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Hi there. I'm Liston, welcome to my website.

I’m Liston Witherill and I've made everything you see on this site. I write and create resources for agencies, creatives, and independent consultants. My writing typically falls into three categories:

Here’s a quick rundown of how this site is organized, and what you can expect while you’re here.

Make sure you serve, don't sell.

My approach to new client business is a little weird, in that I only advocate for things that are completely ethical. No gray areas around here.

I've created my own sales methodology and mindset called Serve Don't Sell, and have developed it in theory and practice since 2017.

It'll help you land more clients, feel better about it, and build a repeatable system that scales with your firm.

Serve Don’t Sell
Serve Don’t Sell is a repeatable sales process custom-built for creative, marketing, and digital agencies. But it’s a lot more than that, too...

I write a lot.

My writing explores the fundamental question of how and why people buy, and what you can do to improve the experience and be more successful at it. You can explore all of my blog articles, or you can check out some of my most popular posts here:

The Ideal Sales Process For Professional Services Firms
Building a sales process is one of the best things you can do to improve client experience and grow your business. Learn how to do it at your firm.
Positioning Strategy: How to Stand Out, Drive Referrals, and Be More Profitable
The more competitive your market and industry, the more your firm needs a positioning strategy. If you have one, your firm will attract more attention, referrals, and profit. But a good positioning strategy isn’t just a marketing exercise. It’s a fundamental strategy that touches all of the major
Remote Selling: How to Transition From In-Person to Online Selling
Learn the steps you need to take to go from in-person to online selling, with recommendations about specific technology, how to build trust, and how to run an effective online meeting.
Value-Based Selling: The Ultimate Guide to What It Is and How to Do It
Value-based selling is a sales approach that puts your client front and center. It’s a way to communicate not just what you do, but what it’s worth. By definition, value-based selling has to be about your clients: what they want, what they’re experiencing right now, and how
Theory of Constraints: What’s Hindering Growth In Your Agency
The theory of constraints is an important concept in growing your business. Learn how it works, and how to pinpoint growth obstacles in your agency.

Modern Sales Podcast

If you like podcasts, check out the Modern Sales podcast for interviews and solo episodes about how and why people buy. My solo episodes explore the psychology, neuroscience, and behaviors of buying and selling. And I interview people inside and outside of sales to soak up everything they’ve learned along the way.

Modern Sales Podcast
A sales podcast that’ll help you sell more by understanding how people buy.

ClientCon Speaker Series

ClientCon is an online speaker series designed to help you attract, win, and deliver to better clients.

30 amazing speakers have delivered talks that fit into one or more of four aspects of running a successful agency:

  • Marketing and lead generation
  • Sales and process
  • Operations and product
  • Mindset

Talks include industry leaders like David C. Baker, Blair Enns, Kelly Campbell, and Jonathan Stark, to name just a few.

Head over to the overview of all ClientCon talks to dig in.

Digital Products

I offer two programs that can help you accelerate your or your firm’s progress.

The Sales Sprint will help you build critical sales skills to help you sell your agency services as well as you deliver them. The course will teach you what to do once you have a prospect, from first conversation to close. It’ll help you develop the skills you need and you’ll use in every interaction with prospective clients – it’s all of the must-haves, and none of the nice-to-haves. The course is built around the science of decision-making, and specifically for selling your services, not widgets.

Podcast Pipeline will help you build authority, your network, and your sales pipeline. Rather than starting a podcast to get famous, you can give the most important industry influencers and dream prospects a reason to talk to for an hour, while also building up your own industry authority. The self-paced course gives you step-by-step instructions on how to plan, launch, produce, and grow your show.

Check out my digital products >>>