Will Aitken

A Sales Growth Company

Heading up outbound sales & GAP Prospecting training

General Manager Prospecting Practice

WillAitken.com

I provide training, coaching, courses, keynotes, and merch for sellers and sales teams! Check out my offerings on willaitken.com

Chief Vice Directing President of Managing Things

Sales Feed

B2B Sales Media company Sales Feed

We make content that helps sellers sell and brings a big ol'd smile to their face when they need it most

Co-Founder

Sell Better 

I'm one of the hosts of SellBetter's epic daily sales shows

Host

Lavender

Head of Social

Head of Content

Evangelist

Proposify

Senior Account Executive

Account Executive

HR.com

Preacta

Recruitment Consultant

Search It Local

Sales Representative

Trust Me, I'm a Salesperson | Sales Trainer, Keynote Speaker, Author, and Pisstaker | Fluent in English, Memes, & Sarcasm 🇬🇧🇨🇦

Just another LinkedIn sales influencer... but funnier and better looking than most.

Born in 1994 in the roundabout filled town of Milton Keynes I was always the odd child at school. 

After getting the worlds most pointless degree at University of Brighton I decided to go “find myself” by working in a French Ski Resort, backpacking through south-east Asia, before temporarily settling down in Sydney Australia where I got work as a recruiter and then moving to Canada. 

Now in North America I was determined to work in SaaS sales because I saw on Reddit that you can make BANK selling software.

Just a couple of years later after trying to find my footing I was the top rep on my team.

This gave me time to open up TikTok and on April of 2021 I made my first video, then I made one everyday for 6-months. 

This opened up my love for content creation and led me to my current career in marketing, keynotes, book writing, and sales training. 

Expertise include: New Business Development, Account Management, Cold Calling, Sales Proposals/Presentations, Marketing Product Knowledge (SEO, EDM, Retargeting), Recruitment Services, Headhunting, Email Prospecting, Vice President (SEO purposes), VP, CEO, LinkedIn Recruiter/Sales Navigator, Boolean Blackbelt, Training, Sales Kick Offs, Speaker, Speech, Sales Management, and Fixing Up to Look Sharp.

🔥 ROAST my Discovery Call 🔥 

I judged a "Discovery Competition" at Salman Mohiuddin's Sales Sprint event this week

6 Sellers had 7-minutes to complete a discovery call with the bot that the team at Hyperbound uses as part of their Account Executive hiring process

Myself, Jen Allen-Knuth, and Eddy Bahnam then gave each seller feedback on what they did well with and how they could improve

I HATE giving feedback to strangers 😂

Coaching is intimate, and without knowing someone, their style, and how they like to be coached, you can end up sounding like a critical w@nker

As Babe Ruth said “The loudest boos always come from the cheapest seats.”

So I thought it'd only be fair if I also gave the challenge a spin and let strangers (that's you folks on LinkedIn) judge my performance

Naturally, I'm using GAP Selling so Keenan can judge me hardest 😉 

*note I went over the 7-minute time limit*

5 ideas to help you sell on LinkedIn (without paying for Sales Nav)

Sat in on a workshop presented by Eddy Bahnam at Salman Mohiuddin's Sales Sprint event earlier this month

(Follow Eddy for LinkedIn tips, he's the GOAT)

In that talk, Eddy shared a few creative ways to make use of LinkedIn's main site to find new leads

Including a few things I didn't know, like the job ad URL second timer 🤯 I wish i'd known that one when I was an agency recruiter

What creative ways have you found to find leads on LinkedIn?

Drop 'em below as this one will likely need a part 2

(I work with Hansel Alvarez for all my long-form YouTube content like this, hit him up if you want to grow on YouTube)

🔥 Tom Slocum

The SD Lab

I help B2B sales teams fix outbound and build top-of-funnel engines that actually deliver

Over the last 18 years I’ve been on every side of the outbound game from full cycle sales to SDR, from ops to leadership I’ve built motions from zero, led teams in the trenches and turned broken outbound into predictable pipelines

Since 2022 I’ve partnered with sales leaders across SaaS, logistics, facilities and more to reset their outbound motion and get their teams back on quota

The Outbound Accelerator (8–12 weeks)
This isn’t theory. I embed with SDR teams to coach, train and rebuild their processes. Weekly live workshops. Hands-on sessions. Custom playbooks. By the end your reps aren’t just booking more meetings they’re booking better ones. Leaders leave with a team and a system they can trust to perform

Why leaders bring me in
18 years in outbound across multiple industries
Tactical expertise from someone still on the phones
Proven results: SDR orgs seeing 20–30% lifts in meetings booked within one quarter

From cubicle cold calls to helping companies like Kustomer and ServiceChannel scale outbound systems that last

Founder | CEO

lemlist

Brand Ambassador 

Nooks

Advisor | Brand Ambassador

Sendspark

Since June 2023 I’ve had the pleasure of collaborating with Bethany the co-founder of Sendspark and Ben Wright in supporting, promoting and integrating Sendspark into my daily sales activities. As a brand ambassador I actively use Sendspark for all my video needs—from prospecting and proposals to trainings—and share my experiences through my LinkedIn brand.

