Shut The Hell Up And Sell: Unfiltered

Ronnell Richards
  • 5.0 (82)
  • BUSINESS

Welcome to "Shut the Hell Up & Sell: Channel Unfiltered," hosted by Ronnell Richards—award-winning sales expert, bestselling author, and the #1 influencer in technology channel sales. Each episode delivers brutally honest conversations with top influencers and experts, tackling uncomfortable truths, busting myths, and revealing actionable insights to level up your sales game. If you're ready to cut through the noise, challenge industry norms, and achieve real results, you're in the right place. Subscribe, hit the notification bell, and join the unfiltered sales revolution. Learn more at ron

  1. MAR 25

    Community Built the Channel. Complacency Could Destroy It

    In this episode of Shut The Hell Up And Sell: Unfiltered, Ronnell Richards sits down with longtime channel leader Vince Bradley for a candid conversation about entrepreneurship, innovation, community-building, and the future of the technology channel. Vince reflects on the journey from building WTG into one of the most influential master agencies in the space to now leading Abundant IOT and helping advisors unlock opportunity in energy.This conversation goes beyond business tactics. Vince opens up about what keeps him grounded, why music and comedy matter, and how intentional relationship-building has always been at the center of his success. Together, Ronnell and Vince unpack how the channel has evolved, where event-based marketing has gone wrong, and why so many professionals are missing the mark when it comes to follow-up, education, and ROI.They also take a hard look at AI, automation, and the disruption already underway across the industry. Vince shares why energy is one of the biggest untapped opportunities in the channel today, how it creates both revenue and retention, and why advisors who stay too narrow in their approach may be putting their future at risk. This is a real conversation about adaptation, leadership, and what it takes to stay relevant in a rapidly changing market.What We Cover:Vince Bradley’s journey from WTG to Abundant IOTWhy community and experiences have always driven better businessThe difference between event marketing and intentional event strategyWhat most companies get wrong after eventsWhy education matters more than pitchingHow AI is reshaping the channel and raising the bar for sellersWhy transactional selling is becoming more vulnerableThe growing importance of solution stacks and diversificationWhy energy represents a major opportunity for advisors right nowHow energy can improve both revenue and customer retentionThe human side of leadership, burnout, music, and comedyKey Takeaways:Vince was one of the early pioneers in building a community-first business model in the channel, and his perspective makes it clear that relationships still win — but only when backed by strategy and execution.One of the strongest points in this episode is that too many companies are doing events without intention. A fun event is not a strategy. The real value comes from thoughtful planning, strong educational content, intentional attendee experiences, and disciplined follow-up after the event.Ronnell also makes the case that AI is going to expose weak sellers and weak advisors fast. Transactional selling is becoming increasingly vulnerable, and advisors who only bring one narrow solution to market are going to struggle. The future belongs to those who can solve broader business problems and bring a more complete stack to the table.Vince explains why energy is such a powerful opportunity in this moment. It is a massive market, it creates new revenue streams, and it strengthens retention by making advisors more valuable to their customers. For those willing to evolve, this may be one of the biggest areas of opportunity in the next phase of the channel.Memorable Moments:Vince sharing why Malibu still feels like home, even after everythingThe reveal that he plays drums in a band called Run ScreamingThe mutual love of live comedy and small comedy clubsRonnell’s breakdown of why most event marketing misses the pointVince’s insight that “the event was the start of the work, not the end”The conversation around AI, energy demand, and what’s coming nextNotable Quotes:“People do business with people they like.”“The event was the start of the work, not the end.”“Your audience, they don’t care about your shit. They care about their business.”“Fear is really a call to action.”Connect with Vince Bradley:https://www.linkedin.com/in/vince-bradley-2b0288/Website: Abundant IOThttps://abundantiot.com/Phone: 774-4-ENERGY

