Richie D

In this week’s episode of The Sales Playbook Podcast, I interview Richie DeMarco.

Richie is the Vice President of Sales for Eveready Hardware and not only leads their sales team, he’s personally responsible for a large portion of the company’s sales. Yep, Richie still sells!

Richie has built a powerful personal brand and has established quite the leg up on his competitors.

He is known in his industry as “The Mayor Of Hardware” and he shares over 15 tips during my interview with him from branding to how sales reps can use platforms like LinkedIn, Twitter, Facebook etc to drive sales results.

Oh, and he shares a rather personal story that made him get a better handle at this whole “Work/Life Balance” thing!

Trust me when I tell you that you’re going to need a pen and paper for this one because there’s just way too many tips, resources and websites that he shares for you to commit them all to memory!

He blogs on his websites and

You can find him on LinkedIn and Twitter and in a whole bunch of places if you take a moment to Google him!

Go ahead and have a listen to this week’s podcast!

Download this episode (right click and save)

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Want to save $100? Register BEFORE April 2nd!

Click here for all the details. Email me for discounts (and extras) when you enroll 2 or more!

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Do You Disrespect Your Clients Like This?

by Paul Castain on March 23, 2015


I recently facilitated a group coaching call that was comprised of Vice Presidents of Sales and small business owners.

I asked everyone how they felt (as customers) when . . .

Their cellular company offers a really cool special to new customers and existing customers get nada.

Their cable company does the same thing or worse yet . . .

They both offer something really cool to someone to come back to them and meanwhile people who were loyal all along get, wait for it . . .NOTHING!

Needless to say, this comments  struck a nerve with my participants.

Then I dropped several bombs!

I asked if any of of them had ever . . .

Run some kind of “end of month” special to land a new client but existing clients were given nothing

Let a prospect negotiate the pricing lower than what  existing clients were paying

Let a prospect negotiate some kind of “extra” that existing clients weren’t getting

You could have heard a pin drop when I followed up with “How is this different?”

I didn’t stop there . . .

I asked if anyone was giving away free webinars as a lead gen tool.

A few people proudly admitted that they did this.

I asked what kind of webinars existing clients received.

The call went silent again.

Here’s the thing . . .

Sometimes, our priorities need a course correction.

It seems that we are so busy doing whatever it takes to land new business, that we completely disrespect those who enable us to put food on our table.

A few thoughts on how I run Castain Training Systems

I don’t offer new clients better deals than existing clients.

My existing clients get special links to my online programs and they pay less than you would. Tough sh*t, they’re my clients, they get preferential treatment!

I don’t negotiate! Never have in the 4 years of owning my business.

Why? Because it’s disrespectful to my clients who pay full price. And ALL my clients pay full price!

Everyone is offered an equal opportunity to reduce their rate. It’s called “volume”.

I’ve lost 2 deals in 4 years and my clients love that I don’t reward better pricing based on one’s ability to negotiate.

I’ve given 1 free webinar away to the general public and to keep it fair, I gave one away to my clients too.

My clients get ideas and resources that I don’t offer the general public. Why? Because they’re my clients. Again, tough sh*t if that doesn’t sit well with you.

My clients get access that I don’t offer the general public and . . .

I make it very clear to them that as much as I enjoy new business . . .

THEY are the ones I am loyal to because . . .

They’ve been loyal to me!

This may sound corny but do you remember that scene at the end of Jerry Maguire when Jerry gets that hug from his client?

I strive for the “Jerry Maguire hug” with my clients and I get them too!

You’ll never get that kind of love and loyalty by treating prospects better than clients!

Want your clients to love you?

Stop showing them that you love everyone else more!


If You Think Cold Calling Sucks

Perhaps It Isn’t The Cold Call That Sucks?

Click HERE to learn how you can leverage 40 ways to warm up your cold calls!

ice cubes falling on water surface



A Quick Tip To Start The Week STRONG!

by Paul Castain on March 22, 2015

a quick tip from Paul Castain

In this week’s quick tip we talk about two people who were rejected over 140 times and then embraced a really simple philosophy that helped them go on to build an empire valued at over a billion dollars.

The best part, is that YOU can embrace this philosophy immediately!

Download this episode (right click and save)

Not Every Call Needs To Be Of The COLD Variety!

IBM’s Preference Study indicates that 97% of cold calls are ineffective.

Leap Job released a similar report that indicated 98% of cold calls are ineffective.

In September 2014, LinkedIn conducted a study of 1500 members, in a B2B buying role. Here’s what they found;

59% stated they would think less of a sales person who cold called them.

53% stated they would think less of the sales person’s company.

To top this all off, you have God knows how many “experts” pronouncing the cold call dead!

Here’s the problem with all of this . . .

Sales people read stuff like this and think they don’t have to pick up a phone but;

Sooner or later, everything comes down to a phone call and!

And that’s why on March 24th we’re going to discuss 40 Ways To Warm Up Your Cold Calls!

Here’s what I’m going to share . . .

