Speaker Series

What you'll get from The Anatomy of the Sales Conversation

  • A clear, confident elevator pitch that instantly sparks interest
  • A simple strategy to ask for (and get) high-quality referrals
  • One powerful question to overcome almost any sales objection
  • A quick trust-building tactic to use before you start selling
  • A sales process checklist to uncover what you're missing
  • Real-world conversation examples you can use immediately

I’m an ACC-accredited, ICF-certified coach with 15+ years of experience helping small business owners break through stagnant sales and invisible ceilings.

But before the certifications and frameworks, I was right where you might be—building, running, and eventually selling multiple businesses of my own. I know the late nights, the self-doubt, the rollercoaster of trying to grow something real in a noisy world.

Today, I help entrepreneurs decode the habits, blind spots, and broken sales patterns that quietly kill momentum. My approach is grounded in my signature framework—The Anatomy of the Sales Conversation—giving business owners the clarity and confidence to turn awkward pitches into consistent wins.

I don’t teach “sales tricks.” I teach business owners how to:

  • Build genuine connections
  • Handle objections with ease
  • Stop leaking leads at every stage of the conversation

Whether it’s nailing your value proposition, getting high-quality referrals, or mastering rapport that converts—my goal is simple:

Help you sell like yourself, but better.

Jason Sain – Seasoned Construction Executive

Jason Sain is a seasoned construction executive whose passion for building began at his father’s civil engineering firm. A proud graduate of Auburn University, Jason has served as EVP, VP, and COO, leading teams and managing operations on major projects ranging from $1M to $250M across the healthcare, senior living, multi-family, commercial, and telecom sectors.

His leadership experience includes project management, technology adoption, HR, and cultural transformation. Jason leads with character and a people-first mindset, believing the best outcomes come from empowered, well-supported teams.

Outside of work, Jason has been recognized in Gulf Shore Business’s 40 Under 40 and named one of Southwest Florida’s Fittest Executives. He channels his competitive spirit into Ironman races and CrossFit—but his greatest joy is time spent with his wife, three daughters, and foster daughter.

David A. Ross – Certified Go-Giver Speaker

David A. Ross, a Certified Go-Giver Speaker, is passionate about helping individuals and organizations unlock success through the power of giving. Drawing from the principles of the bestselling book The Go-Giver, David delivers real-world insight, energy, and authenticity in every talk.

With a strong background in strategic consulting and leadership development, he inspires audiences to shift from a "get-to-give" mindset—proving that the most successful people are those who add value to others.

Get ready to be challenged, encouraged, and equipped to lead with purpose and impact.

Timothy Goering aims to be a unique sales professional. The difference with his approach is simple but extremely profound and equally effective — Timothy is a people-focused type person. As the President of MakingLuck Inc. in Palm Beach, Florida, Timothy is an advocate and certified sales professional trainer in Sandler Training.

The primary thing that has drawn Timothy to a career in sales is the same thing that interested him in the Sandler Training method – the people-focused mentality. With an interest in human psychology and a desire to hack the unique way different personalities interact with one another, Timothy enjoys truly connecting with people at the intersection of revenue and relationship in order to forge a deal that is mutually beneficial for all those involved. According to Timothy Goering, this is what sales is all about; you have to care and you have to provide a solution to a problem.

Timothy’s career has been nothing short of interesting, as he is a graduate of the United States Naval Academy with a B.S. in Oceanography. Upon graduation, he entered the United States Marine Corps where he eventually served as a Major in Aviation. From there, Timothy entered the civilian world to tackle a whole new challenge and accepted a position in sales at Cordis, Johnson & Johnson. In this role, he sold the first ever coronary heart stents while managing the North Florida Territory from Jackson to Mississippi. After that, Timothy moved into the role of Vice President, Financial Advisor at Bernstein Investment and Research Management. Here, he developed a book of $200 million in assets under management in just three years.

 

Jen Hernandez

Jen Hernandez graduated from Texas A&M University with a BA in Economics in 1994. Soon after, she began her career as a mortgage loan officer, launching a remarkable 30-year journey in the industry. Her successful career has been built entirely on referrals, leading to over 20,000 recommendations.

Jen is deeply passionate about paying it forward by teaching business partners how to build a business that loves them back. This passion inspired her to write her first book in 2023, titled Big Hug Big Kiss.

From 2012 to 2022, Jen served as a mentor and coach to over 230 top loan officers. She has also been actively involved in NIA for 7 years and is currently a member of three groups.

In her spare time, Jen:

  • Serves on the board of a breast cancer foundation
  • Hosts international students in her home

Jen is a wife of 25 years and a proud mom of two boys.