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One morning, as Karl was packing up some gear for a day of sailing, he asked his (at the time) 16-year-old son if he wanted to come with him that afternoon.
He knew his son would say no for one simple reason. His son always said no. Karl was so sure, in fact, that he almost didn’t ask. But to his surprise, his son shrugged. “Sure, Dad, what time?” As he made lunch and packed an extra towel, Karl couldn’t help but to smile to himself. He had an idea in his mind about what his afternoon was going to look like, and with one small shrug, it had taken on a completely different shape. “Hey, Dad, we have extra life jackets, right?” his son asked. “I invited the guys to come with.” Karl knew who his son was referring to. His son’s three best friends who he (and Karl) had known since they were in pre-school. Before he knew it, Karl was driving four teenagers who didn’t seem entirely clear on what the plan was. “Where are we going again?” One of them asked. “We’re going sailing,” Karl reminded him. “But I have to warn you guys, it’s a bit windy, so it’s possible we’ll get up there and we won’t be able to do much sailing.” The boy thought for a moment. “If we can’t sail, can we swim?” As the day went on, Karl felt less and less like he was hanging out with his son’s friends and more and more like he was one of the guys, just hanging out on a regular Sunday afternoon, which quickly turned into an adventure. It was windy, but they were still able to sail for a while, until a few of the boys wanted to swim. Karl navigated to a calmer cove and anchored the boat, and they all jumped in the water. They swam to the shore, explored the sand, found shells and cool looking rocks. They joked around, teased each other, and made up games. On the way home, they even stopped for ice cream. The entire day, which Karl thought would include him having a calm, relaxing few hours on his sail boat, turned into a free flowing adventure where suggestions were immediately accepted and everybody laughed freely. As they pulled into the driveway, one of the boys spoke up. “This was so much fun. Why don’t we do this all the time?” Once again, Karl’s perception turned on a dime. He never thought his son, never mind a crew of his son’s friends, would want to come along with him sailing on a random weekend afternoon. They probably didn’t think it was their idea of a good time, either. And yet, when all of them let go of their expectations and let the magic of spontaneity happen, they had an incredibly memorable experience. On the Embracing Unexpected Encounters episode of the Leadership Circle Podcast, Karl shares how many of the best outcomes, from the beginnings of Karl’s business to the lessons learned from working with customers to a spontaneous adventure with his son and his friends, are entirely unexpected. Listen to the podcast on Spotify or Apple Podcasts for the full conversation. “I’m not here to fire anybody.” It was the elephant in the room when Karl started working with a new organization. More specifically, when he started talking to somebody who the team was considering letting go. “I don’t know what’s going to happen, but my goal is to improve things.”
During their first meeting, Karl made a commitment to that sales person. “I’m going to find out what your world is like right now. I’m going to learn why you’re with this company, what you wish it was like, how you would improve it. Everything. And I’m going to show you, through my actions, that you can trust me. That I’m here to support you.” The salesperson was, rightfully, skeptical, but she gave Karl a chance. Over the next several weeks, they’d meet at least twice a week, and Karl learned a few things very quickly. The saleswoman didn’t feel like she was respected. She felt like she was often treated poorly. She didn’t feel heard. One big point of contention was that she wanted to have longer meetings than the standard 30-minute ones her team was expected to do. She felt she needed at least 45-minutes to get to know people and really be effective. “I’m tired of being told I can only do 30-minute calls so that I can do as many as possible. Give me an hour. Give me 45-minutes, even. I’ll take less calls, but I know I’ll be able to close more than anyone else.” Karl met with the leadership team and told them he wanted to do a 30 day experiment. During those 30 days, he’d make decisions he felt would best elevate the sales team and the leadership team would refrain from making any personnel changes. They agreed. The biggest change was a simple one: the sales team was in charge of their own schedules. They could set meetings for the amount of time they felt they needed. By the end of the 30 days, the average sales price had increased by about 30%, the whole team’s close rate had gone up, and the person who was initially on the chopping block had the highest closing rate of the entire team. An interesting follow up fact: she maintained the lead 80% of the time for the next 3 years while Karl was there. The salesperson wasn’t being difficult by insisting that she needed to have longer calls with potential customers. She was trying to take the time to get to know them so she could sell more effectively. Had the sales leaders fired her, as they thought they needed to do, the entire team would’ve not only lost her great sales record, but never improved as a whole. On the How to Drive Growth Through Empathy episode of the Predictable B2B Success Podcast, Karl shares how digging beneath the surface helps you learn better ways to motivate your sales team in addition to improving your business, why lack of foundation can hold back even successful sales organizations, and more. Listen on Apple Podcasts Listen on Spotfiy Several years ago, Karl was asked to consult with a company he’d worked with before.
