Armand Farrokh

Author x Founder at 30 Minutes to President's Club | VP of Sales

I led Pave from $0-10M ARR as VP of Sales, moved to Hawaii to live in a hut, then landed in NYC to build the #1 media company in sales, meet cool people, and make crazy memories 🤙🏽

This is what I've learned about myself along the way --> https://armandfarrokh.substack.com/

Founder x Host

Building the #1 revenue media platform in the world off of hyper-actionable sales tactics from the most elite sellers in tech. Today, that platform consists of 4 products:

- Podcast: The #1 sales podcast in the world that started it all.
- Tactic Teardowns (Not Webinars): Live 30 minute breakdowns of real sales tactics in action.
- Toolkits: Templates, scripts, and playbooks you can steal and use in sales cycles today.
- Newsletter: The most value-dense sales newsletter, stuffed with actionable tactics from elite sellers.

In January, we hired our first AE at 30 Minutes to President's Club.

It was not a perfect decision. But it was one the best decisions we made this entire year.

Alex Murphy wasn't exactly stepping into an easy job:

1. My cofounder Nick sold every single deal in the 5-year history of the company.

2. Alex was selling an entirely new product line called Club Pass.

3. We closed down that product in 3 months.

When you make hard decisions like this as a business, it's easy for a seller to get shaken or lose trust in the company.

Alex immediately recognized that it was the right move for the company and stepped into a new role selling sponsorships for us.

And in this moment, Nick and I knew that we were lucky to have someone who deeply trusted in us so much... and we had to make it work.

𝐀𝐥𝐞𝐱 𝐜𝐨𝐦𝐩𝐥𝐞𝐭𝐞𝐝 𝐫𝐚𝐦𝐩 𝐢𝐧 𝐉𝐮𝐧𝐞 𝐚𝐧𝐝 𝐡𝐚𝐬 𝐜𝐥𝐨𝐬𝐞𝐝 $𝟓𝟓𝟗𝐤 𝐢𝐧 𝐮𝐧𝐝𝐞𝐫 𝟔 𝐦𝐨𝐧𝐭𝐡𝐬 (𝐚𝐧𝐝 𝐰𝐢𝐥𝐥 𝐥𝐢𝐤𝐞𝐥𝐲 𝐛𝐥𝐨𝐰 𝐩𝐚𝐬𝐭 $𝟏.𝟐𝐌 𝐛𝐲 𝐲𝐞𝐚𝐫 𝐞𝐧𝐝).

He also brings the enthusiasm of a founder to every single conversation.

He also implements coaching faster than anyone I've ever seen.

He also keeps company morale high in every team meeting.

He also is the first person I'd put in front of a candidate to sell 30MPC.

He also is ridiculously hilarious and *just* unhinged enough in his content.

𝐈𝐟 𝐲𝐨𝐮 𝐚𝐫𝐞 𝐚 𝐟𝐨𝐮𝐧𝐝𝐞𝐫, 𝐲𝐨𝐮 𝐚𝐫𝐞 𝐥𝐮𝐜𝐤𝐲 𝐭𝐨 𝐡𝐚𝐯𝐞 𝐚 𝐟𝐢𝐫𝐬𝐭 𝐬𝐚𝐥𝐞𝐬 𝐡𝐢𝐫𝐞 𝐥𝐢𝐤𝐞 𝐀𝐥𝐞𝐱.

If you don't know Alex, he was a teacher who got into sales.

He wanted to be a dad and needed to figure out how to support his family.

So he started doing sales math to answer this question...

𝐀𝐥𝐞𝐱 𝐚𝐬𝐤𝐞𝐝: "𝐇𝐨𝐰 𝐦𝐚𝐧𝐲 𝐦𝐞𝐞𝐭𝐢𝐧𝐠𝐬 𝐰𝐨𝐮𝐥𝐝 𝐈 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐛𝐨𝐨𝐤 𝐭𝐨 𝐡𝐚𝐯𝐞 𝐚 𝐛𝐚𝐛𝐲?"

Alex is an amazing dad and member of team 30MPC.

He broke down his sales math in hilarious fashion in our latest drop, check it out in my bio 👶

Building the #1 revenue media platform in the world at 30 Minutes to President's Club. 

