Sales Talk for CEOs

In this episode of Sales Talk for CEOs, Alice Heiman sits down with Paige McPheely, CEO of Base, to explore how she turned a niche remote executive assistant service into a tech-enabled platform that now supports top leaders across the country.When Paige and her co-founder first launched, they were fueled by referrals, so much so that they had a waiting list of eager clients. But as demand surged, they hit a breaking point: the referrals kept coming, but they weren’t the right fit. It forced a strategic shift from a referral-dependent business to a focused outbound sales approach.Today, Paige leads a lean team that gets most of its customers not from ads or cold outreach, but from storytelling. By consistently showing up on LinkedIn, YouTube, and in conversations like this, Base now plays the long game, building trust with CEOs long before they’re ready to buy.✅ Learn how Paige:Transformed referral overload into an effective outbound sales strategyUses LinkedIn and storytelling to fill the funnel with high-intent buyersBundled software + services to create a sticky, high-value offering CEOs trustThis episode is a must-watch for CEOs who need to stop doing it all themselves and start allowing the right support, like an exceptional EA. to help them lead more effectively.📚 Rapid-Fire PicksBook: The Lion Trackers Guide to LifePodcast: FoundersCEO Advice: Be authentic and stop trying to do it all alone. Getting help, whether through an EA, software, or support network, isn’t a luxury, it’s a strategic advantage. Give yourself permission to invest in the support that helps you lead more effectively.🔗 Connect with:Paige McPheely: LinkedIn | WebsiteBase HQ: WebsiteAlice Heiman: LinkedIn | Website

In this episode of Sales Talk for CEOs, Alice Heiman sits down with Todd Caponi, sales historian and author of The Transparency Sale, to explore the forgotten history of sales and why understanding it could completely change how your company grows revenue.We’ve moved from serving buyers to selling at all costs and it’s hurting your sales team, your customer relationships, and your bottom line. Todd takes us back to the early 1900s, when trust, service, and even high school sales classes were the norm.What CEOs will learn:How sales was once respected, admired and taught in schoolsWhen and why we moved from service to high-pressure tacticsWhat today’s sales orgs can learn from 100-year-old best practicesWhy “buyers know more now” isn’t new and never wasTodd brings powerful historical context, rare quotes, and practical examples that challenge how modern sales is built.🤝 Connect With…Todd CaponiWebsite: toddcaponi.comLinkedIn: Todd CaponiPodcast: The Sales History Podcast@SalesHistorian https://instagram.com/saleshistorian/ The Transparency Sale on Amazon: https://amzn.to/2BxenrFThe Transparent Sales Leader on Amazon:  https://www.amzn.com/1646870646📘 Preorder Todd Caponi’s New Book - The Four Levers of NegotiatingOut January 27, 2026Learn how to stop discounting by default and start leading pricing conversations with clarity and confidence.Todd’s Four Levers, Volume, Payment Timing, Commitment Length, and Deal Timing, help sellers create win-win outcomes without racing to the bottom.Alice HeimanWebsite: aliceheiman.comLinkedIn: Alice Heiman

When Wesley Portegies left the pharmaceutical world to work in automotive, he didn’t expect it to lead him back, but it did. Armed with a new perspective, he returned with a mission, disrupt how pharma companies communicate with doctors.In this episode, Wesley shares how he co-founded MedComms Experts with no outside funding, no traditional sales team and still built a multi-million dollar agency. He reveals how they landed their first client (Baxter), grew through inbound leads and referrals, and structured the business so sales happens through trust, not tactics.Bio: "Wesley is an entrepreneur who founded his first company at 19 and has built multiple successful businesses, with over 15 years’ experience in the medical industry. In 2012, he launched MedComms Experts in Zurich, later expanding to the US, now employing 50+ professionals. An MBA graduate and active MAPS contributor, Wesley is a strategic, innovative leader recognized for building strong teams and driving industry innovation, and currently serves as Chief Strategy Officer at MedComms Experts."📚 Wesley’s Rapid-Fire PicksBook: Shoe Dog by Phil Knight Podcast: Diary of a CEO Advice to CEOs: “Hold up high standards consistently, people notice the difference.”🔗 Connect with Wesley & AliceWesley Portegies: LinkedIn | WebsiteWesley’s Podcast: Transforming Medical CommunicationsAlice Heiman: LinkedIn | Website

