Accelerate Podcast with Andy Paul
November 13, 2017

#596 Think Like a Marketer to Build Your Sales Brand. With John Jantsch.

John Jantsch, President at Duct Tape Marketing, joins me on this episode of #Accelerate!


  • John says the single biggest challenge facing sales reps today is the change in the way people buy. A sales rep must add more value, such as caring about buyer needs.
  • John plays the long game. He shares what works. He keeps his customers for years. He loves what he does. He says people don’t find negative reviews of Duct Tape Marketing. He is customer-centric.
  • John says to focus on using technology, not for its newness, but to add client value. To work really hard for a long time is the secret to success.
  • John’s book, Duct Tape Selling, is based on the premise that sales and marketing are moving closer together. Salespeople need to start building their brand to add value. Perceptive listening s to let the client lead the way.
  • Reps following a script sometimes miss cues from the customer that lead the conversation away from the script but towards a sale. Listening perceptively helps avoid missing cues. Don’t assume what the client wants — ask.
  • Andy tells reps to listen without filters and forget biases about what is right for the client. Help the client come to the right decision based on their needs. The client should talk more than the rep, especially in discovery.
  • Robert Cialdini notes in Pre-Suasion that we not only buy from people we know, like, and trust, but that like us, too. See how long you can ask somebody questions before talking about yourself.
  • John talks about being your own talking logo, or sales affirmation. When asked what you do for a living, answer in a way that is interesting to the person. They don’t care about your product; they want to solve their problem.
  • When people ask John what he does, he says he installs marketing systems. People generally they ask follow-up questions to learn more. John has a client who does SEO. He says, ‘I make the phone ring.’ That generates interest.
  • Salespeople may want their own website. Some organizations resist it. Resistance may come from legal compliance, or from fear of losing the rep. Customers will search you. Add value to build your sales.
  • John discovered while writing his book that marketing and sales compensation is so misaligned that there is guaranteed conflict between the groups. Compensation may need to be adjusted to fit new circumstances.
  • John says that the sale is not complete until the customer gets a result. Sales reps in it for the long haul will advocate for the client.


For Vice Presidents of Sales of high-growth companies and built on recurring revenue — Andy is teaming up with his friend Jacco van der Kooij, founder of Winning by Design and author of Blueprints of a SaaS Sales Organization, to launch the Sales Leadership Accelerator Mastermind, an intensive 12-month learning, coaching, and mastermind program for the Vice Presidents of Sales of high-growth subscription-based companies. If the responsibility sits on your shoulders to scale your revenue team, to hit the $100 million mark ARR and beyond, then the Sales Leadership Accelerator Mastermind will help you transform how you sell, scale, and develop the capabilities of your team to crush your goals. Enrollment is limited to a very small group, so go to now, to learn more and enroll today.

September 12, 2017

#564 Improve Your Close Rates and Build Your Brand. With Chris Smith.

Chris Smith, CEO of Curaytor, and author of the best-selling book, The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales, joins me on this episode of #Accelerate!


[3:26] Chris says the single biggest challenge facing sales reps today is distraction. Reps need to focus on meaningful conversations with humans. Chris says technology, used correctly, makes it easier, if you work on engagement.

[6:11] AI may start conversations and warm people up, but it doesn’t close sales. Know your numbers. Use digital activities to help salespeople talk to more people.

[8:44] Chris gives an outline of Curaytor. It is a turn-key marketing outsource site. Curaytor has a team and a network of business owners who can use each other’s best ads with a click.

[10:44] Chris explains the Curaytor CAB process. Curaytor helps you Create amazing Content, run effective Ads, and send effective Blast emails. This makes selling easier using data-driven decisions with the resources of a community.

[12:31] Curaytor’s ICP is a successful small business that wants to be more successful but doesn’t have time for digital. Curaytor started from Chris’s influential real estate blog, Tech Savvy Agent. People wanted him to market for them.

[14:34] Chris talks about his book, The Conversion Code. People don’t know how to navigate the digital landscape, so he wrote a book about it, in sections for leads, appointments, and sales. There’s a science to selling.

[15:59] Your job in sales is to get people more emotionally excited than the price, during the time you have their attention. It involves a set of factors that Chris explains.

[17:15] ‘Belly-to-belly’ interactions are still as important as ever, but you will have fewer of them if you are not good on social platforms first, to get the attention of your prospects. The internet magnifies both greatness and mediocrity.

