B2B On Air

This episode originally aired live in June of 2024.

In this episode of Sell Through Social Live, Joseph Lewin welcomes David Hancock, founder of Morgan James Publishing, to unpack the journey of writing and publishing a book as an entrepreneur. David shares how his own career shifted when he wrote his first book, why publishing choices matter, and how entrepreneurs can use books to build credibility, authority, and opportunity.

This podcast is produced by Sell Through Social.

David shares his story of moving from banking into authorship and eventually launching Morgan James Publishing in 2003, a hybrid publisher built to bridge the gap between traditional and self-publishing. He explains how writing his first book doubled his income overnight, not because of book sales, but because the book established him as an authority in his field and opened doors to media, higher fees, and new clients.

The conversation explores why and when entrepreneurs should write a book. A well-positioned book gives credibility, helps reduce negotiations, and positions the author as a trusted expert. But David stresses that the value of a book goes far beyond royalties. Most authors will never sell hundreds of thousands of copies. Instead, the true payoff comes from how a book is leveraged—to generate speaking engagements, consulting opportunities, new clients, and brand recognition.

Joseph and David also discuss the three main publishing paths: traditional, self-publishing, and hybrid. Traditional publishing offers credibility and distribution but requires authors to give up intellectual property rights, often limiting how they can use their own content. Self-publishing gives complete control but lacks credibility and reach beyond online sales. Hybrid publishing blends both worlds—authors retain their rights while still gaining broader distribution and professional support.

Another key insight is the importance of starting to market your book the moment you decide to write it. Too many authors keep their work secret until launch, only to discover they lack momentum. By sharing progress early, authors build accountability, attract interest, and earn the “permission” to ask their audience for support when the book is ready.

Finally, David highlights why intellectual property matters. Without it, entrepreneurs may be blocked from creating courses, keynotes, or spin-off content from their own ideas. Retaining control ensures the book can fuel broader business growth rather than be limited by a publisher’s agenda.

Entrepreneurs should see books as tools for credibility and growth, not as standalone income streams. The best time to start marketing a book is the day you decide to write it. And when considering publishing options, authors should think beyond prestige—control of intellectual property and alignment with business goals can make or break the long-term value of the project.

Interested in writing your own book? David offers conversations with aspiring authors at chatwithdavid.com.

Takeaways:

• Writing a book can significantly enhance your credibility as an entrepreneur, establishing you as an authority in your field.
• The process of writing a book helps you become more knowledgeable and proficient in your subject area, which can benefit your business.
• Engaging with your audience early on in the writing process builds accountability and generates interest for your book.
• It's critical to start marketing your book as soon as you decide to write it, rather than waiting until it's finished.
• Understanding the different publishing options—traditional, self-publishing, and hybrid—is essential for any aspiring author.
• Retaining control over your intellectual property allows you to leverage your book for additional opportunities without needing permission from a publisher.

In this episode of Sell Through Social Live, Joseph Lewin sits down with Chelsea Olson, who helps agencies and B2B service-based companies scale and grow with sustainable sales strategies. Together, they dig into why so many companies plateau and what leaders can do to break through those barriers.

Sell Through Social produced this podcast.

Chelsea explains that growth challenges vary depending on company size. For businesses under $5 million in revenue, CEOs are stretched too thin, juggling sales, marketing, and operations, which leaves no room to create a repeatable sales strategy. For larger companies, the absence of a clear and scalable sales plan often stalls momentum, especially when they continue to rely only on referrals and word-of-mouth.

Referrals alone, while valuable, are not a long-term strategy. Warm leads behave very differently from cold outreach, yet many leadership teams fail to account for that. Cold prospecting requires resilience, grit, and a willingness to face rejection—something many CEOs struggle to accept after years of relying on warm introductions.

Another issue is the CEO bottleneck in sales. Too often, founders and leaders hold all the client success stories and sales knowledge in their heads. Without documentation, case studies, and accessible materials, new hires are set up to fail. When CEOs expect new salespeople to deliver results at their level without sharing the tools, knowledge, and industry context, frustration builds quickly on both sides.

The conversation also highlights the dangers of outsourcing too early. Handing off the entire sales function might feel like a quick solution, but it stunts long-term growth. Instead, companies must own their business development and go-to-market strategy before outsourcing pieces of execution. A fractional sales leader can accelerate this process, bringing in expertise while training internal talent to take over sustainably.

Joseph and Chelsea explore the myth of the “unicorn hire”—the belief that one superstar salesperson can put the company on their back. This approach is risky and unsustainable. When that individual eventually leaves, the pipeline collapses. Instead, leaders should invest in systems that allow junior reps and subject matter experts to succeed. CEOs also need to decide whether they require an individual contributor to drive deals or a sales leader capable of building a scalable organization.

