Salesology® - Conversations with Sales Leaders
When you are ready to transform your sales for today’s transforming market, this is the show for you. In the Salesology®️ podcast, you’re going to be getting the real scoop, the inside story from sales leaders who will deliver the goods on how to grow sales faster, more easily and more profitably. With your host, The Queen of Cold Calling®️ and Founder of Salesology®️, award winning author, speaker, sales trainer and coach, Wendy Weiss.
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148: Vaughn English – How to Build Out a Sales Team
07/28/2025
148: Vaughn English – How to Build Out a Sales Team
Guest: Vaughn English Guest Bio: Vaughn English is a growth-focused sales leader with over 10 years of experience driving revenue across industries including digital marketing, 3D visualization, tourism, and insurance. He has a proven track record of building high-performing outreach strategies, leading cross-functional teams, and closing complex B2B deals. Vaughn specializes in leveraging CRM platforms, marketing automation, and creative campaigns to engage prospects and accelerate the sales cycle. From launching national tourism campaigns to scaling 3D content solutions for enterprise clients, he brings a consultative approach that aligns client goals with actionable solutions. Vaughn thrives at the intersection of strategy, creativity, and execution, consistently turning opportunities into lasting partnerships. Key Points: Background and Path to Sales Started in theater; transitioned to sales due to communication skills and confidence. First job: selling DirecTV inside Costco, a challenging experience that taught resilience. Gradually moved into more prestigious roles, now at Fracture. Role at Fracture Tasked with building the B2B infrastructure from scratch, including identifying the ideal customer profile (ICP), creating case studies, lookbooks, product menus, and developing marketing and outreach processes. Finding the Ideal Customer Profile (ICP) Initially targeted hospitality, but realized sales cycles are very long. Exploring design firms and higher education as more promising ICPs. Higher ed (e.g., Boston College) often needs ongoing art installations, recognition plaques, etc., making them strong repeat buyers. CRM and Sales Technology Strong proponent of using CRMs despite challenges. Believes CRMs are essential for organizing contacts and outreach, launching automated email campaigns, and tracking sales activity. Sales Outreach Strategy Focuses heavily on cold email campaigns. Personalized and well-researched. Uses intent data (from sources like ZoomInfo, Bombora) to identify companies showing buying signals. Example: campaign to Ben & Jerry’s using their "Flavor Graveyard" as a custom subject line. Warm leads via email before calling; cautious about cold calling personal cell phones (though interviewer disagrees). Team Dynamics and Management Style Small team (essentially 2 people); the other focuses on account management. Balances trust with light micromanagement, uses CRM visibility (e.g., BCCs, task tracking) to monitor activity, steps in when new leads aren't followed up quickly enough. Believes in hiring people he can trust to reduce the need for hovering. Challenges and Learnings Struggles with ensuring consistent follow-up on new leads while handling large ongoing projects. Building out processes and infrastructure in real-time while scaling the B2B arm. Emphasizes that real ICP identification comes through direct conversations and testing. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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147: Melissa Palmer – Obsessed with Sales
07/21/2025
147: Melissa Palmer – Obsessed with Sales
Guest: Melissa Palmer Guest Bio: Melissa started her sales career by accident, but quickly learned. She enjoyed connecting a customer with a solution and helping solve their problems and protect their interests. She is very good at building lasting relationships because her intention is always honest. She soon learned the best way to truly protect the customer is to also protect the company she represents; there has to be a win-win scenario, or no one wins in the long run. In management, she can do the greatest good as she works with the sales team to do just that, focusing on creating winning solutions for all. Melissa is also very energetic about what she does, and that energy is contagious. Key Points: Career Journey into Sales & Manufacturing Melissa began working in manufacturing while studying elementary education, after passing a tape measure test at a temp agency. She started on the shop floor, moved into office roles, then customer service, sales, management, and technical roles. Melissa wanted a fresh start in sales after over 20 years at her first company, where she was often the "fixer." Within six months, she was promoted to Sales Manager due to her proactive ideas and contributions. Sales Team Development at LS Industries Melissa feels her biggest win is unified messaging—the entire sales team aligned in language, story, and mission. She took advantage of team turnover to rebuild with aligned, enthusiastic hires. There is strong support from leadership (including the owner) who models the company’s values. Focus on educating the team on purpose, customer-centric values, and collective goals. Sales Philosophy & Leadership Set clear expectations for customers, build trust, and prevent miscommunication. As a sales manager, Melissa retrains and coaches. Leads by example (e.g., joining calls to demonstrate customer communication). Shows the real-time impact of proper communication. Success in sales depends on trust, not just rapport. Repeat business comes from being dependable. Sales Challenges Pain points: Reps either say “no” too fast or say “yes” too easily without assessing feasibility and avoiding hard conversations with customers (especially around timelines or product complexity). Melissa’s coaching approach is to educate on the long-term impact of honesty and setting realistic expectations, and emphasize quality and ROI over speed when needed. Team Composition & Structure Melissa’s current team consists of 12 people, including international, e-commerce, parts, and general sales. She describes her team as mostly “hunters” (actively seeking new business). The “Farmers” exist mainly on the parts team (inbound calls, upselling). Talent Development Melissa has successfully transitioned shop floor workers into top-performing sales reps based on drive and hustle. People who are eager to grow and win tend to excel, even with little formal experience. CRM Adoption & Usage The biggest challenge is getting reps to consistently use the CRM. Melissa was initially skeptical, but now sees it as essential for success, organization, and maintaining relationships. Her approach is to minimize complexity—track only essential data, use automation (autosave communications, recurring tasks), regular reminders, training, and reinforcement, and “Trust but verify” through reporting and light oversight—not micromanagement. Key Sales Leadership Insights Missing documentation in CRM can cost deals. Frequent retraining, reinforcement, and modeling behavior help build habits. Being transparent and reliable is more effective than always being agreeable. Guest Links: (316) 670-6283 About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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146: Ben Filkouski – Finding Your ‘Why’
07/14/2025
146: Ben Filkouski – Finding Your ‘Why’
Guest: Ben Filkouski Guest Bio: Ben graduated from the University of Wisconsin – Madison in 2018. Upon graduating, Ben worked for Goldleaf Development, a Multi-Family Developer in Dane County, where he obtained his Real Estate License. In September of 2019, Ben joined Madison Commercial Real Estate. Since joining Madison Commercial Real Estate, Ben has become a Partner with the firm, obtained his Real Estate Brokers License, and earned his CCIM (Certified Commercial Investment Member) designation. Ben currently serves on the board of Commercial Brokers Group Inc. (CBG) a CRE Organization based out of Madison, WI. CBG recognizes top deals completed annually, and Ben has won Land Deal of the Year in 2021 & Overall Deal of the Year in 2021, Industrial Deal of the Year in 2022, and Land Deal of the Year in 2024. Ben is also an active member in the Commercial Association of Realtors Wisconsin (CARW) where he was formerly on the NextGen Committee and was runner-up for Industrial Deal of the Year for the State of Wisconsin in 2022. Ben is also an active member with Smart Growth Greater Madison, a real estate development lobbying & networking organization. Key Points: Entry into Real Estate: Ben initially resisted going into real estate despite a family background in it. He became interested after experiencing different aspects like construction, deal-making, and sales. Ben fell in love with real estate during a brokerage role, especially the dynamic nature of the work and helping clients grow. Unexpected Career Path: Ben originally considered a career in the arts due to a love of creative thinking and writing. He found that creativity and communication are actually essential to being successful in real estate sales. Natural Networker: Networking comes naturally due to a talkative personality and curiosity about people. Ben enjoys building relationships, whether or not they lead to direct business. He learned the value of strategic networking, focusing on a few meaningful conversations rather than quantity. He uses networking as a way to stay top of mind for real estate opportunities. Team Growth & Hiring Philosophy: Ben recently grew the team by hiring two new associates. Hiring isn’t based solely on experience, personality, drive, and communication skills are more important. Ben looks for self-motivation, competitiveness, and professionalism. He emphasizes the long timeline before new brokers become profitable, so cultural and personal fit is essential. Screening New Hires: Ben created a detailed training portal designed to take 50–60 hours. He doesn’t tell new hires how long it should take—completion speed reveals attention to detail and commitment. He uses early performance during training as a key indicator of long-term potential. Managing Associates: One challenge is frequent interruptions that break focus. Ben implements short, scheduled check-ins (10–15 minutes) instead of ad hoc questions. This structure improves efficiency for both managers and associates. Ben believes some level of independence should be expected after the initial learning phase. Culture and Success Metrics: Culture encourages brokers to “live the lifestyle”—be self-driven, schedule smartly, and network. The firm has seen improved success rates and retention since implementing more structured onboarding and evaluation systems. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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145: Matthew Freed – Simplifying the Complicated
07/07/2025
145: Matthew Freed – Simplifying the Complicated
