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

☢ As the UK's Most Hated Sales Trainer® 🇬🇧 I'm definitely the nuclear option for you ☢

Only get me in once you've ruled out;

- Firing your weakest performers
- Hiring better salesmen
- Outsourcing your lead generation
- Increasing your prices
- Investing heavily in marketing
- Doing nothing
- Blaming everything else except your salesmen
- Hoping things will change

I'm a diversity, equity and inclusion Champion, except with those who disagree with me.

I'm typically invited in by MDs and CEOs, both within the UK and globally. They have successful and ambitious companies. They believe they have great sales people. However they have, perhaps reluctantly, identified that sales is a bottle neck for growth. 

They can be feeling frustrated at this and are willing to ask the question; Are my sales people really doing the best they can?

I'll be direct, I am not for everyone. Elevating great sales people to A players with sales training is a process, not an event.The reason people say No to me is because they don't want or believe they can control the sales process. They fear change and fear stepping outside their comfort zone.

If you genuinely have frustration about the wasted time and resources spent on proposals, pitches and quotes that go nowhere, maybe I can help. If you are anxious for your sales people to be selling more, for more, to better prospects, but aren't, perhaps I can help. Maybe you're annoyed knowing that your people have the potential to excel, to grow personally and in the process grow your bottom line.

I am challenging. I am brutal in my assessments. I am not hired for hugs and cuddles. I'm not looking for friends. I'm looking to make you money by giving you control by doing less, but better, on purpose for more. That's it!

If you want a very brief, but direct, conversation about whether you really control the sales process and maximise time productively, email or DM me.

uksmosthatedsalestrainer@gmail.com

Benjamin Dennehy

Most salespeople overcomplicate cold calling - after 20+ years on the phone, here are my 10 commandments to make cold calling great again:

1. Little but often (pick up the phone 1-2 hours every day)


2. Call decision-makers only - comfort doesn’t close deals


3. Answer questions with questions so YOU control the frame


4. Only book meetings if there is genuine interest & qualification


5. Understand that emotion drives meeting (so use emotive words)


6. Maximize your connect rates (BetterContact has been my go to lately!)


7. Go for no - fear rejection less and you’ll earn more yeses over time


8.bNever justify your price - clarify what “expensive” actually means first


9. Measure decision-maker conversations - not metrics like dials or talk time


10. Call early in the day - before gatekeepers settle in and calendars get chaotic

What would your 11th Commandment be?


P.S. the Red Sea was easier to part than some “send me an email” requests!

Benjamin D.

The UK’s Most Hated Sales Trainer® Be Better, Do Less, Purposively, For More.

5 everyday objections that sink good salespeople.

(After 20+ years coaching callers, here’s the blunt fix that stops the stall)

You’ve heard them all before:

“We already have a supplier.”
“We don’t have the budget.”
“I need to think about it.”
“Send me an email.”
“This isn’t a priority.”

You nod politely, give a safe answer, and the call drifts.

Then what happens?

- The meeting never lands.
- The pipeline slows.
- Confidence drops.

The worst part → you start believing their excuses.
That’s how careers stall.

Don’t buy their first excuse.
Test it. Push it. Move on fast.

Here’s how:

1. “We already have a supplier.”

❌ Weak: “Would you ever consider switching?”
✅ Better: “Can I ask, is it your brother-in-laws company? No? Then  there's no real loyalty then. Are you telling me, if you believed we were better, you couldn't explore that?

2. “This isn’t a priority.”

❌ Weak: “What would need to change?”
✅ Better: “I’m confused, when you say not a priority, do you mean you don’t see the issue, you see it but it’s not hurting, or something else?”

3. “We don’t have the budget.”

❌ Weak: “If we made it work, any reason not to look?”
✅ Better: “If budget appeared tomorrow, would you move? Or when you say no budget, do you mean you wouldn’t make room even if you wanted this?”

4. “I need to think about it.”

❌ Weak: “If you could decide now, why would you?”
✅ Better: “Fair. Let’s call it a No for now, sounds right? I’d rather you feel in control than carry homework you won’t do.”

5. “Send me an email.”

❌ Weak: “Will you actually read it?”
✅ Better: “Nine out of ten times that’s code for ‘end the call.’ Is that what this is? You won’t hurt my feelings, I’m in sales.”

Do this and you’ll protect your time, shorten your cycles, and only work on the real pipeline.

Ignore it and you’ll waste months chasing ghosts.

P.S. What’s the one line that ruins your cold calls the most?

Do you remember the last time you felt like giving up on sales?

Maybe this will be your saving grace...

I remember a salesperson in Melbourne, beaten by constant rejection.
Every call was another hit to her confidence.

- Her pitch wasn't landing.
- Each "no" felt personal, chipping away at her self-worth.
- She started questioning whether she belonged in sales at all.

Together we stripped her pitch down to what matters:
- Getting prospects to FEEL their pain
- Making them believe she is the clear expert
- Being invited in (no begging)

The transformation wasn't immediate, but it was undeniable.

First came the small wins.
Then bigger ones.

She started hitting her quota - not just once, but consistently.
She outperformed her male colleagues.
The promotion followed.

But here's the real kicker:
She saved enough for a house deposit in Melbourne.

(If you know anything about Melbourne's real estate market, you understand what an achievement that is)

The truth is sales folk get stuck in the same cycle:
- Forced to use sh*tty scripts.
- Using outdated methods
- Having no clear plan

So next time you're ready to throw in the towel, ask yourself:

Is it really you? Or is it the way you've been taught to sell?

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Kevin Casey

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The Battle

Kevin Casey

Benjamin Dennehy

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);}Kevin Casey's LinkedIn Performance

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Performance ScoreKevin Casey's LinkedIn Performance