Kevin Casey

Account Director and some other wild titles

14 (un)conventional principles to reduce sales anxiety & increase sales.→ (un)selling® → the book → the page has turned.

READ THIS FIRST: 

I don’t teach pressure, convincing, or chasing. 
If that’s what you want, I’m not your guy.
__________________________________________________________________________________________

You didn't leave your corporate job to spend Sunday nights rewriting follow-up emails.

You left for freedom. For flexibility. For dinner with your kids without replaying a blown sales call in your head.

But somewhere along the way, "running your own business" turned into a second job you never wanted:
Salesperson.

The chasing. The "just checking in" emails. The proposals that disappear into silence. The pit in your stomach before every money conversation.

You're not broken. You're just using a playbook that was never built for people like you.

Here's what I know:

→ I grew my first agency from a kitchen table to $5M+ using zero cold calls.
→Then I tripled the market value of an insurance brokerage by teaching the team how to sell like humans — not robots.

Now I help kitchen-table entrepreneurs who are great at what they do but exhausted by the chase.

No pressure tactics. No fake urgency. No pretending to be someone you're not.

Just a way to land clients that doesn't make you hate yourself.

I'm not your guy if:

You want boiler-room tactics
You're looking for "one call close" scripts
You think sales is about convincing people

I am your guy if:

You'd rather attract than chase
You want to sell without selling out
You're done replaying conversations at 2am wondering what you said wrong

Want a taste?

Join 3,000+ kitchen-table entrepreneurs getting my free "Sunday Espresso Shots" at www.kevincasey.ca/unselling

Or grab my best-selling book (un)selling — it's the playbook I wish I had 20 years ago.

Partner

I had a half-baked idea collecting dust in my notes.

Stumbled upon this powerful AI prompt that puts Jobs, Musk, Bezos, Godin, and Sinek in a room together. 

Not to coach me. 

To fight about my idea. 🥊

Jobs called my idea boring. 

Bezos asked 3 questions that made me realize I was solving the wrong problem entirely.

10 minutes. No cost. 

Best meeting I've had all year.

The Billion Dollar Boardroom.

I recorded a short 'over-my-shoulder' video and you can grab along with the exact prompt to stress-test your own ideas.

Drop "Boardroom" in the comments. I'll fire it over. 

P.S.  We need to be connected for me to send it. Hit follow or connect if we're not already.

#unselling

Kevin  Casey 

You built a business. Ended up with a second job you hate: Salesperson. You can sell without begging, chasing, or hating yourself after. | Best-Selling Author of (un)selling

Let me tell you about the 11 seconds that won a presidential election.

It's October 1984.

Ronald Reagan just had a terrible first debate. 

He looked tired. Confused. Old.

He was 73. 

The Wall Street Journal ran the headline everyone was thinking:
"Is the oldest president fit for office?"

His advisors were panicking.

Then came the second debate. And the question everyone was waiting for.

"Mr. President — you are already the oldest president in history. Is age a concern?"

Every camera. Every reporter. Every voter watching at home.

This was the moment.

Reagan paused.

Then smiled.

"I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience."

The room exploded.

Mondale — the guy trying to beat him — laughed and shook his head.

He knew. 
Everyone knew. 
It was over.

In 11 seconds, Reagan took his greatest vulnerability and turned it into his greatest weapon.

Not with anger. 
Not with defense. 
Not with a 10-point rebuttal.
With humor.

I think about this every time I watch a salesperson panic when they get a tough objection.

"Your price is too high." 
"We're already working with someone." 
"Send me some info and I'll look at it."

These are just frames. They're not facts. They're positions.

And whoever controls the frame controls what happens next.

Most people fight the frame. That's a losing game.

The best? 
They flip it.
 With calm. 
With confidence. 
With a well-timed line that makes the other person smile.

Humor disarms. 
It resets the room. 
It says "I'm not threatened by this."

And when you're not threatened — neither is your prospect.
That's when real conversations start.

Reagan didn't need a better argument that night.
He needed better frame control.
So do you.

#unselling

I audited my team's follow-up emails.
Yikes. 😳
I owe about 200 people an apology. 

Turns out most follow-ups are just a polite version of:

🔴  "You ghosted me and I'm panicking."

That's not a follow-up. 

That's a pest control problem.
And you're the pest.

The ones that got ignored all had the same problem:

They were about US. 
Not THEM.

No new info. 
No value. 
No reason to reply.

So I built The Anti-Pest Follow-Up Filter.