“Things have been going great,” a member of the leadership team told him. “But we’ve grown a lot over the past several years, we have new team members, and I think we could use a refresh.” Karl was excited to get started and meet the new team. One of the newest members was their director of marketing. Driven, smart, personable, Karl knew he had a lot of potential. In fact, the new director of marketing’s biggest challenge was his age and subsequent lack of experience. There was a lot he didn’t know, but he was aware of it and incredibly eager to learn. Karl immediately thought about a different client of his who had an upcoming marketing conference and workshop. He knew it was the kind of experience that would benefit the new director of marketing. “Hey,” he told the guy the next day. “One of my other clients is hosting this workshop. I think you’d really like it.” Karl watched as the director of marketing’s facial expression moved from excitement to disappointment before he even spoke. “That sounds awesome, and I appreciate you thinking of me. But I just don’t think we have room in the budget right now.” Karl couldn’t let it go, especially after seeing the young director’s reaction. So he called his client and asked for a favor. “This guy really wants to attend,” he told his friend. “But he doesn’t have any wiggle room. Could you let him come free of charge?” “No worries,” the client told Karl. “Just send me his info and I’ll register him.” It was a win for everybody. There was an extra attendee at the conference networking and building connections, the new director of marketing was able to attend workshops he was really excited about, and Karl was able to help his client. When it came down to it, this moment wasn’t about selling for Karl – it was about providing value that went beyond the services he was paid to provide. None of it would’ve been possible without Iceberg Selling. Karl had to get to know the director of marketing well enough to understand that this opportunity was one he’d be excited about. He had to have a strong enough relationship with his other clients to ask for a favor. And he had to not just be professionally invested, but personally invested enough to find extra opportunities to provide value. During his appearance on the Leaving Nothing to Chance podcast, Karl does a mock sales call with host John Solleder, shares how most salespeople have the potential to go from good to great with a few small shifts in their mindset, and discusses why knowing what’s going on in the worlds of your team members and customers makes you a more valuable and successful salesperson. Listen on Spotify Listen on Apple Podcasts Several years ago, there was a horrible wildfire in Colorado where Karl lives.
As you can imagine, it was incredibly stressful for the entire community. Karl’s family was lucky enough not to lose their home, but thousands of other people did. People in their community. Friends of their family. The families of the kids Karl’s boys rode on the school bus with. Overnight, thousands of people around them lost their houses, their businesses, and, most notably, their feelings of safety and security. In the midst of one of the most challenging events that took place in their community, Karl witnessed something amazing - the way his kids started showing up for their friends, their neighbors, and their classmates. They collected items, shared their belongings, and spent their time helping the people around them. The most shocking part for Karl was that it was done without any reminders or prompting from him. In fact, if anything, the kids were the ones leading the charge, inspiring Karl to get more involved with efforts, too. It made Karl reflect about what legacy really is - how you show up, every day, in your community, and the ways you impact the people around you. In sales, you’re an agent of change. We may often picture salespeople in the negative stereotypical way, but what they really aim to do is make an impact for the people they guide and serve. During Karl’s appearance on the Legacy Roadmap Show podcast, he shared how his son’s unintentionally exemplified the “ownership” mindset in Iceberg Selling and why serving people by doing the things you value and are good at is at the heart of selling. Listen to the full podcast. During his appearance on the Uncover Hidden Client Needs episode of The How to Sell More Podcast, Karl shared a recent experience that, surprisingly, had him reflecting on authentic selling: planning his dad’s surprise 80th birthday party.
