Always Be Testing Podcast Episode #92: Scaling Sales the Smart Way with Sam McKenna
Release Date: July 8, 2025
Host: Tye DeGrange
Guest: Sam McKenna, Founder and CEO of SamSales
1. Introduction and Background
In Episode #92 of the "Always Be Testing" podcast, host Tye DeGrange welcomes Sam McKenna, a renowned sales expert and the founder of SamSales. The episode delves into Sam's extensive experience in enterprise sales, her journey to establishing SamSales, and the innovative strategies her company employs to drive growth and enhance sales performance.
Notable Quote:
Ty DeGrange [00:39]: “Sam is a sales expert, to say the least. The CEO and founder of Sam Sales and she's done some amazing things.”
2. SamSales Overview
Sam McKenna shares the inception story of SamSales, highlighting her transition from a 14-year career in corporate enterprise sales to launching her own consultancy. Initially envisioning a part-time venture, Sam quickly realized the demands of running a disciplined, type-A business. Today, SamSales boasts an all-women team of nearly 20 professionals, serving over 250 clients for six years. The company's primary focus areas include top-of-funnel sales training and building executive brands on LinkedIn.
Key Focus Areas:
- Sales Training: Emphasizing a buyer-centric, manners-driven approach.
- Executive Branding: Comprehensive LinkedIn strategies, including content creation, ghostwriting, and backend management.
Notable Quote:
Sam McKenna [01:03]: “We really focus on just a couple of things. So top of the funnel. Sales training is something that's near and dear to my heart...We write content for executives, we ghost write their posts and then we manage the strategic administration of their back end.”
3. Key Learnings and Experiments
The discussion shifts to the importance of continuous testing and experimentation in marketing and sales strategies. Sam recounts various experiments, such as giveaways and webinars, which initially yielded disappointing results. However, these setbacks provided valuable insights into refining their approach.
A standout experiment was the "Expand the Sandbox" initiative on LinkedIn, where Sam’s team meticulously engaged with their Ideal Customer Profile (ICP) by interacting with posts, sending connection requests, and eventually pitching their services. This method proved highly effective, culminating in a successful deal with the Chief Revenue Officer of Equifax.
Notable Quote:
Sam McKenna [03:14]: “What I mean by that is that on LinkedIn I have a network...and I really have a sandbox that I have. It's kind of an echo chamber...we were able to close a deal with the chief revenue officer of Equifax.”
4. Building Connection and Rapport in Sales
Sam emphasizes the critical role of building genuine connections and rapport with clients. She shares a memorable story from a webinar where a casual conversation about breakfast foods with a potential client not only broke the ice but also sealed a deal. This anecdote underscores the power of personalization and showing genuine interest in clients’ lives.
Notable Quote:
Sam McKenna [05:48]: “We build rapport, we pull threads, like just build a relationship with these people, no matter what role you're in in the organization.”
5. Sales Leadership Insights
The conversation transitions to sales leadership, where Sam critiques the common pitfalls—such as promotions based solely on individual performance without adequate leadership training. She advocates for a leadership approach that prioritizes creating exceptional experiences for team members, fostering personal connections, and investing in their growth.
Key Points:
- Understanding Team Members: Knowing personal details and motivations.
- Celebrating Achievements: Personalized recognition, such as surprising promotions.
- Effective Team Meetings: Engaging and valuable team interactions.
Notable Quote:
Sam McKenna [08:26]: “We have a responsibility as leaders to create exceptional experiences for the people that are on our teams.”
6. The Importance of Urgency in Sales
Sam discusses the significance of urgency in sales interactions. Responding promptly to client inquiries, setting clear expectations, and maintaining swift communication can significantly impact client perceptions and deal closures. She contrasts this with the often sluggish responses seen in the industry, advocating for a more proactive and immediate approach.
Notable Quote:
Sam McKenna [17:26]: “Move your buns. It'll pay off. People will appreciate it. Your boss will appreciate it. Your clients will appreciate it.”
7. The Role of Soft Skills vs. Automation and AI
Addressing the surge in AI adoption within sales and marketing, Sam warns against over-reliance on automation. While AI tools can enhance efficiency, she argues that they cannot replace essential human elements like empathy, humor, and genuine engagement. Sam emphasizes that buyers crave authentic interactions and will see through automated, insincere attempts at personalization.
Notable Quote:
Sam McKenna [18:24]: “Our clients see through that. No matter how good AI continues to be...buyers can see through it and what they're really craving is somebody who makes an effort, somebody who's urgent, who somebody gives a shit.”
8. Personal Anecdote
In a deeply personal moment, Sam shares a story about visiting her father’s gravesite in Switzerland, only to discover it had been removed due to local laws. This revelation not only adds a human touch to the conversation but also highlights the unpredictable challenges life can present.
Notable Quote:
Sam McKenna [21:40]: “I went to go back and visit it a couple of years ago and it was gone. My dad's gravesite was gone…”
9. Book Recommendation
To wrap up the episode, Sam recommends "Unreasonable Hospitality" by Will Guidara, the former owner of Eleven Madison Park. The book focuses on providing exceptional client experiences, advocating for meticulous budget management with a small percentage allocated to surprising and delighting clients.
Notable Quote:
Sam McKenna [23:54]: “One of the best lessons I got from it was 95% of your budget should be meticulously managed and the other 5% should be blown on the most absurd things to delight your clients and make memorable experiences.”
10. Conclusion and Contact Information
Tye concludes the episode by thanking Sam for her invaluable insights and sharing ways listeners can connect with her. Sam directs the audience to visit samsalesconsulting.com, where they can access webinars, a YouTube channel, and various resources to further engage with SamSales.
Notable Quote:
Sam McKenna [25:28]: “Come check it out and come hang out with us one way or the other. We'd love to meet you, beautiful.”
Key Takeaways:
- Continuous Experimentation: Constantly test and refine sales and marketing strategies based on data-driven insights.
- Authentic Relationships: Building genuine connections with clients and team members is crucial for long-term success.
- Effective Leadership: Investing in leadership training and understanding team dynamics enhances overall performance.
- Urgency and Responsiveness: Prompt communication can differentiate your service and foster trust.
- Balanced Use of AI: Leverage AI for efficiency but prioritize human elements to maintain authenticity.
Recommended Reading:
- Unreasonable Hospitality by Will Guidara
For more insights and resources from Sam McKenna, visit samsalesconsulting.com or follow their YouTube channel.