Brian McAuley is a senior sales executive in the IT industry.  I sit down with him to get some advice on how to be successful in sales.

Brian, please tell my audience a little about you?

I’m a husband of Jenn for over 23 years, and a father to 3 boys ranging from 12 to 20. I’m active in my community by serving at my local church.  I chair the board at the Alzheimer’s Society of Durham Region, and serve as a director of another charity board.

Professionally I’m a technology sales leader with over 20 years of experience who has enjoyed selling industry and technology solutions at the boardroom level across various verticals. I try to maintain a reputation as a collaborative leader who builds trust with clients, partners, and colleagues. I’ve served in various senior business development and management roles at IBM for over 12 years, led teams at Bell Canada, completed the sales turnaround in a software company specializing in healthcare solutions, as well as took a sabbatical from corporate to re-focus a not-for-profit.

What are some of the qualities one needs to have to be great at sales?

First off, you need to be a good listener.  Far too many salespeople fill the air with their own talking, but the sales profession is all about understanding needs. Customers need to know that you genuinely care, and have their best interests in mind.  Secondly, you have to be good at execution, meaning, you need to have a plan, and be able to be organized and intentional about getting things done.  Thirdly, you need to work well with others and recognize how to leverage the strengths of others.  I truly believe in the saying “if you want to go fast, go alone but if you want to go far, go together”.  Success is never achieved alone.

You worked in the non-profit and then came back to the corporate world.  How was that experience?

Making the transition to a different sector was both rewarding and challenging.  Taking the assignment was a risky one, but I’m grateful for what I learned, and for what I was able to contribute.  There are many transferable skills from one sector to the other, but business disciplines need to be applied differently in the not-for-profit (NFP). There is rigor in business that is not as easily digestible in NFP. In business, it’s all about results and metrics. In NFP, metrics are important, but the mission and relationships take precedence.  The velocity with which you can accomplish things in business, can’t always be achieved in the NFP sector – simply because the culture is not the same.  Reaching agreement through consensus is vitally more important.  The personal rewards received in changing or saving a life can’t be matched.  Great experience.

You talk a lot about approaching everything with abundance. Please explain?

We live in a world where, generally, everyone holds the belief that more is better. With that belief, we carry with us, thoughts that repeat in our heads saying “if I just had more X, then life would be easier”. If you had more in your bank account, a bigger house, a better car, more education, less stress, etc.  When we look around at others, we begin to feel inadequate.  I latched on to a saying years ago that said: “Comparison kills contentment”. On Monday, you can be completely thrilled with your “new to you” 3-year-old used car, until Ken and Barbie drive up next to you at the stoplight in their brand new convertible.  Or, you’re so proud of losing five pounds, until the next person loses ten.

Begin or end each day by being thankful for the details of what you’ve been blessed with.  Getting started is the hardest, but after a few weeks of writing a couple down each day, you will start to look at your world differently, and realize how much you actually have, without even looking at physical things.  You will start to look at relationships as your assets, the gift of encouragement that someone gave you, or the feeling you got for being able to help someone else out in your day.  Your abundance mindset will have you starting to look at the world not by what you don’t have, but by what you have and what you can give to others.  Oftentimes, we don’t recognize our unique gifts – a special skill, a piece of knowledge, undivided attention, or an encouraging word.

How has being a husband and father changed you?

When you become a husband, you transition from only thinking about your needs, to thinking about the needs of your spouse. When you have children, you transition further again and gain a greater sense of responsibility to not only provide physically but emotionally and spiritually for your whole family.  All the investments made in you now need to be imparted to others. Your life is now intertwined with others. Like a new recipe you’re trying for the first time, all the good (and the not so good) come together in a big mixing bowl with the strengths (and weaknesses) of your spouse, to form a new mixture. To make the new recipe work, you need to play with the ingredients. To make it all work, there becomes some give and take, and the ability to say “I’m not perfect, you’re not perfect, but together we are much better”. So, being a father and husband has humbled me and made me more grateful for my family who makes me a better version of myself.

Give my audience some sane financial advice?

