Shut The Hell Up And Sell: Unfiltered

Latest Episodes:

Duty, Honor and Fake Funnels. Let's Talk About It. Jul 07, 2025

Show notes

🔥 Episode Summary:This one’s not about tools or tech—it’s about leadership, candor, and calling out the BS that's quietly killing performance in the channel.Ronnell sits down with Stephen Semmelroth, a West Point grad, cybersecurity expert, and one of the most thoughtful leaders in the channel today. Together, they expose the real reasons why bad QBRs, fake funnels, and fluff relationships are still so common—and why your revenue is suffering because of it.From being hazed from space to dropping truth bombs about what it means to truly lead, Stephen doesn’t hold back. You’ll hear how mediocre leadership habits are passed down, why kindness is the ultimate leadership weapon, and why being “agile and adaptive” isn’t just military speak—it’s survival in today’s channel.Whether you're a new channel chief, a seasoned partner leader, or someone looking to finally level up, this episode is your wake-up call.🧠 What You'll Learn:Why "being kind and offering no surprises" is the leadership model you didn’t know you neededThe root cause of fake funnels (spoiler: it's not just lazy sellers)Why QBRs have become empty rituals—and what a real one looks likeThe difference between influence and real leadershipHow to build channel managers that actually build revenueThe essential mindset shift from “me” to “we”📚 Resources & Mentions:Never Lead Alone by Keith FerrazziThe First 90 Days by Michael WatkinsSayLess Academy ICP Builder Tool: www.sayless.academyFollow Stefan Semmelroth on LinkedIn: [Insert LinkedIn link]💣 Mic Drop Moment:“The final boss of leadership is yourself. If you want to lead better—start there.” — Stephen Semmelroth🙌 Connect with Us:Want more no-BS channel sales strategies?Subscribe to the show, rate it, and share it with someone who needs to hear the truth.📲 Visit ronnellrichards.com for courses, assessments, and consulting.🎓 Check out SayLess Academy to start learning today.

The Channel’s Throwing a Party—Did MSPs Get the Invite? Jul 01, 2025

Show notes

Guests:
➡️ Matt Wren
➡️ Jasmina Mueller

Location: CP Expo

Summary:
The channel keeps saying it’s all about partnership, but too many MSPs are asking the same question: “Are we even invited to this thing?” In this episode, Ronnell Richards sits down with Titan Cloud’s Matt Wren and industry powerhouse Jasmina Mueller for a real, raw conversation about the channel’s failure to truly embrace MSPs—and what it’s going to take to fix it.

We’re talking communication gaps, performative partnerships, and why some suppliers still don’t understand how MSPs actually operate.

This isn’t about blame. It’s about re-education and rebuilding relationships from the ground up—before the entire ecosystem breaks.

Key Takeaways:

Sales and tech must respect each other—or MSPs implode from the inside
The phrase “trusted advisor” is being used by people who haven’t earned it
Most vendors still don’t understand what makes MSPs tick—and that’s dangerous
Fear of change is creating internal channel competition and fragmentation
If we want true partnerships, we need to model the behaviors we preach

Mic Drop Quote:
"We say we want to partner with MSPs. But when they show up, it still feels like we just want them to resell our stuff." – Matt Wren

Resources & Links:
→ Want real sales training that isn’t stuck in 2007? Join SayLess Academy – $39/month, no contracts.
→ Learn more at ronnellrichards.com

Rate & Review the Show
And remember:
👉 Stop talking.
👉 Start listening.
👉 Shut the hell up and sell.

