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.

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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.

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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

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Applied Brand Science

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