Why 2026 Requires a New Sales Plan: Territory Planning, Value Selling, and Revenue Growth cover art

Why 2026 Requires a New Sales Plan: Territory Planning, Value Selling, and Revenue Growth

Why 2026 Requires a New Sales Plan: Territory Planning, Value Selling, and Revenue Growth

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 Hosts Kevin Lawson and Sean O'Shaughnessey challenge a dangerous assumption many sellers make: that next year will look just like this year. It won't. In this conversation, they unpack why sales success in 2026 demands a deliberate mindset shift, sharper territory planning, and a renewed focus on value selling. This is a strategic discussion for sales professionals who want to generate revenue without simply working more hours, and who understand that trust, planning, and business acumen are the real currencies of modern sales. Key Topics Discussed Why 2026 Is Not "Just Another Year" (00:00–01:30) Sean sets the stage by explaining why repeating last year's sales strategies is risky. Revenue growth requires intention, experimentation, and a plan that looks beyond the next deal. The Mind Shift: Microwave vs. Crockpot Selling (01:30–03:00) Kevin introduces a powerful metaphor for sales management, balancing short-term revenue needs with long-term sales strategies that build trust and pipeline health. Territory Planning as a Trust-Building Exercise (03:00–05:00) The discussion shifts to territory planning, not as a coverage exercise, but as a way to intentionally build emotional, relational, and product-belief currency in the market. Deal Mix, Quotas, and Planning for Bigger Wins (05:00–09:30) Sean breaks down how understanding deal size, sales processes, and capacity helps sellers avoid a year filled with small deals that never add up to quota attainment. Program Sales, Supply Chains, and Selling on Value (09:30–14:30) Kevin dives deep into program sales in manufacturing and consulting environments, illustrating how value selling and messaging around impact, not product, drive revenue management and long-term sales success. Key Quotes Sean O'Shaughnessey (05:30): "If you fail to plan, you plan to fail. And worse, you end up just repeating last year. That's boring. Plan to be great." Kevin Lawson (02:10): "We're not just selling a product. We're selling a currency of trust, and territory planning is how you invest in that currency." Kevin Lawson (13:45): "We have to stop selling tomorrow like it's just another day. We sell value. We create value. That's the shift." Additional Resources Paul Simon, "50 Ways to Leave Your Lover" – referenced for the line "Make a new plan, Stan," as a metaphor for intentional sales planning. A Significant Actionable Item from This Podcast Build your 2026 territory plan backward from revenue, not activity. Start with your quota plus 20%. Define your ideal deal mix, identify which accounts or regions can realistically support that goal, and map out quarterly milestones. Then review your progress honestly at the end of each quarter and adjust. This single discipline strengthens sales processes, sharpens messaging, and dramatically improves sales success. Summary This episode is a wake-up call for sellers and sales leaders who are drifting into the new year without a clear plan. Kevin Lawson and Sean O'Shaughnessey go beyond surface-level advice to explore how territory planning, value selling, and strategic mindset shifts directly impact revenue generation. If you want 2026 to outperform 2025 and set you up to win in 2027, this conversation will reshape how you think about sales strategies, business acumen, and long-term success. B2B Sales Lab is a private, member-led community for sales professionals who want actionable insights, not theory. It's a space to ask real questions, share proven practices, and connect with others who are serious about improving revenue performance. Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Join us at b2b-sales-lab.com You can reach out to Sean at New Sales Expert, LLC - Sean@NewSales.Expert - https://www.linkedin.com/in/soshaughnessey/ You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - kevin@lighthousesalesadvisors.com - https://www.linkedin.com/in/kwlawson/ You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/
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