Guest: Matthew Freed Guest Bio: I’ve spent the last 20 years in sales and sales leadership, and I still find it incredibly rewarding. Most of that time has been in manufacturing and distribution, where I’ve had the opportunity to lead high-performing teams and work closely with customers. I currently lead a team across the Midwest and am passionate about building lasting culture, driving results, and simplifying the complicated. A big part of my leadership style is helping sellers achieve their goals while supporting them in becoming the best versions of themselves. I believe consistent habits lead to consistent outcomes, and I aim to lead with energy, clarity, and accountability. I enjoy helping people grow in their careers while building meaningful, long-term relationships with customers and colleagues. Outside of work, I still love to compete—whether it’s on the basketball court or just a backyard game with friends. Most importantly, I enjoy time with my wife and our two daughters. Key Points: Career Journey & Sales Background His dad was in sales and eventually owned a business, which influenced him early. Matthew started with cold calling and door-to-door efforts, learning what real sales was versus the perception. Naturally gravitated toward leadership roles on teams; wanted to shift from individual sales to team success. Moved cities and took a risk to lead a sales team at a manufacturing company, eventually growing in responsibility and geography. He was introduced to Millcraft by a supplier contact and joined over 8 years ago; currently leads sales efforts after transitioning from operational responsibilities. Sales Philosophy & Simplifying Complexity Believes the sales team is his "customers" and supports them by removing obstacles and improving processes. Matthew uses what he calls a "Simplify the Complicated" Approach: · Sales fundamentals (know, like, trust) are still the core, despite evolving technology. · Use data and analytics to validate feelings and drive decisions. · Focus on what matters: simplify systems/processes to let sellers focus on selling. Challenges in Sales Leadership Reps often react emotionally, inventing stories about prospects. Ask clarifying questions, do a fact-finding mission, and use both data and instinct (e.g., the "sleep on it" approach). Helps reps stay grounded by focusing on facts and controllables rather than assumptions. CRM/ERP Adoption Success Successfully implemented a new ERP system that includes a CRM. Tailored the system to serve salespeople and their customers. Positioned CRM is used as a way to better serve customers and make smarter decisions. Gained buy-in by connecting usage to outcomes (e.g., customer satisfaction). Has most of his team (12 people) consistently using the CRM. Team Composition & Hiring A mix of new and long-tenured reps (some with 30–40+ years of experience). Has a team size of 12 sellers. What He Looks for in Hires is resourcefulness, values competitiveness, entrepreneurial spirit, and inquisitiveness. Matthew’s screening methods are assignments before interviews, looking for how much effort candidates put into research, a sports background is a strong signal (discipline, competition), and relying heavily on referrals. Team Wins & New Business Growth - 150+ New Accounts Opened Focused efforts in specific industry segments (e.g., beverage, signage, apparel, nonprofits). Leverages repeatable success models: if one nonprofit buys certain items, others likely will too. Emphasizes selling similar things to similar customers vs. reinventing every sale. Segment-focused selling allows for scalable, repeatable growth strategies. Leadership Style & Values Clearly outlines what reps should expect from him and vice versa. Believes in accountability, honesty, and mutual respect. Sees his role as equipping and clearing the path for his team’s success. Encourages feedback and builds relationships rooted in trust. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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144: Nick Sowards – Never Give Up
06/30/2025
144: Nick Sowards – Never Give Up
Guest: Nick Sowards Guest Bio: Started cleaning machines in California at 18 years old at my grandfather’s company. Graduated into selling machines at 19, then left his company at 20 to sell new machines. Left California in 2004 and joined Absolute Machine Tools, selling their imported brands. In 2015, became GM for Absolute, running their Chicago facility. 2017 needed a change in my life and left Absolute with joining Ellison Technologies in December 17, and the ride has been great thus far! I'm a sales manager for NE Ohio and a territory manager for Lake and 1/2 of Cuyahoga County. I was honored to have been the #1 salesman in Ellison for GP and units for 2023, with also getting salesperson of the year awards. Been in the top 5-10 ever since I started with Ellison in 2017. We have a great team in Ohio, so that helps! Key Points: Early Influences and Entry into Sales · Grandfather's machine shop played a formative role. He started by cleaning machines as a kid to earn money for things his family couldn't afford. · Originally planned to become an FBI agent, but his mother recognized his strong communication skills and encouraged sales. · A pivotal moment came when he accidentally made a $10,000 sale, earned $200 commission, and realized sales were more rewarding than cleaning machines. Motivation and Personal Drive · Grew up poor, became a young father, and was driven by the desire to support his family, including allowing his wife to stay home. · Has seven daughters, now expecting three grandchildren, further reinforcing his motivation to succeed financially and professionally. Leadership and Management Style · Leads a tight-knit sales team of three, focusing on trust, open communication, and family-like support. Believes success is shared: if his team does well, he does well. · Encourages open access; his team can call him anytime, for work or personal matters. Hiring Philosophy · Looks for motivation (expensive hobbies, family responsibilities) and coachability. · Avoids hiring “negative” people; prioritizes positive, adaptable personalities. · Uses personality assessments and informal settings (like lunch) to gauge candidates more authentically. Watches for signs of intrinsic drive, not just skill. Building Trust with New Hires · Leads by example: gave a full commission on a deal made the day before a new rep joined, demonstrating generosity and fairness. · Builds trust through action, not just words, follows through, supports his team, and solves problems directly or connects them with the right resources. Sales Philosophy · Be honest and transparent: admit when you don’t know something, but always get the correct answers. · Never be a “yes man”, integrity builds long-term relationships. · Success is based on persistence, teamwork, and customer focus. Guest Links: Cell: 216-347-9566 Email: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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143: Erick Haas – Communicating with Transparency
06/23/2025
143: Erick Haas – Communicating with Transparency
Guest: Erick Haas Guest Bio: Erick Haas is an experienced Ag Sales Manager with LandPro Equipment overseeing 17 Ag Salesmen while bringing 15 years of expertise in the John Deere dealer network. Erick’s AOR is primarily Western NY, Pennsylvania, and a portion of Ohio. His background includes Precision Agriculture, Training, Recruitment, and being a John Deere Certified Trainer. Erick is deeply committed to his Central NY community, serving as President of Cornell Cooperative Extension of Madison County, several program advisory boards, a 4-H Leader, and President of the Chittenango Fire Department. He resides on a 65-acre hobby farm in Central NY with his wife and two young girls. Key Points: Career Path to Ag Sales Manager at LandPro Equipment · Early Career: Started with a degree aimed at environmental conservation; initially worked with Soil and Water Conservation, supporting farms. · Transition to Ag: Joined a John Deere dealership (Chazy Equipment Company) in 2011 as a precision ag specialist. · Career Growth: Became training manager, certified John Deere instructor, and eventually territory manager for 20 dealerships in the Northeast. · LandPro Role: Though lacking formal sales management experience, his reputation, technical expertise, and broad network helped him land the role. Management Philosophy & Style · People-Focused: Enjoys the human connection, coaching his team, and tailoring support to individuals' strengths and weaknesses. · Adaptability: Finds fulfillment in varied tasks—from farm visits to desk work. · Development-Oriented: Gets satisfaction from helping salespeople grow confident and independent. Building Trust and Influence · Earning Respect: Gained trust from seasoned, high-performing salespeople by being transparent, consistent, and reliable. · Trusted Resource: Focuses on becoming a go-to advisor for his team, even when the question is outside his expertise. Leading Through Change · Inherited Challenges: Took over a role that had seen high turnover; faced skepticism and had to prove his commitment. · Transparency: Earned buy-in by demystifying business goals (e.g., market share importance) and opening up about internal processes. · Best Practice Sharing: Emphasizes education and consistent communication. CRM and Accountability · CRM Usage: Encourages CRM use not for micromanagement but for customer service, protection, and visibility. · Variable Expectations: Applies different levels of accountability based on experience and performance. · Case Example: A customer hadn’t been called on in 10 years; proper CRM use would have prevented the oversight. Cross-Department Communication · Breaking Down Silos: Promotes overcommunication across sales, service, and parts to ensure customer needs are met. · Leadership Coordination: Has regular check-ins with store managers to stay in the loop and encourage collaboration. Accountability Culture · Problem Solving: Encourages direct, timely discussions to resolve interdepartmental issues quickly. · Ownership: Stresses accountability across all roles, not just sales. Foundational Wins vs. Sales Wins · Pyramid Model: Believes in building foundational skills—like customer handling, tech comfort, policy knowledge—as a prerequisite for sales success. · Progression: Describes coaching progression from handholding to independence, likening it to riding a bike. Documentation & Process · Written Best Practices: Emphasizes the importance of written procedures to plug process gaps and support memory retention. · Training Tools: Uses documentation to streamline onboarding and reinforce standards. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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142: Mike Kochenderfer – Leading with Authenticity
06/16/2025
142: Mike Kochenderfer – Leading with Authenticity
Guest: Mike Kochenderfer Guest Bio: Michael Kochenderfer is a seasoned sales leader with a proven track record of driving growth and building high-performing teams. As Regional Sales Manager at RECO Equipment, Inc., he is recognized not only for increasing revenue but also for his mentorship and coaching skills. Michael is dedicated to fostering professional development within his team, creating a positive and supportive work environment. His leadership has been instrumental in managing complex projects, including overseeing the most intricate commercial installations in DIRECTV's history. Michael's commitment to excellence and his ability to build strong relationships make him a respected figure in sales management. Key Points: Backstory & Entry into Sales Michael didn’t originally see himself in sales due to negative stereotypes. Started as a part-time employee and unknowingly excelled in sales by simply helping people. Realized that sales is just helping people achieve what they want. Created a personal sales model based on fishing: F + L + P = Success o Fish = Prospect o Location = Where you find them o Presentation = How you engage them Career Growth Held various sales and sales management roles, growing from retail to B2B and outside sales. Learned cold calling, refined targeting, became top salesperson, and began training others. Gained confidence through servant leadership and authenticity from mentor Evan. Leadership Style Key philosophy: He supports, removes roadblocks, and leads by doing. Authenticity: This means being the best version of yourself and not pretending to be someone you’re not. Team integration: Prioritizes relationships and alignment rather than authority. Hiring Philosophy Core values come first. Look for loyalty, professionalism, and hard work. Uses tools like LinkedIn, Indeed, and ZipRecruiter. Prefers candidates with equipment-adjacent experience and a stable job history. Wants long-term team members who see the company as a place to retire from. Managing Existing Teams Challenges of managing people already in place when you’re new. Focuses on building trust through authenticity and helpfulness rather than authority. Believes in empowering the team, not controlling it. Performance Management Performance Improvement Plans (PIPs): Custom, supportive, and hands-on. Rooted in detailed effort and results analysis. Requires a heavy coaching commitment from him. Goal: fix performance issues collaboratively before considering termination. Terminations: The most difficult part of leadership, handled with empathy and responsibility. Training & Onboarding Critical to success: structured, immersive, and cross-functional. Includes vendor trainings, internal team shadowing, and real-time coaching. Believes great onboarding sets the foundation for long-term success. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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141: Tom Wardach – Building a Sales Team from Zero
