Roger Nairn on Sales, Systems & Landing Dream Clients

In this episode, I sit down with Roger Nairn, CEO of JAR Podcast Solutions, to talk about how he’s grown a top-tier production agency working with brands like Amazon, Lululemon, Amex, and Cirque du Soleil.

We get into the systems, sales strategies, and creative positioning that helped him go from “no name, no business plan” to building a client list most agencies dream about.

⏱ Timestamps

00:00 – From hobbyist to first client in four days

02:35 – Why “just starting” beats overplanning every time

04:04 – Selling the business case for podcasts

05:12 – The hire that changed everything

07:29 – Building scalable systems with “the 8 P’s”

09:49 – Why this sales hire actually worked

11:46 – Outreach, targeting, and big-brand ABM

15:47 – How the playbook changed as the market matured

17:56 – Solving business challenges, not selling “a podcast”

22:59 – JAR’s client system: job, audience, results

24:49 – Knowing when to say no (and sticking to it)

28:45 – Finding and training podcast hosts

32:49 – The current sales process (and why Roger still cold outreaches)

35:23 – Inbound, RFPs, and fixing broken shows

39:21 – Pitching ideas based on brand news

42:03 – Balancing prospecting with live opportunities

45:04 – Making sales a leadership team effort

46:47 – What’s next for JAR

• Key Takeaways
  • Waiting for the “perfect” start? That mindset kills momentum.
  • Sometimes the priciest hire unlocks the biggest profit.
  • Systems don’t have to be boring—they can fuel momentum.
  • Selling the why gets easier when your market is educated.
  • Saying no to the wrong projects creates space for the right ones.
  • Outreach that’s brand-specific beats any templated campaign.

Links & Resources:

• Relationship Sales at Scale™
• Website: jarpodcasts