Sales & Cigars | The Science of Branding with Ethan Decker | Episode 221
Release Date: 06/03/2025
The Hidden Yes: Selling by Removing Resistance, Not Pushing Harder
Sales and Cigars
Most sales advice focuses on one thing: motivation. More features. More urgency. More discounts. In this episode of Sales & Cigars, Walter sits down with consumer psychology expert Matt Sucha to challenge that assumption—and reveal why buyers often don’t need more reasons to say yes… they need fewer reasons to say no. Matt breaks down the psychology behind stalled deals, hesitation, and “I’ll think about it,” drawing from behavioral economics, real-world case studies, and his book The Hidden Yes. If you’ve ever felt like your offer made sense but still didn’t close, this...
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Selling Trust: Entrepreneurship, Ethics, and Disrupting a Broken System
Sales and Cigars
In this episode of Sales & Cigars, Walter sits down with Alan Ward, CEO of Securely.io, for a thoughtful conversation that spans entrepreneurship, sales, leadership, and the realities of disrupting long-entrenched systems. Alan shares how his worldview shapes the way he leads and sells, why transparency is missing in traditional payment systems, and what it takes to introduce truly revolutionary ideas into the market. From cutting a house in half at 19 years old to building a fintech platform designed to serve businesses—not extract from them—this episode is about values, conviction,...
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What Comedians Can Teach Us About Sales with Kevin Hubschmann
Sales and Cigars
What do improv comedy, standup, and high-performing salespeople have in common? More than you think. In this episode of Sales & Cigars, Walter Crosby sits down with Kevin Hubschmann to explore how comedy skills like active listening, adaptability, brevity, and comfort with failure directly translate to better sales conversations. Kevin shares how doing improv in a cramped New York apartment sharpened his instincts on sales calls, why scripts often fail in real-world selling, and how learning to bomb—on stage and in sales—became a competitive advantage. This is a practical,...
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Stop Buying Cheap Swag: Branded Merch that Elevates Your Brand with Eric Turney
Sales and Cigars
Is your “swag” secretly hurting your brand? In this episode of Sales & Cigars, Walter sits down with Eric Turney from The Monterey Company to talk about why your promo gear should do more than just check a box—it should actually say something about your brand. Eric shares his unconventional path from construction, to almost becoming a physical therapist, to “falling backward” into sales and eventually buying the company he worked for. He and Walter dig into the real differences between being a great salesperson and being a great sales manager, handling customers who only care...
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How to Build a Sellable Business (That Could Run Without You) with B.D. Dalton
Sales and Cigars
If you’ve started a business, you’ve probably spent more time thinking about growth than your exit. But what if building a sellable business actually makes it a better business right now? In this episode of Sales & Cigars, Walter Crosby sits down with BD Dalton—sales guy turned financial adviser, business coach, and exit-planning pro. From jacking up frozen burrito sales in the northwest to helping entrepreneurs sell their companies for 150% more than they expected, BD has seen what makes a business attractive to buyers (and what absolutely kills value). Walter and BD dig into...
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Building Trust in a Digital World with Butch Nicholson
Sales and Cigars
Welcome back to Sales & Cigars, the podcast where the only smoke we blow is from cigars. In this episode, Walter sits down with Butch Nicholson, Partner at Fist Bump, to talk about something every seasoned sales professional needs to hear: how to stay relevant and authentic in today’s digital world. Butch has spent more than four decades in sales, building relationships the old-fashioned way—by getting to know people, earning their trust, and delivering value. Now, he helps Gen X and boomer leaders translate those timeless relationship skills into modern selling through platforms like...
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You’re Not Behind on AI—You’re Choosing to Stay There with John Kelley
Sales and Cigars
Welcome back to Sales & Cigars, the podcast where the only smoke we blow is from cigars. In this episode, Walter sits down with John Kelley—a firefighter, entrepreneur, podcaster, and co-founder of Beefy Marketing—for a powerful conversation about AI, automation, burnout, and what entrepreneurs need to stop doing if they want to grow. John’s journey is anything but ordinary. From running into burning buildings as a paramedic and firefighter to helping small businesses humanize their marketing strategies, he brings a refreshing mix of heart, hustle, and tech-forward thinking. The two...
