Ronnell Richards LLC

🧩 Fractional leadership & sales consulting for tech companies scaling through channel partnerships.

🧭 Fractional CRO and channel strategist for B2B SaaS providers and MSP-focused startups
🔍 Audited and rebuilt underperforming channel programs to unlock new revenue streams
🗣 Trained internal and partner sales teams in relationship-first selling, cutting ramp times by up to 30%
📊 Developed GTM strategies aligned with partner incentives and revenue goals
🧱 Delivered plug-and-play systems that help clients scale indirect sales with clarity and consistency

Founder

Sayless Academy

🔥 Helping tech-focused sales pros and leaders ditch the fluff and master real-world selling.

🎯 Built Sayless Academy to address the industry-wide frustration with overcomplicated, outdated sales training
🧠 Deliver coaching and courses tailored for MSPs, VARs, and SaaS channel teams
📈 Designed training that helps sellers close faster and speak with confidence in partner-driven sales ecosystems
🎬 Created a growing content library of high-impact sales lessons, videos, and resources
🤝 Partner with companies to develop custom onboarding and enablement programs for channel reps

Founder & Sales Instructor

LinkedIn

🌍 Bringing real-world sales knowledge to thousands of professionals worldwide.

🎤 Created and delivered top-performing courses on sales strategy, communication, and leadership
💬 Help professionals and sales teams master the mindset and method of authentic sales conversations
📈 Focused on real-world application — especially within channel sales and tech-driven organizations

LinkedIn Learning Instructor

Madecraft

🎓 Trusted by the world's most innovative tech companies to teach scalable, effective sales.

🛠 Created and delivered sales training content for Meta, Google, Adobe, and Microsoft
🔬 Focused on breaking complex selling systems into real, repeatable techniques
📽 Designed high-engagement content with measurable impact for distributed sales teams and partner networks

Sales Course Author and Instructor

Shut The Hell Up And Sell

📕 The no-BS sales guide that cuts through the noise.

✍️ Authored the STHUAS framework: where philosophy meets execution in real sales
🔗 Used by channel sales leaders, partner teams, and consultants to sharpen their approach
💬 Reinforced in speaking engagements, training programs, and corporate workshops across the tech industry

Author

Tech4Change

As Marketing Committee Chair at Tech4Change, I lead strategic initiatives that elevate our mission of channel-driven grassroots giving across the technology ecosystem. Tech4Change is a 501(c)(3) nonprofit organization composed of tech suppliers and channel partners who rally together to support under-resourced, community-based charities—ensuring every dollar raised goes directly to the cause.

Since stepping into this role, I’ve drawn upon my experience as a marketing strategist and industry influencer to amplify awareness, deepen engagement, and drive impact through fundraising campaigns and events.

Key Responsibilities & Achievements:

Strategic Vision & Campaign Leadership: Leading multi-channel campaigns for major fundraising events, positioning Tech4Change as a trusted voice in tech philanthropy.

Channel Ecosystem Collaboration: Building partnerships with publishers, distributors, event organizers, and peer organizations to expand reach and engagement.

Brand Stewardship: Strengthening Tech4Change’s brand narrative by highlighting our direct-to-cause giving model, reinforcing trust and transparency.

Leadership & Influence: Serving as a Board leader, shaping strategy to inspire donors, engage volunteers, and scale grassroots impact across the U.S.

This role underscores my broader mission: to blend empathy with executive leadership in technology, amplifying the capacity for positive change through marketing craftsmanship and purpose-driven influence.

Board Member

Business & Bourbon LLC

🥃 Cutting through the noise with real business wisdom — from the trenches.

🎙 Host of top-rated podcast & creator of a media platform for real entrepreneurs
🧠 Built a community around business truth-telling — no “entrepreneur porn,” just results and experience
🌐 Produced national events, live shows, and educational content for professionals who want to grow with substance, not hype

Richards Investment Group LLC

Business holdings include a Sales & Marketing Agency focused on B2B Technology and Software Sales.   Contact Center Service providing outbound sales and lead generation/development.

Partner

Xposure Inclusion & Diversity Council

Serving the mission and members of Xposure

American Distilling Institute

📊 Driving community growth and partner alignment in a niche B2B industry.

