Why Selling Software Isn't a Motivation Problem

Sales enablement often fails because companies ask sales teams to sell software using a system designed for hardware. 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. 🔗 Explore more insights: https://globalperformancegroup.com/ 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/re... 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperf... ⏱️ 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:   / juhamirsch   If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at www.globalperformancegroup.com 📘 Download the whitepaper "You're Entering the Deal Too Late" 👉 https://globalperformancegroup.com/re... 📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperf... 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/gu...