Four gates before you hit send. 
Fail any gate? 
Rewrite it or kill it.

Your challenge:
→  pull up your last 2 follow-ups. 
→  run them through those 4 gates.

I bet this little test might hurt a little.

I turned this Anti-Pest Filter into a decision tree you can pin next to your screen.

Now here's where I'm supposed to say reply with "ANTI-PEST" in the comments and I'll DM it to you so I can harvest your reply like a farmer collecting LinkedIn leads in February.

Nah.🙅‍♂️

It's in the comments. 
No DM. 
No email sequence. 
No 47-step funnel.

Screenshot it. 
Print it. 
Tattoo it on your forearm.
Whatever works for you. 

Just stop sending pest emails. 🪳

#unselling

🔴 The Prospect Bullsh*t Translation Guide.

WHAT THEY SAY → WHAT THEY REALLY MEAN

“Circle back next quarter.”  
→ I’ll have a restraining order by then.

“We're fine with our current provider.” 
→ We hate them, but change is scary and I’m tired.

“We’re not making any changes.”
→ We still fax things. Change might kill us.

“We’ll keep you in mind.”
 → Same way I keep kale in my fridge—until it rots.

“No budget this year.”
 → But I just got a $3K standing desk.

“This isn’t a priority.”
 → You’re just below “restock the Splenda.”

“I’m not the right person.”
 → But I’ll smile, nod, and suck 40 minutes from your soul.

“We’re researching.”
 → Free consulting, baby. Keep talkin’.

“We’re going in a different direction.”
 → Yeah… away from you.

The Way Out?

Embrace the No. 
Gently push for no.   
Invite no. 
Sifting > Selling. 

That’s not losing.
That’s selling like a grown-up.

#unselling

Leads vs Lies 

The day I stopped chasing every lead and started with a disqualifying first mindset everything changed.

Well, not right away.

At first it felt like I was quitting and leaving money on the table. 

I watched the “Cardone” salessluggers  out there grinding while I was disqualifying people, stress testing the truth and walking away.

But here’s what I didn’t expect:

✅The calls got easier.

✅The conversations got better 

✅ I reclaimed my dignity. 

Because when you’re not white-knuckling every opportunity, you show up differently.

You ask better questions. 
You actually listen. 
You stop performing and start connecting.
You make sure people feel comfortable telling you no.  
You even suggest it. 😱

And the prospects feel safe. 

They’re not being sold to. 
They’re being understood.

That’s the whole game.

I spent 12 years thinking I needed to hold on tighter.

Turns out the thing that was making sales hard was the “holding on.”

Let one go this week. 

On purpose.


#unselling

Detachment. 

A fancy word for not giving a f*ck. 

Took me 12 years and a therapy bill to figure that out that the secret to selling more is giving a f*ck less. 

P.S. 7,001 humans already tossed $25 into Jeff Bezo’s money money machine to learn how. → geni.us/unselling

3 years. 
3,003 subscribers. 
My accountant has questions.🤔

Grant Cardone has 2.2 million.
Gary Vee has 10 million.
Grant also owns a private jet.

I drive a reliable Genesis.

And I couldn't care less.

Because every one of those 3,003 people is here for the same reason:

They want to land clients without begging, chasing, or pretending to be someone they're not.

That's the whole room.
And it's exactly the room I wanted to build when I wrote (un)selling in 2023.

4 quarters over 100 pennies.

Link below if you want in. No velvet rope. No waitlist. 👇

P.S. Not a course. Not a cohort. Thank f*ck. Just one free sales fix every Sunday — for 3,003+ founders who've decided selling doesn't have to feel gross. →

Open article: BREAK FREE FROM SALES ANXIETY by kevincasey.ca

“The Vacancy is Not the Problem". Increasing agency profit starts with WHAT you sell. Leading Recruiters From Transactional >> Transformational. Outselling the Attention Recession.

Recruitment is the worlds most valuable Professional Service... 

...It's time we sold that way.

Right now you can learn the exact process used by million dollar billers and join ambitious recruiters who confidently and consistently win new business. 

Speccing isn't working. 
Sales confidence is at an all time low. 
76% of recruiters have no clear plan for BD. 

And yet, with the right approach you can dominate your niche and stand out as the greatest competitive advantage any business can have. 

The approach? 

Every agency leader with a successful revenue road map boasts for things:
 
CLARITY 
PRECISION
CAMPAIGNS
CONVERSION

Clarity over their core beliefs about sales, a clear process and clarified data. 
Precises 'Product - Market' and 'Market - Message' fit.
Consistent campaigns that drive strategic action daily.
A product set and negotiation process that maximises the value of every win. 

