In this episode of Default Profitable, host Matt Nettleton chats with Shane Nichols, a seasoned media sales veteran turned author, about his journey from traditional sales roles in newspapers, magazines, radio, TV, and college sports sponsorships to launching a side hustle based on innovative B2B prospecting strategies. Shane shares how post-COVID challenges at Ball State University inspired him to dive deep into modern marketing tactics, culminating in his book that teaches salespeople to replace grueling cold calls with lead-generating systems. The conversation explores the evolution of sales in a changing landscape, from apathetic fan bases and budget crunches in college athletics to building personal brands on LinkedIn.

Have you ever wondered why getting sales appointments feels harder than ever, even with a strong product like NCAA sports sponsorships? What does it take to turn a haphazard cold-calling routine into a streamlined marketing machine that generates 20-25 leads a year? How can direct mail, social media, and lead magnets transform your B2B prospecting from stressful to autopilot? Shane reveals the secrets behind his success at Ball State, where he hit revenue goals by focusing on renewals and upsells after marketing did the heavy lifting. Fun fact: Shane’s first big lead at Ball State was from a ketchup company inquiring about sponsorships—because who knew condiments and Cardinals basketball were a match made in heaven?

Learn more about Shane Nichols at https://www.linkedin.com/in/shaneb2bleadgenerator.

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