Ep 73 - What True Crime Can Teach Us About Sales | Jo Townsend

<p>This week&#39;s guest is a little different… and that&#39;s exactly why I wanted her on the podcast.</p><p>Jo Townsend is <strong>Head of Crime and Investigations at Ronde</strong>. Over a career spanning more than two decades, she&#39;s worked as a reporter, producer, executive producer and director across some of Australia&#39;s biggest newsrooms, including Nine News, 60 Minutes and the ABC&#39;s 7.30 Report. Today she&#39;s creating some of Australia&#39;s most watched true crime documentaries and podcasts. </p><p>So why invite a true crime journalist onto a sales podcast?</p><p>Because when you strip away the cameras and courtrooms, Jo&#39;s work is built on the same foundations as great selling:</p><ul><li>Building trust quickly.</li><li>Asking better questions.</li><li>Listening more than talking.</li><li>Helping people feel safe enough to open up.</li><li>Understanding that people rarely behave the way we expect them to. </li></ul><p>In this conversation we explore:</p><ul><li>Why people never behave the way you expect them to.</li><li>The importance of meeting people where they are.</li><li>How to build trust in difficult conversations.</li><li>Why <strong>&quot;Tell me more…&quot;</strong> might be the most powerful question you can ask.</li><li>The role of silence in uncovering what really matters.</li><li>Why understanding your value makes it easier to walk away from the wrong opportunities.</li><li>What true crime, storytelling and sales all have in common.</li><li>Jo&#39;s journey through a male-dominated industry and the lessons she&#39;s learnt along the way.</li><li>How AI is changing journalism—and what it still can&#39;t replace. </li></ul><p>Whether you&#39;re selling tractors, agronomy advice, professional services or documentaries, this episode is a masterclass in human behaviour.</p><p>Because at the end of the day…</p><p><strong>People buy from people they trust.</strong></p><p>Jo Townsend is the <strong>Head of Crime and Investigations at Ronde</strong>, leading the development of investigative documentaries and podcasts seen by millions of viewers in Australia and around the world. She has worked as a journalist, producer, executive producer and director for more than 20 years, including roles with Nine News, <em>60 Minutes</em> and the ABC&#39;s <em>7.30 Report</em>. Today she continues to tell some of Australia&#39;s most compelling true crime stories while championing thoughtful journalism and powerful storytelling. </p><p>One small suggestion: I&#39;d consider tweaking the title to make it even more clickable:</p><p><strong>🎙️ The Sales Lessons Hidden in True Crime | Jo Townsend</strong></p><p>It creates a stronger curiosity gap and aligns beautifully with your audience—they&#39;ll immediately wonder, <em>&quot;What on earth could true crime possibly teach me about selling?&quot;</em></p><p>About Jo Townsend</p>