Sales and Cigars

In this episode of Sales & Cigars, Walter Crosby sits down with Nick Massaro of Membrane for a candid, no-BS conversation about what actually holds good salespeople back. From early sales foundations and structured training to the mindset traps that quietly derail deals, this episode digs into the space between opening and closing—the part most reps avoid and where deals are truly won or lost. Nick shares his journey into sales, the evolution of his mindset, and the hard-earned realization that being "the most liked rep" is often a sign something went wrong. Together, they unpack the dangers of approval-seeking, why discomfort is part of great selling, and how modern buyers require a different kind of leadership from sales professionals. This is a grounded, honest conversation for salespeople who want to stop getting compliments instead of contracts. Episode Highlights Why "You were the best rep" is often a kiss of death The difference between opening deals and advancing them How early structure shaped Nick's sales foundation The mindset shift required to lead buyers without controlling them Why avoiding money conversations quietly kills deals Selling outcomes vs. selling features—especially in complex software Letting go of approval to ask better questions What great sales and good parenting surprisingly have in common Key Takeaways Being liked doesn't equal being effective The middle of the deal—not the open or close—is where salespeople grow Approval-seeking prevents tough (necessary) conversations Buyers are in control—but salespeople must still lead Discovery isn't about sounding smart; it's about creating clarity Authenticity beats polish every time Process creates freedom, not rigidity Who Should Listen This episode is for: Salespeople who hear "we loved you" more than "we're buying" Reps who love prospecting but struggle with deal momentum Sales leaders coaching mindset, not just activity Anyone selling complex or non-commodity solutions Business owners trying to understand what their sales team is really up against About the Guest Nick Massaro is a sales professional at Membrane with a background spanning insurance, SaaS, and sales-as-a-service environments. Known for his authenticity and curiosity, Nick brings a thoughtful perspective on modern selling—one rooted in structure, accountability, and continuous improvement. Connect with Nick Nick Massaro on LinkedIn Membrane Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.  

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 conversation explains why. In This Episode: Why logic doesn't close deals—feelings do The biggest mistake salespeople make: over-focusing on motivation How uncertainty, doubt, and fear silently kill conversions Why free offers often feel less valuable to buyers The difference between objective value and perceived value How context can change willingness to pay—without changing price A real-world insurance case study that led to a 167% conversion lift Why better sales starts with asking: "Why wouldn't they buy?" Key Takeaways:  Buyers don't stall because they're unmotivated—they stall because something feels risky. Removing psychological friction is often more powerful than adding incentives. Context (how and when you present information) shapes value more than price itself. Great sales conversations are designed—not improvised. Free Gift for Our Listeners! Click here for a free gift from Matt! Connect with Matt: https://mindworx.net/ https://thehiddenyes.com/ LinkedIn: https://www.linkedin.com/in/matt-sucha/ Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.  

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, and selling change the right way. In This Episode: Why Who Not How shaped Alan's approach to leadership and business The Golden Rule as a foundation for sales, culture, and decision-making How worldview influences leadership and organizational behavior Alan's entrepreneurial origin story and early risk-taking Why businesses don't truly understand their payment costs What "open banking" means—and why it's a game changer Evolutionary vs. revolutionary change in technology and sales Why education—not pitching—is required to sell disruptive ideas Selling vision to customers, teams, investors, and boards The role of trust, transparency, and alignment in long-term success Celebratory cigars and the moments that make business memorable Key Takeaways:  Sales is often about helping people see what they couldn't see before Transparency builds trust—hidden systems create resistance Entrepreneurs are always selling, even when they don't realize it Revolutionary ideas feel risky until they become obvious Values-driven leadership scales better than tactics alone Connect with Alan: LinkedIn: linkedin.com/in/alan-ward-63938020a  Website: Securely.io Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.

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: https://www.linkedin.com/in/kevin-hubschmannn/  Instagram: https://www.instagram.com/laughdotkevin/ Laugh.Events: https://www.laugh.events/    Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.  

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: https://www.linkedin.com/in/eric-turney/ The Monterey Company: https://montereycompany.com/    Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.

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: https://www.linkedin.com/in/b-d-dalton-ii-8a42752/ Rockfine Group: https://rockfine.co.uk/ Podcast: Grow, Sell and Retire Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.

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: getfistbumps.com Email: butch@getfistbumps.com LinkedIn: https://www.linkedin.com/in/butchnicholson/    Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.

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: https://johnthemarketer.com  • Try John's AI assistant: Call (346) 534-7200 • Beefy Marketing: https://beefymarketing.com  • Listen to Small Business Origins Podcast: Small Business Origins   Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development   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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel   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.  

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 effectively, and navigating the complexities of B2B sales. Tune in for a deep dive into strategic marketing and customer-centric growth, and enjoy a fun conversation with plenty of golden nuggets. Don't miss out! 00:00 The Evolution of Customer-Centric Sales 00:59 Introduction to Laura Patterson and Vision Edge Marketing 02:21 Laura's Journey to Entrepreneurship 04:52 Navigating Challenges and Building a Customer-Centric Culture 07:33 The Importance of Customer-Centric Strategies in B2B 20:26 Transparency and Data-Driven Insights 22:26 Grandfather's Fishing Tradition 24:06 Fishing as a Metaphor for Business 25:07 Understanding Your Customer 26:12 Leveraging Data for Business Insights 29:45 Importance of Clear Positioning and Messaging 31:48 Ideal Clients and How to Reach Them 36:21 Personal Stories and Reflections 39:39 Concluding Thoughts and Farewell  

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: https://profitcomesfirst.com/podcasts/   Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development     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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel 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.