I believe that making manageable changes, consistently over time, delivers the best results.  Someone once said, “It takes at least 20 years to become an overnight success”. Give away 10% of your income to help others and the charities you are most passionate about. Save 10% of what you make, consistently over your career.  But do the first two before you spend on yourself.  Often time, we set goals that are too big and fail.  Small sacrifices, consistently over time, pay big dividends in the long run.  Seek wise counsel. Only invest your money with someone who makes their money not by making a commission on what investments they sell you, but by the returns and the growth in your portfolio. Don’t carry a credit card balance. Buy your first house as early as you can. Learn to deny yourself luxuries until the staples are in place.

Tell me a good sales joke?

Ha – I actually respect your readers too much to share a sales joke.  I have yet to hear one that isn’t really corny.

How do you balance faith, finance, family, and food in the 21st century?

You create balance by putting priorities in their place and allowing everything else to fit around them. Priorities are established based on your values. For example, if I told you that my faith was important to me, but I never made it to church because of sports, would you say my priorities were in line with my stated values? Probably not.  I balance my life by prioritizing what I value and being intentional through my goals and actions. My faith is important to me, so I make sure I start each day by reading scripture and spending time in prayer.  I do it not because anyone says I have to, but because I need that time in order to stay connected to my faith, which I value so much.  I value my family, so I spend a lot of time with them. I value financial stability, so I make sure I save, and I don’t overspend, but I make sure I enjoy the fruits of my labor. Food – I don’t know what to say about that. Food for me isn’t important unless it’s shared around a table with those I love.

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Ricardo Lopes is an award-winning author, speaker, trainer, and coach at Advanced Leadership. Advanced Leadership is a creative and enthusiastic group that’s passionate about empowering businesses, and the people in them, to meet with greater success. It lends expertise and support in communications, training, employee engagement, and performance. In essence, it helps organizations, and the people in them, better communicate, collaborate, and generate extraordinary results, both within the organization and with their customers.  Ricardo has held several communications, training and development, and national sales development roles generating perennial record sales performances over multiple decades. Ricardo has coaching, speaking, and training accreditation from The John C. Maxwell Team and licensed access to its training materials. John C. Maxwell is a many time over best-selling author and is recognized internationally as one of the world’s top leadership and management development experts. Ricardo talks about coaching and how it helps improve performance.

Ricardo please tell me a little about you?

I’m a coach, speaker, and trainer at Advanced Leadership. We’re a learning and performance company that empowers organizations and the people in them, to better communicate, collaborate, and generate extraordinary results – with their peers, customers, and the teams they’re privileged to lead.  I’ve worked for almost 30 years in the business and corporate worlds, contributing in several roles such as a national business development coach and communications specialist more recently, and as a sales manager, sales officer trainer, and communication consultant, etc. prior to that.

How do you help executives increase their unique value proposition?

I work with individuals to identify the strengths that make them unique and help them play to them.  No one does you as well as you do you.  When you contribute to areas of strength, results come more naturally to you and you can accomplish far more in that area than someone who’s struggling or not engaged in the task at hand. The trick is to challenge yourself continually, by applying those strengths to new challenges, to ensure you keep growing.  

How important is it for an executive to communicate effectively?

I can’t think of anything MORE important.  But let’s be clear about something, according to the Mehrabian’s 7-38-55 Rule of Personal Communication, words only make up 7% of any message. Voice tonality and body language contribute 38% and 55%, respectively, to the intended meaning of a message.  This is why you can watch two people relay the same request with great variation in how people respond.  There are a number of leadership skills that executives need to develop to better influence, inspire, and generate results.  These are the soft skills that are mandatory and are very accurate predictors of how far any leader will go. No one cares how smart you are, the question is, do you have the leadership skills to influence, inspire, and generate results with a group of uniquely skilled individuals around you?

Is it important to get a little deeper when networking or should we just get the business card?

Less is more.  Meet with fewer people, get to know them, and build trust.  We do business with and create business opportunities for, people we know, like, and trust.  You can have the greatest skills or widget to sell, but if you fail to develop that connection, your business card will meet with someone’s wastepaper basket.  I might be showing my age but I love business cards.  I think they say something about a person.  I like to write two or three things that make that person unique right on the card when I get home and save them. You can only discover that information after investing some time with them. I organize them by groups of people I affiliate with and like to flip through them before I attend an event.  Even with the best of intentions, it’s hard to remember every detail when you meet so many people.  It takes a little bit of effort to flip through these mini cue cards, but the reward is seeing the smile of appreciation on that person’s face when you’ve remembered them and made them feel special.

