# Steve Wallace

Steve Wallace is a B2B sales consultant who helps businesses improve their sales messaging and build more predictable pipelines through referrals.

- Profile: https://b2binfluencer.marketing/creators/steve-wallace/
- LinkedIn: https://www.linkedin.com/in/stevewallace-b2brevco
- LinkedIn followers: 6,601
- Topics: sales, b2b-sales, sales-compensation
- Based on 19 dated posts, latest 2026-09-30

## Summary

Steve Wallace is useful for blunt, example-led sales messaging and referral system advice for small B2B firms.

- Best for: A B2B sales consultancy teaching messaging and referral pipeline workshops to small-business clients.
- Not for: A CRM vendor seeking sponsored posts with rate card, guaranteed engagement, and brand-safety review.
- Check first: Confirm referral system steps and recent results or audience data before booking.

### Takeaways

- Jargon-heavy outreach fails because even a 15-year B2B seller could not tell what was being sold.
- Referrals become reliable only when businesses build a repeatable system, not wait for introductions.
- Five new clients may leave a consultant in the same financial spot if time-for-money model remains.

## Main ideas

- **Outreach fails on the message, and the channel takes the blame**: Wallace argues that prospects go quiet when a message doesn’t make sense to the person reading it, and reps respond by swapping channels, CRMs, or scripts instead of fixing the language. They call resonance the whole game, not a nice-to-have. Wallace teaches messaging through a live rewrite: review what you’re currently saying, rewrite it together, and leave with a script and a reusable framework for any offer on any channel. The 90-minute session costs $500.
- **Referrals are engineered, not hoped for**: Wallace rejects “referrals aren't scalable” as a category error: waiting, hoping, or randomly asking a happy client doesn’t scale, but manufacturing and engineering referrals is a repeatable process that produces warm introductions regardless of luck or timing. They describe most referral advice as a wish with an implied maybe, distinguishing earning referrals from engineering them. Wallace adds that referral partners should eventually keep each other out of the networking rooms where they met.
- **Five new clients can leave you in the same financial spot**: Wallace argues that client acquisition is a hamster wheel, and that the compensation model beneath close rate and pricing determines whether new revenue changes anything. Charging more, taking on more clients, and working more are the same move — trading time for money — and that move has a limit. They rebuilt their own model to reward good work over the long term, allowing months to pass without taking new clients.
- **Wins for existing clients outrank new-client volume**: Wallace says they would choose getting an existing client a win over landing a new client. Visible wins keep them going more than new logos, and a portfolio of those wins makes acquisition less difficult. They treat careful follow-through and record-keeping as part of the same value: knowing a client's history is service, while automation is plumbing, not magic.
- **Plain, contrarian, example-led — and willing to use the same reach for a non-commercial ask**: Wallace writes in short, line-broken lists, pairing self-deprecation with direct calls to action; concrete figures do the persuading instead of adjectives. They’re openly critical of their own channel, calling themself an outbound bro while ranking cold calling against ten unpleasant tasks. The same account carries a personal community appeal, a different register from the sales posts, and Wallace treats live events as part of how they work.

## Work to read

- [When a VP of Sales asks what reps are sending](https://www.linkedin.com/posts/stevewallace-b2brevco_somewhere-out-there-a-vp-of-sales-asked-activity-7485313902814298112-d7fP)
- [Referrals aren't scalable — the claim Wallace will defend](https://www.linkedin.com/posts/stevewallace-b2brevco_referrals-arent-scalable-i-hear-this-activity-7494735973965131776-elZh)
- [Five new clients can leave you in the same financial spot](https://www.linkedin.com/posts/stevewallace-b2brevco_i-wish-i-knew-this-years-ago-you-could-activity-7503795948914065408-NHHU)
- [One reason most referral strategies fail](https://www.linkedin.com/posts/stevewallace-b2brevco_there-is-one-reason-most-referral-strategies-activity-7462121116543655936-a2dZ)
- [Jenn's move from massage therapy to sales operations](https://www.linkedin.com/posts/stevewallace-b2brevco_jenn-spent-20-years-as-a-licensed-massage-activity-7505261830945054721-2ZFy)
- [Cold calling sucks — a joke with a point](https://www.linkedin.com/posts/stevewallace-b2brevco_cold-calling-sucks-there-i-said-it-activity-7449485388949377024-NV9U)

## Brand relationships

- **B2B Rev Co** (disclosed_partnership)
- **Guardian** (mention)
- **MaverickApp** (mention)
- **Badass Business Summit** (mention)

## Partnerships

Steve Wallace's posts do not describe a sponsorship or brand-partnership program. Their published offers are services for business owners, not paid placements: a 90-minute messaging review and rewrite priced at $500 (posted March 2026), and a referral-system offer whose details they send by direct message (May 2026). The clearest public-platform commitment is speaking at the Badass Business Summit, a small-business conference they have attended since 2022 and where they were scheduled to speak about using strategic partnerships and referrals to avoid burnout (September 2026). Buyers can approach them through consulting and speaking work rather than an advertised sponsorship slot; terms would have to be negotiated directly. The only contact address in the posts is steve@b2brev.co, shared when they asked the network for job leads for a family friend, not partnership inquiries. Ask for current rates, audience data, and sponsorship terms.

## Alternatives

- Ahmad Munawar: If the consultancy's clients are consultants and other professional-services firms already burned by outbound vendors, Ahmad's material starts from that exact pain. In the reviewed episodes, a managing partner pays a premium agency for a year of LinkedIn outbound, gets 60 booked meetings and closes nothing because prospects had no idea why they were on the call. The argument that follows: volume outreach fails consultants because most recipients have not even started thinking about the problem being sold. The suggested fix is positioning, not more sending: decide who you serve, what problem you solve and how you are different, then reach 40 targeted prospects instead of 1,000. Choose Ahmad when the workshop's job is to make clients narrow their market and stop buying channels, and when a questioning, diagnostic style suits the room better than a live script rewrite.
- Tom B.: If the consultancy's clients are agency owners and referral-led firms who want to build outbound around the clients they already win, Tom B. addresses that directly. In the posts, ask an agency owner who their best client is and they answer in seconds; ask for ten more like that one and you get silence. Tom B.'s proposed fix is to write down why the best client bought — the trigger that made them look, the title of the person who signed, the problem they could not solve alone — then find companies with the same shape. The argument: three good matches beat three hundred loose ones. Pick Tom B. when the workshop's outcome is a small, high-quality target list each owner can use to write a personal message, and when the audience wants to hear where AI tooling is taking outbound, a thread they develop in a separate post about connecting outbound infrastructure to AI assistants.
- Ed Forteau: If the consultancy's clients already do good work but keep chasing and want to be chosen instead, Ed Forteau addresses that shift. The posts contrast hunting — waking up, targeting prospects, moving in for the close — with creating pull, so that by the time a conversation happens, the prospect already trusts the person and sees working with them as the obvious choice. The referral angle is narrower and more diagnostic than Wallace's. Rather than offer a system, Ed asks who is actually positioned to refer you, noting that knowing 500 people matters little if few of them regularly encounter the problem you solve. They prompt each reader to name the profession of the person who sent their last good referral. Choose Ed when the workshop's value is a positioning and network audit: which relationships are worth building, and what each client should do to attract rather than chase.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/