How do you help sales teams create demand and succeed when traditional prospecting tactics no longer work and buyers are harder to engage than ever?

In this episode of The Emblazers Show, host Tim Riesterer talks with Becc Holland, CEO and Founder at Flip the Script, about how modern salespeople can succeed in a changing marketplace. Becc explains how understanding buyer psychology, metrics, and unknown problems helps sales teams break through status quo bias and engage prospects more effectively. She emphasizes that sales is more than process; it’s about creating new demand and becoming a trusted advisor.

The conversation covers practical tips for cold outreach, including email deliverability, readability, and subject line optimization, and how leaders can equip teams to apply these tactics.

For sales leaders and professionals, this episode offers actionable methods to engage prospects, generate new opportunities, and build a high-performing team.

Tune in to learn:

How to uncover buyer problems they didn’t know they had
The best practices for crafting cold outreach that generates responses
How leaders can equip their teams with metrics, sequences, and tactical expertise

Episode highlights:
(00:00) Introduction
(00:52) Meet Becc Holland, CEO of Flip the Script

(02:08) How prospecting has changed from old tactics to today’s reality

(04:37) Current email response rates and why old volume-based methods fail

(06:18) Uncovering problems buyers didn’t know they had

(10:35) How to spark self-persuasion and confidence in buyers

(11:15) Step-by-step method for uncovering buyer metrics and gremlins

(22:00) Leadership perspective on routing, sequences, and personalization

(24:25) Email optimization
(33:25) Equip reps to become industry experts and tactical leaders

(38:22) Leading from the front and enabling success

Links and Resources:

Connect with Abby Kerr: https://www.linkedin.com/in/abbycathkerr/
Connect with Tim Riesterer: https://www.linkedin.com/in/tim-riesterer/
Connect with Becc Holland: https://www.linkedin.com/in/beccholland-flipthescript/

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Learn about Becc Holland

As CEO and Founder at Flip The Script, Becc Holland is a leading authority in modern sales strategy and prospecting. She helps organizations break through the status quo by uncovering unknown buyer problems, creating new demand, and guiding teams to engage prospects more effectively. Her innovative approach combines deep understanding of buyer psychology, metrics, and tactical expertise to drive measurable results. A recognized expert in cold outreach, email optimization, and sales enablement, Becc empowers leaders to equip their teams with the insights, sequences, and skills needed to outperform traditional prospecting methods and achieve sustainable growth.

Learn about Tim Riesterer

As Chief Strategy Officer at Corporate Visions and Chief Research Officer at Emblaze revenue leaders’ community, Tim Riesterer is a pioneering force in developing customer conversations that break through the status quo and drive measurable business results. His innovative approach helps companies craft differentiated messages and deploy them through powerful self-service and sales-directed tools that consistently outperform traditional content strategies. A recognized expert in value creation and capture, Tim enables organizations to transform their customer conversations through proven methodologies that elevate their market position and drive sustainable growth.

Learn about Abby Kerr

As Director of Content & Community at Emblaze, Abby Kerr designs content experiences that spark conversations and strengthen the connective tissue between B2B revenue leaders. With a background spanning brand voice strategy, enterprise B2B content, and education, she brings a sharp eye for nuance and a deep understanding of how people learn and grow. A champion of insight-driven storytelling and peer-to-peer learning, Abby helps make Emblaze a place where leaders don’t just consume content—they contribute to it. She’s also a warm, un-shy introvert who reads fiction, asks big questions, and drinks her coffee black.