06/09/2025
141: Tom Wardach – Building a Sales Team from Zero
Guest: Tom Wardach Guest Bio: After serving for a few years as an officer in the US Army, I ventured into the business world, and that wasn't even my original plan! After almost 35 years in my current industry, I never thought that I would be in it for that long. And yet after more than 3 decades, here I still am. I have had the capacity to work for some great companies and wonderful teams in sales, personnel, customer service, product, and information management. Key Points: Background and Career Path · Tom attended a military college in South Carolina and served in the Army. Leadership and discipline learned there laid the groundwork for his career. · Transitioned to sales through a connection his wife had with Georgia-Pacific, where he began as an inside salesperson. · Emphasizes the importance of connections, not burning bridges, and seizing opportunities. Military Lessons Applied to Sales · Experience in leading teams in the military helped him lead sales teams. · Military discipline translates well to self-motivation and accountability in sales roles, especially in remote work settings. Egger Wood Products Role · Initially hired for a key account manager role, was later promoted to lead the U.S. sales team as part of a succession plan. · Tasked with building the U.S. sales team essentially from scratch. Building a Sales Team · Before hiring, he and the company identified what traits they were looking for in candidates. · Uses a collaborative approach to hiring, incorporating feedback from other team members and HR. · Emphasizes collaboration, input from colleagues, and a structured onboarding process. Hiring Philosophy · Candidates must have a proven sales background. · Prefers candidates with a short learning curve on the product side due to immediate business needs. · Ideal hires have both sales and some industry familiarity (e.g., OEM experience). · Doesn’t hesitate to make quick decisions when it’s clear a hire isn’t a good fit, unlike companies that wait too long. · Acknowledges the emotional difficulty of letting people go, even when necessary. Sales Team Expectations · Key account managers are expected to both acquire new business and grow existing accounts. · Sales at Egger involve long sales cycles and complex conversions (e.g., product switching or manufacturing changes). · A key priority is expanding Egger’s brand presence in the U.S. since its local manufacturing started in 2020. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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140: Karen Barbour – People Are People
06/02/2025
140: Karen Barbour – People Are People
Guest: Karen Barbour Guest Bio: With nearly 40 years of surety experience, Karen Barbour founded The Barbour Group in 2002, a nationally licensed surety agency focused on construction bonding and advocacy, with offices in Maryland and Tennessee. TBG is a certified DBE, WBE, WOSB, and WBENC firm. Her advocacy sparked in the late 1990s when achieving a Federal Acquisition Regulation change permitting annual bond forms to support five-year contracts instead of one bond for five years, giving small and minority 8(a) firms the capability of bonding such projects. Karen serves on the U.S. SBA’s National SBDC Advisory Board, MAA (BWI) Small & Minority Business Advisory Council, as Vice Chair for AMAC’s Government Affairs Committee, and on boards such as Women Construction Owners & Executives and Girl Scouts of Central MD for over 10 years. Karen co-founded the Alliance for Hispanic Commercial Contractors, Party For A Cure, and the National Small Business Party. She continues to manage an exclusive surety bond program with Hensel Phelps Construction Co. that to date has bonded over $170,000,000 in subcontracts with no losses. Key Points: Early Career and Challenges as a Woman Started in the insurance and surety industry in the 1980s as one of the few women in a male-dominated field. She faced pay inequality and a lack of mentorship or grooming for leadership. Despite working 80-hour weeks, she wasn’t offered ownership opportunities. Founding the Barbour Group After a successful career as a bond producer, she left to start her firm in 2002. Her motivation included economic independence, work-life flexibility, and family care (as a single mom and caretaker for her father with Alzheimer’s). Passion for Cold Calling Loved the challenge and directness of cold calling. Used it to differentiate herself and prove her value in a field where women were not readily accepted. Emphasized understanding of construction and surety underwriting, which made her uniquely effective. Advocacy for Minority and Women-Owned Businesses A pivotal moment came in her 20s when she unintentionally walked into a minority contractors’ meeting. Shocked by the industry's bias (her company directed underwriters to flat-out decline minority applicants), she left and began actively advocating for diversity. Worked to bond minority and women-owned firms, growing underwriting from $250,000 to $2.5 million in a year without losses. Personal Motivation and Values Grew up in a polluted, working-class neighborhood in Maryland. Experienced loss and hardship early in life (lost her mother at 11). Driven by empathy, fairness, and a strong sense of justice. Discovered later in life that her biological father was a neurosurgeon, which helped her understand her innate compassion. Diversity, Inclusion, and Economic Equity Emphasizes the importance of seeing and celebrating cultural differences, not ignoring them. Believes diversity brings better business outcomes and strengthens communities. Argues that systemic exclusion limits contributions from capable individuals and that access to capital and education are key. Community and Social Impact Initiatives Founded the Alliance for Hispanic Commercial Contractors to support minority businesses with financial assistance, consulting, and sponsorships. Created Party for a Cure, a nonprofit supporting children with neurological diseases. Developed a political platform, the National Small Business Party, to give small businesses a stronger voice in policy. Core Philosophy Step through fear—growth and purpose lie on the other side. Use business as a vehicle for empowerment, particularly for underrepresented groups. Diversity isn’t just a value—it’s a strategic imperative for societal and business success. Guest Links: – National Small Business Party - Nonprofit for AHCC Party For A Cure – Nonprofit that helps kids with Neuromuscular Diseases About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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139: Josh Blackman – Everyone is a Salesperson
05/19/2025
139: Josh Blackman – Everyone is a Salesperson
Guest: Josh Blackman Guest Bio: Josh Blackman is a licensed attorney, real estate broker, insurance broker, and general contractor. Mr. Blackman has some 45 years of business experience as a computer programmer, technical writer, practicing attorney, and entrepreneur. He has founded some six varied profitable companies, including a newsletter publisher, an email/postal-list marketer, a property manager, a real estate brokerage, a construction firm, a real estate holding company, and an insurance brokerage. His business experience includes overall managerial and administrative, marketing, people, project, and financial management, public speaking, contract drafting, and negotiation. He is the author of books and magazine articles involving law, the internet, property management, and real estate compliance. Key Points: Business Overview · Based in Brooklyn, serving Brooklyn, Manhattan, and Queens. · Manages 130 properties with a staff of 25 employees. What He Loves About the Business · It's never boring and highly detail-oriented. · Enjoys the variety, from client management to running operations. · The business keeps him constantly learning and adapting. Sales Philosophy & Structure · Everyone is a salesperson — property managers, field staff, and leadership alike. · Josh and his COO focus on high-level sales to condo/co-op boards and rental building owners. · Sales also includes contracting work, managed by the Chief of Construction. How Sales Culture is Built · Sales mindset is introduced during hiring and reinforced with weekly meetings. · Uses bonuses and metrics to reward those who generate work and retain clients. · Encourages employee idea-sharing to improve the company and drive growth. Finding and Managing Leads · Generates “zillions of leads” mainly through SEO—a result of strong optimization since the company's founding. · Also gets leads from vehicle branding, signage on properties, and local reputation. · Faces challenges not in finding leads, but in closing them, partly due to pricing and capacity. Lead Qualification · Has a process to vet prospects based on: o Location o Property condition and size o Willingness to follow legal requirements (e.g., insurance, safety) · Avoids clients who cut corners or ignore regulations. CRM & Follow-Up Challenges · Only recently began centralizing lead info, moving from spreadsheets to CRM. · A major sales challenge is a lack of follow-up, especially on complex, multi-step jobs. · Emphasizes organization and tracking: writing things down, prioritizing tasks daily. Leadership Approach · Inspired by insights from his wife, a child psychologist: reward the positive, understand human motivation. · Sees parallels between parenting and management: leading with structure, support, and positive reinforcement. Guest Links: LinkedIn: Website: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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138: Dr. Tony Vercillo – Life Lessons & Profitability
05/12/2025
138: Dr. Tony Vercillo – Life Lessons & Profitability
Guest: Dr. Tony Vercillo Guest Bio: Dr. Tony Vercillo is a 30-year veteran in the Product Marketing and Distribution industry. He has a Doctorate in Marketing Management, with special emphasis on Global Marketing Strategies (Summa Cum Laude). He also received his MBA in Leadership and Human Behavior. He is a highly sought-after public speaker known for his “infectious enthusiasm.” Dr. Vercillo has been an Author for more than 30 years in the non-fiction arena. He always dreamt of dabbling in the fiction world, and this work is his first foray into the exciting world of novels. Dr. Vercillo has served as a Senior-Level Manager and Vice President for PepsiCo and a third-party supply-chain firm. He is currently the CEO of a major kosher food service company in New Jersey. He also recently retired from teaching Global Marketing Strategy and Supply Chain Theory at California State University. His passion in life is teaching and coaching, and he has spent the last 20 years fulfilling that dream. Key Points: Sales Strategy: · Cross-Training: Salespeople are trained across all segments (e.g., healthcare, schools, caterers) to improve adaptability and pricing knowledge. · Hunter-Farmer Hybrid: All reps are expected to both acquire new clients and manage existing relationships. Change Management: · Data-Driven Approach: Used financials, industry benchmarks, and logic to explain changes. · Persistence: Faced resistance but stood firm while showing empathy. · Ongoing Communication: Holds regular sales meetings (e.g., upcoming board meeting) to address concerns. Operational Improvements: · Customer Visit Push: Implemented Salesforce (embedded in new ERP) and assigned a champion to ensure usage. · ERP Integration: New system launching May 1 improves visibility and report generation. · Coaching Culture: Monthly check-ins, product-level reviews, and data-backed feedback by the sales VP. Onboarding & Training: · Hands-On Process: All new hires must work in order entry, warehouse, and ride with drivers. · Holistic Understanding: Training ensures reps grasp the entire business, not just selling. Financial Results: · Sustained Growth: Double-digit revenue growth and increasing profitability every year since he joined. · Cash Flow Focus: Reduced cash gap from 70+ days to ~37 days through disciplined collections and vendor management. · Customer Retention: 99% retention rate, even with stricter payment terms. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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137: Courtney Stanford – Building & Maintaining Strong Relationships