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Embracing Customer-Centric Strategies with Laura Patterson | Sales and Cigars Podcast
Sales and Cigars
In this episode of Sales and Cigars, Walter interviews Laura Patterson, founder of Vision Edge Marketing, as they discuss the evolving landscape of search and the importance of being customer-centric in today's market. Laura shares insights into her entrepreneurial journey, emphasizing the significance of understanding customer value and creating effective growth strategies. She also recounts a memorable story about her grandfather that underlines the importance of knowing your target audience. This episode is packed with valuable tips on aligning sales and marketing efforts, serving clients...
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Revenue, Profit, and Cash Flow—Oh My! Aligning Sales with Business Growth with Rocky Lalvani
Sales and Cigars
Welcome to Sales & Cigars—where the only smoke we blow is from cigars. This week, Walter sits down with Rocky Lalvani, the numbers-savvy entrepreneur behind Profit Comes First and the Profit Answer Man podcast. Rocky is on a mission to help business owners truly understand the business of business—from P&L and cash flow to aligning sales compensation with long-term growth. If you’ve ever had a killer sales quarter but still couldn’t figure out where the money went, this episode is for you. Rocky breaks down how to build wealth, why market share is won in tough times, and what...
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Helping People First: Turning a Sales Career into a Workforce Movement with Michael Cole
Sales and Cigars
Welcome to Sales & Cigars—where the only smoke we blow is from cigars. This week, Walter sits down with Michael Cole, founder of Next Level Technician, for a conversation all about helping people—the true heartbeat of sales, business, and leadership. What started as a way to connect a few underserved young people with skilled trade jobs turned into a national staffing and training company with real community impact. From hospitality to sales to entrepreneurship, Michael’s journey is rooted in one belief: if you help enough people, you’ll get what you need. This episode unpacks what...
info_outlineWelcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. On today’s episode, host Walter Crosby is joined by guest Ethan Decker for a tactical discussion on branding for entrepreneurs, at times employing what can at times seem like counterintuitive, and a much needed discussion on the best drink pairings for cigars.
To begin, Ethan shares his early dreams of Broadway and environmental science, detailing his journey through music and ecology, and how he “fell backwards” into marketing and advertising. Walter and Ethan exchange stories about career pivots, risk-taking, and the role of serendipity in their professional paths. Ethan shares how his diverse background shapes his approach.
Next, Walter recalls a thought-provoking post by Ethan in which he introduces the main branding concept of the episode. Ethan’s approach of translating scientific research into practical branding advice, makes complex data simple and actionable for entrepreneurs.The core discussion centers around what Ethan emphasizes truly drives market share, referencing research by Bruce Clark and others. A key finding reveals that the number of buyers is the most crucial factor in market share growth—more significant than loyalty, repeat purchases, or celebrity endorsements. The discussion also covers key metrics like “share of wallet” , along with the challenges of increasing customer frequency versus expanding the customer base.
The conversation then delves into how product availability and distribution impact brand growth, using examples from the spirits industry (e.g., Tin Cup vs. Maker’s Mark). Ethan explains that while scarcity can be effective for luxury brands, most brands benefit more from being widely available. Walter and Ethan explore the realities of cross-selling, using examples from B2B promotional products and the banking industry. As the hosts discuss how entrepreneurs and sales leaders should allocate their efforts, Ethan uses the “Plinko” metaphor to illustrate the unpredictability of new customers and the importance of casting a wide net. This part of the conversation reinforces that most growth comes from new customers, not from trying to make existing customers buy everything.
Finally, to wrap up Ethan describes his home bar setup, featuring over 200 bottles and unique cheese knives made from old wrenches. The discussion predictably turns to drink recommendations for pairing with cigars, including rare bourbons, scotches, and armagnac. This episode concludes with a reminder to focus on growing your customer base and to enjoy the journey—preferably with a good drink in one hand and a cigar in the other.
Key Points:
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Data-driven branding strategies
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Market share growth through customer acquisition
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The role of product availability and distribution
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Limitations and risks of cross-selling
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The impact of brand loyalty versus buyer penetration
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Scarcity and exclusivity in luxury branding
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Simplifying complex marketing concepts for practical use
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