Relationship-Centric Selling.
Buyers do not want to be pitched, they want to be understood. The sellers who win build trust first and let the close take care of itself.
CHANNEL + REVENUE STRATEGIST. AUTHOR. SPEAKER.
Stop blaming the leads.
Start fixing the relationships.
I help technology sellers, sales teams, and channel leaders turn relationships into predictable revenue through training, advisory, and practical tools built from 25 years in the field.
Relationship-Centric Selling isn't theory.
It's how real revenue gets built.
Get The 90/10 Partner Activation Playbook, free.
0K+
Learners taught
0M+
LinkedIn impressions / year
Top 0
Channel Influencer
0K+
Sellers trained
Trusted by teams at
Comcast BusinessTelarusNextivaT-MobileMicrosoftWeWorkLinkedInComcast BusinessTelarusNextivaT-MobileMicrosoftWeWorkLinkedInComcast BusinessTelarusNextivaT-MobileMicrosoftWeWorkLinkedInComcast BusinessTelarusNextivaT-MobileMicrosoftWeWorkLinkedIn
As featured in
LinkedIn LearningInc.ForbesChannel FuturesChannel PartnersNational Sales NetworkIT ExpoMSP SummitInforma TechTargetChannel DiveLinkedIn LearningInc.ForbesChannel FuturesChannel PartnersNational Sales NetworkIT ExpoMSP SummitInforma TechTargetChannel DiveLinkedIn LearningInc.ForbesChannel FuturesChannel PartnersNational Sales NetworkIT ExpoMSP SummitInforma TechTargetChannel DiveLinkedIn LearningInc.ForbesChannel FuturesChannel PartnersNational Sales NetworkIT ExpoMSP SummitInforma TechTargetChannel Dive
THE POINT OF VIEW
Most sellers are leaving money in plain sight.
The 90/10 problem (channel insight).
TSDs recruit roughly 1,500 partners a year and about 10% ever produce. The real money is activating the underperforming 90%, and almost no one develops them.
Technology gets you closer, it does not replace you.
Use AI to create more value and start more conversations, never to fake the relationship or do less of the work that matters.
Old money to new money.
The customers you already serve are your best untapped pipeline. Mine the base before you chase a stranger.
FIND YOUR PATH
Where do you fit?
Pick your lane and I will point you to the right next step.
SELLERS & TEAMS
Sell more, the human way
Relationship-centric sales training, certification, and tools through SayLess Academy.
Explore SayLessSALES LEADERS & TECH COMPANIES
Build a team that closes
License proven training and build a repeatable sales operating system across your org.
Work with meTHE CHANNEL: TAs, MSPs, SUPPLIERS & TSDs
Activate your partner network
Develop and activate the 90% of partners who underperform, and turn your ecosystem into real production.
Work with meEVENTS & MEDIA
Book me to speak
Keynotes and sessions that move rooms and change how teams sell.
Book a keynoteWORK WITH ME
Advisory and enablement for technology sales teams and the channel.
I work directly with sellers, sales organizations, suppliers, and TSDs to turn relationships and influence into measurable revenue.
Channel & revenue advisory
Strategy, sales operating systems, and hands-on enablement for suppliers and TSDs.
Partner activation & capital
Activate dormant partners and connect the channel to access-to-capital programs that fund growth.
Private cohorts & licensing
White-label training and instructor-led cohorts delivered under your brand.
I do not guarantee results. I guarantee clearly defined deliverables, a real cadence, and senior attention. You will always know exactly what we are doing and why.
RESULTS
What happens when the channel actually gets developed.
4
qualified opportunities from one session.
An AI-focused webinar drove four qualified sales opportunities plus multiple demo requests from a single talk.
2x
attendance lift.
Sessions across multiple companies consistently lifted webinar and event turnout, in some cases doubling it.
Dozens
of programs delivered.
Repeat engagements across suppliers, TSDs, and sales organizations, built on renewable deliverables instead of one-off events.
"Ronnell's webinar trainings consistently doubled our turnout. One AI-focused session alone drove 4 qualified sales opportunities and clear, measurable ROI. I'd highly recommend him to any organization looking to drive real results."
LEARN
Built from real-world sales experience.
From free tools to full certification.
SPEAKING
Keynotes that change how teams sell.
Ronnell has delivered dozens of keynotes and sessions for suppliers, TSDs, and sales organizations. His talks consistently lift engagement and drive measurable pipeline behavior, including sessions that have generated qualified opportunities from a single talk.
- Relationship-Centric Selling in the age of AI
- Activating the dormant 90% of your partner ecosystem
- Old money to new money: growing revenue from the base you already have
THE BOOK
Shut The Hell Up
and Sell.
The bestselling playbook for selling without the pitch. Practical, direct, and built on relationship-centric principles that work in today's market.
THE STORY
How I got here.
I started in the channel the way most of us did, learning by getting in the room and getting it wrong. Early on I bought into the pitch-and-pressure playbook, because that was what everyone was teaching. It worked just well enough to be addictive and just badly enough to be exhausting.
The turning point came when I realized the deals I kept, the customers who stayed, and the partners who actually produced all had one thing in common. I had built a real relationship before I asked for anything. The pitch was not the engine. The relationship was.
So I rebuilt my work around it. Relationship-Centric selling. Developing the people the channel forgets. Treating partners like a business, not a list. That philosophy is why I wrote the book, why I built the academy, and why I keep showing up for the suppliers and TSDs trying to do this the right way.
Now I am building one thing: a home base for the people who build the channel. Education, real influence, and access to capital, in one place, from someone who is actually in it with you.
Story beats to be confirmed by Ronnell.
New on YouTubeTHE YOUTUBE SHOW
Shut The Hell Up
And Sell. Unfiltered.
No script. No corporate filter. Just the raw playbook from inside the technology channel: what works, what does not, and the conversations most leaders are too polite to have on camera.
- Unfiltered tactics from operators actually closing deals
- Guest conversations with channel chiefs, MSPs, and TSDs
- Short, dense episodes you can apply this week
NEWSROOM
Latest from Ronnell.
Podcast, newsletter, and insights, updated constantly.
PROOF
What people say after working with me.
"Ronnell, I just wanted to convey how powerful your training sessions are. Not only is your training essential to my business, but your delivery I envy."
Norm H.
Business Owner
"This journey reinforced my belief that true success is built on relationships, consistency, and continuous learning."
Kersten F.
Sales Professional
"Great points covered, like paying attention to non-verbal cues and making sure every question serves a purpose to uncover the client's needs."
Alexandra S.
Account Executive
FAQ
Questions, answered.
Ronnell Richards is a channel and revenue strategist, bestselling author of Shut The Hell Up and Sell, and a LinkedIn Learning instructor who has taught 170,000+ learners. He helps the people who build and fund the technology channel turn relationships into revenue.