05/05/2025
137: Courtney Stanford – Building & Maintaining Strong Relationships
Guest: Courtney Stanford Guest Bio: Courtney Stanford, CCIM is a Managing Director at SVN Dunn Commercial where she facilitates the acquisition, disposition, and leasing of industrial properties in the Mid-Cities market of Dallas-Fort Worth. In addition to her role as a producer, Courtney also assists with the management and strategic direction of the firm as a whole. Courtney graduated from Texas Christian University in 2012 and earned her CCIM designation in 2019. She currently serves on the Board of Directors of the North Texas CCIM (Certified Commercial Investment Member) Chapter as immediate Past President & is the Co-founder & Past President of IWIRE North Texas (Industrial Women in Real Estate). Courtney is also an active member of NTCAR (North Texas Commercial Association of Realtors), the Real Estate Council of Greater Fort Worth (TREC), a Member Associate of the SIOR North Texas Chapter & active volunteer with the Fort Worth Junior League. When not driving around to explore a new industrial facility in the area, Courtney enjoys practicing yoga, playing golf, or engaging in a game of Mahjong. She also likes spending time with her husband, Adam Stanford, and their three dogs, Sophie, Henry, & Chance. Key Points: Women in Commercial Real Estate · Co-founded iWire (Industrial Women in Real Estate) to support women in the field. · Advocates for strong mentors, self-confidence, and overcoming imposter syndrome. · Credits her Christian faith and personal growth for helping her through difficult times. Leadership and Team Building · Initially faced resistance from male colleagues when joining her father’s company. · Transitioned into leadership and rebuilt the team post-COVID. · Now leads a diverse team she personally recruited and trained. · Emphasizes company culture, core covenants, and creating an inclusive environment. Recruiting Strategy · Recruits both junior and senior talent, focusing on cultural fit. · Uses tools like CareerPlug to streamline the hiring process. · Looks for traits like discipline and financial preparedness. Client Relationship Management · Maintains relationships with clients through quarterly touches. · Uses a CRM to automate and manage communication. · Recognizes the value of the human touch and still makes personal calls when appropriate. Use of AI in the Business · Exploring AI tools like Jasper and Buildout for efficiency in marketing and communication. · Values AI for support but maintains that personal relationships and human interaction remain key. Managing Pipeline and Team Consistency · Encourages agents to specialize in a product type and market area. · Treats junior brokers like entrepreneurs building their own businesses. · Uses weekly team meetings and accountability huddles to track progress and keep brokers focused. Challenges as a Leader · Biggest frustrations: inconsistency among team members and maintaining a predictable pipeline. · Coaches and produces simultaneously, which adds pressure. · Leans on partnership with her father to balance responsibilities. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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136: Jason Moss – Generating More Leads
04/28/2025
136: Jason Moss – Generating More Leads
Guest: Jason Moss Guest Bio: Jason Moss is a multi-six-figure business coach who helps online business owners generate more leads and clients. His journey began in 2016, earning just $4,728 his first year. After years of persistence and experimentation, he cracked the code to consistent lead generation and scaled his business to $500,000+ per year. Jason has since built a thriving community of 1,000+ clients and is passionate about helping others grow profitable, high-integrity businesses. His strategies focus on ethical marketing, long-term relationships, and sustainable success. Now, he’s sharing everything he’s learned to help online business owners attract more clients, make a bigger impact, and experience true freedom. Jason lives in Boulder, Colorado, with his partner Kimberly, dog Boomer, and cat Zola. Key Points: Gratitude and Positivity: The message starts with a warm “Thank you!” and appreciation that the other person found the post helpful. This sets a positive tone and reinforces a friendly, supportive interaction. It also builds rapport and encourages continued engagement. Mindset Shift: The core message is about changing the way we think about writing, especially the beginning stages. Instead of diving straight into the content, the speaker encourages us to be intentional about how we start. It’s not just about writing more; it’s about thinking differently, which can improve the whole process. Importance of a Strong Introduction: The analogy of a strong introduction being like a “foundation before building the house” really drives the point home. A good intro isn’t just a formality — it sets the stage for everything that follows. By investing effort up front, you save time, prevent confusion, and create a more coherent final piece. Encouragement for Reflection and Action: The speaker ends with a thoughtful question: “Have you thought about any tweaks you might make to your own introductions?” This isn’t just rhetorical — it nudges the reader to actively think about how they can apply the idea to their own work. It turns a passive insight into a potential action step. Guest Links: After signing 2000+ clients and generating well over $1M in sales online, Jason’s learned that the #1 key to attracting more of the clients you want is having the right messaging to call them in. The problem is, most online business owners are missing clarity on their messaging—and it’s costing them clients, income and impact every single month. Jason’s free messaging cheatsheet will help you solve that problem. Inside, you’ll discover proven messaging secrets and guidance to help you get clear on your messaging today—so you can show up in a more powerful, impactful way through your emails, content and posts and attract more qualified leads and clients ASAP. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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135: Shannon Gregg – People, Process & Technology
04/21/2025
135: Shannon Gregg – People, Process & Technology
Guest: Shannon Gregg Guest Bio: Shannon J. Gregg, PhD, MBA, is an aficionado of sales technology to increase efficiency in the sales process, and an early adopter and adoption influencer for sales technology systems, particularly Salesforce.com and technology that integrates with the Salesforce platform. Dr. Gregg is the President of Cloud Adoption Solutions, a sales process and Salesforce.com consulting practice, and she also provides keynote talks, consulting and workshops on sales productivity. Her popular book, “It’s About Time,” is available now and is being used by sales teams across the country to refocus on what’s really important to drive revenue and results. She also instructs the Professional Selling course at Point Park University. She also competes on a jazz dance team for moms. Key Points: Career Transition to Sales Technology: Shannon started in sales almost by accident, selling software in the nuclear nonproliferation space. She discovered that sales is like choreography, focusing on improving sales processes to help salespeople focus on delighting prospects and customers. Shannon transitioned to sales management and eventually started her own Salesforce.com practice in 2018, which has been successful. Sales Choreography: Sales is more complex than sports analogies like "at-bats"; it's about choreographed moments where various teams (marketing, sales, etc.) move prospects through the funnel in a coordinated manner. Having a dance background helped her think quickly on her feet, which is a crucial skill in sales, especially when unexpected challenges arise. Sales Technology: Technology is a tool, not a solution in itself. It should help salespeople do what they do best without overcomplicating things. Sales technology can range from simple tools like phones and Zoom to complex CRMs integrated with other systems. The key to success with sales technology is choosing tools that are easy to use and integrate naturally into the sales process. Adoption of Technology: Sales technology should be easy to adopt. Sales leaders should ensure the tools don’t overwhelm the team with complexity, which could lead to poor usage and frustration. Avoid forcing long training sessions. Instead, show how the tools benefit the individual salesperson by demonstrating their value through real-life examples and role-playing. Process in Sales: Having a defined sales process is crucial before introducing technology. Sales leaders should first educate themselves on sales processes and how they fit their market. Sales leaders should focus on progress, not perfection, when creating a sales process. The process should evolve based on feedback and performance. CRM (Client Relationship Management) Tools: A CRM helps sales leaders track where salespeople need coaching and support. CRMs help manage data more efficiently than spreadsheets, providing visibility into the sales pipeline and buyer’s journey. CRMs should be customizable to fit the organization’s process, but it’s important to start with an out-of-the-box version before making customizations. Getting Salespeople to Use Technology: To encourage salespeople to use a CRM, leaders need to show what's in it for them. Demonstrate how using the system helps them perform better. Rather than pushing lengthy training sessions, involve reluctant salespeople in the design and testing phases of the process to ensure the tool works for them. Reluctant salespeople can be powerful allies in motivating others to adopt the tool once they see its value. Challenges with Salespeople’s Reluctance: Salespeople often resist using CRMs because they see them as time-consuming or invasive. Leaders should address these concerns by focusing on the benefits of CRM usage, such as better organization and visibility of the sales pipeline, and ensuring the tool is user-friendly. Behavioral Change and Buy-in: Getting salespeople to adopt new systems requires not only clear communication of benefits but also continuous feedback, training, and reinforcement. Real-world examples of success stories, like a salesperson improving their results, can help convince others to embrace the technology. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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134: Justin Toomey – The Best Job in the World
04/14/2025
134: Justin Toomey – The Best Job in the World