When he first started planning the party, people came to him with ideas: “We could do dinner at this new restaurant in town,” somebody suggested, but Karl knew that his father, as well as a lot of his father’s friends, would be uncomfortable driving at night. “There’s this great spot in the city that –” Karl shook his head as soon as he heard the location. Nearby parking was limited at best, and a lot of the guests would have trouble walking a long distance. The more he thought about the needs of the people attending, not to mention the birthday boy himself, Karl realized the party his father would likely enjoy the most was a luncheon at a restaurant with no stairs, a lot of light, and a familiar menu. But it got Karl thinking. The people who gave Karl suggestions, as well intentioned as they may be, were thinking of what they would enjoy for their birthday party - not what was realistic or enjoyable for an 80-year-old. They weren’t thinking about the challenges a loud environment, a dimly lit room, or staircases would present. If they were salespeople, we’d say they forgot to consider the needs of their customer. If you’re a salesperson who is an expert in their field or with their customer, understanding the basics of what is going on in the industry is just as, if not more, important than knowing your product. And if you don’t, you need to take a pause and do your homework. It’s easy as a salesperson to think your job is the ABC’s (if you know, you know). But when your focus is on constantly selling your product, it’s easy to forget why somebody might need to buy it. It’s easy to forget that understanding what’s going on in the industry you’re selling to is just as, if not more, important than knowing your product. To learn more about why failing to guide your customers reinforces sales stereotypes, how Iceberg Selling helps you uncover hidden client needs, and how sales organizations can overcome the biggest challenges holding them back, check out Karl’s appearance on The How To Sell More Podcast. What has the power to kill a sale faster than any other single factor?
A salesperson who doesn’t listen to their customer. When Karl and his family outgrew their house and started looking for a new one, he reached out to a realtor named Stephanie. Within weeks she found what, on paper, looked like the perfect house. It was the right size, their ideal layout, the style the family liked. It even backed up to a golf course - a dream for a family who loved to golf. There was one problem: it wasn’t in Boulder County, and Karl’s son desperately wanted to enroll at one of their high schools. Karl called the realtor. “Hey,” he said. “I think it’s worth seeing this house. It might even be our dream house. But I need you to do me a favor. At the showing, don’t tell my son that this house isn’t in Boulder County. He’ll immediately think he won’t be able to attend the high school he wants, and there’s no way he’ll look at it objectively. Instead, let’s just look at the house, see if it’s as good of a fit as we think it is, and figure the rest out down the line.” “I totally understand,” Stephanie said. And yet, when they arrived at the showing, before they even shook hands, she gave the family a smile. “Great news! I did some research and may have solved the high school problem. Even though the house isn’t in Boulder County, you might be able to open enroll and attend any of the schools!” She was beaming with delight, but a dark cloud had formed over the entire family’s heads. She thought that she had brought them a solution, but all Karl’s son heard was “high school problem.” And all Karl saw was a realtor who didn’t listen to his one request because she thought she knew better. Without realizing it, she poisoned the entire experience. This is why Iceberg Selling Matters. You need to understand the entire picture before you try to solve a problem, or you might end up causing one. Karl’s appearance on the Step Up Your Sales Performance with Iceberg Selling Episode of the Smart Agents podcast is packed with lessons and insights from both the perspective of the salesperson and the customer. You’ll learn:
Check out the episode on Spotify or Apple Podcasts to learn more about why listening to your customers and working to understand their needs is the key to building lasting relationships. You’re taking your son to his first ever baseball game. On the way to the stadium, he looks at you and says, “Dad, we’re gonna catch a baseball.” Naturally, you respond, “yes we will, son!” This exact scenario happened to Karl - but it had the best ending possible. He happened to be sitting in prime seats to catch a stray ball. During the third inning, his son turned and asked, “When are we going to catch the ball?” “How about now?” Just then, a ball gets hit their way and Karl’s eyes don’t leave it for a second. He catches the ball, hands it to his son, and starts thinking, man, am I the father of the year, or what?  By the end of the game, he realized a problem. He had two sons. And now, only one of them had a baseball.
