Sales and Cigars

How do you increase sales in your organization? Host Walter Crosby sits down with cigar in hand and has growth minded conversations proven to boost sales. Crosby sets the table by identifying areas where you can excel by first acknowledging the misunderstandings. Like every great sales person he takes time to reflect, strategize and execute. Sit back, listen in, and puff that cigar because Walter Crosby will light you up!

What Comedians Can Teach Us About Sales with Kevin Hubschmann 12/30/2025

What Comedians Can Teach Us About Sales with Kevin Hubschmann 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, mindset-shifting conversation for sellers who want to think differently about discovery, messaging, and growth. In This Episode: Falling into sales while trying to survive in New York City How improv immediately improved Kevin’s sales calls Why listening is the most underrated sales skill The danger of rigid scripts when buyers “take a left turn” What standup comedy teaches about clarity and concise messaging Why losing deals is essential to becoming a better salesperson Using low-stakes reps to test ideas and improve performance How comedy training is now being used to develop sales teams Key Takeaways: Great sales conversations are collaborative, not scripted Listening beats pitching every time Clear, concise messaging travels further inside an organization Failure is data—not a verdict Reps, reflection, and refinement matter more than talent Connect with Kevin: LinkedIn: Instagram: Laugh.Events: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/39433680

Stop Buying Cheap Swag: Branded Merch that Elevates Your Brand with Eric Turney 12/16/2025

Stop Buying Cheap Swag: Branded Merch that Elevates Your Brand with Eric Turney 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 about price, and why saying “no” is sometimes the most professional move you can make. They also get into the nuts and bolts of branded merch: why quality matters, how to help clients think beyond cheap t-shirts, and what the pandemic and shipping chaos taught Eric’s team about communication, margins, and long-term customer loyalty. If you’ve ever ordered promo products for an event, trade show, or team—and regretted it—this one’s for you. In This Episode: College vs reality – Why what you learn in college has almost nothing to do with building wealth or becoming an entrepreneur. Rich Dad, Poor Dad mindset – The books that shifted Eric’s view of money, business, and long-term wealth creation. From construction to custom merch – How a layoff, a false start in physical therapy, and a new baby on the way pushed Eric into sales at The Monterey Company. Learning sales on the fly – Word tracks, repetition, and what he learned from a top car salesman buddy. The Dutch Bros lesson – Why consistently great experience beats mediocre product—and how Eric trains his reps to “bottle” that. Salesperson vs sales manager – Why being good at selling doesn’t automatically make you good at leading a sales team—and what Eric had to learn the hard way. Needing to be liked – Staying up late worrying about orders, over-promising, and the shift from “pushover” to respected advisor. When to say no – Recognizing problem customers, setting boundaries, and why “if they come for price, they’ll leave for price.” Niche focus – How Monterey naturally gravitated to government, military, and public service clients—and what those buyers really need. Helping the real decision-maker – Working with marketing coordinators and event planners who are tasked with buying merch but don’t know where to start. The Core Four sales process – Call leads quickly, text often, quote fast, and get an art proof in front of the customer ASAP. COVID, ports, and tariffs – Container costs jumping 10x, shipping delays, switching to air freight, and choosing to eat margin to preserve long-term relationships. Quality vs cheap – Why spending 20–50% more can result in a 10x better product—and how that shows up in customer perception. Brand alignment in merch – Walmart polos vs Carhartt gear, why your team’s apparel reflects your brand values, and how “one thing is how you do everything.” Upselling the smart way – Medals plus shirts, plus stickers; building better event experiences instead of just pushing more product. Lifetime value thinking – Why Eric would rather lose margin on a few orders than lose a great client for good. Cigars & solitude – Eric’s “special occasion” approach to cigars and why a great stick pairs well with quiet, not crowds. Connect with Eric Turney LinkedIn: The Monterey Company: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/39358585

How to Build a Sellable Business (That Could Run Without You) with B.D. Dalton 12/02/2025

