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Sales as Service
Sales as Service is the podcast for consultants, agency owners, and service-based founders who want to grow their businesses without feeling awkward about sales. If you've ever thought, "I hate selling," or wondered how to get more clients, this show is for you.
We make sales simple and approachable with practical advice on topics like:
- Creating opportunities instead of waiting for referrals
- Building relationships through outreach that doesn't feel pushy
- Developing the habits and systems that create a steady pipeline
- Growing your business with confidence, consistency, and integrity
This isn't about pressure tactics, bro marketing, or convincing people to buy.
It's about serving, solving problems, and building genuine relationships that lead to sustainable business growth.
Listen in to discover how a simple shift in perspective can create a lasting change in your business.
Sales as Service
[RE-RELEASE] Sales vs Marketing: Why You Need Both for Growth with Shannon Kinney
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Most small business owners wrestle with the same question: is it a sales problem or a marketing problem?
I recently recorded our very first Sales as Service LIVE office hours - and Shannon Kinney, Founder & CEO of Dream Local Digital, joined me to dig into exactly that. Shannon brings more than 30 years of leadership experience building scalable digital strategies for brands like LinkedIn, Google, eBay, and Microsoft. Since founding Dream Local Digital in 2009, she’s helped thousands of small businesses and media companies develop marketing strategies designed to grow and scale.
This episode is the full replay of that live conversation. We talk about why sales and marketing aren’t interchangeable, how to tell which one is holding your business back, and the practical systems that help the two work together - so you’re not stuck waiting on referrals or random inbound leads.
If you’ve ever asked yourself, “Do I need more leads, or do I just need to get better at closing the ones I have?” - this conversation will give you a clear way to answer that.
Key Takeaways
- The simple way to know if you have a sales problem or a marketing problem - and why the fix is rarely “do more of everything”
- Why marketing generates attention, but sales is what turns that attention into revenue
- The risks of relying only on referrals and inbound interest (and how to break the waiting game)
- Practical first steps to build consistency without a full sales and marketing team
- The small, repeatable actions that keep your pipeline full month after month
Sales as Service Challenge — Join Now!
This week, run a quick 30-day audit to find out if you’re facing a marketing gap or a sales gap:
- Look back at the past 30 days:
- How many new leads or opportunities came in?
- Where did those leads come from?
- Of those leads, how many converted into paying clients?
- Diagnose the gap:
- Low new leads? That’s a marketing problem. Time to revisit your audience, offer, or messaging.
- Lots of leads, low conversions? That’s a sales problem. Focus on follow-up, qualification, and guiding prospects to a decision.
- Stuck waiting on referrals or the occasional inbound? That’s not a growth strategy. Make space for intentional, proactive outreach.
Run this audit monthly and use what you find to focus your efforts where it matters most.
Share your audit results or next step with the hashtag #SalesAsService so I can cheer you on.
Links & Resources
- Join us for the next SAS LIVE Office Hours Event!
- Check out the LinkedIn Lead Generator to learn how to turn simple daily actions into real conversations with potential clients.
- Grab your free 5-Minute Sales Audit for a quick scan to show what’s working, what’s not—and one thing you can improve right away.
- Learn more about Shannon:
Tam Smith is the founder of Studio Three 49 and a professional conversation starter. She helps service-based founders stop waiting for referrals and start creating opportunities through genuine conversations.
Your next client - calculate what it takes.
Learn how to consistently book 3–5 sales-qualified meetings each week - book an Alignment Call.
Connect with Tam on LinkedIn.
Produced by KNWN Media. Executive Producer: Jess Milanes.