Finally, the discussion turns to empowering employees on LinkedIn. Many CEOs resist allowing their teams to build personal brands online, fearing they will be poached. Chelsea and Joseph argue that this mindset holds companies back. A strong LinkedIn presence creates awareness, generates inbound opportunities, attracts talent, and strengthens employer branding. If leaders fear losing employees, the real solution lies in creating a culture that people want to stay in, not limiting their professional growth.

Chelsea specializes in guiding companies through the transition from referral-based selling to scalable growth systems. She helps define the ideal customer profile, sharpen go-to-market strategies, and create documented sales plans that can be executed by the whole team. Her role as a fractional sales leader allows her to mentor internal staff, set up repeatable processes, and gradually transfer ownership back to the company once a foundation is in place.

Growth requires more than enthusiasm—it requires a plan. CEOs must document their knowledge, set realistic expectations, and accept that referrals alone cannot fuel sustained success. Building a scalable sales system means creating a strategy, empowering a team, and embracing tools like LinkedIn to expand visibility. Companies that fail to do this risk staying stuck, no matter their size, while those who invest in building the right system unlock real growth.

This episode originally aired in May of 2024.

What if the key to unlocking referrals, loyalty, and once-in-a-lifetime opportunities isn’t more cold calls or bigger ad budgets—but gratitude?

In this episode, host Joseph Lewin sits down with Kim Angeli, a business growth strategist and gratitude expert, to explore how practicing thankfulness can transform not only your business, but your life. From never making a cold call in 30 years of sales to landing an $8,000-a-night Ritz-Carlton suite simply by thanking a concierge, Kim shares real-world stories that show how “always be thanking” is more powerful than “always be closing.”

Together, Joseph and Kim dive into:

• Why gratitude builds deeper, longer-lasting business relationships than traditional sales tactics
• The difference between showing appreciation and attaching strings to it
• How to turn your top clients into brand ambassadors without gimmicks
• The “gratitude call” strategy that keeps you top of mind year after year
• Why chasing strangers is far less effective than serving the people already in your network

Kim also reveals her “million-dollar secret”: the one overlooked practice that keeps clients referring you over and over again.

If you’ve ever felt burnt out chasing transactions, this conversation will reframe how you think about relationships, referrals, and real business growth.

Resources & Links:

• Connect with Kim Angeli → kimangeli.com
• Recommended Reading: The Go-Giver by Bob Burg
• Connect with Joseph Lewin on LinkedIn → linkedin.com/in/joseph-lewin
• This podcast is produced by Sell Through Social

Subscribe & Review:

If you enjoyed today’s episode, hit subscribe wherever you listen to podcasts and leave us a review—it helps other business leaders discover the power of gratitude-driven growth.

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Links referenced in this episode:

• KimAngeli.com

This episode originally aired live in May of 2024.

In this episode, Joseph Lewin sits down with Drew Sutton of Drew Sutton Leadership to dig into how business owners can scale profitably and retain joy. Drew shares his corporate-engineering-rooted systems thinking, and they talk through concrete strategies to help you stop being cash- and time-strapped. From reworking meetings, costs, pricing, and mindset—this episode is about more than revenue. It’s about making business work for your life.

What You’ll Learn in This Episode:

• The invisible cost of inflation & what many business owners aren’t raising: pricing & labor
• Why dumping cash into generic ads without strong conversion is a high-risk move
• How “professionalizing” your business (processes, meeting rhythm, structure) can free up your time without losing the soul of your business
• Strategies for finding profit (not just revenue)—how to locate quick wins to unlock cash flow
• How to shift mindset from “bigger, faster, more” to “better, clearer, more meaningful”

Takeaway:

You can absolutely grow your business in a way that gives you more freedom. It starts with making visible what’s broken: costs, pricing, meetings, time usage. Then pick two or three fixes, implement, and see how it changes everything.

Profiles & Links:

Joseph Lewin — Founder of Sell Through Social.

Drew Sutton — Founder of Drew Sutton Leadership.

This episode originally aired live in May of 2024.

Host Joseph Lewin (Founder of Sell Through Social, also at Scrappy ABM) sits down with Naftuli “Tuli” Kraus, Founder of Blackbird Recruiting, to explore how being authentic and consistent on LinkedIn can drive real business growth. In just three years, Tuli has grown his recruiting firm to 10 employees, worked with over 500 companies, and surpassed $1M in revenue — thanks to creating video content, adding value, and building relationships.

What You’ll Learn:

• Why authenticity beats perfection — embrace imperfections like stutters, sneezes, etc.
• How LinkedIn can be leveraged as a growth accelerator
• The tension between quantity vs. quality in content and how to balance both
• Methods for generating steady content ideas that people engage with
• How video builds trust and speeds up connection vs. text-only content
• Real-world impacts: clients, candidate leads, hires, and referrals from content

Takeaway:

Your first video will probably feel rough — just publish it anyway. Start building confidence through consistency. Even imperfect, real content will help you build authority and meaningful opportunities.