How important is it for an executive to have balance in their lives?

Very Important. Balance brings a diversity of experience and thought that makes you more valuable to the organization. Balance makes sure you have the energy to endure the crunch. Balance ensures you are clear about your ‘why’.  When you clearly identify what you value outside of work, and allow yourself to participate in those activities or the lives of others, they become inspirations.  They help you find the last bit of gas in the tank that you need, to do what you must, in order to provide the means to continue to enjoy those moments outside of work.

You were in financial services for more than two decades give me some personal advice on finance?

First save, save, save.  Deduct right off your paycheck and learn to live within what’s left.

Second, there’s a great little button on most income tax software, “How much can I borrow such that my tax refund will pay off the loan”.  Now take your refund and pay off the loan you just took to grow your savings.  Let’s say you borrowed five grand and deposited it to your RRSP savings, now you have five grand plus all the growth it’s going to generate between now and the day in retirement when you take it out. All this, for what it cost you in nominal interest charges incurred from the day you borrowed and the day your tax refund was applied against the loan.

How is your coaching unique and helps executives feeling more empowered?

I love that word! If I could describe what we do in three words, it would be “Authentically you, empowered”. I would say my approach to coaching draws a clear line between coaching and mentoring.  They are not one and the same.  It’s troubling to watch pairings of individuals where the expectation is that a poor millennial is supposed to somehow follow, and start emulating, a decorated baby boomer or GenX for example.  I’ve met with success in leadership positions driving sales etc., but it would be a less productive coaching session if I tried to grow a mini-me.  What worked for me played to my strengths and worked in a time and place.  Even if I executed exactly as I did some years ago, the dynamics and circumstances could have changed and hence the same approach, by the same person, executed the same way, isn’t guaranteed to work.  I encourage clients to identify their strengths and play to them, this generates small and large wins that build confidence and momentum.

One other unique aspect I would say is addressing belief paradigms and the battle between the conscious and unconscious mind.  The unconscious is supposed to protect us and keep us safe from the unknown or re-experiencing something that put us in harm’s way.  Sometimes, those belief paradigms serve us well, other times they’re holding us back, and we need someone outside our head to encourage us to push past them. Once we’ve pushed past them and succeed, our subconscious accepts a new normal and will no longer generate the very real physical manifestation of pain, anxiety, etc. in its attempts to discourage us from going for it!

What other value do you bring to help authentically empower others?

I like to describe our company as a passionate and enthusiastic bunch who enjoy empowering organizations and the people in them, to meet with greater success.  How we help, is by lending support and expertise in four key areas; communications, training, employee engagement, and performance.  What we do essentially is to help organizations and the people in them better communicate, collaborate, and generate extraordinary results, both within the organization and with their customers.  As an example, to kick off the new year in 2019, we’re doing training for entrepreneurs and small business that is open to the general public.  We’re helping them craft messages to effectively promote their business in public and close the sale while building their confidence. Many wonderful people are great artisans, service people, or craftspeople, but they are not salespeople and may never be. When you get big enough, you can pass on promoting your business in public and closing the sale of your widget or book to someone else. Until then, you need to get it done yourself, or risk being one of 50% of businesses who fail within the first five years. Often, the failure has nothing to do with the service or product they provide, the challenge is their inability to sell it.  It’s also heart-wrenching to meet a perennial networker whose own inner circle is hard-pressed to describe what that person does!  Even with the best intentions, their inner circle doesn’t know how to promote their fellow networker because they don’t have clear messaging regarding just what they do or sell.  Our event will empower these folks to conquer their fear of public speaking, promote their business and close the sale. Together we’ll craft engaging value propositions, elevator speeches, and on stage / public presentations in a 3-day over 4-weeks experiential learning workshop.

How do you balance food, faith, finance, and family in the 21st century?