When I'm not running 30MPC, I advise founders on scaling their go-to-market motion from $0 to $5M ARR.

I watched Jason Bay cold call 30 executives straight.

These were his cold call stats (kinda nuts):

- Calls: 30
- Connects: 9 (30%!!!)
- Meetings: 1 (11%)

Here were my 3 biggest takeaways from watching him dial:

1️⃣ 𝐉𝐚𝐬𝐨𝐧 𝐡𝐚𝐝 𝐦𝐨𝐫𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬 𝐢𝐧 𝟏 𝐡𝐨𝐮𝐫 𝐭𝐡𝐚𝐧 𝐦𝐨𝐬𝐭 𝐫𝐞𝐩𝐬 𝐡𝐚𝐯𝐞 𝐢𝐧 𝐚 𝐰𝐞𝐞𝐤.

We used TitanX scrub our list for the prospects most likely to pick up.

Getting a 30% connect rate was absolutely absurd (vs the 5% average) and I can't imagine dialing without a pre-vetted list ever again.

2️⃣ 𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐭𝐞𝐱𝐭 (𝐮𝐬𝐮𝐚𝐥𝐥𝐲) 𝐛𝐮𝐲𝐬 𝐲𝐨𝐮 𝐚𝐧𝐨𝐭𝐡𝐞𝐫 𝟑𝟎 𝐬𝐞𝐜𝐨𝐧𝐝𝐬 𝐨𝐧 𝐚 𝐜𝐨𝐥𝐝 𝐜𝐚𝐥𝐥.

Jason would lead with something he saw in an earnings report... 

BEFORE introducing his name or his company.

That shows you're not a spam dialer from the moment you pick up the call and prevents *most* brisk hangups.

With the exception of this call 😂

3️⃣ 𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐧𝐚 𝐦𝐚𝐬𝐭𝐞𝐫 𝐭𝐡𝐞 𝐩𝐡𝐨𝐧𝐞, 𝐲𝐨𝐮 𝐠𝐨𝐭𝐭𝐚 𝐦𝐚𝐬𝐭𝐞𝐫 𝐭𝐡𝐞 𝐭𝐨𝐧𝐞.

I've seen Jason deliver his pitch on webinars before, and there were times where it came out different in the heat of the moment (under 3 cameras)

Even when the words weren't perfect, he never sped up or stammered.

He SOUNDED confident and that showed prospects they couldn't rattle him.

𝐖𝐡𝐚𝐭'𝐬 𝐲𝐨𝐮𝐫 𝐠𝐨-𝐭𝐨 𝐭𝐢𝐩 𝐟𝐨𝐫 𝐬𝐭𝐚𝐲𝐢𝐧𝐠 𝐜𝐨𝐨𝐥 𝐢𝐧 𝐚 𝐝𝐢𝐚𝐥 𝐬𝐞𝐬𝐬𝐢𝐨𝐧?

(PS: Wanna hear all 9 of Jason's calls, check out the latest YT drop ☎️)

I remember the first time I booked a cold call meeting.

I was so surprised they were nice that I literally said...

"so... uh... do you wanna meet with me? 🥹" 

Instead, lead the way like Jason Bay when you close:

1. "It sounds like you're struggling with XYZ"
2. "How bout we setup time to cover how other folks handle this"
3. "Got your calendar in front of you?

Then confirm the calendar invite ON the cold call.

In 57 minutes, Jason literally broke down EVERYTHING you need to book meetings today (and it costs 0 dollars).

Wanna learn to cold call? Check out his Outbound Masterclass in my bio 👊

Should you double dial prospects?

Yes. 

If you want to boost your number of f*** off's per day.

I know. It's tempting to do it.

It does boost your connect rates.

Because someone thinks their sick relative is calling them.

Not cool.

***

We get a lot of cold calling questions like this.

Because last year we launched the #1 cold calling book.

And today, we crossed 60k copies sold :) 

So we answered 18 burning cold calling questions.

Including this one on a special Thanksgiving YT drop.

I'm thankful for all the sellers out there who:

[a] took a second to read the book
[b] are willing to pick up the phone.
[c] and learned to be an actual human on the phones without crossing the line

Happy Thanksgiving eve-eve y'all 🍁

I was the #2 insurance sales rep out of 30. 
Kam Germany was my rival. And #1.
Here's how he finds the real decision maker in a deal.