    58 min

  2. JAN 20

    Battle of the Radio Voices; The Voice of the Channel on What’s Next for 2026

    Craig Galbraith; journalist, longtime Channel Futures leader, “the voice of the channel,” and founder of Galbraith Multimedia. Ronnell sits down with Craig Galbraith for a long-overdue conversation about where the channel has been, where it’s going, and what’s quietly threatening growth in 2026 and beyond. They chop it up on the real evolution of the channel, why “community” often means cocktails not collaboration, why suppliers keep getting the channel wrong, and why M&A and private investment are changing everything. This is equal parts industry reality check and leadership challenge; stop chasing steak dinners and start doing the work. 00:00; Welcome back; why this conversation matters right now01:47; Meet Craig Galbraith; flipping the script from interviewer to guest03:57; College sports; Washington Huskies, Big Ten chaos, and favorite players08:51; Craig off-camera; crossword nerd, fitness, sports, and life outside the channel09:45; From local TV news to the channel; how Craig got started in journalism12:10; How Craig “fell into” the channel; Phone Plus, Channel Futures, and 17 years of change19:17; Then vs now; cloud, TSD consolidation, MSP/VAR convergence, and why no one can know everything anymore22:01; First Channel Partners Expo memories; from 2,500 people to 8,000 and beyond25:57; What Craig’s most proud of; building a team, the power of “People on the Move,” and why podcasts were the most fun30:16; The real threat inside the TA community; secrecy, distrust, and refusing to share numbers33:12; Ronnell’s take; “socializing isn’t community” and why collaboration still isn’t real for most37:38; External threats; complacency, being late to new tech, and running plays from 2015 in a 2025 channel39:08; What suppliers keep getting wrong; cookie-cutter programs, weak communication, and not doing homework42:59; Tactical advice for new suppliers; go to events, press the flesh, meet partners where they are47:12; The hot-button issue everyone cares about; M&A, layoffs, program disruption, and uncertainty49:13; Craig’s opinion on M&A; fewer choices, messy integrations, and partners paying the price54:21; Will the “big three” TSDs merge; culture vs money, and what might happen with smaller players59:01; Investment in the channel; exciting growth signal, but independence and choice get squeezed01:01:03; What successful TAs do differently; evolve, adopt tech, collaborate, and build consistency01:03:54; The channel job-hopping problem; two-year channel chief average and why it breaks trust01:06:31; Craig’s new venture; Galbraith Multimedia and the “five-tool player” approach01:10:42; How to reach Craig; LinkedIn, email, and his short-form video tips01:11:20; Closing; share the episode, comment, and keep the conversation moving forward “Steak dinners” don’t replace strategy; partners want competence, clarity, and real alignment. The channel grows faster when information moves faster; secrecy slows everyone down. Suppliers should stop copying other programs and start listening to partners in the field. M&A is not slowing down; integration pain and shifting models hit partners first. Consistency builds trust; churn destroys it, especially with the next generation of TAs. Craig Galbraith Galbraith Multimedia (writing, editing, video hosting, podcast support, and stage work) Email: GalbraithMultimedia@gmail.com Connect: LinkedIn; Craig Galbraith Channel Sales Gap Assessment (SayLess Academy) Channel Sales Blueprint (LinkedIn Learning trusted; 100,000+ learners referenced in the episode) If this episode hit you in the gut; do something with it: Share it with a channel leader who needs to hear it Drop a comment with the biggest blind spot you see in the ecosystem And if you’re still leading with perks instead of value; tighten up your playbook Episode Summary⏱ Timestamps & HighlightsKey TakeawaysGuest InfoResources MentionedCall to Action

    1h 17m

  3. 11/30/2025

    Channel 2.Ohh- Stop Hoping. Start Leading!

