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Meet the New Southwestern Consulting

Over the years, we’ve learned from customers that there is a specific reason why they choose to do business with us instead of our competitors. They’ve helped us understand that while we do help them grow revenues, increase sales, recruit and build sales forces, and help them achieve their goals-there is also something else inherently unique and different about our team and culture that makes them work with us.

They said that it’s because:

We don’t just teach people how to sell more; we teach people how to sell better.

We teach people a different way of selling.

We teach salespeople how to sell ethically, honestly, and without shortcuts.

We teach salespeople how to be better listeners, not just better talkers.

We teach salespeople how to be more service-minded, not just better closers.

We teach salespeople how to take pressure off of people, not put more pressure on them.

It’s true.

We teach people and businesses how to sell more. It’s the core of what we do.

But we also care just as much about teaching them to do it the right way. This is because we want to help the world think about selling as one of the most honorable professions there is, and not just think of it as a job.

We love sales.

We love salespeople.

We are salespeople.

And like you, we believe there is a higher purpose you can serve by being in sales, which is why we are happy to share with you and announce the core essence of our rebrand.

You will see this new mantra integrated throughout our brand new website, videos, social media presence, and all of our updated marketing collateral.

We don’t just teach you how to grow your revenues or increase your income; we help you:


P.S. – Thanks to all our customers and fans for all your love and support throughout the years! We hope you’ll take pride in being part of this new brand that we’ve created for you. Check out our new website at

Painless Prospecting and Conquering Call Reluctance with Dave Brown – Episode 195 of The Action Catalyst Podcast


Dave Brown is a Founding Partner of Southwestern Consulting and one of the driving forces in making Southwestern Consulting what it is today. He is a world leader in training people to eliminate their call reluctance through his award winning speech and book Painless Prospecting. He lives out the 160+ year Southwestern Principles in all he does. Dave is a sales and sales leadership practitioner first and everything else second. When he is not on stage or on the phone selling something he is spending time with his wife, kids, friends and dog. He is still very active with sports around his community and is a wine fanatic that is preparing the soil on his land outside of Nashville for their family’s future Tennessee Winery already named “Brown Family Sellers.”

Show Highlights:

Learn to say positive things about rejection. @davebrown_SWC

Pray for your nos. @davebrown_SWC

Asks everyone, even if they reject you, for referrals. @davebrown_SWC

When you’re rejected, you are intercepting the negativity for someone else. @davebrown_SWC

There are massive opportunities out there for us if we just reach out. @davebrown_SWC

You have to ask for what you want or you’re not going to get it. @davebrown_SWC

The reason we don’t ask is because we don’t believe we deserve it.  @davebrown_SWC

Be pleasantly persistent. @rory_vaden

Act your way into healthy thinking. @davebrown_SWC

It’s hard to be nervous when your hearts on service. @rory_vaden

Fear is self-centered. @rory_vaden

Change the way you think about “no.” @rory_vaden


The Action Catalyst is a weekly podcast hosted by Rory Vaden of Southwestern Consulting every Wednesday. The show is regularly in the Top 25 of Business News Podcasts, has listeners from all around the world and shares “insights and inspiration to help you take action.” Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews special expert guests and thought leaders. Subscribe on iTunes and please leave a rating and review!

How to Sell to 75% More People


It’s been said you should “treat other people the way you want to be treated.”

But in sales, that doesn’t apply.

In sales, it’s not about treating people the way you want to be treated; it’s about treating people the way they want to be treated.

Most salespeople sell the way they like to sell, but they are missing out on 75% of the population of people who are not like them.

A couple of my business partners, Dustin Hillis and Steve Reiner, are just releasing a book called Navigate 2.0: Selling the way people like to buy.

In it, they talk about the four distinct behavioral styles of buyers based on the chart above.

Fighters – Bottom line, cut to the chase types who like to get to the point quickly. They are fast-paced and task-oriented.

Entertainers – Gregarious, enthusiastic, life of the party people who love a good time and care deeply about being liked. They are fast-paced and people-oriented.

Counselors – Caring, considerate, team-oriented people who develop genuine relationships and make sure nobody is left out. They are typically a bit slower-paced and are people-oriented.

Detectives – Logical, intelligent, analytical detail oriented people who care about accuracy and fairness. They are also a bit slower-paced and are task-oriented.

No one behavioral style is better than any other, but they are all very very different – especially when it comes to how they buy.

You cannot sell like a Fighter to a Counselor and expect to make much progress. And if you’re a Detective, then when Entertainers try to sell you using their style you will be annoyed and put off.

