The best tech sales conversations don't start with a product demo — they start with the right question. Robbie Butchart built LaunchCode around that idea, and it's shaped how he sells, builds, and grows.

Keith Daser talks with Robbie Butchart, co-founder of LaunchCode, about what it takes to shift from commodity-based selling to a consultative, outcome-focused approach. Robbie traces his career from the print industry into software development, unpacking how trust, curiosity, and being willing to say no to the wrong deals builds client relationships that compound over time.

LaunchCode evolved from solving bespoke software problems to assembling development teams as a service — and Robbie shares what that evolution taught him about bridging the gap between what clients say they want and what they actually need.

Topics covered:

• Why consultative selling outperforms product-led selling in custom software
• How to sell outcomes rather than deliverables and set expectations that hold
• Trust, curiosity, and transparent process as core sales tools
• How LaunchCode serves both startups and large enterprise clients
• Managing the tension between agile development and CFO-friendly predictability
• Where AI is reshaping custom software development

Find Robbie on LinkedIn: https://www.linkedin.com/in/robbiebutchart/ Learn more: https://launchcode.ca

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Sell Me This Podcast is brought to you by the team at Deliver Digital, a Calgary-based consulting organization that guides progressive companies through the selection, implementation, and governance of key technology partnerships. Their work is transforming the technology solution and software provider landscape by helping organizations reduce costs and duplication, enhance vendor alignment, and establish sustainable operating models that empower digital progress. 

If you believe you deserve more from your technology partnerships – connect with the team at:
www.deliverdigital.ca

This episode of Sell Me This Podcast was expertly edited, filmed, and produced by Laila Hobbs and Bretten Roissl of Social Launch Labs, who deliver top-tier storytelling and technical excellence. A special thanks to the entire team for their dedication to crafting compelling content that engages, connects, and inspires. 

Find the team at Social Launch Labs at:
www.sociallaunchlabs.com

Support the show

Sell Me This Podcast is brought to you by the team at Deliver Digital, a Calgary-based consulting organization that guides progressive companies through the selection, implementation, and governance of key technology partnerships. Their work is transforming the technology solution and software provider landscape by helping organizations reduce costs and duplication, enhance vendor alignment, and establish sustainable operating models that empower digital progress. 

If you believe you deserve more from your technology partnerships – connect with the team at:
www.deliverdigital.ca

This episode of Sell Me This Podcast was expertly edited, filmed, and produced by Laila Hobbs and Bretten Roissl of Social Launch Labs, who deliver top-tier storytelling and technical excellence. A special thanks to the entire team for their dedication to crafting compelling content that engages, connects, and inspires. 

Find the team at Social Launch Labs at:
www.sociallaunchlabs.com