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The Sales Evangelist

Greg Nutter on The Sales Evangelist Podcast

On today’s episode of The Sales Evangelist, Donald talks with Greg Nutter about three critical pillars of effective selling. Greg has been a consultant for 17 years and is the author of his book P3 Selling

Three areas that B2B salespeople need to understand


  • Understand the problem, influence the perception of those problems, and message back to those problems about how well their solution addresses it. 
  • Greg sees salespeople constantly talking about the product. Without the context of the problem, a customer wanting to solve any discussion around product features makes no sense. 
  • Businesses don’t buy products, they buy solutions to problems. 
  • How can you identify the problem? Ask questions to your customers.


  • Understand who is impacted by those problems, their perspective, and their decision influence. 
  • Over the last 10 years, we have gone from 3 or 4 people involved in a B2B purchase, to 10 to 15. Try to understand everyone’s perspective so that you can message them. 
  • “The race doesn’t always go to the swift, nor the battle to the strong, but that’s how you bet.” If you cover more people you are more likely to win. 


  • Understand what the buying process looks like, where the prospect is in the process, and how you are positioned in that buying process. 
  • What matters most is what the prospect is doing. Are they looking for information? Do they understand the importance of making a change?
  • An individual process is where an individual goes through their own steps to determine if they want to buy your product. 
  • The compliance process is when the subject matter experts are brought in to weigh in on whether or not it is a good decision. 
  • Understand what the process is and where the individuals are because that is what determines what you need to do to go to the next stage. 
  • Become an expert on the buying process to guide your customers and be a consultant.

Last piece of advice from Greg

  • Become a problem solver, not a product pusher. 
  • To hear more from Greg, buy his book and connect with him on LinkedIn

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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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