You have to learn to Navigate. You have to go to their style if you want to sell them.

For a free 1-hour online video training with my business partner Dustin on how to do this visit:

Navigate: Advanced Selling Systems with Dustin Hillis – Episode 162 of The Action Catalyst Podcast


Dustin Hillis is an entrepreneur and the Co-Founder of Southwestern Consulting. He has a degree in Psychology and is the author of the book Navigate: Selling The Way People Like To Buy and Co-author of newly released Navigate 2.0. He is the co-creator of the sales training curriculum Top Producer’s Edge & Manager’s Edge, which has been fully integrated by more than 5,000 sales professionals worldwide.

More than just a teacher of sales, Dustin is a Top-Producing practitioner.  As a rookie dealer at Southwestern Advantage, the oldest direct sales company in the US, he finished as the #1 salesperson among over 3,000 salespeople worldwide. A few years later, Dustin broke the over 160-year-old all-time sales record earning a profit of over $100,000 in a 14-week summer as a Junior in college. He is currently the #1 salesperson out of over 150,000 salespeople in the history of the company.

Show Highlights:

  • It takes working hard, studying and being coachable. @dhillis
  • Psychology is rooted in the essence of sales. @rory_vaden
  • Remember, don’t sell the way you want to sell, sell the way people like to buy. @dhillis
  • It doesn’t matter what industry you’re in, if you’re a top seller you have these for traits:
    1. Attitude and Self Talk
    2. Work Ethic
    3. Problem Solving
    4. Student of the game
  • You must be able to put the blinders on, put your head down and go to work. @dhillis
  • Top Producers are willing to invest in their own minds and think of learning as a journey. @dhillis
  • Navigate is Broken into 3 parts:
    • Solidify
    • Identify
    • Modify
  • The reason people buy is because they like you and trust you. @dhillis
  • Our resistance to identify with selling often is the result of the negative stereotypes associated with selling. @rory_vaden
  • Selling is nothing more than a conversation about someone’s needs. @rory_vaden
  • Closing a sale is bending over backwards to help a customer figure out what is best for them. @rory_vaden
  • The very first step in selling is being completely convicted about what you’re selling. @rory_vaden


Click Here to get the Navigate Advanced Selling System FREE Training Webinar.

The Action Catalyst is a weekly podcast hosted by Rory Vaden of Southwestern Consulting every Wednesday. The show is regularly in the Top 25 of Business News Podcasts, has listeners from all around the world and shares “insights and inspiration to help you take action.” Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews special expert guests and thought leaders. Subscribe on iTunes and please leave a rating and review!

5 Unseen Things Stealing Money From You

Multipliers get different results because they process decisions differently than most people.

The primary difference being that most people only operate in a state of urgency which is:

  • What matters most right now
  • What do I want right now
  • What feels good right now
  • What makes sense right now

Multipliers though, evaluate decisions always based on the significance calculation. To them it’s rarely about right now; it’s always about the long term.

As a result, Multipliers highly factor in a series of cost calculations that most people never even know to think about.

They don’t know about them because they are invisible to the naked eye.

These 5 invisible costs can steal money from you and sink your decision making before you even had a chance.

  1. MVOT – The Money Value of Time Cost Calculation: Most people make decisions only on what things empirically cost right now. Multipliers factor in the cost value of their time associated with implementing changes both now and in the future. This includes factoring in things like long term maintenance and scalability risk. Typically the greatest cost of any improvement is not the money it takes but the time of all the people it takes. Anything that takes your time costs you money.
  2. The Focus Cost Calculation: Most people like to have a million things going at once thinking that it’s the fastest way to advance down the field. Multipliers realize that diluted focus always gets you diluted results. They know that the more sparsely distributed their attention, the least likely and the slower anything gets done. So any additional project to what’s already going on has an opportunity cost of focus that must be considered. Anything that takes your focus costs you money.
  3. The Stress Test Cost: Most people errantly believe that any good idea should be taken advantage of. Multipliers are wise enough to know that often even great ideas must be passed up on because of the emotional stress impact it will take on them or their teams. Anything that causes you stress costs you money.
  4. The Operating Cost Test: Most people evaluate money on a gross revenue basis. They think “it only costs $1000 so we will make that back so quickly because it’s only 1-2 sales!” Multipliers know instead to evaluate costs on a margin basis. They realize “if we operate at a 10% margin then we would have to generate an additional $10,000 in revenue to break even on a $1k investment after you factor in operating expenses and not even counting MVOT.” Anything that makes you money also costs you money.
  5. Unexpected Change Cost: Most people are impatient. When they have ideas they want them implemented now and they convince themselves that they cannot wait. Multipliers realize that while a bias towards action is good, there is a great risk in acting too soon. Because anytime you take action on something, and then later things change you will have the unexpected change cost of rework and doing over what you’ve already done. Anything that changes on you costs you money.