Guest: Justin Toomey Guest Bio: Justin founded SVN | Toomey Property Advisors in 2019, bringing a national full-service commercial real estate firm to Mobile, Alabama. Since expanding into property management in 2022, the company now manages over 903 multifamily units and 30,000 square feet of retail space. Under Justin’s leadership, the company achieved 268% revenue growth by the end of 2024, a testament to his strategic vision and innovative approach. As a licensed real estate broker in five states, he has earned national recognition, including the SVN Achievers Award (2021–2024), Costar Power Broker Award (2019), and being named one of The Bay Magazine's 40 Under 40 (2025). Key Points: Journey into Commercial Real Estate: Despite his father's warnings about the industry's difficulties, the Justin pursued a career in commercial real estate, earning a license at 19 and a broker’s license after college in 2011. He worked with his father until 2014, then moved to Sterling Properties to expand his knowledge in other areas of real estate, like retail and markets outside Mobile. Founding SVN Toomey Property Advisors: Justin founded his own company after learning valuable lessons at Sterling Properties, despite knowing the risks and challenges. He faced significant losses in 2020 but continued working hard during the pandemic, learning from mistakes, and adapting to growth. Challenges and Rewards in Commercial Real Estate: The commercial real estate industry is challenging, with long sales cycles and constant rejection. Success requires perseverance, working hard despite setbacks, and managing expectations. Justin values the autonomy and flexibility in the industry but emphasizes that it requires working far beyond a typical 40-hour week to achieve success. Advice for Aspiring Entrepreneurs: Be resilient in the face of setbacks, working harder than others, and build discipline in everyday tasks. Don’t try to do everything yourself, especially when starting out, and fearing failure. Delegating tasks and understanding the limits of your role is crucial. Business Growth and Success: Despite a rough start in 2020, the company grew by 268% in 2021 and continued to see around 100% growth annually since then. Growth was driven by learning from mistakes, expanding services, and adding new market segments, including multifamily and retail management. Managing a Team: Justin faces challenges with managing independent contractors (1099s) who don’t have the same level of control as employees. He emphasizes the importance of communication, drive, dedication, and consistency within the team, often relying on shared calendars and teamwork to keep things running smoothly. Struggles with ensuring consistency in sales meetings but recognizes the value of collaboration among team members on deals. Hiring Strategy: Justin tends to hire individuals with no prior experience in the industry, believing they are more coachable and aligned with the company’s values, especially cold calling. He avoids hiring senior brokers with established businesses as they can be harder to integrate into the company culture and may resist change. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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133: Nancy Wilhite – Grow Leadership
04/07/2025
133: Nancy Wilhite – Grow Leadership
Guest: Nancy Wilhite Guest Bio: Nancy Wilhite is the owner of Grow Consulting, a professional consulting business that helps to develop leaders in terms of their executive presence, communication, presentation, and strategic planning. She has a strong focus on CRE professionals and market leaders, working on their business development processes and running high-performing teams. Key Points: Background and Experience: Nancy has 40 years of experience, with a focus on people, operations, and leadership development. She entered the commercial real estate field serendipitously after being recruited to CB (Coldwell Banker) for operations management. Over her career, she worked with brokers and teams to develop high-performing individuals and businesses, and also managed teams on a national level, focusing on business development and efficient processes. Transition to Consulting: Nancy started her consulting company, Grow Consulting, after the COVID-19 pandemic led to downsizing in her previous role. She now helps clients with leadership, executive presence, communication, and strategic planning. Philosophy on Leadership: Nancy believes in working with and through people, understanding that each person’s unique qualities are key to success in any team or business. She emphasizes that leaders should inspire and guide people in a way that helps them grow, particularly by recognizing their strengths and encouraging their development. Leadership, according to Nancy, is about being able to communicate effectively, guide others through challenges, and maintain a vision that motivates people to work toward a common goal. Team Development and Motivation: Maintaining momentum and excitement in teams is essential, especially when facing challenges like resource shortages or high expectations. Nancy advocates for creating quick wins and clear, manageable plans to sustain energy. She also encourages structured processes for onboarding new employees, highlighting the importance of clear roles and responsibilities, especially in high-energy industries like commercial real estate. Hiring and Role Clarity: Hiring the right people for specific roles is crucial. Nancy stresses the importance of being intentional about what you are hiring for and ensuring that the new hire fits the culture and the role. She advises that teams should have a clear understanding of what they need and the impact the new hire will have on the organization. Leadership Development: Nancy believes leaders are both born and made. Natural instincts for leadership can be honed with experience and training. Effective leaders are those who can influence others, communicate difficult messages clearly, and help their teams succeed together. Final Thoughts: Mistakes are part of the learning process. Nancy encourages embracing failures, learning from them, and moving forward with improved strategies. She reiterates the core belief that "we do things with and through people," highlighting the importance of collaboration, leadership, and team growth in any organization. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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132: Ron Koenigsberg – Watch, Do, Teach
03/31/2025
132: Ron Koenigsberg – Watch, Do, Teach
Guest: Ron Koenigsberg Guest Bio: Ron Koenigsberg is an award-winning commercial real estate broker with over three decades of experience and the founder of American Investment Properties, Inc. Recognized as a top-performing broker nationwide, Ron has successfully navigated countless transactions, establishing himself as an industry leader and trusted advisor. As the author of "Power Broker: How to Succeed in Life and Business", Ron shares his proven insights into sales excellence, relationship-building, and personal growth. Known for his engaging style and practical advice, Ron leverages humor, warmth, and real-world experience to empower others to achieve greater professional success and personal fulfillment. Key Points: Dyslexia and Overcoming Challenges: Ron shares his experience of being born with dyslexia, a condition that went undiagnosed during his childhood. Despite struggling with reading and comprehension, he found his strength in "human engineering," which led him to sales. His father's influence, especially through Dale Carnegie’s book How to Win Friends and Influence People, helped him realize that 85% of success is due to people skills, not technical knowledge. Sales and Human Connection: Ron emphasizes that sales success relies on building relationships, not just knowledge. He shares that the key to success is understanding people and communication, which is more important than expertise in a specific field. He mentions that 85% of successful entrepreneurs and business leaders start their careers in sales because it builds essential people skills. Teaching Sales to His Team: Ron adopts a "watch, do, teach" approach with his sales team. He emphasizes leading by example and actively teaching his team, building their skills through practical experience. He fosters a supportive environment, always looking to guide and encourage his salespeople, focusing on making them better rather than criticizing them. Streamlining the Prospecting Process: Originally, Ron tried to contact a large number of property owners (around 10,000), but eventually realized that focusing on a smaller group of 800 key individuals worked better. This "narrowing down" approach allowed for deeper, more meaningful connections, and ultimately led to more successful relationships. Persistence in Sales: Ron emphasizes the importance of persistence in sales. He shares that 80% of sales happen after the fourth ask and encourages his team to keep pushing and not be discouraged by rejection. He uses a CRM to manage and track relationships, remembering personal details about prospects, as he believes in the power of personalization. Building Resilience: Ron believes resilience is crucial for sales success and business leadership. Despite setbacks and rejections, resilience helps maintain motivation and drive. He practices what he preaches by remaining calm in tough situations and sharing his own experiences with his team to help them develop emotional resilience. Hiring Challenges and Social Media: Ron admits that recruiting talent has been his biggest challenge in growing his business. He has recently focused more on social media, growing his LinkedIn following from 1,000 to 14,000 in a year, using it to attract talent and build his brand. His Book, Power Broker: Ron wrote a book titled Power Broker, focusing on success in sales and business. It’s particularly aimed at aspiring commercial real estate brokers. The book was written with his sons in mind, sharing his knowledge and lessons for them to use in their lives. The book has resonated with a wider audience and is available in various formats, including Audible and Amazon. Family and Legacy: He shares his desire for his children to be involved in his business, though they are still young. He wants to build a successful company that attracts his sons to work with him in the future. Overcoming Dyslexia: Ron reflects on the impact of dyslexia on his life, acknowledging that it has shaped his resilience and approach to challenges. He stresses that dyslexia taught him how to overcome obstacles and build resilience, which is key to thriving in sales and business. The interview highlights the power of resilience, human connection in sales, persistence, and the importance of teaching others as a key to leadership and success. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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131: Tony Stillinger – Building a Sales Team
03/24/2025
131: Tony Stillinger – Building a Sales Team
Guest: Tony Stillinger Guest Bio: I have been in the seal and gasket business for 37 years. I started off in production and quality, moving into sales in 1997. I quickly learned that to be successful in a sales role you needed to be self-motivated, competitive, reliable, and a great listener (2 ears > 1 mouth). I have had the privilege of working for a multi-billion-dollar giant in the industry to a small distributorship. I have found that sales leadership gives me great satisfaction. I love coaching and talking sales strategy with my team. I get more enjoyment from their success than my own. I guess you could say I view my success is tied to their success. My current position with ESP has been very satisfying because I was tasked with finding acquisitions, building a sales team, and guiding the team toward acquiring new business. I told one of my direct reports this morning that I don't see retirement in my future because I love what I do and the company I work for. Key Points: Background, Journey to Sales, and Path to Engineer Seal Products: · Tony started in production and quality at Southern Rubber in Greensboro, NC, with a family connection and gained valuable product knowledge. · Attended college at night while working, with the goal of transitioning into sales; found success despite being an introvert by focusing on listening to customers and solving their problems. · Moved to Engineer Seal Products after helping them explore acquisitions in the Southeast; later, ESP acquired Southern Rubber, Tony's former employer. Cold Calling and Prospecting: · Cold calling is a primary strategy for new business acquisition, particularly in the Southeast region, where ESP had limited presence before the speaker joined. · Post-COVID hybrid work schedules have made cold calling more challenging, but it has still led to valuable conversations and new accounts. · Tony views cold calling as less common today, which gives their team an advantage in reaching decision-makers. Sales Team Development and Coaching: · Building a sales team from scratch required careful coaching and mentoring, particularly in managing the frustration of cold calling. · The sales process can be slow and requires persistence. Tony compares sales to a baseball player, where even a 30-40% success rate is considered good. · Coaching involves encouraging perseverance, trying different strategies, and using personal stories to motivate the team. Hiring and Training Salespeople: · When hiring, Tony looks for candidates with a "hunter mentality" and technical knowledge of the industry, understanding that the sales cycle is long-term. · The interview process involves assessing candidates' daily routines, sales plans, and role-playing cold calls. · Tony values networking to find potential candidates and looks for people willing to hunt for new business rather than manage existing accounts. Mistakes in Hiring: · Tony shared a past hiring mistake involving a candidate with the right skills but who had personal issues that impacted their work. · The lesson learned was to inquire more about personal hobbies and interests during the hiring process, which may reveal potential red flags. Overall Philosophy: · Tony emphasizes the importance of caring for employees and helping them succeed, which adds to the satisfaction of leadership. · Even though firing employees can be painful, it is sometimes necessary for the benefit of the company. · Tony’s competitive nature and enjoyment of challenges drive their success in building teams and acquiring new business. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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130: Zach Kosturos – Always Building Relationships
