In this episode of The Art and Science of Complex Sales, Paul Fuller has a conversation with Guy Lloyd, Managing Director of the Institute of Sales Professionals, about why sales needs more respect, better standards, and clearer career paths in today’s complex B2B world.
They cover the cultural stigma around sales in the UK, why selling is a service profession, and how the ISP framework gives teams a practical roadmap for growth.
Guy says UK B2B deals are growing more complex, buyers are more cautious, and AI is adding both opportunity and confusion. The bigger issue is perception. Sales is still viewed negatively from the outside, even though salespeople love the career. That gap has to close if teams want stronger results.
From early customer facing jobs to global IBM leadership, Guy has always seen sales as helping customers improve their business. He compares selling to medicine. Great sellers diagnose, guide, and create real outcomes, not pressure deals over the line.
Guy explains the ISP sales framework and its four quadrants: core sales skills, business sales skills, leading self, and leadership. It scales by role, so junior reps are measured on realistic competencies and leaders on advanced ones. The framework powers assessments, training endorsements, and clearer standards across the profession.
Guy says the framework is designed to evolve as selling changes, whether driven by AI, new buyer behavior, or new expectations. That keeps standards relevant and training aligned to today’s reality. Just as importantly, it replaces vague career development with clear signposting. Sellers can see what’s required at the next level, build those skills intentionally, and grow with confidence instead of being told they are “not ready yet” without a path forward.
Listen to the full conversation with Guy Lloyd and discover how a shared standard can build pride in the profession and turn sales development into a real career roadmap.
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
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