  • How to leverage 4 missed opportunities via phone!
  • 9 “Triggers” that can dramatically increase the probability securing of an appointment. Oh, and I’m going to show you how you can find those ‘triggers”!
  • How you can research better than your competitors, without spending a dime and without spending all day researching instead of calling!
  • How to create a much more compelling message that’s objection resistant and more likely to move them to the land of “Sure let’s set up an appointment”!
  • 5 things you had better be doing with your LinkedIn network!
  • How to create a “3 Touch Mini Campaign” that will help you to immediately stand out!
  • 3 ways to avoid something your prospect immediately picks up on that kills your chances within seconds.
  • 3 things you can do after the phone call to make your next “touch” a heck of a lot more productive

There’s actually going to be over 40 ideas that I share during this 90 minute webinar and every one of them is designed to help you warm up your cold calls!


Tuesday, March 24th at 11:30 EST


Your computer screen. Join us from your favorite chair!

Here’s What You’ll Get . . .

(1) 90 minute workshop with over 40 ideas to dramatically improve your outbound calls!

A 10 page downloadable workbook

A reinforcement email after the workshop is completed with a special bonus PDF and a recording of the workshop.

Email access to me for any questions you might have.

What’s The Investment?

$99 and the best part is that you don’t have to sell off a kidney or rush to the store to cash in your deposit bottles to join us!

You don’t have to have a PayPal account to pay with PayPal. Simply select “Pay with a debit or credit card or Bill Me Later” after hitting the “Buy Now” button!

Registration Ends Monday, March 23rd

As always, I look forward to learning with you!


How To Find The Time To Hunt For New Business

by Paul Castain on March 18, 2015

find time

Many of us have good intentions when it comes to hunting for new business but then a client calls, a fire needs to be put out, TPS Reports needs to be filed and next thing you know, it’s been weeks/months since the last time we hunted.

Worse yet, we have the boss breaking our balls and our paycheck isn’t quite where we’d like it to be!

What’s an aspiring sales rock star to do?

For starters, you can give this week’s episode of The Sales Playbook podcast a listen.

No time for that? How about you download the episode anyway and listen to it during your drive time?

Download this episode (right click and save)

We’re Going To ROCK Your Cold Calls

On March 24!

Click HERE  to learn more and to reserve your spot!

The guitarist






Things To Do When Someone Hangs Up On You!

by Paul Castain on March 16, 2015

I don’t care how nice you are or how professional you are, sooner or later someone is going to hang up on you when you call to do business with them.

What’s an aspiring sales rock star to do?

First, let’s talk about what you shouldn’t do.

Call back and do the old “I’m sorry but we were disconnected” thing.

I’ll get to why in a moment.

Next, don’t expend a whole heck of a lot of your creative energy trying to figure out a better way to win them over nor should you spend the next 3 hours talking to your co workers about this. Why . . .

Because now you’ve just trashed the productivity of an entire department. Congrats :)

Time Out . . .

There’s nothing wrong with changing up your approach if you feel it would get a better result, but in the time you spend trying to convert an A-Hole, you could speak to someone who has manners.

Beware of your inner “Oh no you didn’t” voice that makes you get real competitive to the point that you now obsess over . . .

An A-Hole.

More about my famous A-Hole theory in a moment.

So what should you do?

1)    Take a look in the mirror. Did you prompt this behavior somehow? Not that there’s any excuse for someone doing that but, how was your messaging and sorry for this but . . . Do people typically hang up on you? If so, it might not be them. I know . . . Ouch but somebody needed to tell you this.

2)    Try not to take it personally (provided it wasn’t your fault which I’m sure it wasn’t) People have bad days and some, unfortunately have miserable lives. It doesn’t justify the behavior, but it helps if we can somehow understand that we never really know what someone else is going through. For example, I once worked with a guy who did quite a bit of silent farting in other people’s cubicles and in the car. I hated him for it until I found out that he suffered from SFS (Silent Farting Syndrome) See, we never really know!

3)    Consider sending them a card thanking them for taking the time to speak with you the other day and let them know that you will keep in touch every now and again. Don’t mention the fact that they were an A-Hole to you. Sometimes, we can win people over with kindness.

4)    Get Up And Walk Away For a Few. Go for a walk, throw some cold water on your face, say a quick prayer that the good lord will give them explosive diarrhea and then get back on your horse and . . .

5)    Call someone worthy of your attention knowing that

You might actually have been given a wonderful gift which brings us to . . .

Paul’s Theory Of Aholetivity

An A-Hole in motion stays in motion meaning . . .

If they’re an A-Hole now, pre courtship . . . They’re probably going to be an A-Hole during the marriage!

Congratulate yourself in seeing their true colors and sparing yourself a messy divorce someday. In other words . . .


Your Turn . . .

What’s your best advice for those moments when someone hangs up on a sales rep?

We’re Going To ROCK Your Cold Calls

On March 24!

Click HERE  to learn more and to reserve your spot!

The guitarist