Over the next couple of weeks, he started thinking about how he could catch a baseball for his younger son, too. He realized he’d need to:
They may have seemed like minor steps, but these seemingly small actions increased his odds of success. After all, you can’t catch a ball if you’re sitting in the nosebleeds, and a baseball player would be much more likely to toss a ball his way if he looked like a fan - and if that ball was going to a kid. What exactly does this have to do with sales? As it turns out, more than you’d think. One of the things that sets a good salesperson apart from a great salesperson is that, before every meeting they have, a great salesperson thinks about ways to increase their odds of winning the customer’s business. Whether it be mapping out their route to arrive early, making sure their car is clean and looks professional, anticipating and removing any possible distractions within their control, and clearly communicating next steps, a great salesperson knows that chance favors the prepared. Of course, great preparation is not a guarantee that what you’re working towards will go your way (although, in Karl’s case, once again, it did). But it does give you the best shot of achieving your desired outcome. On Karl’s appearance on the Global Sales Leader podcast, he shares what mentality salespeople need to have to succeed, why a good leader helps their team define what they’re playing for, and the power of bringing sales and marketing teams together. Check out the full podcast on Spotify or Apple Podcasts to learn more about mastering the art of sales! In a sales meeting with a live event team, one of the salespeople shared that they were ghosted after responding to an RFP.
“I’m really bummed,” the salesman shared. “I met this meeting planner, and we really hit it off. I was hopeful it would be the start of a lot of new business and a great working relationship.” Karl looked around the room at the sales team. “What do you think he should do next?” He asked. The team responded with the obvious - calling, emailing, other follow ups - all things that the salesman had already been doing. Karl nodded. “I have a question for you. Do you want to win this specific show from the meeting planner, or do you want to capture as much business as possible in the future, too? There were chuckles around the room. “Obviously we want as much business as possible.” “Then why are you treating this entire relationship like it’s about one RFP?” As salespeople, it’s natural that we’re hyper fixated on closing the sale in front of us. However, when every interaction we have with the client is filled with pressure to buy, we forget what matters most: figuring out how you can be of service. “What do you think the meeting planner might need?” Everybody was quiet. Karl went on. “What do you think her daily life looks like? What problems is she trying to solve for her clients? How can you help?” Suddenly, the ideas started flowing. “We could show her some of our favorite venues.” “We’re producing a gala in two weeks that we could invite her to. It’ll give her some inspiration and show how our team works with clients onsite.” “There’s a networking event coming up in a few weeks. We could see if she wants to attend with someone from our team.” The conversation about this meeting planner, and the strategies we were using, switched from pestering her about a single proposal to finding new ways to provide value. During his appearance on the Navigating Sales & Proposals episode of the Corralling the Chaos Podcast, Karl shared why good proposals should include more than a gear list and a quote. Instead, they should show an understanding of the client’s needs, share ideas that inspire, and tell a story about what it’s like to work with you. Most importantly, the entire sales process should prove that you’re a partner, not a vendor. Check out the full podcast on the Lasso website to learn more! The key to removing the “Yuck” factor that so often comes along with selling can be summed up in three steps:
1. Figure out who your perfect customer is. Picture this: you’re sitting on an airplane when somebody sits down next to you. Not just somebody – your perfect customer on paper. Picture that perfect customer. What is their world like? What do they need help with? If you were a fly on the wall while they vented to their best friend about their challenges, what would they be? Now’s the next step: how are you uniquely able to solve those challenges? Getting specific about who you want to work with, why you want to work with them, and what you bring to their table doesn’t just help you target the right customers - it helps you show up more intentionally to build long-term relationships. 2. Figure out what your strengths are - and how you can play to them. Some people are, by nature, incredibly social creatures. They make friends everywhere they go. At the gym, in the Starbucks line, in the DMV… Other people are good listeners. They listen to understand, not to respond. They find that people open up to them easily. They always seem to ask the right questions. Selling starts to feel less icky (for you and the people you’re selling to) when it’s grounded in authenticity. If you’re a social butterfly, that means playing into your strengths to draw people to you. If you’re somebody who listens first and speaks later, your power comes from your ability to make potential customers feel heard. Both are effective. Both are important. Which one you are doesn’t matter – it’s selling in a way that plays to your natural strengths that does. 3. Unpack your mental baggage Wolf of Wall Street is a great movie, but Jordan Belfort paints salespeople as greedy and money hungry at best and, well, a terrible people at worst. In fact, most movies about sales feed into this same perception that salespeople are highly competitive and desperate to win at any cost. Maybe that’s why so many entrepreneurs and salespeople find themselves turned off by the entire idea of selling. Of course, selling is an absolute necessity for companies to grow and thrive, and while the Blakes of Glengarry Glen Ross do exist, they’re the exception – not the norm. Most entrepreneurs and salespeople believe in the solutions they offer to solve challenges - so reframing how you think about the entire selling process will allow you to push past the “yuck” factor, dive deeper than what’s on the surface, and learn what your potential customers are really looking for. To get more insights on Selling Without the Yuck Factor and learn more about finding new leads, discovering your sales strengths, and more effectively approaching sales, check out Karl’s appearance on Doug Thorpe’s Leadership Powered by Common Sense podcast. Karl joined Justin Stoddart on the Think Bigger Real Estate podcast to dig into what makes sales meaningful and effective in an age of automation: real human connection. While many salespeople are tempted by the promise of working faster using technology, especially AI, Karl and Justin make a compelling case that being human is your competitive advantage.
