Guest: Mike Konrad
Episode Summary
In this episode, Mike Konrad shares his remarkable transformation from "high-tech carnival barker" to trusted industry authority. After spending £70,000 on a waterfall display at a trade show only to realise people cared more about the gimmick than his products, Mike completely overhauled his marketing approach. He stopped running adverts, abandoned traditional trade show tactics, and instead focused on education through workshops, webinars, technical papers, and two podcasts. This counterintuitive strategy of stopping product promotion led to sustained business growth, higher-quality customers, and industry recognition. Mike's journey demonstrates how building authority through genuine value creation can transform not just sales results, but the entire nature of customer relationships.
Key Actionable Takeaways
1. Stop talking about your products to sell more of them
Mike's mentor advised him to "stop talking about your product," which seemed completely counterintuitive to a natural salesperson. However, this shift from product-focused messaging to problem-focused education proved transformational. Instead of listing machine specifications and features, Mike began addressing the underlying reliability problems his customers faced without even mentioning his solutions. This approach works because customers need to understand their problem before they can recognise your product as the solution. When you lead with education rather than sales pitches, prospects discover your value through what Mike calls "guided discovery" - they connect the dots themselves rather than feeling sold to.
2. Build authority first, sales will follow naturally
Mike likens his educational content strategy to feeding coal into a steam engine - each webinar, podcast episode, technical paper, and speaking engagement adds energy that moves the business forward. He can't track which specific piece of content generates which sale, but the cumulative effect builds credibility and positions him as a trusted resource. This authority-building approach requires patience since results aren't immediately measurable, but it creates sustainable competitive advantage. When prospects research solutions independently (as most modern buyers do), they naturally gravitate toward recognised experts in their field rather than traditional salespeople.
3. Attract better customers by changing your message
Mike discovered that "like attracts like" - obnoxious advertising attracted price-focused, high-maintenance customers who blamed the company for problems and demanded free support. When he shifted to educational, value-based messaging, he began attracting solution-seeking customers who maintain equipment properly, become brand advocates, and fight with their own management to approve purchases. These customers view the relationship as a partnership rather than a transaction. The quality of your marketing message directly influences the quality of customers you attract, so focusing on education and problem-solving naturally filters for customers who value expertise over discounts.
Resources
Podjunction Ecosystem:
- Podjunction Home: https://podjunction.com/
- Sadaf's LinkedIn: https://www.linkedin.com/in/sadafbeynon/