How to Build a Sellable Business (That Could Run Without You) with B.D. Dalton 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 BD’s “goldfish test” for a truly sellable business, why some firms are worth more even with the same revenue, and how to think about your future buyer the same way you think about your ideal customer. They also walk through BD’s six levers—foundation, magnetic, and amplification—and how they work whether you’re 2 years or 10 years away from exiting. If your business feels like a child that never grows up and always wants money, this conversation will help you start turning it into a real asset. In This Episode: BD’s journey from selling frozen burritos for Walmart/McLane to helping owners grow and exit Why every entrepreneur should think about their exit earlier than they do The “goldfish” test for a truly sellable business Recurring revenue vs. “hunt, kill, eat” revenue models What smart buyers are really looking for Why so many owners overestimate what their business is worth How BD helped a client increase valuation by 150% with simple systems The six growth levers: Foundation, Magnetic, Amplification Designing a “buyer avatar” Why brand + “your thing” matter more than most owners think Selling in 2 years vs. 7–10 years — what changes BD’s annual reread: The Compound Effect Cigar story: smoking with the Swisher family and Cleveland Browns players at 25 Connect with BD Dalton LinkedIn: Rockfine Group: Podcast: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/39124940

Building Trust in a Digital World with Butch Nicholson 11/18/2025

Building Trust in a Digital World with Butch Nicholson 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 LinkedIn. From breaking through the fear of posting online to creating content that connects (not just promotes), Walter and Butch dig into how to be influential without trying to be an influencer. This episode is packed with wisdom for anyone learning to adapt old-school relationship-building to new-school technology. So grab a cigar, a cocktail, and settle in for a conversation about authenticity, connection, and why “know, like, and trust” still matter more than ever. In This Episode: Why “know, like, and trust” is still the foundation of great sales How boomers and Gen X can adapt to digital buyers Why LinkedIn isn’t your résumé—it’s your story How to get past the fear of showing up online The difference between being influential and being an influencer Why authenticity beats polish every time How storytelling builds trust faster than any pitch The “content that connects, not promotes” mindset How Fist Bump helps CEOs and sales leaders create meaningful content Key Takeaway: Authenticity is your advantage. The tools may change, but real connection never goes out of style. Connect with John Kelley: Website: Email: LinkedIn: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/38983130

You’re Not Behind on AI—You’re Choosing to Stay There with John Kelley 11/04/2025

You’re Not Behind on AI—You’re Choosing to Stay There with John Kelley 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 dig into the mindset shift required to thrive in a world increasingly influenced by artificial intelligence—and how business owners can use tools like AI to buy back their time, serve people better, and grow without burning out. Whether you’re skeptical of AI or already using it in your business, this episode will challenge the way you think and give you real-world strategies to start applying today. In This Episode: Why AI isn’t coming for your job—but someone using AI might How to stop doing low-impact tasks and start focusing on what moves the needle Why the education system failed to prepare us for the AI revolution The “steam shovel” analogy every business owner needs to hear How John uses AI voice agents and automation to create speed-to-lead and drive conversions The importance of humanizing automation and staying connected to your clients How burnout forced John to re-evaluate his business, his priorities, and his mental health The power of cigars, brotherhood, and open conversations for mental wellness Key Takeaway: If you’re not using AI to eliminate low-value tasks and free up your time, you’re not just falling behind—you’re choosing to stay behind. Connect with John Kelley: • Connect with John Kelley: • Try John’s AI assistant: Call (346) 534-7200 • Beefy Marketing: • Listen to Small Business Origins Podcast: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/38833495

Embracing Customer-Centric Strategies with Laura Patterson | Sales and Cigars Podcast 10/21/2025

Revenue, Profit, and Cash Flow—Oh My! Aligning Sales with Business Growth with Rocky Lalvani 10/07/2025

Revenue, Profit, and Cash Flow—Oh My! Aligning Sales with Business Growth with Rocky Lalvani 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 business owners need to do before turbulence hits. In This Episode: • Why so many business owners don’t actually understand their own numbers • The difference between revenue, profit, and cash flow (and why it matters) • What Rocky learned from growing up in an immigrant family obsessed with money strategy • How your relationship with money shapes your business decisions • Why “cut costs” isn’t the only play—and what to focus on instead • Aligning your sales comp plan to drive profit, not just gross revenue • Planning for a downturn before it happens—emotion-free decision-making • Real talk on what freedom actually means for most entrepreneurs Critical Ideas: • Market share is earned in bad times—don’t freeze, take action • If your team doesn’t understand profit, your comp plan is working against you • Your sales team should be aligned with your operations team, not at odds • Salespeople will follow the money—so incentivize the right behavior • You need to understand why your clients buy—not just what they buy Connect with Michael Cole and Next Level Technician: • Website: https://profitcomesfirst.com/ • Free Book: https://profitcomesfirst.com/the-profit-blueprint • Profit Answer Man podcast: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/38397935

