Sales training for teams and individuals, from keynotes to one-on-ones, plus writing you can put to work from either side of the table.
I spent twenty-five years selling technology and cybersecurity (most recently SASE, an acronym I have personally verified is real), and every deal that closed, plus a surprising number that didn't, turned out to run on trust. I call that the transparent transaction. Spot it once and it shows up everywhere; knowing what to do with it takes a little longer, which is where I come in.
Buyers and Sellers is a book about why people say yes, with a detour through the surprisingly short distance between a sales pitch and a Christmas commercial. Most of it works as well on a toddler as it does in an enterprise deal, which says something about sales or about toddlers (I haven't settled which). I teach teams the same ideas I write about, since a good lesson and a good paycheck usually turn out to be part of the same deal.
Why perfume commercials feel like they're talking directly to you. Why you've never seen a car in someone's driveway on Christmas morning with a bow the size of a couch. Keep scrolling. None of it's an accident.
Book time with Matt directly through Every Expert. Come with whatever's challenging you, a deal, a purchase, a decision you don't fully trust yet. He'll walk you through why it felt off in the first place, what to watch for earlier next time, and how to walk into your next sale or purchase already ahead of it.
One email a week. Every post, no algorithm deciding whether you see it.
Subscribe on Substack →Same tricks, fewer ads, considerably more self-awareness.
Twenty-five years of sitting across the table taught me where deals actually die, and it's rarely the price. Buyers can tell within the first five minutes whether they're being sold to or truly heard, and some sellers never notice which they are doing. I'm happy to work through that directly with your team, or talk it through with a larger group if that's a better fit for your event.
Book here →The book. Not out yet. Worth the wait, allegedly, by the guy writing it.
Somewhere around 1999, in the audio department of a Circuit City, I discovered I could sell a $10,000 speaker system to a man who came in for batteries, purely by playing him the lobby scene from The Matrix loud enough to rearrange his internal organs. He wanted to feel something, and I had a subwoofer. That's the whole book, honestly, but the publisher insisted on more pages, so here we are.
Buyers and Sellers is about the fact that everyone reading this description is currently, at this very moment, either buying something or selling something, whether it's a car, a company, or negotiating with your kid over vegetables at dinner. It traces trust back through merchants, hustlers, and con men, all the way up to AI, social media, whatever's happening right now on your phone. It lands on a simple, slightly inconvenient truth: the oldest trick in sales was never the pitch. It was making someone believe you actually saw them. Everything else is just a really loud speaker system.
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