03/17/2025
130: Zach Kosturos – Always Building Relationships
Guest: Zach Kosturos Guest Bio: Zach Kosturos is the President and Owner of Prime Locations, Inc., a full service commercial real estate company and Upsyde Ventures, a real estate private equity company. His companies develop, sell, lease and manage office, retail, industrial, multifamily, and self-storage investments. Zach’s commercial real estate knowledge and experience are vast as a result of his involvement in all aspects of the industry, including development, acquisition, disposition, financing, leasing, maintenance, management and most importantly, ownership. Key Points: Career Journey: From Baseball to Real Estate Entrepreneur · Played baseball on a scholarship with aspirations to turn professional, but shifted focus to sales and communication skills after realizing the MLB path wasn’t viable. · Developed a passion for investing after reading about Warren Buffett, leading to a deep dive into value investing. · Entered real estate in 2008 during the economic downturn, buying out partners to grow Prime Locations, and later launched Upside Ventures, a real estate private equity firm. Business Growth & Ownership: · Prime Locations has grown five times its revenue since Zach took over. · Upside Ventures currently owns $75 million worth of commercial property. · Ownership is central to Zach’s success, as it allows him to understand both the investor and client’s perspectives in real estate. Importance of Ownership: · Zach emphasizes that ownership, particularly in real estate, is critical because it gives insight into the challenges owners face, making it easier to serve clients effectively. · Learning through experience and mentorship is crucial. Books gave him theoretical knowledge, but real-world exposure to owning and managing investments accelerated his growth. Advice to Young Entrepreneurs: · Zach advises aspiring entrepreneurs to work within their circle of competence and avoid dabbling in too many areas. · Believing in yourself, putting in the effort, and having the courage to take risks are key factors for success. · His analogy to baseball emphasizes the importance of preparation and practice before taking big risks. Sales & Mentorship: · Zach sees salesmanship as the ability to communicate and build relationships, not just close deals. He trains his team to be trusted advisors. · Mentorship plays a huge role in developing sales skills, as successful brokers typically have mentors guiding them. Building Value in Real Estate: · New brokers add value by being persistent without being overly aggressive, demonstrating their commitment to potential clients. · Prime Locations’ team uses direct mail campaigns to add value by providing valuable, exclusive information that can't be found online, positioning them as trusted advisors. Results of Direct Mail Campaigns: · Direct mail campaigns have generated significant returns, with one campaign bringing in $400,000 in commissions for an $8,000 investment. · A recent direct mail effort led to a $19 million acquisition of properties, showcasing the power of persistence and effective marketing. Leveraging Direct Mail: · Direct mail is less cluttered than email, making it an effective tool in real estate marketing. · Zach’s approach to direct mail is unique, using high-quality newsletters with useful information, differentiating them from the typical marketing materials. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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129: Cole Strauss – Being the Easiest Company to Deal With
03/10/2025
129: Cole Strauss – Being the Easiest Company to Deal With
Guest: Cole Strauss Guest Bio: Leading the Texas region at igus Inc., I focus on nurturing customer relationships and driving new business development through strategic leadership and industrial sales acumen. My role involves guiding our sales force, negotiating high-value contracts, and ensuring our mission of being the easiest company to deal with is realized with every customer interaction. I am currently transitioning into the National Sales Manager role for Chainflex Cables, effective January 2025. I hold an Engineering degree from Texas State University and an MBA from UT Permian Basin. Before joining Igus, I worked for John Deere, Continental Automotive, and Vehicle Monitor Corporation, gaining experience in manufacturing, engineering, and sales. I live in San Antonio, TX with my wife, Kelsie, our son, Beckett, and our two dogs Lady and Cleo. I spend most of my free time with family and friends but also spend some alone as an avid outdoorsman who appreciates the relaxation only the woods can offer. Key Points: Role & Background: Cole is the new National Sales Manager for Igus, Inc., a role he has held for 14 days. He has an engineering degree from Texas State University and an MBA from the University of Texas Permian Basin. Before his current role, Cole worked as a manufacturing engineer and transitioned into sales at Igus, Inc over the last four and a half years. He started as a Territory Sales Manager and later became a Regional Manager. Company Mission: Igus's mission is to be "the easiest company to deal with" in every customer interaction. This is central to their customer service philosophy. Cole explains that being easy to deal with involves being responsive, providing reliable support, and ensuring customers receive solutions, even if those solutions come from other departments. It’s about building trust and being an advisor, not just a salesperson. Strategic Partnerships: Cole plans to grow sales revenue through both external and internal strategic partnerships. External partnerships include working with distributors and catalog houses, while internal partnerships focus on better alignment between outside and inside sales teams to improve customer service and product offerings. Sales Philosophy: Igus aims to sell on the value of their products, even if they are priced higher than competitors. Cole emphasizes showing customers the long-term cost savings through product durability and fewer replacements. Changing the mindset of outside salespeople from focusing on immediate low cost to emphasizing lifetime costs and return on investment is key. Sales Team Management: Cole prioritizes attitude over experience when hiring. He believes a good attitude is more important than technical experience because the right attitude leads to success in the sales process. He values teamwork, with a focus on communication and ownership within the team, helping people take the next step in their careers. Hiring Process: When hiring, Cole looks for candidates with the right attitude and a basic mechanical background. He emphasizes finding people who are reliable, accountable, and have a strong work ethic. He also uses personal referrals to assess candidates' true character. Challenges in Sales Management: Cole acknowledges that managing a large sales team (about 50 territory managers) means dealing with many problems simultaneously. His engineering background helps him troubleshoot and find solutions without panicking, ensuring that issues are resolved efficiently while balancing internal and external needs. Work-Life Balance: Cole mentioned the challenge of managing a team while balancing work and personal life, sharing a humorous anecdote about how he sometimes struggles to "turn off" his problem-solving mindset even at home. Guest Links: LinkedIn: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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128: Jeff Peterson – Empathetic, Value-Based Sales
03/03/2025
128: Jeff Peterson – Empathetic, Value-Based Sales
Guest: Jeff Peterson Guest Bio: Jeff Peterson knows B2B selling. With more than 15 years of experience as a sales executive and sales manager, primarily with both local and national linen and uniform companies, and the packaging industry. Jeff has a strong track record of delivering industry-leading results in competitive markets. While still having “boots on the ground” in sales management, he has shared his empathetic, value-based sales and marketing approach through numerous publications, consultations, and engagements. A husband and parent of four children, in his increasingly rare free time Jeff enjoys a great restaurant, live music, playing tennis, and getting himself into adventures exploring new cities and towns. Key Points: Introduction to Sales: A mentor offered him a sales job, even though he wasn’t qualified. Minimal training — was told to knock on 30 doors daily and input data into a CRM system. Gained experience through trial and error, learning alongside a team of peers in the millennial uniform world. Transition to Sales Manager: After his boss was promoted, Jeff was thrust into the sales manager role with little formal training. Took initiative to figure things out, continuously learning over the years. Acknowledged both successes and failures, but focused on learning from mistakes and helping his team grow. Sales Development: Developed a passion for the craft of sales, learning from thought leaders in the field. Focused on constantly improving and passing on that knowledge to others. Sales Leadership Approach: Emphasizes systematic and adaptable training and onboarding processes. Customizes training based on the individual's level of expertise, offering an 8-week process with supervised practice. Believes in guiding the team and letting them find their own methods, but with close oversight in the beginning. Prospecting and Growth: Faces challenges in an industry that could be complacent with existing customers, but emphasizes the importance of new revenue. Encouraged a culture of prospecting, focusing on old-school methods (cold calls, email outreach) to grow the business. Managing Sales Team Culture: Has worked to shift from a "hunter-farmer" model to one focused on generating new revenue. Values create a mindset focused on new business, which he believes is essential for organizational success. Challenges with CRM Usage: Sees CRM as a critical sales enablement tool but acknowledges that getting full buy-in from salespeople can be difficult. Focuses on showing the CRM’s benefits, such as organizing tasks and managing opportunities efficiently. Strives for a balance between enforcing CRM usage and respecting top performers' flexibility. Balancing Optimism and Realism: Struggles with maintaining enthusiasm while also being pragmatic about challenges and issues within the company or industry. Believes in transparency with his team, providing honest updates about challenges while focusing on solutions and maintaining morale. Focuses on ensuring his sales team stays motivated and confident despite external challenges. Guest Links: LinkedIn: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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127: Trent Halasek – Protect the Business Model
