Bio
Sam Griffard has spent 14+ years in B2B sales. He has been an SDR, an AE, a sales enablement leader, a fractional sales consultant, and a head of sales. His teams have generated over $350M in revenue across North America, EMEA, and APAC.
Much of his work has been founding sales. At multiple startups, he worked alongside the CEO to build the sales motion from the ground up. He has also helped consulting clients land their first paying clients.
Sam is a self-described sales nerd. He holds two degrees in sales and focuses on methods rooted in buyer psychology and backed by data. SDRLeader.com named him a Top 25 SDR Leader in both 2023 and 2024.
He lives in Idaho's Treasure Valley.
Quick Facts
- Book
- Choice Selling: How People Decide, and How to Sell Without Pushing, Pitching, or Pressure (2026)
- Experience
- 14+ years in sales development, sales enablement, and enterprise sales
- Education
- Bachelor's in Technical Sales, Weber State University. Associate's in Professional Sales, Ensign College.
- Based in
- Boise, Idaho area
The Book
Most sales methods treat discovery as something the seller does to the prospect. Choice Selling flips it. The prospect does the discovering, so the understanding is theirs. The method has three steps:
- Discover
- Illuminate
- Invite
The book was 13 years in the making. Sam finished it after seeing the process work at three full-time companies and seven consulting engagements. It was released in July 2026.
Podcasts and Interviews
-
Choice Selling and Why Discovery Belongs to the Buyer
Why most reps act as extractors in discovery, why the fastest deals happen when buyers discover things themselves, and how loving the process prevents burnout.
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Leading Through Change
How Sam won buy-in from a team of veteran reps by coaching through data, and how a low performer became a top producer.
-
How to Help SDRs Build Business Acumen
Teaching SDRs to talk to CFOs and CHROs, the biggest mistake companies make in SDR training, and using AI to understand buyers faster.
-
Secret Sales Hacks to Keep Prospects Interested
Better cold calls, talking about the future state in discovery, and bridging gaps with prospects.
-
How to Sell to Funeral Homes, and Why It's No Different from Any B2B Market
Outreach to a niche market, quantity versus quality in prospecting, and changing how cold calling is done.
-
Behind the Scenes with Gather
How Sam's team used video across the sales process to serve funeral directors.
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Prioritizing Client Success Throughout the Sales Process
Using questions, stories, and current-versus-future-state mapping, plus how data exposed a gap in discovery-to-demo conversion.
Common Questions
Who is Sam Griffard?
Sam Griffard is a B2B sales leader and the author of Choice Selling. He is a two-time Top 25 SDR Leader with 14+ years in B2B sales.
What is Choice Selling?
A B2B sales method built on three steps: Discover, Illuminate, and Invite. The seller helps prospects discover their own problems and choose their own path, without pushing, pitching, or pressure.
How do you pronounce Griffard?
grif-ARD, with the stress on the second syllable.
Is Sam available for podcasts and speaking?
Yes. Reach out on LinkedIn.