Profiles & Links:

Joseph Lewin — Founder of Sell Through Social, working with Scrappy ABM

LinkedIn: Joseph Lewin

Sell Through Social: sellthroughsocial.com

Naftuli “Tuli” Kraus — Founder, Blackbird Recruiting

LinkedIn: Tuli Kraus

Blackbird Recruiting: blackbirdrecruiting.com

Joseph Lewin had a great discussion with Brian Wallace that highlights the significance of location and community in fostering meaningful connections at events. This podcast is produced by Sell Through Social.

We delve into the Innovate Summit held at the Owensboro Convention Center, emphasizing how it is not just a traditional gathering but a strategic initiative aimed at economic development in Owensboro. Brian shares insights on the unique advantages of hosting events in less conventional locations, arguing that such settings can encourage genuine relationships among attendees, free from the distractions typical of larger cities.

We also explore the concept of a "vouch system," where trusted connections are prioritized, facilitating deeper and more valuable interactions. By focusing on building trust and community, this event exemplifies a new approach to networking that prioritizes quality over quantity in professional relationships.

Takeaways:

• In the podcast, we discussed the importance of networking and building genuine relationships at events, emphasizing that these connections can significantly impact your business.
• We highlighted the unique charm of Owensboro as a conference location, positioned ideally among major Midwestern cities, offering unexpected opportunities for attendees.
• The event was designed to foster genuine connections, focusing on quality interactions over the quantity of superficial conversations typical of larger gatherings.
• Brian shared insights on the economic development efforts in Owensboro, showcasing how local resources can be leveraged to drive growth and innovation in the region.
• We explored the value of having a smaller, more intimate gathering, which allows for deeper connections and meaningful conversations among attendees.
• The podcast emphasized the significance of being a 'super connector' in your network, highlighting how facilitating introductions can create opportunities for others and strengthen your professional relationships.

This episode originally aired on 5/20/24

Joseph Lewin, from Sell Through Social, and Jonathan Barnes dive into a crucial issue many leaders face: the challenge of relinquishing control in their businesses. They discuss how the mindset of needing to manage every detail can ultimately stunt growth and opportunities, both for the individual and the organization. Jonathan, the founder of Work Heartily, shares insights on the importance of trusting others and the benefits of leveraging external expertise to foster growth. The conversation covers practical strategies for leaders to identify their strengths and focus on what truly drives their business forward. By prioritizing personal and organizational well-being, leaders can create a healthier work environment that encourages productivity and fulfillment.

The discussion centers around a pressing challenge many small business owners face: the struggle to let go of control and delegate responsibilities. Joseph Lewin and Jonathan Barnes engage in a thoughtful conversation about how leaders often feel compelled to manage every aspect of their businesses. This mindset, although it may yield short-term productivity, ultimately stifles growth and innovation. Jonathan underscores the importance of recognizing when a leader becomes the bottleneck in their own organization. He shares personal experiences and insights on the emotional barriers that prevent leaders from trusting their teams. By emphasizing the need for self-awareness and strategic delegation, the episode aims to empower business owners to focus on areas where they can add the most value, while allowing others to handle tasks that can be managed effectively by different team members. The conversation also touches on practical tools and assessments that can help leaders identify their strengths and areas where they should step back, fostering a healthier work environment that promotes both personal and organizational growth.

Takeaways:

• Many leaders struggle to delegate tasks due to a strong sense of responsibility and control.
• Overworking can lead to stagnation and prevent personal and company growth, limiting opportunities.
• Hiring an executive coach can provide valuable insights into personal working styles and team dynamics.
• Finding your zone of excellence involves assessing what energizes you and where you add the most value to your business.
• Effective delegation is crucial; starting with small tasks can help leaders learn to trust their teams more.
• Self-awareness and understanding your core values are essential in defining what success truly means for you.

This episode originally aired live on 05/15/25.

Driving revenue through a podcast or a LinkedIn Live show is not only possible but can be highly effective if approached strategically. In Joseph Lewin's conversation with Ryan R. Sullivan, a podcast strategist, we explore the key considerations that determine whether a podcast is the right fit for your business. We discuss the importance of aligning your podcast's purpose with your business model and ensuring it resonates with your audience. Ryan emphasizes the significance of creating content that fosters relationships, allowing potential clients to feel connected to your brand before they even engage in a sales conversation. By focusing on building trust and providing valuable insights, you can transform your podcast into a powerful tool for lead generation and customer engagement.

