In this episode of The Selling Podcast, we sit down with Russ Ferguson, a seasoned sales leader with over 40 years of experience spanning from "stamp lickers" (mailing machines) to complex medical devices. Russ shares his evolution from a young graduate seeking "easy money" to a veteran who understands that true success is built on integrity, soft skills, and helping others.

• The "Soft Skill" Master Traits: Russ identifies the core DNA of a successful sales professional using the acronym M.A.S.T.E.R.:
  • Motivated
  • Ability to think
  • Self-starter
  • Teachable/Coachable
  • Ethical
  • Resourceful/Reliable
• Emulation vs. Plagiarism: How to "plagiarize with pride" by taking successful techniques from mentors and adapting them into your own authentic voice.
• The "Help Me/Teach Me" Approach: A powerful tactic for building rapport with experts (like doctors or engineers). By positioning yourself as a student, you lower their guard and turn the sales process into a collaborative problem-solving session.
• Money is the Shadow: Russ explains that if you lead with integrity and focus on helping the customer, money will naturally follow you like a shadow.
• Navigating the OTE (On Target Earnings): Practical advice for mid-career professionals on discussing compensation, understanding the "Hunter vs. Farmer" dynamic, and why you must ask what percentage of the team is actually hitting their numbers.

"If you don't take care of yourself, you can't help other people."

In this high-energy conversation, Jon Cheney returns to the podcast to discuss his latest project, Moon Command, a game built entirely through the power of Generative AI. Jon challenges the traditional business dogma of "always charge for your time," arguing instead that in the modern economy, attention is the ultimate currency. Key highlights include:

• AI as an Equalizer: How Jon used tools like Replit to build apps and games without writing a single line of manual code.
• The GaryVee Strategy: A deep dive into Day Trading Attention and why "giving it all away" leads to massive inbound success.
• The "5 Priorities" Hierarchy: A radical approach to management where the job is ranked 5th, behind self, family, beliefs, and hobbies.
• The Flow State: How music and kayaking fuel professional "sprints" and why you don't have to do everything all at once.

AI Game Development, Moon Command, Jon Cheney, Replit, Generative AI, Gary Vaynerchuk, Business Philosophy, Personal Productivity, Flow State, Time Management, Entrepreneurship, Giving Value, SEO Strategy, Software Development, Work-Life Balance, Digital Marketing.

In this episode of The Selling Podcast, Jon Cheney, CEO and Chief AI Officer of GenAIPI, explains how he leveraged AI and veteran sales skills to build a million-dollar business in just six months with a $400 startup cost. The conversation explores the revolutionary concept of "vibe coding"—using natural language to develop production-ready software via platforms like Replit without writing a single line of code. Cheney breaks down how AI is leveling the playing field for entrepreneurs by closing traditional knowledge gaps in law, medicine, and engineering. Key highlights include the importance of selling a product before it’s built, using AI as an "interviewer" to sharpen business conviction, and why the "post-work world" narrative is a threat to human agency. This episode is a masterclass in compressing the entrepreneurial timeline and using AI as a force multiplier for sales-driven growth.

This episode of The Selling Podcast features a masterclass in leadership and career longevity with medical device sales veteran and business owner Tony Schneider. With over 26 years of experience—spanning from his roots as a commercial pilot to leading a top-tier distributorship—Tony shares the "secret sauce" that kept him at the top of the leaderboard and how he successfully transitioned from a high-performing rep to a servant-leader manager.

• The Pilot’s Pivot: How a single, jarring conversation with a colleague changed Tony’s life path from aviation to a 20+ year career in medical sales.
• The "Servant" Mindset: Why Tony views sales not as "selling," but as a professional commitment to serving and consulting for others.
• Hiring for Character over Credentials: Why Tony stopped requiring four-year degrees and started looking for "like-minded individuals" who possess the innate gift of service.
• The AI Interview Trap: A cautionary tale about the dangers of remote hiring and how some candidates are using AI tools to "game" the interview process.
• Managing People, Not Processes: Insights into why the hardest part of management is managing personalities—and how to identify and utilize the unique gifts of every team member.
• The "Father Figure" Leadership Style: Tony’s philosophy on building a business as a "family," where constructive criticism is given with the heart of a mentor.

This week, we tackle the silent killer of sales productivity: Analysis Paralysis. As the old saying goes, "Nothing happens until something is sold," yet many sales reps find themselves stuck in the "basement office," over-strategizing while their prospects move on to competitors.

Scott and "Old Dude" break down why we get stuck in the parking lot, the difference between preparation and procrastination, and how to build the "Ready, Fire, Aim" mindset required to actually close deals.

