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Good morning Launch Key 🚀 community.

This week we dig into the lifeblood of every business: sales.

The majority of people steer away from it but the fact is, success in driving revenue is key to your future.

This month’s Subscriber Story is Walker McKay who has spent the last 20 years training, coaching and consulting sales teams. McKay has created and refined a simple, actionable sales process that takes the BS out of selling.

Let’s get into it.

Comment below and let me know if we’re on the right track.

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Table of Contents

• Pull to Eject

• Subscriber Stories: Walker McKay

• Modern Tools

• Old School Wisdom

• Free Knowledge

• Recommendations

• Visual Crapshoot

Pull to Eject

It’s pretty clear that “Learn to Code” is not going to save your career. From outsource to nearshore to AI – coding is near commodity.

But “Learn to Sell” is a whole different animal.

Most people hate ‘selling.’

And yet, it’s the most important aspect of any business. It is literally the most powerful way to guaranty advancement.

But if you’re an entrepreneur - it is vital.

My own experience was that I didn’t just want to be a salesman coming out of college. But I fit the stereotype. I was an extrovert. I played team sports. I was tallish. Naturally I only interviewed for sales jobs. And I got lucky with a job offer for that untrained kid in my first sales job.

And while I made all the common sales mistakes, I am grateful because that job planted me in a new city, in a new state where I would eventually meet my wife, raise 3 boys and start a number of businesses.

All because I really didn’t want to be in ‘sales.’

Just like the majority of sales people, I didn’t give my first jobs the benefit of the doubt. I churned for something better.

In my case it was grad school. I thought I wanted to start my own multimedia business. This was the late 80’s so there wasn’t an ‘entrepreneur track.’ You had to build your own curriculum (#GoDawgs). I dropped out of the workforce and rode my bike to class for a complete directional change away from ‘sales.’

I started tech consulting and making slides with that additional degree in hand. It grew into multi-media CD projects, then web sites and later application design.

Over time, I learned that if you deliver a quality service (or product) that you really believe in – you’ll never look at it as ‘selling.’ Founders have conviction that can’t be taught. They’re not just selling themselves.

• Did the client have a problem that I understood well enough to solve?

• Could I explain a relatable success story of a client from a different industry?

• Did I turn down client projects when I could not help them?

• Did I back up my claims with data?

• Repeat customers? Testimonials? Case studies?

Over time we earned enough of these success stories that clients self-selected into the pipeline. If we couldn’t agree on how we could help them, no problem, we’d just move on to the next opportunity.

I wasn’t selling at all.

As an entrepreneur, I failed when trying to scale with additional sales people. I definitely added to the technology sales churn. Candidates might have skills, but they didn’t have the historical knowledge. They couldn’t adapt mid-meeting with a case study example from a dissimilar client or industry. They hadn’t been in new media since the laser disk. They were selling themselves not my experience and it just never landed as well.

If you are as old as me you’ve seen stereotypical sales types go from financial services to tech to healthcare and back to tech over the past 30 years. Don’t feel bad for them, they’re good looking and smart, but they only know how to sell themselves.

Don’t let your disdain for ‘sales’ stop you from starting your own thing. You will have to sell. But it won’t feel like selling.

No one will do it better than you.

Now go launch something 🚀 

Subscriber Stories: Walker McKay

Walker McKay : Founder | Trainer | Consultant | Podcaster | Author

Walker and I met, in our 20’s, around a bonfire. Truth is, neither one of us knew where we were headed, but we shared some laughs and our love of the outdoors. Flash forward to my Launch Key kickoff and we reconnected because I thought he probably had an audience like mine.

And did he.

Over the past decades, Walker has built a reputation transforming hundreds of sales teams with his no-nonsense content. He’s the Founder and Principal of the No BS Sales School and has created over 500 Podcasts. He’s coached businesses in nearly 100 industries. With incredible results.

Today, he’s launching his book "Some Will. Some Won't. So What. Who's Next? revealing a straightforward, no-nonsense approach to selling. If you’re near Columbia, SC today (11/19) see him in person at the official launch at All Good Books 5:30 - 7:30pm.

Just the next portfolio piece in the career of Walker McKay.

Modern Tools

So maybe your business has lots of data.

And it could tell a great story if you could just figure out a way to present it better. But you’re no designer.

Throw away your boring Excel charts and make professional infographics instead.

Piktochart is free to start … of course.

Old School Wisdom

Sales is the lifeblood of any business.

Chet Holmes classic book has been updated by his daughter with even more content to make your venture grow.

Focus on these twelve key areas of improvement—and practice them over and over with pigheaded discipline.

Securing top talent with our guide is a click away

Deel’s simplified a whole planet’s worth of information. It’s time you got your hands on our international compliance handbook where you’ll learn about:

• Attracting global talent

• Labor laws to consider when hiring

• Processing international payroll on time

• Staying compliant with employment & tax laws abroad

With 150+ countries right at your fingertips, growing your team with Deel is easier than ever.

Get the Guide

Free Knowledge

Walker McKay’s entire brand, NO BS SELLING, is focused on taking the power away from the buyer and creating a level playing field that makes selling easier, feel less cheesy, and be much more lucrative.

Listen to 500+ free podcast episodes to help you improve your game.

Recommendations

🧠 Seven Deadly Stupidities : Discover the patterns that lead to failure and learn how to avoid them.

🗃️ Dealroom Business Success Uncovered : Learn directly from billionaire entrepreneurs on how to grow a business. Join a community of 2,000+ innovators.

🤓 Product-Led Geek : Get your FREE GROWTH TOOLKIT and join over 7000 founders and leaders learning how to scale their B2B software companies with product-led growth and product-led sales.

📕 MGMT Playbook : Practical management insights straight to your inbox every Wednesday.

Visual Crapshoot