    🔥 Episode Summary:This one’s been a long time coming. Ronnell sits down with Kameron Olsen, founder of The Channel Advisors and creator of the Channel 2.0 framework, for a brutally honest conversation about what’s really happening in the channel. From MDF frustration to inflated event budgets to the channel manager talent shortage that’s driving salaries into the stratosphere, nothing is off-limits. This episode is a masterclass in modern channel leadership — real experience, real data, real solutions… plus a little whiskey and pickleball talk to keep it fun. 💥 In This Episode: Why MDF spending is broken — and how suppliers can finally measure ROI The missing funnel every supplier needs (partner funnel is not deal funnel) The truth about Channel 2.0 and why hope is not a strategy Why events cost more than ever but deliver less How to properly build your Ideal Partner Profile before you waste another dollar Why channel manager compensation is skyrocketing and what suppliers should do about it The enablement gap no one wants to talk about How the industry has shifted from “2AM trust” to strategic partnership 🔍 What You’ll Learn: How to take control of your channel spend How to track partner relationships like you track deals How to stop reactive channel building and start operating with intention Why enablement beats incentives every time What it takes to win in Channel 2.0 👤 Guest:Kameron OlsenFounder of The Channel Advisors | Channel Strategist | Builder of Channel 2.0thechanneladvisors.comLinkedIn: Kameron Olsen 📣 Resources and Recommendations: SayLess Academy: https://www.sayless.academy Shut The Hell Up and Sell book Channel 2.0 Podcast (Spotify) Channel Advisor University resources 📌 Timestamps:00:00 – Ronnell sets the tone: truth, positivity, and keeping it 10003:00 – Whiskey, barbecue, pickleball, and the warm-up14:00 – Why the channel is more expensive than ever18:40 – MDF is broken and how suppliers can actually fix it23:00 – Building a partner funnel that reflects reality28:15 – Ideal Partner Profiles and driving real behavior change35:00 – Enablement vs incentives: why the industry still doesn’t get it39:30 – The loyalty myth and the rise of value-based partnerships44:00 – Working on your business vs working in your business46:00 – From 2AM trust to Channel 2.049:00 – Why channel manager salaries are exploding52:00 – Why the channel desperately needs new blood and real training 🚨 Like this episode?Subscribe, drop a comment, and share it with someone in the channel who needs the truth told straight. 🌐 Get More Sales Firepower:Sales Training, Online Courses, Consulting: https://ronnellrichards.comJoin SayLess Academy: https://www.sayless.academy 📢 Follow the Movement:LinkedIn: /ronnellrichardsInstagram: @imabusiness.manTikTok: @ronnellrichards

    59 min

  4. 11/02/2025

    The Channel Isn’t Dying—You Are (If You Don’t Evolve)

    🔥 Episode Summary:Let’s keep it 100—most of what’s worked in the channel for the last 20 years won’t get you paid in the next 5.In this episode, Ronnell chops it up with David Wright, a straight-talking channel leader who’s not afraid to say the quiet part out loud: the legacy broker model is dying. The middleman markup is gone, AI and commoditization have murdered transactional selling, and the only ones still winning are those bold enough to niche down and speak their customer’s language.But this one isn’t just about business models—it’s about becoming the kind of person who can evolve. Ronnell and David go deep on authenticity, fatherhood, therapy, yoga, and earning the right to show up as your full self. This one hits the head and the heart.💥 In This Episode:Why the legacy broker model is flatliningHow AI and automation are killing transactional salesThe rise of super agencies, MSPs, and niche specialistsHow to future-proof your business with deep industry expertiseWhy authenticity is earned, not giftedFatherhood, therapy, and inner work as a leadership edgeHow self-awareness leads to trust—and better revenue outcomes🔍 What You’ll Learn:✔️ How to evolve from middleman to trusted advisor✔️ Why you must niche down to level up✔️ How to balance hustle with healing✔️ Why personal growth is your ultimate competitive advantage👤 Guest:David Wrighthttps://www.linkedin.com/in/davidmfwright/Founder, Disruptive Innovations | Host of The Disruptive Innovators Podcast | CX Expert & Channel Futurist🔗 disruptiveinnovatorspodcast.com📣 Resources & Recommendations:Shut The Hell Up and Sell by Ronnell RichardsSayLess Academy: https://www.sayless.academyConnect with David on LinkedIn for real talk and leadership insight📌 Timestamps:00:00 – “No fluff. No cosplay. 100% real.”02:45 – Power suits, personal style, and what it says about leadership11:30 – Yoga, fatherhood, and why presence beats perfection18:22 – The channel model is dying (and what’s replacing it)28:40 – AI, commoditization, and the death of transactional selling39:50 – Niche or die: why expertise beats scale51:15 – The healthcare playbook and how vendors get it wrong1:04:20 – Authenticity, therapy, and earning your independence1:19:00 – Leadership, self-awareness, and freedom through value1:27:40 – Final thoughts: evolve or get left behind🚨 Like this episode?Subscribe, comment, and share it with someone in the channel who needs to hear this.This isn’t just another sales podcast—it’s the blueprint for what’s next.🌐 Get More Sales Firepower:Sales Training, Online Courses, Consulting: https://ronnellrichards.comJoin SayLess Academy: https://www.sayless.academy📢 Follow the Movement:LinkedIn: /ronnellrichardsInstagram: @imabusiness.manTikTok: @ronnellrichards