Figuring Some Sh*t Out With BK and Sam Jun 22, 2025

Show notes

🔥 Episode Summary:We’re live from Channel Partners with Brandon Knight and Sam Islam—two powerhouses from opposite sides of the table: vendor and partner. And they’re not holding back. In this episode of *Shut the Hell Up & Sell: Unfiltered*, we get into the *real* gaps in the channel community—why we’re still operating like it’s 2005, who’s responsible for partner development, and what it’s really going to take to evolve how we sell.This conversation is raw, uncomfortable, and absolutely necessary if we want to move this industry forward. So if you’re tired of “networking” events that don’t lead to anything meaningful, and you’re ready to stop buying loyalty and start building *real* value—this one’s for you.💡 Spoiler: If you're asking who’s responsible for improving this ecosystem, look in the mirror. Because the answer is YOU.---🎙️ Featured Guests:**Brandon Knight** – Zoom, Partner Enablement Leader**Sam Islam** – Partner, Vega Cloud, Trusted Advisor & Community Builder---🧠 Key Topics:* Why the channel is stuck in old habits—and how to fix it* The myth of vendor-provided value vs. true strategic support* What TSDs, vendors, and partners must *all* do better* Relationship building vs. transactional selling* Who owns the responsibility for evolving the channel?---⏱️ Chapters:00:00 – Live at Channel Partners: Real talk kicks off01:52 – What's really missing in the channel?03:20 – Why we’re not evolving fast enough06:40 – Bridging the customer journey gap09:18 – Learning ≠ Development11:05 – Sam keeps it 100: “We don’t do enough as a community”15:30 – Buying loyalty vs. building value18:22 – Whose job is it to fix this mess?21:45 – Sales 101: If you sell on price, you lose on price23:55 – Community builders don’t wait—they create26:48 – Final thoughts & shoutout to LinkedIn Learning🚀 Ready to level up your sales game?Check out my full library of online sales training courses and get access to tools, gap assessments, and tactical training for modern sellers:👉 [SayLess Academy – Try it FREE](https://ronnellrichards.com/sayless-academy)📬 For speaking, workshops, or consulting:👉 [RonnellRichards.com](https://ronnellrichards.com)---🙌 Like what you heard?Rate ★★★★★, subscribe, and drop a comment. Then…Shut the hell up & sell.

Damn, Daniel! Back at it with the radical transparency May 19, 2025

Show notes

🔥 Episode Summary:On this episode, Ronnell is joined by channel innovator Daniel Majure—coffee obsessive, bourbon buff, and tech advisor extraordinaire—to tackle the biggest blind spot in our industry: transparency. They rip into legacy “order-taking” mindsets, expose why MDF and partner events often miss the mark, and map out a clear path forward with razor-focused ICPs and solution-stack selling.Whether you’re a supplier, partner, or channel exec, this episode is your go-to blueprint for evolving beyond 2015 tactics. Daniel lays down:Why partners must own their true customer acquisition costsHow MDF should fuel partner growth, not just reward volumeThe silver lining in channel fragmentation—and how to niche down for max impactWhy “trusted advisor” is more than a buzzword—it’s a strategic commitmentThe secret to pairing complementary tech stacks for deeper solution salesThis is the episode you’ll be referencing in every strategy session and QBR. No fluff. No filters. Just hard truths and actionable moves.⏱️ Episode Breakdown:00:01 – RR’s signature caffeine call & Daniel’s 17-bean coffee obsession06:05 – Hot seat Q&A: DC vs. Marvel (and why Adam Sandler could be Batman)08:13 – Dream superpower: a time-travel door to past and future11:03 – Why this show exists: naming our icebergs before we hit them13:51 – Core gap in the channel: transparency at every layer16:22 – Layered transparency: commissions, pipelines, and “order-taking” partners19:59 – The “trusted advisor” myth vs. reality22:21 – Legacy partners built on inside deals—time for solution selling25:00 – ICP deep dive: list 10 perfect clients, then build your world around them27:48 – MDF done right: develop new partners with strategy, not just events30:06 – Niche & tech stacks: why you need three Daniels, not twenty generic partners34:32 – Narrative is everything: don’t inflate pipelines or promises37:48 – Diversify wisely: fewer TSDs, deeper revenue relationships41:27 – Know your true CAC: calculate your real cost to acquire a customer48:12 – Final advice: as AI rises, human trust and niche expertise become premium🧠 Featured Guest:Daniel MajureTech Advisor | Coffee & Bourbon Aficionado | Channel Strategist▶️ Connect with Daniel on LinkedIn: https://www.linkedin.com/in/danielmajure/🚀 Boost Your Sales PerformanceThink your channel approach is stuck in the past? Ronnell can help with a Sales Gap Assessment—visit ronnellrichards.com—or level up your team with on-demand courses at SayLess Academy: sayless.academy.🔔 Subscribe, Like & ShareEnjoying the show? Hit Subscribe, then share this episode with your team, LinkedIn network, and anyone in Channel Sales.