[21:28] Build a great business that creates a great brand. Market what you did to build your business. That improves your brand. It is a cycle.

[24:00] Chris comments on the professionalism of texting with your contacts. People check texts more readily than emails, and texts are more immediate. Don’t let replies to your website sit for hours without your contacting them. Text them.

[26:28] Chris coaches salespeople. When they find a method that works every time, they stick with it. Texting works, if they give it a try. A phone method that works is ARP: Acknowledge, Respond, and Pivot back to what you were saying.

[29:25] Respond, then pivot. A sales script is a framework for a better conversation. Wing it, after you’re making $10K a month using the script. Bill Belichick knows the first 20 plays and the last 2 plays, and the rest, Tom Brady has some leeway.

June 24, 2017

#493. How To Build Your No Sweat Elevator Pitch. With Fred Miller.

Fred Miller, author of the new book, The No Sweat Elevator Speech!: How to Craft YOUR Elevator Speech Floor by Floor, with No Sweat! joins me on this episode of #Accelerate!


[1:22] No Sweat is Fred Miller’s tagline. He started with No Sweat Public Speaking, in 2011, and kept the brand.

[2:21] An elevator speech is a personal infomercial. Use the time before or after events to network. The elevator speech is a good start. It can also be used to begin a presentation. It must be a clear self-description.

[6:25] An elevator speech is not a sales pitch. It sorts and sifts between future customers and disqualified contacts, saving time for both parties. Fred’s presentation included an assurance of the value he delivers.

[12:09] Fred’s speech is in the format of an elevator ride by floor. The first floor is give your name. Second floor is describe what you do in threes. Fred’s three are that he is a speaker, coach, and author. Items in threes seem complete.

[17:15] Fred lists his three by the money piece, the passion piece, and a related choice. Speaker, coach, and author follow that pattern.

[19:48] Third floor is a description of your experience. You want someone to easily understand what you do, in simple terms. If you’re published, tell the topic of your last book, or your upcoming book. Or tell how long you’ve been in business.

[23:54] Fourth floor is ‘what,’ “Businesses, individuals, and organizations hire me because…” In Fred’s case it’s, “because they want to improve their networking, public speaking, and presentation skills.” Delivery trumps content.

[27:04] Fifth floor is your why. Fred continues his speech, “They do that because they know speaking opportunities are business, career, and leadership opportunities.” The why is critical. If there is no agreement, the presentation concludes.

[28:07] Fred’s sixth floor is, “They also know we perceive really good speakers as experts.” Seventh floor is the unique selling proposition, “I show them how to develop, practice, and deliver a ‘knock your socks off’ presentation, with no sweat.”

[29:32] Eighth floor is the ‘ask,’ “What do the folks at your place do about networking, public speaking, and presentation skills training?” Fred has a suggestion for starting a formal speech. There is flexibility when you move the pieces around by floor.

[30:50] The No Sweat elevator speech is a methodical process to encapsulate what you can do for the person you are talking to. It is flexible, and it is not pitching a product, but presenting yourself as an expert professional. Also have a short version.

[35:29] The elevator speech requires preparation and practice. Give people something of value for their investment of time in you. Record yourself practicing, and watch yourself video only,  audio only, and with both. Then show someone, for feedback.

April 7, 2017

#426. How to Use High-Quality Content To Fill Your Funnel. With Eric Siu.

Eric Siu, CEO of Single Grain, and host of Growth Everywhere, joins me on this episode of #Accelerate!


[:38] Eric has a marketing agency, Single Grain, and two podcasts: Marketing School, and Growth Everywhere. Eric’s mission is to build great online businesses with a foundation of education first. Eric explains the name, Single Grain.

[1:42] Single Grain works with technology and education companies to help them with advertising and SEO. They also implement their own strategies to grow their business.

[2:29] Eric sees conversion from one stage of the buying process to the next as the biggest challenge facing B2B clients. The process is a sales funnel with a logical sequence of steps.

[3:33] Eric recommends a mix of inbound, outbound, SEO and paid advertising. Eric explains his company’s inbound and outbound activities.

[6:15] Eric suggests looking at Buzz Sumo to find relevant topics for content marketing. Evaluate content for value and depth, and differentiate yourself by putting a unique spin on it. Be patient. Eric tells how his podcast downloads have grown.

[8:44] Eric explains Brian Dean’s skyscraper technique to get higher SEO results by getting more links.

[10:15] Link building is an important element of SEO, and will likely continue to be, for the next five years.