Helping People First: Turning a Sales Career into a Workforce Movement with Michael Cole 09/23/2025

Helping People First: Turning a Sales Career into a Workforce Movement with Michael Cole 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 it really means to add value, lead with integrity, and grow something meaningful—even when you’re sweating payroll or navigating tough setbacks. In This Episode: Why helping people is the foundation of lasting success Michael’s unexpected leap from sales to staffing founder The moment he realized he had something important to build How green tech training is addressing the skilled labor shortage Real talk: surviving client bankruptcy, making payroll, and staying the course Lessons in management: challenge your team and watch leaders emerge The power of consistent effort—and just showing up Critical Ideas: Always be looking for ways to add value—as a salesperson or entrepreneur If you haven’t sweated payroll, you haven’t truly run a business Give your team room to grow—and your managers will become leaders Serving others first opens up new doors for everyone involved Connect with Michael Cole and Next Level Technician: Website: LinkedIn: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/38255195

Myth Busting: Sales Leadership & Experience Demystified 09/09/2025

Myth Busting: Sales Leadership & Experience Demystified Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. Join host Walter Crosby in this eye-opening solo episode as he tackles common misconceptions in the sales industry. In this episode, Walter takes on two big myths: first, that promoting your top salesperson to sales manager is a smart move, and second, that hiring someone with extensive industry experience is crucial for a sales role. In this episode: Walter dives deep into why these widely held beliefs can be pitfalls for business owners. He argues that while top salespeople often possess great skills, these don’t always translate to effective management abilities. Instead, he suggests seeking managers who can actively coach and guide the team, as a different set of skills is needed. Moving on to industry experience, Walter explains why experience in a specific industry isn't always necessary for a sales role. What matters more is finding a candidate who can effectively communicate with buyers, possesses solid sales skills, motivation, and accountability. Walter shares how these qualities can lead to better results than simply having an industry insider. Grab a cocktail and a cigar, and get ready to challenge conventional wisdom with Walter! Key Topics: The traps of promoting top salespeople to management roles The significance of coaching skills in effective sales management Why industry experience isn’t the ultimate requirement in hiring for sales roles The potential benefits of hiring salespeople from adjacent industries Strategies for uncovering real skills beyond industry experience Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/38065315

Mastering B2B Sales: F.A.S.T. Development with John Powers 08/26/2025

Mastering B2B Sales: F.A.S.T. Development with John Powers Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. Join host Walter Crosby as he sits down with sales veteran John Powers, founder of Power Up Sales, for an enlightening discussion on developing effective B2B sales strategies. With decades of experience, John’s first-time podcast appearance brings a wealth of knowledge to the table. In this episode: John introduces his F.A.S.T. sales development model—focus, accountability, strategy, and teaching/coaching—highlighting its universal applicability across industries. They explore why having a structured and proactive sales management approach is vital for small and mid-sized businesses aiming to optimize their sales teams. John's insights also cover the importance of sales management, including the pitfalls of promoting top salespeople into managerial roles without proper training. Together, they unravel how accountability, aligned with personal and corporate goals, can lead not just to effective sales management but to significant business growth. John emphasizes creating a positive culture around accountability, turning it into a desired component of organizational success rather than something to fear. Key Topics: Understanding and implementing the F.A.S.T. model in sales development The critical role of structured coaching in boosting sales performance Cultivating a positive culture of accountability within teams Bridging the gap between individual sales goals and company objectives The changing landscape of sales and how to stay competitive Connect with John Powers: Connect with Walter Crosby and Sales & Cigars: Website: LinkedIn: Instagram: Facebook: Share Your Thoughts: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Spotify: ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars. /episode/index/show/helixsales/id/37865355

Sales & Cigars | Marketing Strategy BEFORE Tactics or Technology with Sara Nay | Episode 226 08/12/2025

Sales & Cigars | Myth Busting: Sales Training is NOT the Answer | Episode 225 07/29/2025

Sales & Cigars | The Art of Internal Selling with Matt Barry | Episode 224 07/15/2025

Sales & Cigars | Serve Up and Coach Down with Nathan Jamail | Episode 223 07/01/2025

