In this episode of the B2B Sales Trends Podcast, Harry sits down with Juha Mirsch, Global Sales Enablement Lead for ABB's Digital Portfolio, to explore why digital transformation stalls, why software sales require a different approach to customer conversations, and how leaders can redesign sales enablement without building a separate sales force.
Juha explains why this isn't a motivation problem but a design problem. He shares the frameworks ABB uses to build seller confidence, coach real opportunities instead of delivering one off training, and create lasting behaviour change that leads to stronger customer relationships and recurring revenue.
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⏱️ Timestamps
00:00 Why sales enablement fails when sellers stay wired for hardware
03:30 Software sales starts with new stakeholders, not new products
08:30 The "personal trainer" approach to sales enablement strategy
14:00 Why confidence matters more than product knowledge in consultative selling
20:15 Building recurring revenue through customer success and enterprise sales
26:05 The leadership mindset required for digital transformation at ABB
In this episode you'll learn:
- Why software sales should complement, not compete with, hardware sales.
- The four step framework Juha uses to build confidence and lasting behaviour change.
- Why training alone rarely changes B2B selling behaviours.
- How customer success creates recurring revenue long after the initial sale.
👤 About the Guest
Juha Mirsch is Global Sales Enablement Lead for ABB's Digital Portfolio. He leads the global sales enablement function that helps sales teams successfully sell ABB's digital solutions, equipping them with the tools, coaching, and frameworks needed to build customer relationships, navigate new buying dynamics, and drive long term recurring revenue.
Connect with Juha Mirsch on LinkedIn: https://www.linkedin.com/in/juhamirsch/
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🔗 Explore more at www.globalperformancegroup.com
📘 Download the whitepaper "You're Entering the Deal Too Late"
👉 https://globalperformancegroup.com/resources/#papers
📈 Try the Revenue Accelerator:
👉 https://revenueaccelerator.globalperformancegroup.com
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