Sales and 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 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

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

More About Mind Vault

More About Nate

More About Walter

More Episodes of Sales & Cigars

Podcast Offer: www.unlockmv.com

Changes are afoot! As I mention at the top of this episode, we'll be moving to a bimonthly schedule and trying to live by the ethos of "quality over quantity". You're going to see a more nuanced, dual perspective between sales leaders and the CEO's who need them. I can't wait to show you what we have in store over the next few weeks.

Today's guest Jason Abell (President of Rewire, Inc.) joins the discussion to share insights on effective leadership and the importance of core values in navigating tough times. Jason highlights common mistakes leaders make in meetings and provides practical advice on fostering a positive company culture. Together, we delve into the significance of leaders speaking last, the authenticity in sales, and the role of core values in sustaining businesses. The conversation closes with Jason giving a very thoughtful answer to my usual question : "What's your relationship to cigars?"

So grab your cigar, grab a cocktail and strap in for an impactful episode. This is a good one for sales pros and leaders alike.

To reach Jason: Website: rewireinc.com LinkedIn: linkedin.com/in/rewirejason Connect with us: https://helixsalesdevelopment.com/welcome-to-sales-cigars/ Website: https://www.helixsalesdevelopment.com Instagram: https://www.instagram.com/wcrosby248/ Facebook: https://www.facebook.com/walter.crosby.1690, https://www.facebook.com/salesandcigars/ LinkedIn: https://www.linkedin.com/company/helix-sales-development/ Twitter: https://x.com/WalterCrosby #SalesPlaybook #CompetitiveIntelligence #SalesEnablement

00:00 Introduction and Podcast Updates 01:22 Guest Introduction: Jason Abel from Rewire 03:26 Leadership Coaching Insights 05:41 Effective Meeting Dynamics 11:31 The Importance of Leaders Speaking Last 20:55 Sales and Leadership Parallels 23:24 The Power of Authenticity in Business 26:40 The Importance of Core Values in Organizations 29:43 Adapting to Change: Lessons from the Pandemic 33:00 The Role of Core Values in Business Resilience 36:51 Connecting with Jason: Resources and Contact Information 38:01 Reflecting on Personal and Professional Experiences with Cigars

🔥 STOP WASTING MONEY ON MARKETING PLANS THAT COLLECT DUST! Get your FREE Strategy Guide now at https://helixsalesdevelopment.com/free-story-guide

Had an incredible conversation with Kelly Schuknecht, founder of Two Mile High Marketing! Kelly shared her inspiring journey from publishing to marketing, and how being laid off became her opportunity to launch her dream business. What struck me most was her insight on what many marketing agencies miss - the tactical implementation that turns strategy into results.

Kelly expertly explained why thought leadership isn't about immediate sales but positioning yourself as an expert over time. Her practical advice on LinkedIn posting frequency (2-3 times weekly) and podcast appearances (2-3 monthly) is gold for busy executives. I loved her comparison of consistent content creation to "going to the gym" - those reps really do build your messaging muscles!

As I've seen with many clients, Kelly confirmed that small companies often grow without marketing until they hit a ceiling. Ready to break through yours?

To reach Kelly: Website: www.twomilehighmarketing.com Instagram: https://www.instagram.com/beyondthebestseller

LinkedIn: http://www.linkedin.com/in/kellyschuknecht

Connect with us:

Website: https://www.helixsalesdevelopment.com

Instagram: https://www.instagram.com/wcrosby248/

Facebook: https://www.facebook.com/walter.crosby.1690, https://www.facebook.com/salesandcigars/

LinkedIn: https://www.linkedin.com/company/helix-sales-development/

Twitter: https://x.com/WalterCrosby

#SalesPlaybook #CompetitiveIntelligence #SalesEnablement

🔥 NAIL YOUR SALES PROCESS: Get your FREE Strategy Guide now at https://helixsalesdevelopment.com/free-story-guide

Ever wonder what "playbooks" and "battle cards" really mean in sales? Walter and Ed Marsh break down these confusing industry terms that many VPs misuse. They reveal why most playbooks collect dust (hint: it's not the content) and how properly developed battle cards give your team crucial competitive intel. Plus, they share why coaching matters more than documentation – comparing sales teams to pro football's practice regimens to show what's missing in corporate America.

Grab actionable insights on creating effective sales tools your team will actually use. Ed explains how even small companies without massive marketing departments can develop these resources themselves.

To reach Ed:

Website: http://www.edmarshconsulting.com/

LinkedIn: https://www.linkedin.com/in/edwardbmarsh/

Twitter:https://x.com/edbmarsh

Instagram: www.instagram.com/edbmarsh/

Youtube Channel: www.youtube.com/@EdMarsh

Connect with us:

Website: https://www.helixsalesdevelopment.com

Instagram: https://www.instagram.com/wcrosby248/

Facebook: https://www.facebook.com/walter.crosby.1690, https://www.facebook.com/salesandcigars/

LinkedIn: https://www.linkedin.com/company/helix-sales-development/

Twitter: https://x.com/WalterCrosby

#SalesPlaybook #CompetitiveIntelligence #SalesEnablement

🔥 MASTER THE PITCH DECK: Get your FREE story guide now at https://helixsalesdevelopment.com/free-story-guide

Sergio Yankovenko shares powerful insights on creating winning pitch decks that actually get funded! Hear how he helped a client secure $3 million after an all-night session crafting the perfect presentation. From understanding your audience to highlighting the right metrics, Sergio breaks down the 5-step process that takes just 2-3 weeks to develop a compelling investment story. Remember - investors spend only 2 minutes and 43 seconds reviewing your deck! Grab insider tips on avoiding common mistakes, managing pre-pitch nerves, and why you should never overwhelm potential investors with 50+ slides.

To reach Sergio: Website : behance.net/Sergio_yankovenko LinkedIn: https://www.linkedin.com/in/sergio-y Instagram: https://www.instagram.com/goodeck.team/

Connect with us:

Website: https://www.helixsalesdevelopment.com

Instagram: https://www.instagram.com/wcrosby248/

Facebook: https://www.facebook.com/walter.crosby.1690, https://www.facebook.com/salesandcigars/

LinkedIn: https://www.linkedin.com/company/helix-sales-development/

Twitter: https://x.com/WalterCrosby

#PitchDeckTips #InvestorPitch #StartupFunding