Sales & Cigars | Learn to Love Selling with Mark Cox | Episode 222 06/17/2025

Sales & Cigars | Learn to Love Selling with Mark Cox | Episode 222 Welcome to Sales & Cigars, the sales podcast, where the only smoke we blow is from cigars. In this episode, host Walter Crosby is joined by Mark Cox, founder of , to discuss his journey from leading sales organizations in large tech and outsourcing companies to becoming a consultant and entrepreneur. Mark shares how, after stepping away from a high-travel role, he stumbled into consulting through personal connections and quickly realized he preferred working with midsize businesses over large corporations. This epiphany led to the launch of In the Funnel, where he has since helped over a hundred companies build sales playbooks and trained thousands of sales professionals. Mark emphasizes the entrepreneurial energy and focus on growth that characterizes midsize companies, as well as his own desire for autonomy and a more meaningful, hands-on impact. Mark also discusses the inspiration behind his book, , which offers a practical framework for converting business capabilities into revenue. He explains how the book is structured to serve both frontline salespeople and sales leaders, with clear steps including defining a value proposition, prioritizing market segments, generating demand, and executing an effective sales process. Although the content had been part of his training for years, the book took nearly three years to complete due to the demands of consulting work and the challenges of writing. He also underscores the importance of CEOs staying involved in sales strategy, warning against the common mistake of delegating it entirely without understanding its foundational role in scaling a business. Walter and Mark emphasize the critical importance of CEOs maintaining a strong connection to the sales process—not necessarily by making cold calls themselves, but by regularly engaging with their sales team and understanding what’s resonating with customers. Mark explains that being close to sales helps CEOs make better hiring decisions, especially when choosing a sales leader, and also provides a clearer picture of customer needs and market trends. Traveling with sales reps or participating in client meetings allows CEOs to gain firsthand insight into what's happening on the front lines, which in turn strengthens the company’s ability to craft a compelling and competitive value proposition. He stresses that expecting a new salesperson to define this value proposition is unrealistic—it must come from leadership. Mark and Walter highlights how many founders and CEOs are “unconsciously competent” in sales, having acquired clients and resolved issues themselves in the early stages of their business. Because of this, they possess invaluable insight that can elevate the sales team if shared effectively. When CEOs engage with clients, they often initiate high-level strategic conversations rather than sales pitches. This approach demonstrates genuine interest and sets an example for the sales team. Such intentional customer engagement, formalized as part of executive priorities, helps ensure the business remains aligned with its clients' evolving needs. Links: Learn more about . Find more episodes . /episode/index/show/helixsales/id/37035620

Sales & Cigars | The Science of Branding with Ethan Decker | Episode 221 06/03/2025

Sales & Cigars | The Science of Branding with Ethan Decker | Episode 221 Welcome 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: Data-driven branding strategies Market share growth through customer acquisition The role of product availability and distribution Limitations and risks of cross-selling The impact of brand loyalty versus buyer penetration Scarcity and exclusivity in luxury branding Simplifying complex marketing concepts for practical use /episode/index/show/helixsales/id/36827795

Sales & Cigars | Provide a Pathway, Not a Call to Action with James Hipkin | Episode 220 05/20/2025