Just because someone has a big title, doesn't mean they have the internal political capital.

So Kam will ask a situational question like:

"What's painful about the process today?"

𝐓𝐡𝐞 𝐛𝐞𝐥𝐨𝐰 𝐭𝐡𝐞 𝐥𝐢𝐧𝐞 𝐩𝐞𝐫𝐬𝐨𝐧 𝐭𝐚𝐥𝐤𝐬 𝐚𝐛𝐨𝐮𝐭 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐩𝐚𝐢𝐧.

Then he asks an impact question like:

"What breaks across the org because of that?"

𝐓𝐡𝐞 𝐫𝐞𝐚𝐥 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧 𝐦𝐚𝐤𝐞𝐫 𝐚𝐧𝐬𝐰𝐞𝐫𝐬 𝐭𝐡𝐞 𝐢𝐦𝐩𝐚𝐜𝐭 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧𝐬.

To this day, Kam is the one guy who I couldn't top on the leaderboard.

Tune into his episode and you'll realize why :)

Wanna run Social Media + Content Production at the top sales media company?
There are 2 unconventional profiles I'm hiring for:

1. 𝐓𝐡𝐞 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐂𝐫𝐞𝐚𝐭𝐨𝐫: Think someone who's built or managed an IG / TikTok / Youtube channel and knows platform trends inside and out.

2. 𝐓𝐡𝐞 𝐌𝐞𝐝𝐢𝐚 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫: You've run social / content at an elite media company (think Mr. Beast, Barstool Sports)

I do not care:

- If you managed a big corporate channel serving 2-like specials
- If you have a million years of experience creating boring content
- If you put together a "digital transformation webinar"
- If you have B2B marketing pedigree (most B2B content sucks)

𝐈 𝐨𝐧𝐥𝐲 𝐜𝐚𝐫𝐞 𝐢𝐟 𝐲𝐨𝐮'𝐯𝐞 𝐛𝐞𝐞𝐧 𝐚𝐛𝐥𝐞 𝐭𝐨 𝐜𝐫𝐞𝐚𝐭𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐭𝐡𝐚𝐭 𝐫𝐢𝐩𝐬 𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐚𝐧𝐝 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐩𝐮𝐬𝐡 𝐭𝐡𝐞 𝐛𝐨𝐮𝐧𝐝𝐬 𝐰𝐢𝐭𝐡 𝐮𝐬.

That means you probably have 1-3 years of proven results on social.

(And you could even be fresh out of college if you built your own channel)

Wanna join the first 10 employees on a rocketship?

Check out the role here and DM me if you're interested: https://lnkd.in/ggqAZ5Mx

Marketing friends: Did you leave college sad when you realized marketing sounded kinda cool but actually meant creating vanilla BS like: 

- "The Digital Transformation Whitepaper" 
- "The Future of AI Summit"
- “Navigating Change in the Modern Era”
- “The 2025 Industry Outlook Report”
- “Unlocking the Power of Data”
- “The Future of Work Webinar”

Do not worry friends. Marketing can be fun. 

But not if you work for Dunder Mifflin.

There is a magical place where white-papers are banned.

What if I told you this was a place where:

- The more ridiculous you go, the better?
- People *actually* love to consume the content you put out?
- Your content reaches in the tens of thousands, if not millions?

Then come join the #1 media company in sales.

In the content game: you cannot be perceived to be better until you are first perceived to be different.

𝐈'𝐦 𝐥𝐨𝐨𝐤𝐢𝐧𝐠 𝐟𝐨𝐫 𝐚 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫 𝐰𝐡𝐨'𝐬 𝐰𝐢𝐥𝐥𝐢𝐧𝐠 𝐭𝐨 𝐩𝐮𝐬𝐡 𝐭𝐡𝐞 𝐞𝐝𝐠𝐞.

You will own:

- Our social media strategy
- Our content production machine that brings content to life
- All of the other hyper-tactical content we put out at 30MPC

If you're up for it, send me an email (see the PDF).

Know someone in NYC? Tag 'em below or comment for reach 🫡

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