Ever wondered why some sales conversations feel manipulative while others feel like genuine problem-solving? In this conversation with Hamish Knox, founder of Sandler Calgary, Cam and Otis explore the fascinating intersection of journalism, communication, and sales leadership.

"Sales is communication and communication is sales," Hamish explains, revealing how his background in journalism shaped his approach to sales conversations. From discussing why it often takes three or more questions to get to the truth to exploring how to make buyers feel in control while still managing the conversation, this episode offers refreshing insights for anyone who communicates for a living (which is everyone).

What makes this conversation particularly valuable is Hamish's perspective on successful outcomes. "A successful outcome does not mean we get the business all the time," he points out, sharing how sometimes the best result is connecting a prospect with someone else who's a better fit—a move that actually raises your credibility and leads to more referrals in the long run.

Whether you're leading a sales team, growing a business, or just trying to communicate more effectively, Hamish's practical wisdom about creating interactions where everyone feels good about the outcome offers a refreshing alternative to traditional sales approaches.

Hamish Knox - Founder, Sandler in Calgary
Hamish Knox, a member of the global Sandler network, helps private organizations in Southern Alberta build scalable, consistent sales engines and motivated teams by driving accountability around proven systems and processes.

With a background spanning media, communications, software, and professional sports, Hamish combined his passion for sales and education when he joined Sandler. He is the first Canadian trainer to receive Sandler’s highest honor, the David H. Sandler Award (2020), and the first two-time Sandler author, writing Accountability the Sandler Way and Change the Sandler Way. A frequent speaker at Sandler’s global conferences, Hamish also gives back as a mentor with Futurpreneur Canada, a Maple Leaf Club donor to Enactus Canada, and a volunteer judge for student entrepreneur competitions.

Books:
Accountability - https://www.hamish.sandler.com/resources/sandler-books/accountability
Change - https://www.hamish.sandler.com/resources/sandler-books/change


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Chapter Times and Titles:

From Journalism to Sales [00:00 - 05:00]
Introduction to Hamish Knox
The unexpected journey from journalism to Sandler
Initial resistance to sales as a profession

"Sales Is Communication and Communication Is Sales" [05:01 - 15:00]
The core Sandler philosophy
Why words matter in sales conversations
Breaking down the "move" terminology

Making Buyers Feel in Control [15:01 - 25:00]
The balance of power in sales conversations
Managing the conversation while giving autonomy
Creating win-win scenarios

Three Questions to Get to the Truth [25:01 - 40:00]
David Sandler's insight on questioning
Journalism techniques applied to sales
Digging deeper than surface-level answers

Redefining Successful Outcomes [40:01 - 49:00]
Why "no" can still be a successful interaction
The power of appropriate referrals
"People always remember how you made them feel."

Sustainably Scaling Sales [49:01 - End]
Hamish's approach to long-term growth
Connecting with Sandler resources
Final thoughts and closing remarks


Hamish Knox
https://www.linkedin.com/in/hamishknox/
https://go.sandler.com/hamish/contact-us/