Zero
to
Known
Build Authority. Earn Trust. Accelerate Growth in Any Market.
Most sales professionals aren't stuck because they lack talent.
They're stuck because they're playing a game they were never taught to win.
"This is not a book about closing harder. It's a book about becoming someone the market wants to buy from."Erik Selden — Zero to Known
The rules changed.
Most sellers didn't.
Too many sales professionals spend their careers chasing opportunities instead of building a market strategy people recognize and trust. If you've ever thought...
- I'm working harder than ever, but my pipeline is thin.
- That call felt great… and then they ghosted me.
- They used me to shop price.
- I can't break into this market no matter what I do.
These aren't isolated frustrations. They're symptoms of a deeper problem. Zero to Known gives you the system to solve it.
Get the BookThe SPEED Framework™
Five interdependent elements that turn scattered effort into compounding momentum. A system — not a list of tips.
- SSkillCreate value before asking for a decision
- PPerspectiveLead conversations with earned confidence
- EExposureBecome known before you are needed
- EExecutionDisciplined consistency on the right actions
- DDesireThe internal engine that sustains everything
From invisible to impossible to ignore.
Three parts. Fifteen chapters. A complete 90-day operating system. Built for the sales professional who's ready to stop reacting and start leading.
Define Your Ideal Client
Use the 5-Step Lane Selection to identify exactly who you serve, what problem they face, and why you're the right person to solve it — so you know exactly who to say no to.
Build Market Authority
Repetition. Relevance. Reinforcement. Own one specific outcome in one specific market — and make it stick through content, speaking, and strategic relationships.
Master the CORE Framework™
Go beyond transactional questions. Diagnose Cause, Outcome, Road, and Environment — and help clients see their situation more clearly than they could before you walked in.
Architect a Referral Network
Build a system of Centers of Influence who send warm introductions consistently — not because they feel obligated, but because referring you makes them look good.
Launch Your Content Engine
Become the trusted resource in your market through LinkedIn and speaking — without a sales pitch attached. Two channels, executed with excellence.
Execute the 90-Day Plan
A complete operating rhythm — weekly structure, milestone checkpoints, and recovery plans built in. Stop drifting. Start compounding.
Erik Selden
Erik Selden built his reputation the hard way — by entering markets where no one knew his name and building them from the ground up. His most defining challenge came when he was tasked with building a banking presence in Southwest Washington with no branch, no local brand, and no built-in advantage.
What he built instead was a $200 million portfolio, a nationally recognized track record, and the SPEED Framework™ — a proven system for sales professionals who want to go from invisible to known.
Erik has led high-performing teams, coached professionals across industries, and spoken at industry events and association conferences. He is the host of Bourbon with a Banker, a podcast exploring business, wealth, and finance with professionals who are building something worth talking about.
His philosophy is simple: the best leaders share what they know. Everything at Selden Smart is built on that belief.
Every tool from the book.
Yours for free.
Zero to Known is designed to be applied, not just read. Every worksheet, framework, and tracker referenced in the book is available for free download. Enter your email and get immediate access.
- 90-Day Lane Selection WorksheetCh. 8Define your ICP so clearly you know exactly who to say no to
- KEEP / TEST / CUT Channel WorkbookCh. 9Eliminate channel chaos and dominate two channels with precision
- Ecosystem Map TemplateCh. 11Map the full network around your ideal client before building inside it
- CORE Conversation Framework & Goal TimelineCh. 12Lead every discovery past the transaction to the real stakes behind it
- Content Engine Starter KitCh. 13LinkedIn post framework + speaking pitch template + content calendar
- COI Relationship TrackerCh. 14Maintain every strategic relationship with a consistent monthly rhythm
- SPEED Framework Self-Assessment™Ch. 15Personalized diagnostic — find your lowest score and your biggest leverage point
Get Instant Access
Enter your name and email to receive all seven downloadable resources — plus free insights and frameworks from Selden Smart.
Downloads
Plan
Pitches
Stop being invisible.
Start being known.
Choose your format.
The physical book — ideal for annotating, gifting to your sales team, or keeping on your desk as a working reference.
Buy on AmazonRead anywhere, highlight everything. Instant access on any device immediately after purchase.
Get the eBookEquip your entire sales team. Volume pricing and custom options available for corporate orders.
Contact ErikISBN 979-8-9961566-0-3 (Paperback) · ISBN 979-8-9961566-1-0 (eBook) · Selden Smart LLC © 2026
Speaking & Corporate Training
Erik brings the SPEED Framework to life for sales teams, leadership groups, and industry associations — not as theory, but as the same operating system he used to build a $200M market from scratch.
- Sales Kickoffs
- Corporate Training Days
- Association Keynotes
- Leadership Retreats
- 90-Day Team Workshops
- Panel Discussions
Looking for more of the Selden Smart ecosystem — explore free leadership insights, frameworks, and the Bourbon with a Banker podcast.
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