People don’t trust ads. Or brands. Or even experts.Brian Miller joins Alice Heiman to explain how CEOs can cut through the noise and earn trust, fast.In this episode:Why the trust recession is killing your pipelineThe 3-part message that builds instant engagementHow to make your talk (or pitch) follow the hero’s journeyThe #1 reason your message doesn’t spread and how to fix itKey takeaway: If people can’t repeat what you do, they won’t talk about you.ShownotesGet his new book: https://keynotedesignbook.com  The 10 Questions Every Speech Must Answer (and the order you must answer them in):Will this be worth my time?Is this urgent?So, what is this talk really about?Why should I listen to you?Do I already know how to solve this problem?So, what should I do instead?How do I start?Is this really worth it?Can I go now?Wait, what was this all about again?🔗 Connect with Brian Miller:LinkedIn: Brian Miller - Clarity UpInstagramYouTube PodcastCompany Website🔗 Connect with Alice Heiman: LinkedIn: Alice Heiman Website: aliceheiman.com

Vibe selling. AI hype. New sales buzzwords. Alice Heiman isn’t buying it.In this candid solo episode, she calls out the noise and brings the focus back to what matters most for B2B CEOs: knowing your customer, building the right team, and aligning sales to how your buyers buy.Looking for clarity in a world of sales chaos? This episode is for you.Advice to CEOs: “Slow down and think deeply about how your buyers want to buy, then align your entire sales effort to that.”🤝 Connect with Alice:LinkedIn: https://www.linkedin.com/in/aliceheiman/ Website: https://aliceheiman.com

Elatia Abate left a successful corporate career to answer one bold question: What do I really want to create? Now a leading futurist, she helps CEOs shift from outdated, past-anchored strategy to future-led leadership that thrives in a world of quantum change.In this episode, Elatia joins Alice Heiman to share how CEOs can design strategy around what they truly want to build, run simultaneous approaches that balance today’s execution with tomorrow’s vision, and use AI with purpose, not pressure.📚 Book: Mastering Change by Ichak Adizes 🎧 Podcast: The Telepathy Tapes and Moonshots with Peter Diamandis💡 Advice: Slow down and be present, your brain alone won’t get you through what’s coming.👉 Connect with Elatia: https://elatiaabate.com/ | LinkedIn 👉 Connect with Alice: aliceheiman.com | LinkedIn

Sumner Vanderhoof, CEO & Co‑Founder of Propensity, shares how he transformed an idea into a nimble, niche-focused account-based marketing platform. In just two years, Propensity achieved remarkable growth and retention by combining founder-led sales, month-to-month agreements, and an “opt‑in” SDR outreach model.His approach shifted the sales game, targeting only in-market buyers with verified contact data and it’s something any CEO can learn from, especially those navigating a crowded SaaS space.Key action items:Find a growing gap and own that nicheBuild trust first with opt-in engagementHire elite specialists for focused executionRapid Fire Recommendations:📖 Book: Being Wrong by Kathryn Schulz🎙 Podcast: Making Sense with Sam Harris🔗 Connect with Sumner Vanderhoof :LinkedIn: Sumner Vanderhoof  -  Propensity🔗 Connect with Alice Heiman: LinkedIn: Alice Heiman Website: aliceheiman.com

What if your anxiety could make you a better leader? In this episode, David H. Rosmarin Phd., Harvard professor and founder of Center for Anxiety, shows CEOs how to transform anxiety into a hidden advantage.He breaks down his proven four-step framework to move from paralyzing fear to powerful action and why ignoring your anxiety might be the most dangerous move you can make as a leader.Listen to learn how to stop fighting your anxiety and start using it to fuel growth and innovation.If you want a first hand experience with David check out his masterclass.🤝 Connect WithDavid Rosmarin: www.dhrosmarin.com | Text “anxiety” to 66866 for workshop updates.Alice Heiman: LinkedIn | aliceheiman.com

Is your sales team struggling to hit quota? Feeling like your entire sales approach is broken? In this solo episode of Sales Talk for CEOs, Alice Heiman calls out the outdated tactics holding B2B companies back and reveals how CEOs can completely rethink sales for today's complex buying environment.🔗 Connect with Alice Heiman: LinkedIn: Alice Heiman Website: aliceheiman.com

In this episode of Sales Talk for CEOs, Prospect Desk CEO Jim Weldon shares how he grew his latest venture by applying lessons from decades of experience, without relying on VC funding.Jim unpacks the leverage strategies, founder-led sales tactics, and innovation models that drive results. His approach? Build from insight, match customers with value, and use early wins to open doors. This conversation is packed with actionable strategies for B2B SaaS leaders navigating today’s fast-moving landscape.💡 Learn from a CEO who’s built and rebuilt, smarter every time.🔗 Connect with Jim Weldon:LinkedIn: Jim Weldon 🔗 Connect with Alice Heiman: LinkedIn: Alice Heiman Website: aliceheiman.com