    1h 8m

  5. 10/17/2025

    Old School Wisdom. New School Rules.

    🔥 Episode Summary:We’re back in the fedora era. 🕶️In this episode, Ronnell sits down with one of the most recognizable—and respected—voices in the channel, Andrew Pryfogle, a true industry pioneer whose fingerprints are on nearly four decades of technology channel history. From MCI to his own ventures and now his leadership at Avant, Andrew has helped shape the DNA of how we sell, serve, and scale in this business.But this isn’t a nostalgia tour. This one’s about truth-telling—unfiltered.They dive into why too many partners and channel managers have become “traffic cops,” how AI threatens the transactional seller, and why the next generation of channel pros needs to think less about quotes and more about insight.This is the conversation the channel needed—the one everyone’s been thinking but few have had the courage to say out loud.💥 In This Episode:The real difference between serving and leading customersWhy being a “traffic cop” in 2025 will get you run over by AIThe existential threat AI poses to transactional sellers and managersWhy “saving money” is a dead sales strategy—and how to shift to helping customers make moneyHow pricing models like “per seat” are doomed, and what comes nextWhat partners can learn from the long-distance and telecom pricing revolutionsHow the monetization of labor will create the biggest wealth transfer in channel historyWhy failure rates in AI are sky-high—and how smart partners can profit from itThe cultural reset the channel needs to survive and evolveHow one channel manager (shoutout Kim Staro 👏) models the future of true partnership🔍 What You’ll Learn:✔️ How to stay relevant in an AI-driven, consumption-based world✔️ Why insight—not information—is the new sales currency✔️ How to position yourself as an indispensable advisor, not a replaceable coordinator✔️ Why the top 10% of partners will own the future—and how to join them👤 Guest:Andrew PryfogleRenaissance Man | Industry Pioneer | CX & AI Practice Leader @ Avant🔗 LinkedIn: /andrewpryfogle📣 Resources & Recommendations from Andrew:Avant Analytics & CX Practice resourcesSayLess Academy: https://www.sayless.academyShut The Hell Up And Sell: The Book — available wherever you get your business wisdom📌 Timestamps:00:00 – Intro: “The #1 show in the channel—yeah, we said it.”03:45 – Fedora talk & building the silhouette brand05:20 – From MCI to the modern channel: four decades of transformation09:12 – What running a restaurant taught Andrew about leadership (and staffing nightmares)18:47 – Why simplicity, gardening, and woodworking matter in a high-speed world26:30 – The problem with “traffic cop” partners and managers34:10 – Why Google and ChatGPT are better traffic cops than you38:55 – The AI threat no one’s prepared for45:18 – “Save money” is dead—“make money” wins every time53:06 – The end of per-seat pricing and the need for consumption models1:00:12 – The coming monetization of labor and wealth transfer1:09:27 – AI projects are failing—here’s your opportunity1:19:40 – How partners can stop being reactive and start leading1:26:02 – Channel culture change: from coordinators to conductors1:33:22 – The Kim Staro model: what true channel leadership looks like1:40:45 – Final thoughts: show them what they need, not just what they want🚨 Like this episode?Subscribe, comment, and share it with someone in the channel who needs to hear it. The evolution is happening—don’t get left behind.🌐 Get More Sales Firepower:Sales Training, Online Courses, Consulting: https://ronnellrichards.comJoin SayLess Academy: https://www.sayless.academy📢 Follow the Movement:LinkedIn: /ronnellrichardsInstagram: @imabusiness.manTikTok: @ronnellrichards

