ABOUT
25+ years in technology sales. One conviction that never changed.
Ronnell Richards is the technology channel's sales authority: he teaches technology advisors, TSDs, MSPs and channel managers how to sell through relationships, using his Relationship-Centric Selling method.
25+
Years in technology sales and the channel
200K+
Learners taught
3M+
LinkedIn impressions a year
300+
Podcast, TV and streaming appearances
Atlanta, Georgia. Founder of SayLess Academy. Author of Shut The Hell Up and Sell. #1 LinkedIn Learning Sales Instructor, 2024. Channel Futures Technology Advisor 101, 2024. Channel Futures Technology Channel Top Influencer, 2023.
Relationship-Centric Selling is not theory. It is how real revenue gets built.
THE STORY
How I got here.
The early years
Learning selling the hard way
I started the way most of us did, getting in the room and getting it wrong. I bought into the pitch-and-pressure playbook because that is what everyone was teaching. It worked just well enough to be addictive and just badly enough to be exhausting.
The turning point
The relationship was the engine
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 never the engine. The relationship was.
Building the method
Relationship-Centric Selling
I rebuilt my work around clarity, connection, conversation, and conversion. That philosophy became the book, the academy, and the training I run for suppliers, TSDs, and sales teams who want to do this the right way.
Now
A hub for modern technology sellers
Today I run training, advisory, and practical tools for technology sellers, sales teams, and channel leaders. Education, real influence, and access, in one place, from someone who is actually in it with you.
If you want the full framework, read the Relationship-Centric Selling method.
WHAT I DO
Six ways the work shows up.
Author
Shut The Hell Up and Sell, an Amazon bestseller on selling by listening more and pitching less.
Instructor
LinkedIn Learning instructor with 200,000+ learners across sales and channel courses.
Speaker
Keynotes and workshops for suppliers, TSDs, associations, and technology sales organizations.
Advisor
Hands-on revenue advisory for growth-stage practices, partner programs, and sales leadership teams.
Host
Business & Bourbon and Shut The Hell Up and Sell Unfiltered, conversations with operators who actually build revenue.
Builder
SayLess Academy, the Channel Manager Blueprint, and the Perfect Message Tool, built from real field work.
PRESS AND ORGANIZER BIO
Copy and paste bio.
Ronnell Richards is the technology channel's sales authority: he teaches technology advisors, TSDs, MSPs and channel managers how to sell through relationships, using his Relationship-Centric Selling method. With 25+ years in technology sales and the channel, he helps sellers, sales teams, and channel leaders turn relationships into predictable revenue through training, advisory, and practical tools built from real field work. He has taught 200,000+ learners and speaks regularly for suppliers, TSDs, associations, and sales organizations.