Sendspark has become my go-to tool because it genuinely enhances how I connect with clients and prospects. It’s a tool I believe in and I’m excited to represent it. I also get to work closely with the Sendspark team to create engaging and fun content that showcases the power of their platform.

Check em out 🤘

Brand Ambassador

Gartner

Gartner Peer Community is Gartner's next generation online destination designed to increase value through timely answers and meaningful peer connections

I am a Founding Peer Community Ambassador to contribute insights on B2B sales, sales leadership and enterprise go to market among other topics

Peer Ambassador: B2B Sales, Sales Leadership & Enterprise GTM

LinkedIn Learning Community

Hand selected by LinkedIn as one of their 2025 Sales Beacons a community of the most impactful, consistent and credible voices in B2B sales

As part of their invite only Club Navigator program I contribute thought leadership around outbound, SDR development, cold calling and sales coaching helping reps and teams navigate the modern sales landscape

• Featured in the LinkedIn Sales Navigator blog and showcase content
• Regularly share real, tactical strategies that move the profession forward
• Collaborate with top sellers and creators to elevate industry best practices

This isn’t about influence its about impact and creating space for real ones doing real work to lead from the front

Sales Beacon – LinkedIn for Sales

Sendoso

• Collaborated with the team to help develop strategies for personalized engagement and relationship building

• Provided insights and brainstormed ideas to drive creative solutions and initiatives

• Work closely with the CEO and industry advisory group to shape the future of engagement

Strategic Advisor

Humantic AI

- Authentic Selling Evangelist 
- Advising the team on product and positioning
- Attending strategy meetings to share best practices and review current processes in place
- Evangelize and help define a new product category
- Consulting the team on sales and marketing funnel generation

Sales Assembly

As the industry’s only Scale-as-a-Service platform, Sales Assembly is the trusted partner for leading B2B Tech companies on their journey to Scale Better, Scale Faster, and Scale Smarter.

Featured Thought Leader

RevGenius

Member

During my tenure as Program Director, Community Manager and RevLeague Founder at RevGenius I partnered with Jared Robin and the RG team to orchestrate an extraordinary community growth journey from July 2020 to May 2022. Together we transformed a community of 2,000 members into a thriving force of 40,000+ members.

In October 2020 I took a bold stride by creating RevLeague. A micro-community within RevGenius. In an era marked by the isolation of remote work, RevLeague emerged as a dynamic haven for Sales Leaders, SDRs, and AEs seeking collaboration, support, and empowerment. We crafted a vibrant space where walls couldn't confine us. Enabling individuals to connect, share, and thrive.

Guiding RevLeague to over 2,000 members, I fostered a dynamic environment with weekly office hours, stimulating competitions, and collaborations with esteemed sponsors like Ambition, SalesScreen, and ConnectandSell. This journey was a testament to our collective drive to uplift and amplify the growth of sales reps in the evolving landscape.

With my contributions as a Program Director, Community Manager, and RevLeague Founder I embraced the opportunity to fuel connections, inspire growth, and foster an unwavering spirit of camaraderie within the RevGenius community.

Program Director | RevLeague Co-Founder | Community Manager

Your Future Homie- In- Law | Founder @ The SD Lab | Sales Consultant | 7x Strategic Advisor | 4x Sales Leader | SDR Coach | #empathyactivist

Hey I’m Tom I help B2B leaders, SDR teams and founders fix broken outbound when pipeline is dry and reps are stuck spinning

After 18 years in sales from 400+ daily cold calls in a cubicle to building $3M+ in pipeline from scratch I’ve built a repeatable system that gets outbound back on track

Here’s how I help

Weekly workshops (theory + tactical execution)

Rebuilt call flows, messaging and targeting

Sequencing + workflow installation

Call reviews with live coaching + scorecards

Fast performance gains tied to KPIs

Client Wins

Kustomer → 50%+ lift in meetings → 100% SDR attainment in 3 months
ServiceChannel → 30% SQL lift with sharper messaging + coaching
Rockledge, Distran → 10–20 meetings/month booked after outbound reset

I’ve also worked with brands like ServiceChannel, Kustomer, Apollo, ZoomInfo, Smartlead, Surfe and more to coach teams and represent their tools

Outbound isn’t dead it just needs fixing

👉 Want sharper messaging, predictable pipeline and reps who book meetings?

