What if sales isn’t a talent, but a system you can build?
Brandon Rush on how a sales producer helps B2B founders get consistent, repeatable sales
From DIY to Supported: A Series for Solopreneurs and Business Owners Who Know It’s Time for Help, But Don’t Know What to Google
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When we start a business, we don’t always understand the full scope of what we’ve taken on. For many of us, it begins as a side hustle or microbusiness, and then the responsibilities start piling up: track the money, do the taxes, figure out the systems. Sales often happens without much intention, until one day we realize “I haven’t had a new client in a while” and think “Okay, I need to figure out this sales thing”.
As someone who’s neurodivergent (hi, fellow AuDHD brains), I’ve learned that I need to see how all the parts of business fit together. I can’t just understand one piece; I need the whole map. That’s part of why I started this series: to understand how each kind of support fits into the bigger picture of running a business.
One place that picture often gets fuzzy is sales. For a long time, I lumped “sales and marketing” together like they were the same thing. It took years to tease apart the difference. Under that umbrella are many different aspects, like finding potential clients, turning them into paying clients, and doing that repeatedly and consistently to keep your business running successfully.
And that last part is where Brandon Rush of Small Axe Sales comes in. In this interview, we learn what a sales producer is, how they support founders and business owners, and what to look for when hiring one.
I especially appreciate how Brandon frames sales as a matter of systems and processes. Reframing sales as a learnable process feels calming and clarifying.
1. How do you describe the work you do and who you do it for?
I supercharge founders sales output through micro sales services that take founders from waiting for opportunities to creating opportunities.
2. What’s your origin story when it comes to being a sales coach?
When I was working on my first business, my biggest stumbling block was sales. I was so bad because I didn’t understand the strategies that underlie all sales success. I knew that the best way to improve was to take a job as a sales rep (get paid to study how to sell - perfect). So, I did - and I got really good. So, good that I was running 2 full pipelines at the same time (here’s that story).
My biggest insight from my time as a top-performing rep was that The reason most people struggle with sales isn’t talent—it’s process. They don’t understand the formula and they don’t complete the “hidden” inputs that drive the real output –consistent business.
So, when I went back out on my own, I wanted to create a service that could get founders the same results that I’m now able to produce without having to spend years grinding it out on a sales floor, like I did. So, I built what I call “micro-services” -strategic, time-consuming, and sometimes delicate behind the scenes tasks that need to be done on a daily/weekly basis that most founders don’t even know they should be doing (let alone have time to do).
3. When someone says, “Wait, what do you actually do?”—what’s your go-to answer?
I’m a sales producer. I help B2B founders that can't afford to have haphazard revenue systems with the behind-the-scenes sales work that needs to be done to book more business (but busy founders can’t find the time to do). My unique “micro-services” are the perfect middle ground for founders who need to hand off sales tasks to see results, but want to maintain being the external face of their operation.
4. How can a business owner tell if they’re ready for a sales producer, and what should they be looking for when it comes time to hire one?
A sales producer is meant to show you all of the things that you need to start doing and need to improve upon in your sales process (like a coach) and then they start doing those things (like a member of your staff). So, you want to choose the producer that:
has done the exact thing you want them to do (close deals)
In many different ways (different industries, sales cycles, etc)
With much success.
If you do that, you’re best positioned for success. You don’t want someone who’s trying it out for the first time on your dime!
5. What guides the way you show up in your business and with your clients?
I believe in systems that get sharper with every repetition. If I do something twice, each time after that should be faster or better. I want the same compounding results for my clients!
6. Sales producers and bookkeepers often support the same clients in different but connected ways — how does having a bookkeeper in place support or enhance the work you do for your clients?
One of the first things I do with founders is backward map their annual revenue goals to monthly, weekly and daily outbound activity goals. So, a clear view of variables like:
How much revenue do you book/client?
What is your most profitable offering?
What is your most popular offering?
Founders with bookkeepers tend to have those answers before I ask which makes it much easier to get the ball rolling.
7. Where can people learn more about you or get in touch?
Subscribe to my newsletter for in-depth sales insights and access to subscriber-only perks -right now it’s 20% discount on my 2026 Revenue Readiness Workshop
Bio
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Brandon is a Sales Producer that executes the behind the scenes sales tasks that yield closed business, but endlessly sit on founders' “to-do” list.