Sales & Cigars | Provide a Pathway, Not a Call to Action with James Hipkin | Episode 220 Welcome to Sales & Cigars, the sales podcast, where the only smoke we blow is from cigars. In this episode, host Walter Crosby is joined by marketing professiona James Hipkin to discuss common marketing mistakes business owners make and how to better align marketing strategies with customer needs. To begin, James emphasizes that a company’s greatest growthengine is its current customer base. By understanding and nurturing relationships with existingcustomers, businesses can drive referrals and scale more effectively. Marketing should startwith a deep understanding of these best customers and aim to attract more like them. Jamesalso notes that great marketing cannot create demand where none exists; rather, it should meetcustomers where they are and speak to their desires and fears. James critiques the common practice of relying on superficial marketing tactics, like simply having a website or shouting “calls to action,” which often reflects an "inside-out" approach. Instead, he suggests a shift to an "outside-in" mindset that invites prospects into “people like you pathways,” allowing customers to self-identify and choose their journey. To help smaller businesses apply these principles without the massive budgets of large brands, James developed a cost-effective process using structured interviews with ideal customers and AI toolsto generate detailed customer avatars and buyer journey maps. This method enables tailoredmessaging that resonates deeply, improves sales scripts, and fosters collaboration betweenmarketing and sales for more powerful, aligned strategies. Effective marketing strategy helpspre-qualify prospects so that sales conversations become more natural and effective. This is made possible by understanding the customer deeply through tools like avatars and buyerjourney maps, allowing for the right message to reach the right person at the right time. Whendone correctly, customers feel understood and develop trust through each stage of the process. However, James warns that even well-designed marketing can be undermined by poor sales execution, which ultimately disrupts the buyer’s experience and can drive them away. James also shares insights from his extensive experience working with companies to improve loyalty and customer retention. A flawed sales process, he notes, is often the root cause of loyalty problems. He stresses the importance of a buyer-first, outside-in sales approach that walks alongside the customer rather than leading or dragging them. Listening, asking thoughtful questions, and embracing silence are crucial skills for salespeople to truly understand and help their prospects. James’s toolset, Marketing Sage Advantage, is designed to help businesses gain clarity on their ideal customers, messaging strategy, and measurement. He frames marketing as a three-legged stool—audience, value, and measurement—and underlines that success comes from aligning all three. Key Points: •Biggest problem with Marketing is a lack of strategy •Primary purpose of website isn't conversion •MarketingSageadvantage.com tool set •Audience, value you bring, measurement •Listening to conversations Find more episodes of Sales & Cigars here. Learn more about James Hipkin. Red8 Interactive, Inc. launched Inn8ly to help small business owners take full advantage of a modern website without being bogged down with all the complexities of a modern website. Our 3 Keys to Success for Small Business Owners: ◉ Customer-centric design ◉ Efficient build ◉ Secure hosting •Outside in conversations /episode/index/show/helixsales/id/36635300

Sales & Cigars | The Four A’s Needed to Scale Your Business with Nate Tutas | Episode 219 05/06/2025

Sales & Cigars | The Four A’s Needed to Scale Your Business with Nate Tutas | Episode 219 Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. On today’s episode, Walter is joined by returning guest Nate Tutas to explore a concept Nate calls the "core four." This framework is designed to help entrepreneurs and business owners scale effectively while avoiding the common pitfall of chasing shiny distractions. The episode is a candid conversation about strategy, focus, and execution. To begin, Nate shares insights from his current packed schedule, including involvement in multiple masterminds, coaching, and training for high-profile platforms He also discusses a personal growth goal achieved: traveling with his wife and daughter, and the recent loss of their Siberian Husky. The conversation then shifts to recommended reading, specifically 38 Letters from J.D. Rockefeller to His Son, a book that deeply impacted Nate’s perspective on leadership, values, and legacy. He reflects on Rockefeller's emphasis on responsibility, integrity, and the value of healthy competition, noting that the oil magnate never took rivalries personally but instead saw them as opportunities for mutual growth. The discussion leads into the idea that these timeless business philosophies are still highly relevant today. Nate shares the catalyst moment behind creating the Core Four framework—a system to help entrepreneurs stay focused and scale more effectively. Nate and Walter dive deeper into the emotional challenges of building a business, especially around the initial “attract” phase of the Core Four framework. Walter shares his own struggles with consistently drawing in the right audience, admitting that figuring out the best vehicle to deliver his message has been frustrating. This discomfort is common and closely tied to the slow, unpredictable nature of marketing success and can manifest as frustration, tempting entrepreneurs to shift focus prematurely. Nate reiterates that lasting success requires staying in the discomfort long enough to complete and refine the system. Whether it’s wealth, health, or relationships, the same principles apply: stick with the process, resist the urge to start over, and avoid quick fixes. This mindset shift is essential for mastering the attraction stage and setting up a scalable business. Finally, Nate emphasizes the importance of sticking with discomfort in order to grow, sharing how consistency is key to progress. He introduces his Core Four framework (Attract, Acquire, Ascend, Automate), explaining that many entrepreneurs struggle because they use too many strategies in each area. His upcoming program at unlockmv.com will guide participants to focus on one clear method per area to create a streamlined, effective customer journey. The episode concludes with a reminder that clarity and consistency drive business success, and Nate shares that his content will now primarily live on YouTube for easier access. The 4 A’s: Scale your business regardless of your size 1. Attract 2. Acquire (information + Purchase) 3. Ascend (immediate, long term) 4. Automation Key Episode Points: • "Distraction is your enemy." • The 4 A's works for Solopreneurs and Large teams. • You have get uncomfortable with the uncomfortable. • Sometimes uncomfortable feels like frustration. • Be careful not to diminish the focus of your teams Podcast Offer: www.unlockmv.com /episode/index/show/helixsales/id/36442290