Episode Details

Guest: Alan Versteeg, Co-Founder of Growth Matters
Host: Marcia Riner | Profit Booster®
Podcast: PROFIT With A Plan
Topic: Building a Sales Engine for Entrepreneurial Scale
Released: July 22, 2025

What happens when an engineer applies the law of cause and effect to sales?

Alan Versteeg—former engineer, global sales leadership strategist, and co-founder of Growth Matters—joins Marcia Riner to reveal why most entrepreneurs fear sales, how to overcome “sales ick,” and what truly drives growth: not more sales reps, but better sales management.

This episode is packed with value for business owners, founders, and service-based entrepreneurs looking to scale smart, lead with conviction, and grow teams that sell—without the sleaze.

[00:00] The Sales Engine Every Entrepreneur Needs
Marcia opens the episode with the concept of building a team that sells without you in the room—what Alan calls the real sales engine for scale.

[02:53] Alan Versteeg’s Unlikely Path From Engineer to Sales Expert
Alan shares how leaving engineering, getting fired from his first four sales jobs, and finally treating sales as a profession changed everything.

[05:47] Why Motivation Alone Doesn’t Work
Alan explains how being “the world’s most motivated talking brochure” failed—and how cause and effect became his north star for success.

[09:00] Selling vs. Helping: The Real Mindset Shift
✨ “Selling won’t help—but helping will sell.”
Alan breaks down the psychology behind ethical sales and how intent, not personality, is what persuades.

[11:00] Conviction, Not Charisma, Drives Sales
Marcia and Alan explore why you don’t need to be extroverted to be successful in sales. What you need is conviction and a service-oriented mindset.

[13:00] Avoiding the “Ick” Factor in Sales Conversations
Sales becomes authentic when entrepreneurs stop talking about their product features and start speaking about the problems they solve.

[16:00] The Clear Line Between Confidence and Arrogance
Alan explains why the difference is tact, not tone—and how to persuade without damaging relationships.

[20:40] Objection Prevention vs. Objection Handling
Instead of responding defensively, Alan teaches entrepreneurs to preemptively name their buyer’s hesitation and build trust faster.

[24:00] Scaling the Sales Function Through Standards
"You can’t scale yourself—you can only scale your standards.”
Alan shares how setting cultural and performance standards enables companies to scale through people, not pressure.

[27:05] What Actually Makes a Great Salesperson
It’s not knowledge or charisma—it’s the ability to connect, listen, and sell with values that match the brand. Hire managers who grow people, not just sales.

[29:13] Final Advice: Give Yourself Agency to Sell with Purpose
Alan closes by urging entrepreneurs to “look in the mirror” and realize they’ve created a solution worth sharing. Let go of the imposter voice—and sell with purpose.

sales engine for entrepreneurs, scaling your business, sales management tips, ethical sales strategies, sales leadership, how to overcome sales fear, building a sales team, persuasion vs manipulation, conviction in selling, hiring sales managers, sales psychology, objection prevention, sales training for entrepreneurs

Want to develop a sales team that scales without you?
👉 Learn more about Alan Versteeg and his sales manager development programs at www.salesgrowthmatters.com

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

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