    1h 13m

  6. 09/22/2025

    Cash, Capital & Legacy: Patrick Oborn Gets Real

    🔥 Episode Summary:If comfort is your default setting, this one’s going to sting—in the best way. Ronnell chops it up with Patrick Oborn, co-founder of Telarus, to get brutally honest about what it really takes to win now: embracing pain, thinking like a financier, and repositioning yourself where decisions (and budgets) actually live—the C-suite.From Boy Scouts grit to ultrarunning discipline, Patrick lays out how discomfort forged his operating system—and why the channel’s next edge isn’t another tool, it’s smarter capital, sharper positioning, and real human connection. We go there: AI, data centers, power constraints, private equity, partner financing, and how to build a legacy that outlives your last deal.If you’re still camped out with IT while strategy happens upstairs…If you’ve ignored the finance side of growth…If you’re not leveraging supplier MDF to put CEOs in the room…👀 You’re getting lapped.💥 In This Episode:Why “embrace the pain” isn’t a poster—it’s a business modelHow Boy Scouts built Patrick’s leadership reps (and why kids need hard things)The uncomfortable truth about tech addiction & the next generationAI’s real constraint: power, not processors—and what that means for data centersThe future of the channel = enablement plus finance (cash unlocks growth)Private equity without the fear: transparency, discipline, and long-term residualsHow to reposition to the C-suite (and what to say when you get there)Use MDF like a pro: fill a room with CIOs/CEOs and make suppliers fund itThe LinkedIn tenure hack: tailor your pitch by where the CEO is in the job cycleFitness x business: the one coaching move that broke Patrick’s plateau🔍 What You’ll Learn:✔️ How to fund scale: M&A, gear, hiring—without wrecking cash flow✔️ How to stop being “the quote person” and start being the strategic advisor✔️ How to talk AI, utilities, and politics of cloud like an operator—not a tourist✔️ A practical playbook to get out of IT-only loops and into board-level conversations👤 Guest:Patrick ObornCo-Founder @ Telarus | Ultra-runner | Community builder📣 Resources & Recommendations from Patrick:Primal Endurance by Mark Sisson & Mark Allen (on becoming fat-adapted)Telarus Tech Trends (use third-party research to anchor business cases)SayLess Academy: https://www.sayless.academy📌 Timestamps:00:00 – Intro: “Comfort kills growth—let’s get uncomfortable.”03:12 – Boy Scouts, shyness, and the first “hard call” that changed everything08:40 – Tech & kids: dopamine loops, addiction, and creating real-world reps14:55 – Embrace pain: why discomfort is the fastest teacher (ultra lessons)20:18 – AI’s choke point is power: data centers, utilities, and the new bottleneck27:06 – The finance unlock: upfronts vs residuals, lending against commissions34:22 – Private equity without panic: discipline, debt, and long-term thinking41:00 – Partners: stop ghost-hunting—fund real growth (MDF, hires, engineers)46:33 – Reposition to the C-suite: what to pitch in Year 1 vs Year 3 CEOs53:10 – MDF plays that work: pack the room with decision-makers57:48 – Legacy, freedom, and helping entrepreneurs own their time1:01:20 – Fitness tip: hire a coach; kill sugar outside workouts; run “clean”🚨 Like this episode?Subscribe, drop a comment, and share it with someone who needs to hear it. Your support helps us keep bringing this fire to the channel sales community.🌐 Get More Sales Firepower:Sales Training, Online Courses, Consulting: https://ronnellrichards.comJoin SayLess Academy: https://www.sayless.academy📢 Follow the Movement:LinkedIn: / ronnellrichardsInstagram: @imabusiness.manTikTok: @ronnellrichards

    50 min

  7. 08/21/2025

    Why Is Everyone Talking About This Show?