The podcast delves into the intricate dynamics of personal relationships, emphasizing the importance of effective communication. You will find a thorough exploration of how misunderstandings often arise from assumptions rather than direct dialogue. We discuss practical strategies for improving conversations, such as active listening and the art of asking open-ended questions. By engaging in these practices, you can foster deeper connections and navigate conflicts more gracefully. The episode also touches on common barriers to communication, such as emotional triggers and the influence of past experiences, offering insights on how to overcome these challenges. Ultimately, the discussion seeks to empower you with the tools needed to enhance your interpersonal skills and achieve more fulfilling relationships.

Takeaways:

• In this episode, we explored the fundamental principles of effective communication and its impact on relationships.
• You will learn how active listening can significantly enhance your understanding of others' perspectives.
• We discussed the importance of empathy in communication, which fosters trust and connection among individuals.
• I emphasized that non-verbal cues often carry more weight than spoken words, influencing interactions profoundly.
• You should consider the role of feedback in conversation, as it helps clarify intentions and improve exchanges.
• We highlighted the need for clarity and conciseness in our messages to avoid misunderstandings.

This episode originally aired live on 5/14/24.

Joseph Lewin is joined by his sister-in-law, Alison Lewin, an expert in performance training, to discuss the crucial art of effective communication on video. Right from the outset, Alison emphasizes that technical prowess alone isn't enough to capture opportunities; it’s the ability to connect emotionally with your audience that truly matters. Throughout the conversation, we explore the challenges many face when transitioning from technical expertise to engaging presentation, especially on video platforms where the stakes can feel even higher. Alison shares practical strategies to overcome stage fright, enhance vocal variety, and utilize body language effectively, ensuring that your message resonates rather than falls flat. Join us as we dive into the nuances of presenting with passion and authenticity, leaving you with actionable tips to elevate your communication game.

Engaging effectively in a digital landscape can be a daunting task, especially for professionals accustomed to technical communication. The conversation between Joseph and Alison Lewin sheds light on the art of presenting oneself on video, emphasizing the importance of connection over content. Alison draws from her extensive background in performance art, revealing how skills honed in theater can enhance one’s ability to communicate passionately and authentically. They delve into the common pitfalls that cause even the most knowledgeable individuals to falter in front of a camera, such as anxiety and the overwhelming need to present a polished image. This discussion highlights that effective communication is not merely about having the right information but about engaging your audience in a way that resonates with them emotionally. By sharing practical tips—like breathing exercises, body language adjustments, and vocal variations—they offer a roadmap for overcoming stage fright and appearing more relatable on camera. The underlying message is clear: to influence and inspire, one must first learn to connect through genuine, animated expression, rediscovering the joy of storytelling that captivates audiences, whether in a boardroom or on social media.

Takeaways:

• Effective communication hinges on the ability to connect emotionally, not just technically.
• Mastering vocal variety—pitch, pacing, and tone—can dramatically enhance audience engagement.
• Practicing in front of a mirror or recording yourself fosters genuine expression and reduces nerves.
• Incorporating gestures and facial expressions can significantly improve your on-camera presence.
• Preparation is key; rehearsing your content leads to natural delivery and builds confidence.
• Understanding your audience's level helps tailor your language and energy for maximum impact.

This episode originally aired live on 5/9/25

In this episode, Joseph Lewin is joined by Chelsea Olson, who helps agencies and B2B service-based companies scale by building the right sales strategies. Together, they dive deep into the real challenges businesses face when trying to grow beyond word-of-mouth referrals and founder-led sales.

Chelsea shares why CEOs often become the bottleneck for growth, how over-reliance on referrals limits scalability, and why building a repeatable sales process is non-negotiable if you want your company to thrive past $5M, $20M, or even $50M in revenue.

They also explore the emotional side of sales—why cold outreach feels so different from warm referrals, how leadership teams often set new hires up for failure, and why developing patience, resilience, and the right expectations are crucial for scaling.

If you’re a founder or CEO tired of being the only one closing deals—or frustrated that your sales team isn’t hitting targets—this conversation will give you clarity on what’s missing and how to fix it.

What You’ll Learn in This Episode:

• The biggest hurdles companies face at different revenue stages.
• Why CEOs often sabotage their own sales teams (without realizing it).
• The emotional challenges of moving from referrals to outbound sales.
• How to build a sales strategy that actually scales.
• Why outsourcing sales too early can hurt your long-term growth.
• The role of fractional sales leaders in setting companies up for success.
• Why empowering employees to build personal brands on LinkedIn is a growth multiplier—not a threat.

About Our Guest:

Chelsea Olson works with agencies and B2B service companies to create scalable sales systems. With nearly 20 years of experience in sales and leadership, she specializes in helping CEOs transition from founder-led selling to building sustainable growth strategies that free up leadership and fuel long-term success.