The Guide Selling System with Mike Koory

Art & Science of Complex Sales

In this episode, Paul Fuller is joined by Mike Koory, founder & CEO of Blue SalesFly, to talk about his new book, The Guide Selling System. Mike shares how traditional sales tactics often miss the mark by focusing on persuasion rather than understanding. His system encourages salespeople to act as guides, helping customers move from where they are to where they want to be.

Mike introduces the idea of using a structured, systems-based approach in sales, inspired by quality practices from other industries. He emphasizes the importance of asking better questions, building trust, and shifting the mindset from selling to guiding.

He also talks about “TOPO map”, which focuses on Threats, Obstacles, Problems, and Opportunities as a way to reframe discovery and create more meaningful conversations. The discussion highlights how real change in sales happens not through high-pressure tactics, but through clarity, consistency, and collaboration.