Campaign-In-A-Coffin May 12, 2025

Show notes

🔥 Episode Summary:On this episode, Ronnell is joined by channel firestarter Heather K. Margolis—and she’s not here to play nice. Together, they torch the outdated partner marketing tactics that are still plaguing the industry. From “campaigns in a box” to MDF programs that reward mediocrity instead of potential, this one pulls zero punches.Whether you’re a supplier, a partner marketer, or a channel exec, this episode is your wake-up call. If you're still marketing like it’s 2015, you're already losing.Heather breaks down:Why most channel events fail before they even startHow to actually support partners with marketing that drives outcomesThe brutal truth about MDF misuseWhat today’s tech stack really needs to includeWhy suppliers must stop expecting “ready-to-bake cookies” and start investing in partner developmentThis is the episode you’ll be quoting in your QBRs and slacking to your marketing team. No fluff. No filters. Just hard truth and smart strategy.⏱️ Episode Breakdown:00:00 – Big Brother energy & intro to HKM03:00 – Lifetime gym therapy & fighting toxic sales culture08:30 – What fitness means to high performers15:45 – HKM’s self-care obsession (and Ronnell’s IV addiction)23:55 – Sales vs Marketing smack talk (the reunion!)26:40 – Channel wake-up call: marketing isn’t working29:00 – Campaigns in a box = marketing malpractice34:10 – Why AI-powered content is the new baseline38:45 – Why MDF is broken and how to fix it42:00 – Stop wasting money on events with no ROI47:15 – Real examples of what partner support should look like53:00 – Minimum viable tech stack for channel suppliers58:20 – Heather’s Hermozi moment: “Heather knows her sh*t”1:02:00 – Final thoughts and where to find HKM🧠 Featured Guest:Heather K. MargolisFounder, Channel Maven Consulting▶️ Connect with Heather on LinkedIn:https://www.linkedin.com/in/heatherkmargolis/🌐 Learn more: www.channelmavenconsulting.com🚀 Boost Your Sales PerformanceThink your partner marketing strategy might be stuck in the past? Ronnell can help with a Sales Gap Assessment check out ronnellrichards.com or level up your team with online courses at sayless.academy.🔔 Subscribe, Like & ShareEnjoying the show? Make sure to hit that Subscribe button and share this episode with your team, your LinkedIn network, and anyone still stuck in “campaign in a box” mode.#ShutTheHellUpAndSell #ChannelSales #PartnerMarketing #MDF #B2BSales #HKMUnfiltered

You Can Keep Your Steak Dinners! May 04, 2025

Show notes

🎙 Episode Title: You Can Keep Your Steak Dinners
💥 Guest: Dave Dyson — Channel OG, Customer Advocate, and TA most of y’all wish you could land.

You can buy a steak dinner — but you can’t buy Dave Dyson.

He’s one of the most respected TAs in the game, and in this no-holds-barred episode of Shut The Hell Up and Sell: Unfiltered, he breaks down why most of you will NEVER do business with someone like him. Why? Because you’re still trying to “wine and dine” your way into partnerships instead of doing the real work.

⏱ Timestamps & Highlights:

00:00 – Opening Shots Fired
We’re not here to sugarcoat it. Dave sets the tone with what it really takes to earn a top TA’s trust.

07:45 – Steak Dinners Are Not a Strategy
Perks don’t close deals. Real value and aligned execution do.

13:20 – Winning Dave Dyson: What Actually Works
Dave gives it to you straight — the messaging, the moves, and the mindset that earn a “yes.”

19:40 – Channel Leadership and Customer Advocacy
Dave shares why putting the customer first is everything — and how most sellers fake it.

26:10 – Social Responsibility Isn’t Optional
Why today’s top TAs want to work with partners who give a damn about the bigger picture.

31:00 – The Reason You’re Still Missing
You don’t have a strategy. You’re running plays from 2015 in a 2025 channel.

🧠 You Need a Better Playbook — Not a Better Dinner Reservation
If you're struggling to engage top TAs or close meaningful channel partnerships, it’s time to stop guessing.

👉 Get your Channel Sales Gap Assessment — the first step to uncovering exactly where your channel approach is falling apart.

📘 Then go deeper with the Channel Sales Blueprint — the course trusted by LinkedIn Learning and taken by over 100,000 sales professionals worldwide.

Built by someone who's actually done the work, the Blueprint teaches you how to prospect, engage, and close with clarity — not fluff.

🎧 Listen to the Episode Now
Available everywhere you get your podcasts. Just don’t bring a ribeye to a strategy fight.

