In this episode, Nathan chats with Mike Boogaard, a seasoned Chief Revenue Officer and sales expert with over 20 years of experience in agency growth and SaaS business scaling.

Mike has successfully founded and sold agencies, transitioned into SaaS sales, and now helps organisations understand how to win new business. His unique perspective bridges the worlds of agencies and technology businesses, shedding light on what these industries can learn from each other.

Key insights include:

• The Difference in Sales Strategies: Why SaaS businesses thrive with intentional, systematic processes, and how agencies can adopt these strategies without sacrificing creativity.
• The Importance of Discovery: How to use the "Three Whys" (Why Anything, Why Now, Why Us) to identify and solve client pain points effectively.
• Tailored Sales Processes: The nuances between shorter agency sales cycles and longer, more complex SaaS sales cycles.
• Scoping and Proposals: Co-creating solutions with clients and the critical role of quantifying value during the proposal stage.
• Closing Deals with Confidence: Why effective discovery and consistent processes throughout the sales cycle ensure natural deal closure.

Mike and Nathan also dive into the strengths of introverted salespeople, emphasizing listening, curiosity, and empathy as essential traits for sales success.

Whether you're a founder, sales professional, or marketer, this conversation is packed with actionable insights to elevate your B2B sales game.

• [00:00] Introduction and Mike's journey from agencies to SaaS.
• [02:21] How agencies and SaaS businesses approach sales differently.
• [07:06] The anatomy of an effective B2B sales process.
• [11:43] Mastering discovery with the "Three Whys."
• [28:10] Scoping and co-creating solutions with clients.
• [30:30] The importance of discussing budget early.
• [35:21] Why the close is a natural outcome of earlier stages.
• [39:59] The hidden strengths of introverted salespeople.
• [49:34] Mike's favorite books and advice for aspiring sales professionals.

• Connect with Mike Boogaard on LinkedIn
• Recommended Reading:
• Barbarians at the Gate by Bryan Burrough
• Start with Why by Simon Sinek
• From Strength to Strength by Arthur C. Brooks
• Learn more about Nathan and his work here.

Episode Summary: Interview with Jonathon Bates, CEO of PersuasionXP

In this episode, Nathan chats with Jonathon Bates, co-founder and CEO of PersuasionXP, an AI-driven company that uses neuroscience, psychology, and NLP to create personalised, persuasive marketing content.

Jonathon shares his journey from tech enthusiast to founder, explaining how PersuasionXP helps businesses optimise their content by tailoring it to the personality traits of their target audience.

The conversation dives into how personality influences decision-making, with Jonathon highlighting the role of the OCEAN model (openness, conscientiousness, extraversion, agreeableness, neuroticism) in shaping consumer behavior.

He discusses how understanding these traits allows brands to craft more emotionally resonant content, ultimately boosting engagement and conversions.

Jonathon also talks about the power of small tweaks in marketing—like headlines and thumbnails—that can have a huge impact, drawing on examples from companies like Netflix. He also discusses the challenges of measuring advertising effectiveness and how PersuasionXP is helping solve this with AI-driven personalization.

As the episode wraps up, Jonathon shares his vision for the future of PersuasionXP and how AI will continue to transform marketing by delivering deeply personalized content that drives better business outcomes.

Key Takeaways:

• Personality influences 70% of decision-making in marketing.
• AI and neuroscience can be used to create more persuasive, personalized content.
• Small adjustments in marketing can significantly boost customer engagement.
• AI personalization is the future of B2B marketing.

In this episode, Nathan interviews the legendary Richard Abels, a seasoned sales professional with nearly 50 years of experience. From starting out in car sales to leading teams and advising business owners, Richard shares invaluable insights into what makes a salesperson truly exceptional.

• The Foundations of Sales Success: How Richard's early days in car sales shaped his consultative approach and taught him the importance of focusing on customer needs.
• The Power of Active Listening: Why listening—not talking—is the most critical skill for any salesperson.
• Overcoming Fear in the Sales Process: Strategies for reducing buyer hesitation and building trust with prospects.
• The Role of Emotional Intelligence: How understanding people and their motivations drives sales success.
• Adapting to Modern Sales: Why traditional cold calling is dead and how tools like LinkedIn have transformed how we connect with prospects.
• The Importance of Process: Why having a clear, repeatable sales process is non-negotiable for achieving consistent results.
• Working with Millennials and Gen Z in Sales: Insights on why younger generations approach sales differently—and how leaders can adapt.
• Honesty and Transparency in Sales: Why full disclosure builds stronger, long-term relationships with clients.

• "Fear is a massive part of why people buy. If you can't take fear out of the buying process, you'll never make a sale."
• "Great salespeople aren't talkers—they're listeners. The best sales conversations are about understanding the customer deeply."
• "Adapting to modern tools like LinkedIn isn't just smart—it's essential. It's where credibility lives now."

• LinkedIn: Richard Abels
• Learn more about Richard’s journey, insights, and how he helps businesses achieve sales success.