Balance to me means you acknowledge the importance of different aspects of a full, and well-functioning life.  That involves setting goals and executing them in each area.  Food is your body’s enricher.  Garbage in, garbage out. Plan and do the work to eat well.  Faith, if you’re blessed with it, will help you better appreciate you’re a spiritual being having a human experience, not the other way around.  That said, take care of your body such that you have a place to carry your inner being, while having the strength and wellness to do, and experience, all that you can on this journey.  Finance is an enabler; it’s not the most important thing in one’s life, but it’s right up there next to oxygen! Family love you, often unconditionally.  It’s hard to find a stronger set of raving fans.  Schedule time together, even if it’s the most mundane “I drive you to x event”, and “mom drives you to y event”.  Put down the smartphone and talk to each other, be present.  Schedule couple time/family time with as much commitment as you would the most important thing you have to do because it is.

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Hannah is a European based New Zealand blogger, whose mission is to help you live compassionately. Hannah contacted bloggers from around the world who focus on inspiring and empowering people on how to stay productive when you’re stuck at home. I wrote a piece on stick to your schedule.

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In a world where attention is the new currency, your personal brand has become one of your most powerful assets. Whether you’re climbing the corporate ladder, building a business, or simply navigating an increasingly digital world, the way you present yourself shapes the opportunities that come your way. Branding is no longer just for companies with big budgets and marketing teams — it’s for anyone who wants to stand out, be remembered, and create meaningful impact.

Today, you are the product, the message, and the experience. Every interaction — online or offline — contributes to the story others tell about you. This is why mastering your personal brand isn’t optional; it’s essential. From your values and strengths to your presence and reputation, everything communicates. The question is: Are you shaping that message intentionally, or letting others define it for you?

This post dives into the heart of personal branding and shows you how to build a brand that is clear, authentic, and compelling. A brand that opens doors.

All of us need to understand the importance of branding. We are CEO’s of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You – Tom Peters

Personal branding is about managing your name — even if you don’t own a business — in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going to a job interview? Ditto – Tim Ferriss

You earn reputation by trying to do hard things well – Jeff Bezos

If you want to fly the best airlines in the world then try Emirates or Qatar Airways. If you want to wear the best watches in the world then buy a Rolex Submariner, Omega Speed Master, or an Audemars Piguet Royal Oak. Italy, France, and Mexico are the best countries to visit if you want to experience great food. Everything is a brand in itself.

Identify your strengths

Therefore, if you want to thrive in 2026 and get a job then you must sell yourself and build a brand.

You are the brand and the most valuable intangible asset. You need to see yourself as cherished, lucrative, and luxuriant. As a person you can have a huge impact by being authentic, real, vulnerable, and transparent. You have the distinction to impact the purchasing behavior of the consumer. You represent your beliefs and values. After that you have customers, followers, and clients who give you power. In other words, you are acceptable and recognizable.

Your principles need to be clarity, visibility, continuity, authenticity, and consistency. As a brand you need to have some competitive advantages. Your strategy has to be aligned with your goals, values, vision, and mission statement.

Look at your resume what are your skills, accomplishments and why do you want to pursue a career in this specific industry. Make sure your resume is engaging and wants the interviewer to be interested.

Develop your brand

In addition, the significant facets of the brand are name, slogan, and stories. As a brand you need to create an identity that promotes your principles, purpose, and ambition. The aspect of human characteristics associated with a brand is its personality.  Your personality is the main differentiator as it builds an emotional connection with another human being.

Work on a branding statement on Linkedin and Twitter. Is your online presence aligned with your goals, values and does it reflect you as the person? The resume, cover letter, and your online presence is a business card.

Dress professionally

Most people make an impression in the first ten seconds. When you go to buy a product, we always want to buy what looks attractive. The packaging is important. Dress appropriately and professionally for what the job requires.

Tell me a little about you

Make sure you have an elevator pitch to talk about you, your accomplishments, and what you can do for the company.

Birds of a feather hang together

Just like an organization targets its potential audience, you need to target your potential companies. Make a list of companies you want to work for. Call the person responsible for hiring. Tell them you want an informational interview. Tell them how you can solve their problems.

Here is my challenge for you for 2026. Go ahead and build a brand for your self.

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