#ChannelSales #ShutTheHellUpAndSell #SalesLeadership #SalesBlueprint #PartnerEnablement #ChannelStrategy

Welcome to Shut the Hell Up and Sell: Unfiltered Apr 23, 2025

Show notes

Welcome to the first episode of Shut the Hell Up and Sell: Unfiltered — the podcast that says what others won’t. Hosted by award-winning sales expert, author, and top tech channel influencer Ronnell Richards, this show is your no-BS guide to sales and career success.

This inaugural episode lays the foundation for what's to come: raw, unfiltered conversations with the most influential voices in sales, marketing, entrepreneurship, and the technology channel. If you're tired of fluff, theory, and “inspiration” without execution — this is your new home.

What You’ll Learn in This Episode:

Why most salespeople stay stuck — and how to break through
What this show won’t be (hint: safe or scripted)
How to leverage this series to elevate your mindset, skills, and results
What kind of guests are coming (and why you’ll want to take notes)

🛠️ Resources & Links:

📘 Shut The Hell Up and Sell (the best-selling book): Buy on Amazon
🎓 Online Sales Courses: SayLess Academy
✅ Take the Sales Gap Assessment: Free Gap Assessment Tool
📺 Ronnell on LinkedIn Learning: View Courses
🛠️ Sales Tech Stack Cheatsheet: Download Free Guide
🎤 Book Ronnell for Speaking: ronnellrichards.com/speaking
🧠 Follow the podcast’s behind-the-scenes and sales wisdom: Ronnell on LinkedIn

🎧 Subscribe Now
Be sure to hit subscribe on Apple, Spotify, or wherever you listen — and share this episode with a colleague who needs to hear some real talk.

Introducing Voices Of Distilling Oct 06, 2023

Show notes

Here's a crossover of the inaugural episode of Voices Of Distilling hosted by Ronnell.

Subscribe to Voices Of Distilling on your favorite platform. Upcoming episodes will feature Distillers leading the top brands in the business. Learn their stories and secrets to success.

🎙️ Episode 101

🥃 Episode Overview:

Erik Owens joins Ronnell live from ADI’s 20th-anniversary conference in Las Vegas. Erik talks about his vision for the future of the industry and the role the ADI will play in the community. Erik talks about what you can expect from ADI in 2024 and makes a surprise announcement.

🎤 Today's Guest:

- Erik Owens

- President

- American Distilling Institute

- ⁠https://www.linkedin.com/in/erik-owens-09013945/⁠

💼 Presenting Sponsor:

Pinnacles Distillers Yeast from AB Biotek

We provide yeast products for the whiskey and spirits sectors and offer superior technical support and collaboration for effective customer solutions. We’re your partner in distilling.

⁠https://www.abbiotek.com/⁠

https://www.linkedin.com/company/ab-biotek/

🌟 Support "Voices of Distilling":

- Rate & Review: If you enjoyed this episode, please leave us a rating and review. Your feedback helps others discover our show!

- Become an ADI Member: Dive deeper into the world of distilling, attend our annual conference, and join a vibrant community. https://distilling.com/resources/join-adi/

🔔 Stay Connected:

- Subscribe: Don't miss an episode! Subscribe to our channel.

- Social Media:

- Facebook: https://www.facebook.com/americandistilling/

- LinkedIn: https://www.linkedin.com/company/american-distilling-institute/

- Instagram: https://www.instagram.com/americandistilling/

📧 Contact:

For inquiries, partnerships, or suggestions, email us at ronnell@distilling.com

🥂 Thank you for tuning into "Voices of Distilling". Until next time, cheers to the spirits that bind us!

Sander Gets His Velvet Jacket Aug 31, 2023

Show notes

Sander Biehn is many things; a Father, Husband, Lover of Great Beer, Leader, Founder, Salesman, and now a newly minted member of the Business & Bourbon Velvet Jacket club as our first-ever returning guest. Many Founders try to work themselves away from the sales floor. As their companies grow, they get further away from selling their products and services. In this episode, Sander shares his journey from the sales floor to the corner office, then back to the sales floor, and the valuable entrepreneurship lessons he learned.

Crown, Coke & Country Aug 08, 2023

Show notes

Rick Duran’s approach to business and sales is much like his favorite drink simple, direct, and consistently on target. He’s not the type of Executive who puts himself above the people. In this episode, he shares some pre-internet wisdom that helped him form his philosophy on success that is not only timeless: it’s timely, given the latest advances in technology.

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