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3 min read

Having Squishy Conversations with Sellers with Janie Wall, DefenseStorm

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For many sellers, the non-technical "Squishy" conversations are the hardest. This could mean a buyer who's reluctant to change, dealing with risk, and fear of change. You can't shy away from these topics and be successful.

About Janie:
Janie Wall is the VP of sales and business development at DefenseStorm. She first joined the company in 2020 as sales manager, bringing over 15 years of tech sales experience. She is inspired by her passion to assist companies in the development of successful go-to-market strategies to drive revenue acceleration.

In today's episode, we'll cover ways to empower your sales team to have difficult conversations.

What You'll Learn: 

  • How to coach sellers to work with buyers avoidant to change.
  • How to create an environment that encourages and fosters non-technical "Squishy" conversations.
  • How to arrange your deal strategy sessions to reduce risk.
  • How to support your product's champions.
  • How to root your team in metrics so it's not all about feelings.
  • How to create psychological safety for your sellers to share unpopular information.
  • How your hiring choices matter to seller safety.
  • What are the personality traits that can't be coached.

Having the right team, the right mindset, and the right goals isn't difficult, but it might take a coach. If you need help getting people to have the important conversations, give us a call.


Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity - By Kim Scott.

Love Your Team: A Survival Guide for Sales Managers in a Hybrid World - By Helen Fanucci

Find out more about DefenseStorm

When you need to hire top sales professionals, turn to a recruiting partner that speaks sales. Alaant Workforce Solutions. Learn more and book a discovery call at

The perfect CRM system, streamlined business processes and happier customers – Eligeo CRM Inc can make it happen for your business. Go to for more info