Book an Outbound Strategy Tour (Featured below)

Or join my newsletter (7K+ readers) for free outbound playbooks (below)

Founder

The SD Lab is a top-of-funnel sales consulting agency. The SD Lab offers customized services to help businesses optimize their sales process and achieve measurable results. The SD Lab offers a 14-week Revenue Acceleration program, Custom Sales Playbooks, and Team Coaching packages that cover all things Top of Funnel. If you're looking to optimize your sales process and achieve sales success, The SD Lab is here to help. Let's work together to transform your sales approach

This morning I thought my car was toast
Dropped the kids off
Stopped for gas
Went to leave… and nothing

No start
No crank

Just me sitting there dashboard lit up like a Christmas tree

(AC had the nerve to still blow cold though 😆)

A random guy nearby offered to help
Pops the hood. Checks the battery

Says “looks healthy but try to start it so I can listen…”

I try
It sputters

He nods

“Yep! That’s the battery”

Fires up his jump box
Car starts instantly 💪

I drive straight to Walmart tools in the trunk
Pull the battery myself
Walk it inside

WARRANTY STILL ACTIVE!! 
They test it - yup bad battery

Zero dollars later I walk out with a fresh replacement, reinstall it in the parking lot, fire it up and roll out

No more check engine light
No startup delay
No gremlins

Car’s running like it just got promoted

Apparently it’s been a bad battery all along

Moral of the story?

Don’t ignore the “small stuff” in business (or your engine)

That sluggish morning start?
That random check engine light?
That flaky outbound channel?

It’s easy to write it off…but when you stop and check under the hood sometimes it’s one simple thing holding everything back

Fix that… and suddenly everything runs smoother


✅ $0 fix
✅ Warranty win
✅ Jumped, replaced and back on the road like a boss

Your CEO reminder for the day

Don’t wait until you’re stranded to fix the thing 💪

Helping B2B Teams Fix Outbound → Build Pipelines That Convert | Sales Coach | SDR Builder | Top LinkedIn Voice | Your Future Homie In Law

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“If you’re not hearing objections… you’re not actually selling”

Tomorrow morning I’m back with the Sales Assembly crew running one of my favorite certifications

Navigating the Most Common Objections

This will be my fifth time leading this session with their members and every time the zoom is packed with hungry sellers leveling up through their certification program

The last few runs have averaged 4.5+ out of 5 from participants

Feedback highlights things like

“Tom was great, so much energy!”
“Loved the cold call tips and RISE framework”
“Best Sales Assembly presentation so far”

But here’s the truth I teach every time 👇

➡️ Objections aren’t rejection

They’re just the prospect’s truth in that moment

“Not interested”
“Budgets are frozen”
“Send me an email”
“We already have someone for this”

They’re not pushing you away they’re protecting their time, priorities and focus

When I stopped trying to “overcome” objections and started understanding them my whole game changed

Now I teach reps to

✔️ Acknowledge the objection
✔️ Explore what’s really behind it
✔️ Reframe and continue the convo

Because your job isn’t to “handle” objections it’s to humanize them

Massive shoutout to the Sales Assembly team for continuing to bring me in for these sessions

Teaching this module is always a blast! Real talk, live roleplays and practical takeaways for sellers heading into Q4

If you’re leading a team right now and you want your reps confident heading into “holiday objection season”

👉 practice acceptance before rebuttal

That’s the unlock 💪

3 outbound campaigns you can learn from

Everyone’s talking about “personalization at scale” but few actually know how to *make it land*

Here are 3 outbound campaigns that crushed for us (and why 👇)

**1️⃣ The Relevance Play**

We targeted Maintenance Managers in oil & gas

Each email opened with their *real-world pain* - leak detection delays → not “better tech”

→ 42% reply rate. No gimmicks just empathy + context

**2️⃣ The Pattern Break Call**

Reps opened with

“Can I take 10 seconds to share why I called and you tell me if we keep going?”

Prospects relaxed. Conversations doubled

→ Because control builds trust not pressure

**3️⃣ The Multi-Channel Momentum**

Day 1 → personalized email

Day 3 → LinkedIn comment

Day 5 → voice note follow-up

By Day 7 they *knew our name*

→ Warmed pipeline. Less resistance. More booked meetings

The lesson

Outbound doesn’t need to be louder it needs to be *smarter*

Stop chasing volume
Start designing experiences

👉 Want a breakdown of one of these campaigns?

Drop “TACTICAL” below and I’ll send it your way

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Will Aitken

🔥 Tom Slocum

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The Battle

Will Aitken

🔥 Tom Slocum

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Will Aitken's LinkedIn Performance

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Performance ScoreWill Aitken's LinkedIn Performance