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: https://www.nextleveltechnician.com/ LinkedIn: https://www.linkedin.com/company/next-level-technician/ Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development     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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel 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.

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: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development     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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel 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.

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: LinkedInPowerUp Sales & Consulting Connect with Walter Crosby and Sales & Cigars: Website: Helix Sales Development LinkedIn: Walter Crosby Instagram: @wcrosby248 Facebook: Helix Sales Development       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: Subscribe on Apple Podcasts Spotify: Follow on 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: Sales & Cigars Channel 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.  

Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. In this episode of Sales and Cigars, host Walter Crosby chats with Sarah Nay of Duct Tape Marketing. Sara shares her unique approach to marketing, emphasizing the importance of entrepreneurs taking accountability and owning their marketing efforts. With over a decade at Duct Tape Marketing and now in the CEO role, Sarah discusses their two-fold business model—direct marketing strategies for small business clients and training marketing agencies and consultants.  They highlight the importance of strategy before technology, especially in the age of AI, and provide practical advice on integrating AI to enhance sales and marketing efforts. Sara also shares her entrepreneurial journey, her newly envisioned anti-marketing agency model, and details about her upcoming book 'Unchained: Breaking Free from Broken Marketing Models.' Lastly, she dives into the valuable role of curiosity and effective communication in sales. Key Topics:  Sales Strategies and Introversion The Importance of Listening in Sales Strategy Before Tactics and Technology Leveraging AI in Marketing and Sales Teaching Teams to Use AI Effectively Pricing Transparency and Customer Engagement Pre-Order Sara Nay's Book: https://a.co/d/8OLc4Fa More about Walter Crosby: https://helixsalesdevelopment.com/about/

Welcome to another episode of Sales & Cigars, where the only smoke we blow is cigar smoke. In this solo episode of 'Sales and Cigars,' Walter takes the mic to bust the widespread myth that sales training is the ultimate solution for underperforming sales teams. Walter explains why sales training is actually the LAST thing you should do - not the first -while highlighting the 5 fundamentals that must be in place before any training can get traction.   He shares insights from a real case involving a distribution company's CEO, pinpointing the five fundamental issues that need addressing before sales training can be effective: sales process, people, messaging, measurement, and coaching. Walter also emphasizes the importance of understanding and fixing these fundamentals to achieve sustainable growth and improved performance. The episode also touches on Walter's personal take on Rocky Patel cigars and offers resources for listeners, including a free ebook on integrating sales teams with company vision. Key Takeaways: * Overview of the five fundamental issues that need to be addressed prior to sales training. * How to achieve sustainable growth and improve performance * What it takes for training to get traction   Sales Integrator and E-book link:  https://www.thesalesintegrator.com/vsl-consultation   Sales Velocity Weekly: [free weekly resource learn from Walter's mistakes] https://magnet.helixsalesdevelopment.com/sales-velocity

Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. In this episode of 'Sales and Cigars,' host Walter Crosby from Helix Sales Development is joined by Matt Barry, VP of Sales and Marketing at Reliable Fire and Security. They delve into two significant topics: the importance of salespeople selling internally within their company as well as externally, and the current challenges of hiring competent salespeople in the manufacturing sector. Matt shares insights from his career journey, from starting in specialty steel sales to  running businesses, and emphasizes the vital role of internal team relationships and mutual respect. The conversation also covers the value-based selling approach Reliable Fire and Security employs to distinguish themselves in a competitive market. Further, they enjoy a light-hearted discussion about their favorite cigars and bourbons, highlighting the joy of good company and fine smoking experiences as "brothers of the leaf". Key Topics: • The necessity for sales teams to respect and understand the whole business ecosystem • how internal relationships can remove roadblocks • the significant challenges in hiring competent salespeople. • the importance of value selling in a competitive market More about Matt Barry More about Walter Crosby

Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. In this episode, host Walter Crosby sits down with sales expert and executive coach Nathan Jamal to explore Nathan's impressive and varied journey, which began by selling Encyclopedia Britannica, transitioned into insurance, and eventually led him to leadership roles at Sprint. These rich experiences laid the foundation for both his sales philosophy and his work as an executive coach. During the conversation, Nathan highlights the fundamental role of accountability and alignment in effective leadership. He emphasizes the importance of clearly defined goals and strong team dynamics as essential components for achieving success. He also introduces a unique training concept he calls "scrimmaging," in which sales teams role-play realistic scenarios to prepare mentally and emotionally before engaging with actual customers. Nathan further explains how his approach to executive coaching integrates core sales principles with strategic leadership development. He encourages leaders to foster alignment through shared purpose, metrics, and effective communication rhythms. Notably, he discusses his innovative AI-driven coaching tool, designed to support traditional coaching methods by providing personalized insights and scalable feedback—demonstrating how cutting-edge technology can elevate leadership training. The episode wraps up on a more personal note as Nathan shares his enjoyment of cigars and narrates anecdotes that reveal how these relaxed moments promote camaraderie, reflection, and stress relief amid the fast-paced world of sales.   More Sales & Cigars here More about Nathan Jamail  More about Walter Crosby

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 In the Funnel Sales Coaching, 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, Learn to Love Selling: The Universal B2B Sales Playbook, 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 Mark Cox. Find more episodes here.

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 Ethan Decker on Linkedin Applied Brand Science  The Business Tune Up More About Walter  More Episodes of Sales & Cigars   

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. James' book Jame's company   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