📣 Lead marketing and sales strategy with a strong channel-focused mindset
🧭 Align messaging, community needs, and supplier success through data and empathy
🤝 Apply channel sales principles to help distillers scale their business with confidence and clarity

Chief Revenue Officer (CRO)

Host of Black Voices in Distilling web series. Interviews and profiles of craft distilling professionals.

Show Host

Technology sales needs a revolution.

Too many reps aren’t closing. Partner programs are underperforming. And everyone’s chasing tactics or trying to buy their way into customer and partner acquisition without mastering the fundamentals.

I’m Ronnell Richards — author of Shut The Hell Up And Sell, Top 2023 Tech Channel Influencer, and sales consultant trusted by companies like LinkedIn, Google, Meta, and Adobe to train, transform, and grow high-performing direct and channel sales teams.

With over two decades in the game, from running multi-office agencies to training reps across the globe, I’ve seen what works — and more importantly, what doesn’t. I created Sayless.Academy to train sales pros and leaders in practical, real-world techniques that actually close deals.

Through online courses, coaching, company workshops, and enablement strategy, I help MSPs, SaaS companies, and VARs stop guessing and start selling smarter.

My style? Inspirational, No-fluff. Real-world. Results-driven. Because that’s what tech sales teams need — not more theory.

👉 If you're building or optimizing a technology sales motion, I can help.
Let’s talk.

I attended a private screening of a movie featuring my mom last night. 

For those who don’t know, my mom is a very talented actor who has been appearing on screen for decades. 

Here’s a couple of things I’ve learned as an observer of her journey. 

1. Support. She supports her peers, even when they audition for the same job. She’s competitive but not petty. She believes a rising tide lifts all ships. 

2. Work on your craft.  She never stops learning, and regardless of the credits she’s obtained and the stars she’s worked with, she still attends workshops. 

3. Coachability. She takes direction well and looks for direction or advice. She doesn’t look to everyone for advice but seeks it out and applies the advice she’s given. 

4. Gratitude. She shows gratitude for every opportunity she has been given. In acting, sometimes you don’t know when your next job will come. 

5. Network. She attends events even when she doesn’t want to because she understands the importance of networking and building relationships. 

These five things have contributed to her success and earned her respect from her peers and community. 

These five things could do the same for you, too.

Ronnell Richards

Channel Sales Strategist | Author of Shut The Hell Up And Sell | Trainer & Advisor to Suppliers, VARs, SaaS Leaders | LinkedIn Learning Instructor | Tech Channel Top Influencer

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A few pics from Telarus Christmas party in Atlanta. 

Pictured Susan Webb Christy Holmes Marie Maijala Megan Maupin Tim Basa Sean Kane Graeme Scott Terry Lawson Teddy Mathis Ryan Howard Laura Garner 

And a cameo by a funny waiter😂. 

#happyholidays

Let’s talk about Holiday Gifts. 
Quid pro quo giving. 

This time of year, we’re scrambling to find the cool gifts to give to people. 

What if I told you that gift-giving wasn’t as sincere as you think? It’s self-motivated. 

Ok, hear me out. 

I’m not saying we’re selfish; I’m just saying that most of that gift-giving is to people who have benefited us or could potentially benefit us. 

Quid pro quo 

It’s your customers, employees, business partners, and so on.

I’m NOT saying that’s bad, but what if we did something intentional and not random to show appreciation for someone with zero skin in the game? 

No ulterior motive or benefit, just to intentionally show appreciation or reward someone deserving.

Random acts of kindness, like buying coffee for the person behind you in line, are cool, although it’s never happened to me😂, but think how powerful it could be to do something for someone in your orbit who doesn’t expect it. 

Think how motivating and inspiring it could be for them. 

I chose these hardworking ladies because they exemplify all the principles I teach. Check out the video. I hope it inspires you, too. 

Tech4Change is a community full of these types of people. I’m honored to be a Board Member and want to thank my fellow Board Members for the selfless commitment to giving they display every day. 

Laura Dashney 
Carol Beering 
Jasmina Muller 
Scott Kinka 
Scott Porter 
MeiLee Langley 
Karla Roarty 
Lori Graber 
Chris Terrell 
Kelly Danziger 

And our advisory committee 
Carol Beering 
Angie Tocco
Neely Loring 
John DeLozier 
Brad Dupee 
michael sterl 

Thanks for your work. I’m looking forward to a record-breaking year of giving in 2026. 