In this conversation, Karl shares candid stories and experiences in relationship-driven industries, where going beyond surface-level interactions leads to trust and lasting impact. He explains how to use Iceberg Selling to build rapport with curiosity and authenticity, be more present, and apply emotional intelligence to every client interaction. Whether it’s taking the time to understand a client’s life, brainstorming ways to provide value beyond your core service, or shifting from an impersonal list of clients to a focused network of trusted partners, Karl offers a grounded, real-world roadmap to selling with depth and intention. He even tackles the tension between being efficient versus being effective, reminding us that while we should be efficient with our work, we should never be efficient with people. Listen to the full conversation on your favorite podcast app, visit Think Bigger Real Estate's podcast page or watch the video above to explore how you can be more present, show more empathy, and add more value to your sales approach. In a recent episode of the Teaching Journeys podcast, Karl joined host Dave Roberts to explore what it takes to build high-performing sales teams in a way that puts human relationships first. The conversation touched on the foundational pillars of effective sales leadership, the importance of aligning values and motivations, and the transformative power of mindset for individuals and organizations (and, of course, Iceberg Selling).
Building Sales Teams that Thrive Creating high-performing sales teams starts with a healthy culture. Too often, organizations prioritize tactics before values—but success is rarely sustainable without a shared purpose. Karl emphasizes the importance of building intentional, positive environments where people feel connected, supported, and clear on their “why,” both personally and for the overall business. When a team aligns with common goals and values, high performance comes easy. This alignment includes understanding each team member’s unique strengths and motivations. Rather than forcing one-size-fits-all strategies, effective leaders tailor their coaching to the individual—helping people succeed on their own terms. The result is greater engagement, consistency, and trust. Leadership That Empowers, Not Controls Leadership plays a critical role in shaping team dynamics. Karl shares that the most impactful leaders don’t micromanage, they enable. They invest in understanding their team members and create space for growth. When leaders prioritize collaboration and vulnerability, they build a culture where people feel safe to use their own their own experiences. The Power of Iceberg Selling Of course, Dave and Karl did a deep dive into Karl's Iceberg Selling framework, which invites sales professionals, and everyone else, to look beneath the surface of any given situation. Success comes not just from features and benefits, but from uncovering the deeper motivations, fears, and goals that drive decisions. In particular, they focus on the Ownership and Drivership mindsets. When salespeople in particular adopt these mindsets, they shift from reactive to proactive—from simply following the process to leading with intention. Great sales teams don’t just happen. They are built—with clarity, culture, and the courage to go deeper. Check out the episode on Youtube. If you were taking your family or friends on a road trip, you wouldn't just get in the car and start driving in a random direction. At the very least, you'd first agree on where you were going. Then, as the driver, it's your responsibility to plan your route and any stops along the way.