    🔥 Episode Summary:In this special solo episode, Ronnell Richards is pulling back the curtain and calling out the biggest lessons—and red flags—he’s seen so far this season on Shut the Hell Up and Sell: Unfiltered. No guests. No filters. Just raw insights from a season packed with hard truths, uncomfortable patterns, and surprising breakthroughs.He’s breaking down what’s really going on in the channel and sales world—from the myth of loyalty to the trap of lazy leadership—and challenging YOU to level up.📌 What You’ll Learn in This Episode:Why the channel is evolving faster than most vendors realizeThe brutal truth about fake QBRs and leadership theaterWhat MSPs actually want—and why most of y’all are still missing itHow transactional selling is slowly killing your brandWhy “buying loyalty” doesn’t work—and what to do insteadThe rising power of data and how ignoring it is a death sentence for your pipelineHow to truly show up as a strategic, relationship-first seller👊 Call to Action:If this episode hits home, do three things:Subscribe on your favorite platform.Share this episode with someone who’s stuck in the past.Check out SayLess Academy for the tools and training to start selling with intention—not noise.

    45 min

  8. 07/18/2025

    Data Don’t Lie—You’re Just Not Listening

    🔥 Episode Summary:They say knowledge is power, but in this episode, we’re flipping the script—because in the channel, data pays the damn bills. Ronnell sits down with DeVan Adams, aka The Analyst Alchemist, a senior analyst at Canalys, to break down the hard truths the channel community can’t afford to ignore.DeVan isn’t just watching the trends—he’s setting them. From the death of the one-trick pony partner to why AI might save or sabotage your business, this conversation gets surgical real quick.If you’re a supplier still treating your partners like cashiers…If you’re a partner still trying to sell on vibes alone…If you’re NOT thinking about how AI shifts your value prop...👀 You’re already behind.💥 In This Episode:Why 36% of partners want lifecycle-based compensation—and how to tell if they actually deserve itThe end of the “one-trick pony” partner and the rise of the multi-service MSPHow AI is both your biggest threat and your biggest opportunityWhy third-party research is the ultimate sales advantageWhat real alignment looks like between partners and suppliers🔍 What You’ll Learn:✔️ How to build a partner program based on value, not vibes✔️ How suppliers can stop recruiting ghost partners✔️ Why data-backed insights should drive every decision in the channel✔️ How to future-proof your role in an AI-driven world👤 Guest:DeVan AdamsSenior Analyst @ Canalys | "The Analyst Alchemist"🔗 https://www.linkedin.com/in/devan-adams/📣 Resources & Recommendations from DeVan:Channel FuturesSayLess Academy: https://www.sayless.academyFollow DeVan on LinkedIn for fresh data & insights📌 Timestamps:00:00 – Intro: “Knowledge is Power… but Data Pays the Bills”03:18 – DeVan's sandwich flex & bike life in Chicago07:54 – What is an Analyst Alchemist?11:15 – Are you a partner or just a cashier?19:02 – 36% of partners want lifecycle pay—do they deserve it?25:30 – Suppliers: Stop recruiting the wrong partners32:00 – Death of the one-trick pony partner37:20 – AI: Channel savior or silent assassin?47:55 – Why real research is greater than your internal hunches55:42 – DeVan’s go-to sources for staying sharp59:20 – Final word: Knowledge is power—action is everything🚨 Like this episode?Subscribe, drop a comment, and share it with someone who needs to hear it. Your support helps us keep bringing this fire to the channel sales community.🌐 Get More Sales Firepower:Sales Training, Online Courses, Consulting: https://ronnellrichards.comJoin SayLess Academy: https://www.sayless.academy📢 Follow the Movement:LinkedIn: https://www.linkedin.com/in/ronnellrichardsInstagram: @imabusiness.manTikTok: @ronnellrichards

    48 min
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Welcome to "Shut the Hell Up & Sell: Channel Unfiltered," hosted by Ronnell Richards—award-winning sales expert, bestselling author, and the #1 influencer in technology channel sales. Each episode delivers brutally honest conversations with top influencers and experts, tackling uncomfortable truths, busting myths, and revealing actionable insights to level up your sales game. If you're ready to cut through the noise, challenge industry norms, and achieve real results, you're in the right place. Subscribe, hit the notification bell, and join the unfiltered sales revolution. Learn more at ron

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