02/24/2025
127: Trent Halasek – Protect the Business Model
Guest: Trent Halasek Guest Bio: I was raised by a family of educators and have maintained my love of learning, and teaching, in my professional career. I read and consume as much information as I can to help better myself professionally and personally. My path is a bit non-traditional for a sales leadership role. I have a degree in accounting and started my career as a Staff Accountant. Most people who end up in sales will tell you that accounting work is horrible. I take the opposite approach. What I learned with a finance background is the cornerstone for prudent financial decisions and practical solutions in my work. From the very beginning of my career, I learned what drives financial results in the industry, so when I elevated into leadership positions, I already had learned the financial side of decisions. It definitely gave me a leg up when I started moving up in my career. Guest Links: Key Points: Sales Leadership Philosophy: Shares insights on continuous education and training for sales professionals. Views sales skills as learnable and emphasizes ongoing development in areas like lead generation, cold calling, and communication. Prefers hiring individuals who are willing to learn and have high energy over those with extensive industry experience aligning salespeople with the company's core values and ensuring they are focused on what the company does best. Hiring and Developing Sales Talent: Look for candidates with a growth mindset (willingness to learn) and high energy. Focus on helping sellers get wins in the right areas to build confidence. Prefers a hands-on coaching approach, especially for new sellers, to align them with company goals. Understands the importance of managing people differently based on their experience and career stage. Business Model Protection: Stresses the importance of protecting the company’s business model by staying focused on core strengths. Advocates selling only boxes, not diversifying into other products, which could dilute profitability. Believes in aligning sales efforts with the company’s proven value proposition, even if it means not chasing every opportunity. Sales Wins and Strategy: In October, all 11 local sellers exceeded previous year’s sales despite industry pricing challenges. Focused on selling company assets effectively and motivating sales teams. Uses internal surveys to ensure messaging aligns across all levels of the company, from entry-level to top leadership. Ensures salespeople understand the company’s offerings and target market. Strategic Decision Making: Encourages decision-making based on the company’s business model rather than reacting to every customer request. Highlights the importance of strategic decisions (e.g., offering new products like tape) being made at the leadership level, rather than by individual salespeople. Adapts to the needs of smaller customers and helps new sellers secure smaller accounts to build confidence, but ensures they remain focused on core products. Customer Needs and Sales Approach: The company focuses on providing fast, reliable service for corrugated boxes. Targets smaller to mid-sized customers who need quick delivery and personalized service, unlike large companies that can get these products from larger corporations. Uses a needs-based sales approach, focusing on solving specific customer challenges with a tailored solution. The sales cycle is guided by understanding the customer’s language and aligning the company’s value proposition to their needs. Understanding Individual Strengths (Superpowers): Emphasizes the importance of recognizing both personal and customer strengths. In the context of a salesperson or team member, it's crucial to identify their "superpower" (a unique strength or trait) and encourage them to lean into that for success. For example, the interviewer mentions using passion and energy as their own "superpower" for motivating others. Balancing Commonality with Individuality: Discussion about how customers often have the same general need (e.g., fast delivery of brown boxes), but the underlying reasons for that need may differ. This highlights the balance between understanding the commonalities (like needing a box) and addressing the individual needs behind that requirement. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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126: Kimberly Weitkamp – The Audience Converter
02/17/2025
126: Kimberly Weitkamp – The Audience Converter
Guest: Kimberly Weitkamp Guest Bio: Kimberly Weitkamp is a coach, marketing strategist, and podcaster. As owner of the Audience Converter and host of the More Conversations, Clients and Cash Podcasts, she helps coaches create marketing that makes money and aligns with their values, goals, and calendar. Kimberly works with her clients to put the right message in front of the right person at the right time (especially in emails!). She’s helped people hit their first-ever 6-figure launch, fill their beta in less than 60 days, and 4x sign-ups to their webinars and so much more. She loves talking marketing, travel, and all things sci-fi. Guest Links: Key Points: Definition of "Audience Converter": Kimberly defines "audience" as potential clients and "converter" as moving them through the various steps of the sales process. She emphasizes that conversion is an ongoing process, not just about getting someone to pay, but also building loyalty and referrals. Importance of Tracking Conversion Touchpoints: Conversion involves multiple steps like getting to your website, signing up for a lead magnet, engaging with emails, and ultimately showing up for a sales call. Every touchpoint should be tracked to see what's working and where issues lie in the sales funnel. Building a Conversion Process: It’s essential to define your own conversion process and track each step. From the first interaction to booking a sales call, understanding where prospects drop off helps refine the process. Qualification of Leads: To avoid wasting time with unqualified leads, Kimberly advises adding qualification steps early in the funnel. This could include self-selection during sign-up or using qualifying questions when booking a sales call. Understanding the Audience's Needs: Researching the target market’s challenges is key. Kimberly recommends using online platforms like LinkedIn, Reddit, and Quora to find out what prospects are asking. Direct interviews with current clients can also provide valuable insights into their pain points. The Role of Emotion in the Sales Process: Kimberly highlights the importance of understanding the emotional aspect of your prospects' challenges. Asking follow-up questions about how they feel about their problems and how they affect their life helps tailor marketing to their true needs. Market Research Tools: Kimberly uses a simple one-question survey on the "Thank You" page after someone downloads a lead magnet to gather real-time insights about their challenges. This method helps refine her marketing content. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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125: Mitch Lewandowski – Selling with Generosity
02/10/2025
125: Mitch Lewandowski – Selling with Generosity
Guest: Mitch Lewandowski Guest Bio: I was recently asked, "What’s your passion?" That made me think about who I am as a person, husband, father and contributor. As I considered my 35-plus years of leadership, it wasn’t about the deals I’d done or the places I’d gone. What made me tick and come alive was something so much more meaningful. It came down to the sense of purpose and fulfillment I’ve gotten through making a difference in the lives of the people and companies I've impacted. Helping an individual come alive and gain freedom to be a better person. Assisting a company to break free from costly and/or ineffective habits. Working with a customer that has given me passport into their lives and business and trusting me along the way of change that forever improves them. You can’t put a price on that. It’s priceless and it has no number. That’s my passion. Key Points: Genesis of Cymbionic: Founded a consulting firm to help businesses achieve health and wholeness. Focusing on investing knowledge gained from past experiences to support others. Concept of Healthy Organizations: Healthy organizations foster collaboration and shared beliefs among leadership teams. Emphasizing the importance of collective growth rather than individual gain. Engaging Teams in Vision Creation: Encourages inclusive brainstorming to develop a shared vision and destination. "If there’s no way in, there’s no buy-in": team involvement leads to greater commitment. Overcoming Resistance to Change: Leaders must inspire and equip teams rather than dictate actions. Leaders should be open to team input to find a mutually agreeable direction. Addressing Self-Limiting Beliefs: Look for candidates willing to take risks and learn from failures. Use motivational examples (like the “death crawl” from Facing the Giants) to challenge and inspire. Fostering Coachability and Teachability: Use the FAITH acronym (Faithful, Available, Interdependent, Teachable, Hungry) to screen candidates. Emphasize teamwork and the importance of interdependence for success. Behavioral Change Approach: Focus on capturing team members’ hearts to inspire behavioral change. Promote an environment where mistakes are viewed as learning opportunities. Continuous Improvement: Encourage ongoing dialogue and teamwork to refine strategies and maintain engagement. Highlight the importance of shared goals to drive collective success. Team-Oriented Mindset: Emphasis on collaboration and recognizing team contributions over individual achievements. The speaker values “we” over “me.” Look for individuals who are driven to help the team succeed rather than those focused solely on personal gain or material rewards. Learning from Others: Importance of understanding how candidates have successfully worked with various teams (like pre-sales and onboarding) to achieve goals. Community Engagement: Suggesting that salespeople participate in volunteer activities to cultivate a mindset of service and generosity, which can translate to better performance in the workplace. Client-Centered Approach: Emphasizing the need for salespeople to be genuinely interested in their clients, as building relationships leads to better outcomes. Awareness and Attunement: Encouraging salespeople to "raise their antenna" to be more receptive to client needs and signals, enhancing communication and relationship-building. Guest Links: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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124: Andy Culligan – Aligning Sales & Marketing
02/03/2025
124: Andy Culligan – Aligning Sales & Marketing
Guest: Andy Culligan Guest Bio: Andy is a marketing leader with a sales mindset. Andy excels in aligning marketing and sales teams to drive revenue growth. At AndyCulligan.com, he helps fast-growing SaaS startups achieve commercial success through strategic alignment. With nearly a decade of experience in SaaS martech, Andy has built and lead teams to success, making him the go-to CMO resource at a fraction of the cost. He is also the Founder & CEO of Purple Path, . Key Points: Sales Foundation: Need to have a strong foundation in sales and cold calling. Andy shared insights from his experiences. Career Journey: Andy discusses his transition from sales to marketing, focusing on digital marketing and marketing automation, eventually working in the tech and SaaS space for over a decade. Gaining insights from working in European markets and the US. Team Building: Building a team of fractional experts to provide cost-effective marketing and sales support, addressing a gap in expertise, particularly in SaaS. Sales and Marketing Alignment: Open communication is key. It’s essential to define what a lead is and establish clear expectations for nurturing those leads to avoid disconnects. Expectation Setting: Key to aligning sales and marketing is defining what a lead means and establishing clear expectations on how to nurture those leads. Success Stories: Andy shared an example of integrating SDR and marketing teams to improve pipeline creation, aligning compensation structures to incentivize collaboration. Scaling Strategies: Starting with company-level targets, calculating backward to determine necessary actions, and documenting plans to guide progress. Goal-Setting Importance: Stressed the significance of having clear, written goals and strategies, particularly for small to medium-sized businesses. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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123: Todd Bermont – Cognitive Selling
