How to Use Your Podcast in Your Sales Process
You finish an episode, publish it, share a few clips, and move on to the next recording.
Meanwhile, a prospect asks a question you answered in detail three episodes ago. You explain it again on a call or type out a long email. The episode never enters the conversation.
That is a missed opportunity.
In his Founder Podcast Lab interview, Josh Troche describes a more deliberate way to use a business podcast: put relevant episodes directly in front of people who already have a reason to listen.
Give each episode a place in a business conversation
Josh shared an example from his leadership podcast, The Business Fix. Someone emailed with a problem, and he could point them to an episode that addressed it. That gave the person a useful starting point and opened the door to a deeper conversation.
He also described a marketing firm whose existing client discovered another service through its podcast.
Both examples show how a recording can continue doing useful work after its release week. An episode can explain a service, answer a question, demonstrate your approach, or help someone decide whether you understand their situation.
But someone needs to make that connection.
Start with questions your prospects already ask
You do not need to build an elaborate system. Start with five questions you repeatedly hear before someone hires you.
For each question, identify an existing episode that provides a useful answer. If there is a gap, put that topic on your recording list.
A simple reference sheet can include:
- The prospect’s question.
- The relevant episode.
- The most useful timestamp.
- A sentence explaining why you would send it.
That last item matters. A bare link makes the prospect figure out the relevance. A short introduction does that work for them.
For example:
“You mentioned that your team keeps getting stuck at this stage. We covered a similar situation in this episode. Start at the section about deciding who owns the next step.”
Make listening easy
Send the most relevant episode rather than your entire archive. Where possible, point to a specific section and explain what the person can expect to learn.
Use it when the conversation naturally calls for it: after an inquiry, before a discovery call, or in a follow-up about an unresolved question. Listening should feel helpful, not like homework required to speak with you.
Then pay attention to what happens. Do prospects reference the episode? Do they arrive with more specific questions? Does it help someone recognize that you are—or are not—the right fit?
Your next step: Find one episode that answers a question a current prospect has asked. Send it with a personal explanation of why that section is relevant.
