71. Building Sales Teams for Modern Buyers

In this episode of B2B Sales Trends, Harry Kendlbacher speaks with Sonia Bizier, VP of Sales at Hexagon, about what it takes to build sales teams that succeed with today’s hyper-informed buyers. With over 30 years in sales leadership, Sonia shares why old playbooks no longer work — and how neuroscience, deliberate practice, and courageous leadership can transform sales organizations for the modern era. Inside the conversation: - The biggest shifts in buying behavior and why sellers must provoke thought, not recycle old questions. - Why sales teams need a process of unlearning and new mental models. - Moving beyond hunter/farmer models to sellers as corporate athletes with AI as a thought partner. - How to build transformation into everyday scaffolding, feedback loops, and practice, not one-off training. - Using neuroscience to anticipate resistance, shift teams from fight/flight/freeze into creativity, and lead change effectively. - Hiring and developing sellers with the right mix of skill and will, and aiming for elite, fearless, curious teams. If you want to understand how to build and enable sales teams that thrive with modern buyers, this episode is full of insights you won’t want to miss.