The Key to Successful Sales Leadership – Outside Sales Talk with Bernadette McClelland

Bernadette McClelland is the CEO of the Sales Performance Agency ‘3 Red Folders’, a recognized sales authority, keynote speaker and executive coach, well known for her expertise in B2B Sales Leadership. She has over 20 years of sales experience working for top companies like Xerox and Kodak.

On this episode she’ll share her advice and insights about what it takes to become a successful leader in Outside Sales. Bernadette talks about what conversations you need to have with your customers and prospects to get to the top in today’s noisy sales environment.

Here are some of the topics covered in this episode:

  • How to have successful sales conversations
  • The mindset and skill-set you need to become a sales leader
  • 3 key areas sales leaders need to focus on
  • The best management style for Outside Sales


To be a successful Outside Sales Manager, you need to manage your team effectively and enable them to perform at their best. One aspect is to balance your sales reps’ territories to increase their productivity and drive results.

Listen to this episode on iTunes, Stitcher, Spotify, Google Play or wherever you get your favorite podcast.

About the Guest: For many years, Bernadette worked on the front line for world class technology companies as a quota bearing sales executive, responsible for business development, product launches, client relationships and profitable negotiations ranging from tens of thousands to multi million dollars.

She now works in those same environments helping CEOs and their sales teams increase their sales results and performance by building a realistic and qualified pipeline.

Her business, 3 Red Folders, ensures their customers create solid results by focussing on sales strategy, sales process, target market, ratios and numbers, message to market, prospecting strategies and mindset shifts that encompass a successful and sustainable sales environment.

Having recently published her fifth book, ‘The Art of Commercial Conversations – When It’s Your Turn To Make A Difference’, Bernadette has highlighted the 9 commercial leadership skills and conversations needed for B2B sales executives, leaders and business owners in today’s world.

What differentiates Bernadette’s approach and her business offering is found at the intersection of ‘sales process (business)’ + ‘sales psychology (behaviour)’ + ‘sales science (brain)’ and is underpinned by a proven science backed and evidence based evaluation tool, specific to the selling field.


3 Red Folders:


Twitter: @b_mcclelland

Listen to more episodes of the Outside Sales Talk here!

Coaching Successful Field Sales Teams – Outside Sales Talk with Keenan


Keenan is A Sales Guy Inc.’s CEO, President, and Chief Antagonist. He’s been selling something to someone for his entire life, teaching and coaching almost as long. With over 20 years of sales experience, which he’ll tell you he doesn’t give a shit about, Keenan has been influencing, learning from and shaping the world of sales for a long time. Finder of the elephant in the room, Keenan calls it as he sees it and lets nothing or no one go unnoticed.

Keenan’s passion for problem solving reaches well beyond the sales and business world. He is the celebrated author of “Not Taught: What It Takes to be Successful in the 21st Century That Nobody’s Teaching You.” The 21st Century has ushered in the information age, and with it a new set of rules for success. Not Taught shares how the rules of the industrial age no longer work and that if you want to be successful, you must learn the new rules for success.

Father of 3 crazy girls, PSIA Certified Level 2 ski instructor and avid Boston Sports fan, Keenan keeps crazy busy when he’s not focused on A Sales Guy.

Here are some of the topics covered in this episode:

  • Coaching your Field Sales team using critical success criteria
  • How to set up a repeatable coaching cadence
  • The keys to successful team collaboration
  • How to build and maintain a great culture with a Field Sales team


Get more in-depth tips on how to successfully coach your field sales team!

About the Guest: With 20 years of experience, Keenan is a keynote speaker, Forbes Contributor and Award winning sales blogger. He has been named one of the Top 30 Social Sellers in the World and one of the Top 50 Most Influential Sales and Marketing People by ‘Top Sales World Magazine’ every year running, since 2012.

Keenan has been cited in the Harvard Business Journal, Huffington Post, Entrepreneur Magazine, Inc., and Forbes. His consulting company, A Sales Guy operates within strategy, structure, people, and process. They help businesses increase sales, create more deals, improve team effectiveness, establish a healthy pipeline, close more deals, resolve problems and make sure you continually make your numbers.




Twitter: @asalesguy and @keenan


Listen to other episodes of ‘Outside Sales Talk’ here!

How to Modernize Your Field Sales Team – Outside Sales Talk with Tony Hughes

Tony Hughes has 30 years of corporate and sales leadership experience with personal and team sales records that have never been broken. He is named the most influential person in professional selling within Asia-Pacific by Top Sales World. He’s currently ranked #1 sales blogger globally by both Top Sales Magazine and Best Sales Blogger Awards, and #3 sales expert and thought leader globally by LinkedIn.

Tony is also a bestselling author and the most read person on LinkedIn on the topic of B2B sales leadership. He writes about leadership, B2B strategic sales, modernized selling, and sales enabling technologies. Tony has more than 400,000 followers and his most recent book, COMBO Prospecting, is published by the American Management Association.

Tony teaches ’modernized selling’ within the MBA program at the University of Technology, Sydney, sits on a number of boards, and is Chair of a CEO mentor group with Leadership Think Tank. Tony speaks at conferences internationally and his consulting clients include some of the best-known brands in the world.

Here are some of the topics covered in this episode:

  • Biggest trends in B2B Sales and how to adapt successfully
  • Top tools every modern sales rep needs
  • The winning strategy to modernize your sales process
  • How to create your own narrative
  • The most important sales skills you need to be successful in the new era of B2B Sales

About the Guest: Tony is Managing Director of RSVPselling, a management consultancy specialising in B2B sales strategy and execution for direct and channel models. Tony utilises a holistic approach that includes mentoring and coaching services along with training courses, workshops, pragmatic tools and his widely acclaimed book. He can work with your existing tools and methodologies to assist in building pipeline and winning complex or strategic deals. Tony is experienced in CRM and Social Selling (LinkedIn) tools, formulating go-to-market strategy, understanding cloud business models, and segmenting market offerings and sales channels. Tony offers the very latest thinking and is also a proven speaker delivering provocative high quality keynotes for kick-offs and conferences.


Speaker Website:

Twitter: @TonyHughesAU and @RSVPselling