[11:06] Eric tells why content still works to push through the buying decision. Start building your brand, including content. It takes years to establish. People don’t make a final decision before talking to, or connecting with the seller; content counts.

[16:17] Eric covers stages of the funnel — top, middle, bottom, and purchase. Contacts at the top are invited to read a blog post. Contacts that have already engaged with your brand are at the middle of the funnel.

[17:28] Eric explains retargeting people who have visited your site, with ads on Google and Facebook. After retargeting, people move to the bottom of the funnel. Content for each level of the funnel should meet the needs at that level.

[20:10] It is important to be able to target people with content based on their behaviors on your site. It will increase your conversion rate.

[21:04] Eric talks about sales pages. They work. If you’re at the bottom of the funnel, it’s time to make a decision.

February 19, 2017

How to Build Your Winning Brand. With Kraig Kleeman.

Joining me for the second time, on this special episode of Accelerate! is Kraig Kleeman, author, speaker, consultant, expert on cold calling and prospecting to the C-suite. He has a brand new book out, called A Winning Brand, on personal branding. Kraig tells how he built his brand by claiming the moniker, The World’s Greatest Cold Caller. Find out more in this episode, and in A Winning Brand!


An effective personal brand is a prerequisite to success. Your brand transmits who you are, through a series of digital assets, to your audience. Kraig’s book provides a simple recipe you can use to create your personal brand through his Five Core Principles. In this episode we take you on a tour of all five principles and along the way Kraig provides plenty of takeaways you can use right now to start building the brand of You.  

December 3, 2016

What’s Your Unique Promise of Value? With John Smibert. #321

Joining me on this episode of Accelerate! is John Smibert, Co-founder and CEO of Strategic Selling Group. Among the many topics that John and I discuss are the importance of building your personal brand — your unique promise of value; how you as a salesperson can become a domain expert; and why every salesperson should publish on social media.

November 26, 2016

How to Build Your Personal Brand with Networking. With Matt Holmes. #315

Joining me on this episode of Accelerate! is Matt “Handshakin” Holmes, Founder of,and author of the eBook, Six Networking Strategies for Entrepreneurs: Networking 101 for new startups and first-time entrepreneurs. Among the many topics that Matt and I discuss are how Matt realized he could teach others about personal branding, some of his strategies to build and protect personal brand; the importance of online networking; and using networking to build your personal brand.

October 8, 2016

How to Align Your Value with Your Ideal Client. With Wendy Y Bailey. #274

Wendy Y Bailey is a sales speaker, business coach, and President & CEO of Business Beyond Limits. Join us on this episode as we discuss the importance of personal branding, why Wendy believes Neuro-Linguistic Programming (NLP) enables you to better communicate with prospects, why upgrading your ideal client profile is essential to amping up your sales, and the critical role of value alignment in sales.

October 1, 2016

How to Build an Extraordinary Brand. With Sunny Bonnell. #268

My guest on Accelerate is Sunny Bonnell, the co-founder of Motto, a comprehensive branding agency based in Dallas, Texas. Motto works with bold and ambitious companies and big thinkers with an audacious vision, to help them build inspiring and magnetic brands. Join our conversation as we dive into what it means for entrepreneurs and sales reps to go beyond product and service to build a brand, or personal brand, that is authentic and extraordinary.

June 17, 2016

Why the Details Matter in Sales. With Bridget Gleason.

My regular guest on Front Line Friday is Bridget Gleason, VP of Corporate Sales for SumoLogic. In this episode, Bridget and I talk about why you need to pay close attention to the details in how you present yourself to your prospects and customers. Whether it’s in person, on the phone, in writing, and on social, your personal presentation at every stage of your sales process has a significant impact on your sales success. Among the topics we discuss are:

  • How personal presentation is a fundamental component of your personal branding.
  • How your choice of words and your body language impact your sales.
  • Why strong writing skills are a vital sales skill both with buyers and your internal customers.
  • Why title doesn’t exempt you paying attention to the details. Everybody in the company always needs to exude the business’s brand.
  • How the details impact the way people make emotional decisions.

Special announcement for Accelerate listeners! Bridget and I will devote an upcoming show to answer your sales questions. Share your sales challenge with us and we’ll use our collective sales wisdom to help you solve your sales question. Just send an email to me at, with your name, title, your question and a short description of your situation to provide us some context. (If we don’t get to your question on the show, Bridget and I promise to answer your question via email.)