If you know someone worthy of recognition for their leadership in charity that works in the technology channel, please nominate them for the inaugural Heart of The Channel awards👉 https://lnkd.in/ez3Yiy-N

#charity #giving #channelpartner #technology

It has to be bigger than you.
Entrepreneurship is NOT EASY, but it will be one of the most fulfilling experiences of your life.

If you want to be successful, it has to be about more than making money TODAY.  You need a larger mission, that's what Legacy TSD is about.

We're creating a community with education, coaching, mentorship, and a plan for new entrepreneurs.

Join us for the official launch.  We're currently accepting applications for our first cohort, interviewing supplier partners, and identifying investors who want to be part of this mission.

You can learn more on Dec 15th.
https://lnkd.in/gGVK24_y

#legacy
Kelli E. Ballou-McMillan Nathan Cabbil Stephen Stull

Netflix is buying Warner Bros!!!
What does this mean for the tech world? 

I think this is the first domino to fall going into 2026. 

I’m expecting a year of acquisitions as companies look to grow through buying competitors. 

It’s been rough the last couple of years in tech sales. 

After recording breaking growth during the pandemic and leveling out happened and now I precut consolidation is next. 

What do you think?

#linkedinnews #ronnellrichards #netflix

First, let me start by wishing my firstborn, Langston Richards, a happy 24th birthday. As I share this piece of wisdom with you today, I would like to begin with some parenting advice. 

Be conservative with your words and liberal with your actions. 

The advice in this video, which my children have seen firsthand their whole lives, and they have learned more from it than when I pull them aside and share this advice. Moreover, because of the action, when I do choose to use my voice, it resonates more loudly. 

We recently launched Legacy TSD, and there’s a lot of congratulating going on directed towards my cofounders and me. While I appreciate it, we haven’t done anything yet. 

The congrats and energy can intoxicate you into thinking you’re successful. You’re not. 

Success is earned in the middle of the night when you can’t sleep because you're obsessed with the process. 

Success is earned when you sacrifice time. 

Success is earned when no one is looking, when it’s just you putting in the work.

Success is earned when you develop discipline and accountability from within.

On this, my son's 24th birthday, it is my wish for him and you that you take this lesson to heart. 

Tag someone that needs to hear this and bookmark it so you have a reminder for yourself. 

#birthdaywishes #legacy
Nathan Cabbil Kelli E. Ballou-McMillan

Here's how I'm using AI for cold outreach success.

The first thing you have to understand is the inherent flaws in the design and focus.

AI engines are being designed to mimic human behavior, and that's the biggest challenge to start to overcome.

Today, during my livestream (link below), I shared the start of my journey to unlock AI for transactional sales efforts.

So far, it's been rough! And we've sent some pretty Shitty DMs that I would never normally approve in an effort to learn and figure it out.  I'll take the lumps so you don't have to.

I'm going to publish all my findings and a completed playbook once we complete the work and I'm satisfied with the results.

Until then, you might get a Shitty message or two from us.  While I don't love it, I'm 100% ok with it because my commitment is to growth and education.

You have to challenge what you know and embrace uncomfortability.  That's called a #growthmindset.

In this live, I shared the top 4 lessons I've learned thus far, so you don't have to, and like always, we broke down some DMs, one of them was from someone pretty famous!

Check it out! 
https://lnkd.in/efYkDrtd

2026 will not be easy. 

There are threats and disruptions all around us. 

Let me share a bit of wisdom I’ve learned over 25 years of business and sales excellence. 

How you start the race is a key indicator to your success. 

A missed Q1 is a strong indicator of future success. Missing Q1 makes investors and executives very nervous and can often lead to leaders losing their jobs. 

Let me help you. 

Your team needs motivation and a strategy. 

If you want someone to come in and hype your team up 😁. I’m NOT your guy. Go hire a comedian or someone with a gold medal or Super Bowl ring. 

But beware.  Hype doesn’t last. 

If you want someone respected who has done the work to come in and provide practical direction, they can apply immediately and will have an impact in Q1. 

We should talk. 

#ronnellrichards

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