These 5 costs are invisible but they are very real. It’s unfortunate however that most people go through life completely blind that any such dynamics exist.

The rich get richer not because the world is unfairly tilted in their direction; it’s because they see the world differently from most people.

And the way that wealthy people think about money is exactly the same way that multipliers think about time.

PS For more on this watch this free webinar:

9 Essential Systems of Scalable Sales Organizations

Briefcase Sales

You cannot scale a company if you cannot scale your sales force.

Selling is scaling.

And while there are certainly parts of selling that are an art form, from an organizational view it is very much a science.

At Southwestern Consulting, one of our specialties is helping companies develop the systems they will need if they want to build a high performing sales army.

Here are some of the most critical…

  1. Scripts: Whether your salespeople like them or not, you must have scripts – or at least “talk tracks.” Yes, your most experienced people will probably push back on them because they don’t like using them. That is because they are only thinking of themselves; they aren’t thinking about scaling – that’s your job. If you’re going to be growing, then you have to give your new salespeople a fighting chance by having a script they can learn and follow. And it’s not about having what’s best, it’s about having something that is repeatable.
  1. New Hire Training Manuals: Every single possible question that a new salesperson might have should be answered in writing, in audio, and if at all possible in a video. The more defined any process is, the more likely it is to scale. Professional athletes have playbooks; professional salespeople need them too.
  1. CSFs and Recognition: One of the most commonly ignored systems of sales organizations is to have a system that salespeople can use to report their daily sales activity (CSFs – Critical Success Factors) and not just their production. And this is one place we suggest that you don’t want technology to automatically calculate it for your salespeople. You want salespeople to engage in the discipline of manually tracking all of their activity because it’s core to teaching them to “put your self-esteem into your work habits and not your production.” Relatedly, you need a well defined process for recognizing the top performers on a regular basis. That which gets recognized gets repeated so you should be recognizing the hardest workers and not just the top sellers.
  1. CRM: We are surprised at how many companies still do not have a customer relationship management tool. What if your salesperson leaves? What if you transition territories? What if you transfer accounts? What if you develop new products and you want to cross-sell? Without a CRM the salesperson truly owns the customer relationship rather than the company; which can be devastating. Empower your salespeople, keep your business organized, collect data that enables you to drive intelligent activity…get a CRM. If you’re a SMB we can help you build an amazing one here.
  1. Incentive Program: Salespeople are very often money motivated, and recognition motivated people. They respond to prizes, awards, trophies, and recognition. You need to have a plan for providing the appropriate carrots to dangle in front of them to share with you in the growth they provide for the company.
  1. Pipeline Reporting/Forecasting: This one often goes along with the CRM, but even if you don’t have a CRM you need to have a solid, consistent, reliable way of forecasting your future sales. Forecasting sales allows you to know when to save, when to reinvest, and enables you to keep tabs on the volatility of your business model. 
  1. Recruiting Sources: If you don’t have a well defined and executed list of places to get salespeople from, you’re always going to feel forced to keep the people you have. As a leader, that means you’re not operating from a position of strength. One of the most common things we do in sales leadership coaching is help organizations build a rock-solid recruiting strategy for developing a continuous flow of top revenue generating talent.
  1. Strict Selection Process: Perhaps even more important than driving a lot of candidates, is having an iron-clad system for weeding out which salespeople in your interview process will really never make it out in the field. You’ve probably noticed how some salespeople are great at selling you on why you should hire them, but apparently not great at actually selling once they get into the field of battle. You need to figure a way to vet them in advance before you spend the money officially bringing them on your team. There is a whole lot to this conversation, but here are 15 tips to help get you started with that.
  1. Vision Tracker tool: This is another rare find that few organizations have but is really critical. You want to develop income tools for your team so they can both set goals and see how their income can grow over the next few years. But then you also want it to be developed in a way that they can also track their “actuals” and compare it to their original goals on a moving basis. Creating a financial vision with someone like this can instantly turn around a marginal performer and make them a top performer. Our discipline is directly proportionate to the clarity of our vision.

If your team isn’t selling as much as you’d like them to, chances are it may be at least partially your fault. Run through this checklist, and ask yourself if you’ve really given them the tools they need to be successful.

If not, fill out this form, and let’s talk.

I’m curious to hear from you, what other critical systems do you use with your sales team? Leave a comment.