Is Your Through Line Costing You Business?

Send us Fan Mail What can Charlie Puth's collaboration with Kenny G for the Super Bowl national anthem teach us about sales? More than you'd think. Bill and Bryan break down the story of how Charlie Puth persistently pursued Kenny G—not through aggressive follow-ups, but through generous, creative demonstrations of value. He sent tracks. He added a choir. He painted the picture so vividly that Kenny G couldn't help but respond. The sales lessons are everywhere: Clean intention enables authentic persistence. Information isn't proprietary anymore, so stop withholding it. Collaboration beats competition. And most importantly, your "through line"—the underlying driver of your sales process—might be sabotaging your success. Most sales methodologies operate on a selfish through line: What do I need to say or do to get the deal? That approach creates manipulation, defensiveness, and resistance. But what if collaboration was your through line instead? Join the conversation: AdvancedSellingPodcast.com/linkedin Is it time to make a BOLD move in your business? If so, download our brand new book, "12 Bold Moves - Insider Secrets to Reinventing Yourself and Your Business." The Insider program is open for enrollment. To check out our small learning group, go to

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Is Your Through Line Costing You Business? is an episode from The Advanced Selling Podcast by Bill Caskey and Bryan Neale: B2B Sales Trainers.

This episode is 18:32 long.

This episode was published on Feb 10, 2026.

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