Sales isn’t about persuasion but service, resilience, and growth. In this episode of Two Tall Guys Talking Sales, co-hosts Kevin Lawson and Sean O’Shaughnessey welcome sales leader and former professional athlete Jeff Parris to explore the fundamental skills that separate elite salespeople from the rest. Drawing on decades of experience, Jeff shares three often-overlooked yet foundational competencies that drive sales success, and they’re not what you’d expect. Whether you're a VP of Sales building a high-performance team or a seller looking to level up, this episode delivers sharp insights on value selling, business acumen, and sales management excellence.

Key Topics Discussed

• Why great salespeople see themselves as servants first (approx. 04:00) Jeff outlines why a “motivation to serve” mindset creates stronger client relationships and more consistent revenue generation.

• Ego Drive vs. Ego Trip: Understanding the will to win without arrogance (approx. 07:30) Learn how ego drive, a hunger to persuade for the buyer’s benefit, builds durable sales performance.

• Curiosity as the gateway to sales mastery (approx. 10:15) Jeff and Sean dig into why curiosity fuels continuous improvement and business acumen across every sales process.

• How to coach the “accidental salesperson” into a top performer (approx. 11:45) Kevin asks how people without formal sales backgrounds can thrive by developing the right mindset.

• Sales leaders as talent architects: Building high-performance teams (approx. 02:00) Jeff draws on his athletic past to share what makes a sales team championship-worthy.

Key Quotes

“Sales isn’t something we do to people, it’s something we do for people.” — Jeff Parris (04:00)

“The real goal of a great salesperson is: ‘Mr. Prospect, let me help you solve that problem.” — Sean O’Shaughnessey (05:55)

“Having the right people, with the right skills, in the right seats makes winning so much easier.” — Kevin Lawson (03:36)

“Curiosity leads to better solutions. Every interaction is a chance to learn and improve your craft.” — Jeff Parris (10:50)

Additional Resources

• The Challenger Sale by Matthew Dixon & Brent Adamson https://a.co/d/2Zpnlq7

• Connect with Jeff Parris on LinkedIn: Jeffrey Parris - https://www.linkedin.com/in/jeffparris/

• Learn more at Vector Sales Advisors: https://vectorsalesadvisors.com/

A Significant Actionable Item from this Podcast

Evaluate your team (and yourself) on the “Service–Drive–Curiosity” Triad. Start by asking three questions:

1. Does this salesperson show a genuine desire to serve the customer’s goals?

2. Do they take pride in persuading with purpose, not just for commission but impact?

3. Are they consistently seeking to learn more about the customer, the industry, and their performance?

Use these questions in your next 1-on-1 or team coaching session to align your talent strategy with the kind of sales success that sustains revenue generation.

Why You Should Listen to This Episode

If you're tired of surface-level sales advice, this conversation will challenge your thinking and expand your toolkit. Jeff Parris brings clarity, conviction, and humility to what it means to lead with purpose in today’s complex B2B landscape. From building elite sales teams to refining your individual sales strategy, this episode is packed with practical wisdom for leaders, sellers, and anyone serious about mastering the craft of sales. Tune in now and discover the underestimated traits that drive extraordinary outcomes.

B2B Sales Lab is a private, member-led community for sales professionals who want actionable insights, not theory. It’s a space to ask real questions, share proven practices, and connect with others who are serious about improving revenue performance. Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Join us at b2b-sales-lab.com

You can reach out to Sean at New Sales Expert, LLC - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin

You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/