May 2025 - Air Marketing

“I’m constantly pushing to find points of failure. Because if you’re not failing, you’re not trying hard enough.”

Introducing our 2nd episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group (now Forrest Contact) in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Joshua Smith is the founder of CRO Connected, a fast-growing network on a mission to democratise the insight and experience Chief Revenue Officers need to scale. From startup scrappiness to boardroom strategy, Josh has seen the full spectrum on his professional journey. He brings sharp commercial acumen and a dry wit to the podcast, fuelled by a real-world understanding of what it takes to build, lead, and scale.

What to Expect in this Episode

In Episode 2, Owen and Josh are joined by Dan Brown, Executive Director at CDM Media – a sales leader with a personal story that challenges the conventional ‘hustle’ narrative.

This episode goes beyond sales frameworks and pipeline talk. Dan opens up about how his experiences outside of work – from adversity to mindset coaching – have shaped a stronger, more grounded approach inside the world of sales. Expect reflections that hit deeper than your average sales podcast.

Together, Owen, Josh and Dan explore:

🔸 Why resilience is the most underrated sales skill
🔸 The power of self-awareness in driving performance
🔸 Lessons from outside the office that build commercial strength
🔸 How to balance ambition with wellbeing
🔸 Why authenticity wins more than bravado in modern sales

This is a refreshing, real-world conversation for revenue leaders who know that mindset and mental stamina are as critical as sales tactics.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

It’s easy to assume that selling EV charging into businesses should be straightforward. The market’s growing. The need is rising. The future is electric. But here’s the reality: if the financial case isn’t immediately obvious, most businesses won’t move.

And for many, it still isn’t.

That’s the challenge sales teams are up against. You’re not selling an EV charger. You’re selling future value – in a market where short-term pressures dominate decision-making. So how do you get through to a business that doesn’t yet see EV charging as commercially viable?

Reframing the Conversation

The problem isn’t that they don’t care. It’s that they’re not connecting the dots between EV charging and business impact. Your job is to reframe the narrative – from a ‘green tick box’ to a commercial lever. That starts with repositioning the value in ways that resonate with your buyer’s priorities.

Talk in commercial language, not carbon
If your buyer is measured on cost, revenue, or operational efficiency, lead with that – not emissions. Show how EV charging can reduce fleet fuel costs, increase footfall, or open new revenue streams.

Make the intangible, tangible
Sustainability might not sit on a P&L, but reputation does. Position EV charging as a signal of innovation and leadership that attracts top talent, investors, and customers alike.

Anchor to data, not hype
Generic trends won’t cut it. Use sector-specific stats, real case studies, and ROI models tailored to their environment. Help them see themselves in the opportunity.

Get ahead of regulation
If they’re not feeling pressure now, they will. Build urgency by highlighting upcoming legislation and market shifts – then position them as a first mover, not a late adopter.

Sell simplicity, not complexity
The tech might be clever, but your pitch shouldn’t be. Break down the operational lift, make the rollout feel doable, and remove any perceived barriers.

Sales is About Translating Vision Into Value

At its core, this is about connecting future-facing solutions with present-day business pressures. That requires empathy, commercial insight, and the confidence to challenge assumptions.

You don’t need your prospect to become an EV evangelist overnight. You just need them to see that this isn’t just a nice-to-have. It’s an investment – in efficiency, differentiation, and future readiness.

And with the right approach, that’s a far easier sell than it looks.

Need support converting cautious prospects into confident buyers?

At Air Marketing, we help growth-focused EV brands build high-performance sales strategies that cut through hesitation and accelerate adoption.

Get in touch and let’s talk about your sales goals.

Month: May 2025

Ep. 2 | The Resilient Seller: Lessons Beyond the Sales Floor (with Dan Brown) | ON AIR With O & J

“I’m constantly pushing to find points of failure. Because if you’re not failing, you’re not trying hard enough.”

How to Sell EV Charging to Businesses That Don’t See the Financial Benefits (Yet)

Reframing the Conversation

Sales is About Translating Vision Into Value

Need support converting cautious prospects into confident buyers?

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