basics that are included in the standard success story. Steve documents the strategy, tactics, and elicits the psychological and intuitive aspects of winning the deal into a document that is designed to be shared with your entire sales organization. The themes, cases studies, and models provide valuable information that will help every salesperson understand and emulate the behavior of your Heavy Hitters. It is highly recommended this session be videotaped for review by the entire sales organization and use during the on-boarding process for new hires.

Sales Leadership 401: Attaining Career Success
Did you become a salesperson through happenstance or was it a premeditated career move? The reality is that it is not by accident you are in sales. In fact, you were destined for this profession. While others have chosen life’s mundane path, you have selected adventure and chosen to experience the highs and lows of life. Life’s far too short to play it safe, and anyone who takes risks is already a success.

However, the life of a salesperson is far from perfect. Everyone in the profession has trials and tribulations. They experience incredible highs, tremendous lows, and a constant fear of the unknown. In this session, we review the underpinnings necessary for a successful sales career and important lessons about the life of a salesperson.

We then review the role of career planning and how to become a sales manager. What are the roles, responsibilities and measurement criteria associated with this next step in career development. We review the key characteristics and personality profiles of sales leaders and conduct testing to determine personal fit and attributes.

Advanced Sales Warfare Strategies
What can salespeople learn by studying some of the greatest military figures and the most important battles in the history of mankind? If you are in sales, you are perpetually in a state of war. All salespeople are warriors who must fight the relentless march of time and enemies who are trying to defeat them daily. Sales is an intense hand-to-hand battle fought between two people who are each trying to win over the customer. The victor outsmarts, outmaneuvers, and overwhelms his enemies.

In sales, just as in war, there can be only one winner, and today’s conqueror can quickly become tomorrow’s vanquished. The deciding difference is strategy. In this program we will study the grand strategy of war and three of the greatest war strategists of all time—Sun Tzu, Napoleon Bonaparte, and George Patton—to understand how they won and what the ages have to teach us about defeating our enemies on the battlefield of business sales. If you enjoy watching the history channel, you’ll love this program.

Good to Great to Gone: A Silicon Valley Case Study
In 1991, Informix Software was just one of many database suppliers competing against Oracle, the "eight-hundred-pound gorilla." In only four years, Informix was able to challenge Oracle’s dominance, moving past all other competitors in the process. This was a truly remarkable feat, and many of the sales, marketing, and product strategies that enabled Informix to survive and succeed in tough times are directly applicable today.

As president, CEO, and chairman of the board, Phil White was synonymous with Informix Software. At the height of his popularity, he was recognized as one of Silicon Valley’s most brilliant business leaders. Today, many consider him a black mark upon the technology industry and the person responsible for one of the largest securities fraud settlements in Silicon Valley history. This fascinating behind-the-scenes program offers an insider’s perspective on the business strategies that succeeded, the products that failed, and how a technology industry titan ended up in jail.

Steve W. Martiin Speaker

Steve W. Martin

Steve W. Martin is the foremost expert on Sales Linguistics and the Human Nature of Complex Enterprise Sales. He is the author of the "Heavy Hitter" Series of books for Senior Salespeople.

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Businessman Swinging Bat

Sales Training

Heavy Hitter training is not the typical classroom lecture, it’s a completely interactive workshop. Learn how to penetrate, navigate, and conquer complex enterprise accounts.

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What "Heavy Hitter" Clients Are Saying!

Learn what "Heavy Hitter" Clients have to say about Steve W. Martin's Sales Meeting Keynote Presentations and Sales Training Workshops!
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