• The 70% Rule: Why a "bad plan" violently executed today is better than a perfect plan that never launches.
• The Fish Hatchery Strategy: How to contain "collateral damage" by testing your pitch in small, safe ponds (like friends, family, or mentors) before hitting the big stage.
• The Imposter Syndrome Trap: Overcoming the "White Coat Syndrome" and realizing that most prospects aren't looking for perfection—they’re looking for action.
• Measuring Activity vs. Preparation: Why your CRM should reflect how many times you "dipped your toe in the water," not how many hours you spent researching.
• The 5-Minute Rule: If a sales action (an email, a follow-up, a quick intro) takes less than five minutes, do it immediately.

This week, we bridge the gap between the classroom and the closing room. We are joined by BJ Allen, Professor of Marketing and Sales at Brigham Young University (BYU). BJ isn't just a theorist; he’s an expert in the "Silicone Slopes" tech scene, a researcher, and a mentor to the next generation of sales superstars.

We dive deep into the evolution of sales—from the "old school" days of Xerox and IBM to the modern "SaaS Machine." BJ explains why sales is no longer just "artistry" or "fluffy" talk—it’s a data-driven process where the best learners always become the best earners.

• The "Spin" Revolution: Why the Spin Selling methodology changed the game by proving sales is a repeatable process.
• The "Frenemy" Relationship: How marketing and sales are finally aligning through Account-Based Marketing (ABM).
• LinkedIn as Your Personal Website: Why 90% of B2B buyers vet you online before they ever take your call—and how to brand yourself as a content expert, not just a "President’s Club" winner.
• The Power of Micro-Testing: Why you should A/B test your subject lines and intros like a scientist to see what actually moves the needle.
• AI and the Authenticity Gap: Why the rise of automation is actually a "golden ticket" for salespeople who double down on human, personalized interactions.

Hiring is a gamble, but you don't have to play with blinders on. This week, we welcome back Tim Germann, Chief Commercial Officer at Carterra, to pull back the curtain on how he builds world-class commercial teams. Tim breaks down his "Three Pillars" for identifying top talent: a documented history of success, a relentless work ethic verified by deep-dive references, and the ability to articulate every career transition with ownership rather than excuses.

We explore the "Razor’s Edge" of the interview—finding that rare individual who is infinitely confident in their past results but appropriately humble about the challenges ahead. Tim also shares a powerful lesson on self-awareness and social anxiety in leadership, and why even a "corporate flame-out" can be the germination point for a future superstar. If you are a hiring manager looking to lower your risk or a candidate looking to stand out, this masterclass in interviewing is for you.

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We covered the first 7 steps in sales in the previous episode last week . This week we continue with the best steps that anyone can use to improve their sales.

The following is a list of all 12 steps.

Here are the best steps in sales negotiation:

1. Be Fair - There is never a good time to take unfair advantage of a negotiating situation. There might be large discrepancies one way or another but that is okay, as long as there is no coercion to buy or sell. Both parties need to walk away feeing successful.
2. I Want You to Make Money - During a long negotiations where the seller expresses concern about the price, I will often say, “You need to be making money off this deal as well.” This puts them into a mindset that I am trying to be fair, and truly I am.
3. You Will Not Offend - Too often we feel that offering a low price will offend an individual. Remember, you are offering what you at comfortable to pay. If you can’t get the price down low enough, you might need to consider if you are paying fair market value.
4. Don’t Ask for the Price - Too many times the price question comes up too early. It is important to understand value before we discuss price. Is the item what you are wanting. Note that you might pay more for features you do not need. However, you can also work this into the negotiation.
5. Eye Contact - If you are being fair, then kindly look the seller in the eyes. This will acknowledge and encourage the human element. The faster you can establish the the common ground, the negotiation will be of mutual interest.
6. Silence - Good negotiating requires thinking. Allow all individuals time to think and assess. Both parties will need to evaluate mentally (if the value is appropriate) and emotionally (are they okay with the feel of the sale.)
7. Friendly Touch - We give better prices to people we like. As you are speaking, don’t be afraid to touch their arm or hand. Good negotiating is an emotional experience. Don’t be afraid to add emotion with a friendly touch.
8. Ask for Volume - If you don’t think you are getting the lowest price ask for a volume purchase. Know that buying one or two will require you to pay a slight premium over a volume purchase. However, this will be able to artificially give you a larger negotiating power. Once you establish a low/acceptable price, then you have your floor to work from.
9. Walking Away - Sellers understand body language and when someone turns 90°, they know they better change approach or lose the sale. Don’t turn too soon. If you have given a couple attempts, turn slightly to exit and look them in the eyes for one more chance. If they still say no, and they will likely call your bluff, then complete the turn and slowly walk away feeling rejected (because truly you are.)
10. Money in Hand - Often the seller will put the product in your hands. By doing this, we create a mental attachment as if the good was already ours. Do this same thing for the seller. Put the cash you want to offer in their hands and then be quiet. If they say ‘no,’ then carefully remove the cash from their hands.
11. All the Money I Have - When trying to get a deal, carry the exact amount that you want to spend. This eliminates buyers remorse and also allows for a hard negotiation tool. When the seller knows that you have no more money to spend, then they can’t push any harder. Physical limitations are good pa

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