As a salesperson, you're a guide, helping your customer reach their desired outcome. So why not plan in advance the same way you would if you were any other type of guide? Khalil Benalioulhaj and Martin Holland invited Karl on their podcast, the Cash Flow Contractor, to talk about how Iceberg Selling helps you prepare to be the best guide you can be to your customers. To show someone how to reach a desired outcome, you first need to share a vision. Karl, Khalil, and Martin discuss how salespeople, and entrepreneurs working in a sales capacity, can co-create that vision with their customers and lay out the path from the starting point to that eventual outcome. This episode applies the principles of Iceberg Selling to the construction industry and its unique set of challenges. So, how can exploring the 90% below the surface apply to services like commercial and residential building or remodels? Watch the interview on YouTube or visit their website for links to your favorite podcast platforms.  The third best practice of Iceberg Selling is to build rapport with customers, colleagues, or whoever you happen to be interacting with. While building rapport always includes showing authentic interest in the other person's "iceberg"—particularly the 90% that you can't see on the surface—it also includes sharing your iceberg with them, too.
Karl's interview on episode 181 of The Insight Interviews podcast, with Steve Scanlon, dives into the human qualities of iceberg selling. It particularly emphasizes the role of self-awareness in sales, explaining how understanding and addressing internal beliefs can drive significant improvements in performance. Shifting the focus from closing a transaction to deep, authentic connections leads to greater sales success. And, as Karl and Steve discuss, truly connecting with others begins with knowing yourself. One of the key takeaways from the podcast is how understanding the hidden psychological barriers that salespeople face can unlock new levels of success. Karl elaborates on the importance of embracing vulnerability in sales and how genuine human connections—rather than hard-selling tactics—can make all the difference. Whether you're in leadership or are a front-line sales representative, these insights will help you approach your sales process with more clarity, confidence, and connection. Karl and Steve also discuss how, for sales leaders, the iceberg selling approach provides a refreshing take on how to build a team that not only performs but thrives in a challenging environment. By shifting focus from sales quotas to personal growth and connection, sales organizations can foster a culture of sustainable revenue and growth. Listen to it here or on your favorite podcast platform.  In a thought-provoking conversation on Chris McNeil’s podcast, Karl Becker shares transformative insights into selling as problem solving. This episode is a must-listen for anyone looking to improve their influence and connection, both professionally and personally.
Karl begins by exploring the power of building connections with others, drawing on his own experiences of adapting and connecting to create a sense of belonging. Whether in sales, leadership, or consulting, this ability to build meaningful connections lays the foundation for solving problems and driving success. Success doesn't always mean doing everything yourself. It means empowering others to contribute their best, too, whether that refers to your customers or your teammates. This mindset shift has profound implications for sales leaders and professionals alike. Karl emphasizes to Chris that every challenge, conversation, or opportunity is like an iceberg—90% lies beneath the surface. By embracing curiosity and seeking to understand what’s hidden below, sales professionals can uncover deeper motivations, address unmet needs, and create long-lasting value for their clients. The podcast also highlights the importance of co-creating solutions with clients. By engaging in authentic conversations and genuinely understanding their world, you move beyond transactional sales to establish trust and shared ownership of solutions—leading to stronger relationships and more natural outcomes. For anyone in sales, leadership, or influence, this episode is packed with actionable insights. Learn how to shift from a "close-first" mentality to a service-driven, long-term value mindset. Listen to the full interview on your favorite podcast platform or on the Thought Leadership Studio website. In sales, demonstrating love is about going the extra mile to connect with someone—and even to connect with your own purpose.
In this interview, Karl and Selling With Love podcast host Jason Marc Campbell talk about how love figures into the principle of Iceberg Selling. That includes more than just being considerate of what's going on below the surface in another person's life. It means showing yourself some love, too. It's easy for a salesperson to get discouraged. There's a lot of head trash involved brought on by TV, movies, and people we meet in the real world (including sometimes the people we love). Seeing the value in what you do, and how you bring that value to your relationships with customers, and everyone else in your life, can go a long way to help you connect with your "why." Check out the video above, or visit the Selling With Love website or your favorite podcast platform. |
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We are headquartered in Colorado with domestic and international teammates and clients. Please use the contact form on this page to inquire about any of our books, podcasts appearances, speaking engagements and workshops, any of our offerings, or simply to connect.
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