For Leaders and Founders our Accelerator will provide you with all you need to excel in all four levels in under 90 days. 

Meanwhile, for solo recruiters and consultants our 90k in 90 Days Blueprint provides a step by step guide to doing it for yourself.


Check out the detail here:

ACCELERATOR (For Founders and Leaders)
https://resonant-global-accelerator.lovable.app/

 
BLUEPRINT (For Solos and Consultants)
https://90k-in-90-days.lpages.co/blueprint/

Ben Browning

Call 40 people you want to work with. Email them too. 
Repeat twice a week.

Send a voice-note, video or visual once a week.

Stop after three weeks. 

Repeat with your next group of 40. 
Then your next. 
Then one more.

That's 160 targeted people over 12 weeks, with focus and intent.  

Now review your data. 

Run this play every quarter. 

You’ll reach about 400 people per year. 
At a 3% close rate you’ll land 12 new clients. 

So what is a client worth to you?

5 hires
£12k per hire 
50% fill rate

Thats £30k per year. 

12 clients worth £30k each = £360k

So why you’re team aren't hitting target? 

I'll tell you...It’s one of three things

1. They're not doing enough activity
2. They're not reaching the right people
3. They're not sharing the right message 

So what if...

We gave you the plan. You execute it. 

Then the results speak for themselves. 

Let me know if you want some help.

A World Class Sales Strategy for Your Recruitment Business in Under 90 Days | Book A Blueprint Call Today

The big problem with Recruitment is you can't sell it.

At least not head on. 

Recruiters work in an incredibly saturated market, selling an admin solution to an incredibly obvious problem.

No one cares. 

That's the truth. 

No one cares that you can fill their vacancies because - with or without you -that vacancy will get filled. 

So trying to sell recruitment just doesn't work. We have to look at the problem differently. 

That's what elite sellers do in this market. 

They sell something very different to average/failing recruiters. 

They don't sell recruitment. 

They sell a transformation of the most valuable operating system in business. They sell strategic change to a way companies hire. 

Hiring is a commodity. 
The way you hire: Your number one competitive advantage.     

So we sell that. 

It's the biggest shift made by our clients who grew revenue by 12% last year. They stopped selling recruitment and started selling change.  


** If you want to know specifically how to sell that change join us for our upcoming linkedin live.

Right now thousands of recruiters are planning their BD for next week. 

I hope they see this post first... 3 Principals of sales excellence in recruitment.


1️⃣ Pulling jobs is not a win. 

Clients Acquisition is the win. "Jobs come from accounts, not the other way around" as million dollar biller Adam Tiberius loves to remind me.


2️⃣ No one cares how good a recruiter you are 
(or how perfect your candidate is)

They've heard it all before and most of the time it was a lie. Stick to what you're actually good at. Turning recruitment into a competitive advantage. 


3️⃣ Five £30,000 clients are worth more than fifteen £10k clients. 

It's not just the revenue, it's the relationship. It's the referrals, the retainers, and the reputation. Targeted, hyper-relevant outreach to a focused list is key.


Let those three principals guide your BD plan next week and you'll soon see why the most successful recruiters make it look so easy.

Here's a thought from my mate Jon Brooks:

"Recruiters should get paid more than lawyers" 

Bold. 

Crazy? 

How about this:

"Recruitment is the worlds most valuable Professional Service." 

That one was from me. 

See, if you ask any great leader what their success depends on they'll say "their team". 

(It's in the top three for every good leader.)

So the way you build that team is probably the most important thing to get right. Right?

Right.

Ergo, no service in the world is more valuable than recruitment.   

Does that sound crazy?

No. 

This is crazy:

When recruiters sell recruitment they don't sell the service. They don't sell the impact good recruitment has on a business. 

They talk about the hire, or the vacancy, as though the whole thing is about filling jobs. 

Stop: The whole thing is not about filling jobs. 

Yes. The whole thing is about more than filling jobs. Way more.

After all, Recruitment is the Worlds most Valuable Professional service. 

Isn't it time we sold that way?




P.S. this whole post is why Resonant exists. We're committed to helping recruiters sell better. Not just more. To get seen as consultants and to truly impact their clients in the long term. 

We have exciting news coming in the next few months but for now, if you agree with us, like this post and follow me.

taplio

The Battle

Kevin Casey

Ben Browning

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The Battle

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Ben Browning

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Likes

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