CL213: How To Sell Your Work Using ‘Serve, Don’t Sell’ – Interview with Liston Witherill

Liston Witherill
Liston Witherill is an author, speaker, and advisor to agencies and consulting firms ready to move beyond the referral. Liston’s work is based on cutting edge psychology, behavioral economics, and his own sales experience. His mantra is “Serve, Don’t Sell,” and he believes selling should be an ethical, win-win arrangement 100% of the time. Prior to creating his training business, Liston was the owner of a boutique marketing firm, and ran business development and marketing for a $12M consulting firm. He podcasts 3x a week, and runs 3 times a week, and lives with his beautiful wife, cat, and dog in Portland, OR.
In this episode, we cover:
  • 3:16 – The power of podcasting
  • 9:41 – Serve, don’t sell
  • 12:51 – Fyre Festival
  • 18:00 – Creating a repeatable sales plan
  • 19:44 – Designing a better discovery call
  • 20:39 – Pain, Goal, Value
  • 21:00 – 70/30 Rule for sales calls
  • 21:14 – “Why are we on the phone today?”
  • 23:52 – The five why’s
  • 24:23 – The magic wand question
  • 28:13 – How to finish a sales call

Resources mentioned in this episode:

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