01/27/2025
123: Todd Bermont – Cognitive Selling
Guest: Todd Bermont Guest Bio: Houston‐based, High Technology Sales and Business Development Leader with over 30 years of sales management, business development, and sales experience in Data Center Design/Build, IT, Mission‐Critical Power Infrastructure (UPS, PDU, and Solar), Professional Services, and SaaS. Recruited and hired six times by former colleagues. Sales management accomplishments include achieving record sales and profit each year for the first three full years as VP of Sales for Solarcraft and growing the OEM division of APC from $10 Million to over $100 million in four years. As Director of Business Development/Marketing for Lee Technologies, helped the company grow from $55 Million in sales to over $100 Million in two years. Having conducted business in over 20 countries, noted accomplishments include: winning several multi‐million‐dollar, new business clients, authoring numerous books, being featured on TV (CNN, FOX, & CBS) and in print (Fox Business, Forbes, and 7x24), and speaking at AFCOM Data Center World. Key Points: Sales Success and Key Strategies: Team Composition: Hiring the right people is crucial. Todd emphasizes that success is built on a solid team and that turnover, while challenging, is part of finding the right fit. Focus on Leverage: Rather than pursuing small sales, the team focuses on targeting decision-makers who can purchase in larger volumes. This approach maximizes the return on each sales effort. Sales from Existing Customers: Todd highlights the importance of expanding within current accounts. Selling more to existing clients, especially those already approved as vendors, often leads to significantly higher revenue. Customized Compensation Plans: Salespeople’s compensation plans are customized to what motivates them most, ensuring a higher level of ownership and motivation. Incentives, or "kickers," are tied to specific achievements like securing large deals or meeting quarterly revenue goals. Hiring and Firing: Todd stresses the importance of not tolerating poor performance. He follows a principle similar to his day trading experience: when something isn’t working, cut your losses quickly. Key indicators in hiring include assessing how candidates perform during the interview process (e.g., their sales skills and engagement). He has learned the importance of listening to his gut during interviews and avoiding the temptation to forgive red flags due to strong referrals. New hires are expected to produce meaningful sales activity (quotes, meetings) early on. Lack of activity often signals that someone isn’t putting in the effort. Sales Culture: Coaching and Continuous Improvement: Todd sees sales as a mental game, emphasizing the need for salespeople to believe in the product they are selling. His book, Cognitive Selling, focuses on how mental preparedness and belief in the product are key to success. Salespeople must be coachable and open to learning. Todd also emphasizes creating a strong sales strategy and requires new hires to submit a 90-day business plan to outline how they will succeed. Key Insights: Sales growth at Solarcraft was driven by having the right people, focusing on large deals, and working to grow revenue within existing accounts. The importance of an effective, tailored compensation plan cannot be overstated—when salespeople have ownership over their earnings structure, their performance improves. Todd believes in leading by example and insists that salespeople who don’t believe in what they’re selling won’t be successful. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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122: Mark Wigginton – Focusing on Results
01/20/2025
122: Mark Wigginton – Focusing on Results
Guest: Mark Wigginton Guest Bio: Mark Wigginton is a seasoned coach, consultant, and strategy advisor with over 30 years of sales expertise. As the founder of Focusing On Results, Mark combines deep insights into human behavior with actionable strategies to help his clients achieve personal and professional growth. Since 2001, he’s worked as a coach and consultant to business development executives and teams, helping business professionals clarify goals, strengthen teams, and cultivate their growth. His many years in sales taught him the power of focused goal-setting and resilience, lessons that are integral to his coaching approach today. In addition to his professional accomplishments, his personal journey reflects his dedication to personal growth and achievement. Starting as a “couch slouch,” at 45, he transformed his life through disciplined goal-setting, ultimately completing 18 marathons and an Ironman triathlon. This personal experience helps him deeply understand and support clients on their own transformation journeys. Key Points: Career Journey and Sales Training: Mark's career evolved in three phases—starting with technology sales, transitioning to community mental health, and later working as a management consultant, sales trainer, and coach. His early sales training emphasized customer focus, earning the right to advance in sales, and persuasive involvement. His work as a counselor taught him the importance of listening and focusing on the customer’s needs, skills he later integrated into his sales approach. Ironman and Marathon Experience: Mark’s late start in endurance sports (running and triathlons) at 45 helped him develop discipline, which he applied to sales, emphasizing the importance of goal setting, consistency, and incremental progress. Goal Setting Framework: Mark advocates for breaking down larger goals into smaller, achievable steps, using the ABCs of goal setting: Accept reality, focus on the basics, and maintain consistency. This applies to both athletic training and sales. Sales Goal Setting for Teams: Mark emphasizes the importance of empowering salespeople to set their own goals, which leads to higher motivation and ownership. Managers should involve their team members in the goal-setting process to achieve better results. Customer Focus and Communication: Salespeople must adapt their messages to the right audience within an organization—senior leaders versus operations staff—ensuring relevancy to each group's needs. Guest Links: Free downloadable tools: About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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121: Brian Feenie – Shift Logic!
01/13/2025
121: Brian Feenie – Shift Logic!
Guest: Brian Feenie Guest Bio: With 30 years in the HVAC and Home Services Industry, Brian has worked with top companies like Lennox, Emerson/White Rodgers, Ferguson Enterprises, ServiceTitan, and Google Nest. For the past 15 years, he has focused on helping Home Services businesses implement technology across North America, including IoT (Internet of Things), smart products, SaaS, and productivity tools. Brian has also served as a business coach, bringing a unique perspective to the industry based on his time spent on the contracting side. Currently, Brian leads Business Development efforts at measureQuick, is the National Trainer for JB Industries Climate Class smart tools, and also serves as ACCA's Chief Encouragement Officer for their QI Certificate program. Key Points: Career Journey and Shift to Entrepreneurship: Brian, had a 30-year career mostly in sales leadership roles. About 20 years in, his wife encouraged him to become a business owner. After being laid off from Google Nest, Brian decided to pursue his dream of starting Shift Logic, a business specializing in HVAC technology and software. He leveraged his background in sales and marketing, as well as relationships from his career, to take the leap into entrepreneurship. Leveraging Relationships: A key element in Brian’s success was asking for help and tapping into his network. He reached out to industry contacts, such as Jim Bergman from measureQuick, who helped promote him within the network, resulting in new clients. Brian also emphasized the importance of being intentional in building a professional network and using platforms like LinkedIn to stay visible and build credibility. The Importance of Asking: Brian highlights the importance of asking for opportunities, noting that you don’t get what you don’t ask for. He encourages others to take risks, ask for opportunities, and take shots, as sales is fundamentally about asking for what you need. Sales Leadership Philosophy: Brian reflects on his experience in sales leadership, stressing the importance of understanding the unique needs of each team member. He believes in leading by serving his team and making sure they feel supported in both their professional and personal growth. This approach creates a positive team culture, which is key for long-term success. Managing a Sales Team: Brian shares that successful sales leadership requires understanding the personal motivations of team members, not just focusing on hitting numbers. He believes in a consultative approach, supporting individual growth, and helping team members navigate challenges. This approach fosters loyalty and drives success, as seen in the example of a former direct report who credited Brian for his professional development. LinkedIn as a Tool for Growth: Brian is highly active on LinkedIn, using it to connect, mentor, and share his experiences. He views it as an excellent platform for building relationships and sharing professional insights. Legacy and Giving Back: Brian values the impact he can have on others, particularly in mentoring and leadership. He finds satisfaction in helping others grow, noting that sales leadership is about more than just numbers—it’s about changing lives and creating meaningful connections. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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120: Tina Pappas – Building a Best Company
01/06/2025
120: Tina Pappas – Building a Best Company
Guest: Tina Pappas Guest Bio: Tina is a seasoned professional with an impressive leadership track record across prominent companies in the Pacific Northwest. As President of TPS, she successfully led both commercial and residential teams. Prior to that, Tina managed the commercial real estate portfolio for BMGI. She also co-founded and served as President of Egis Real Estate Services, which emerged from Fisher Properties. Tina’s contributions to the industry have earned her numerous accolades. In 2020, she served as NAIOP's Board President, a role that recognized her dedication to commercial real estate leadership. Earlier in her career, she was named one of Seattle's 40 Under 40 business leaders in 2008, highlighting her as an outstanding young professional in the industry. Key Notes: Commercial Real Estate Experience: Started career at Colliers International after college, initially unsure of the industry but passionate about sales, communities, and buildings. Took a research role to learn about the industry and avoid being placed in a sector or team without understanding it. Representing leasing and marketing for major developments. Gained valuable experience in real estate development, property management, and engineering. Focusing on real estate management, including confidential projects and national scope. Led property management teams, gaining significant experience in multifamily and commercial real estate. Focused on development and management of multifamily projects. Hired a diverse group of younger brokers to inject fresh energy into the company. Advice for Women in Real Estate: Overcame gender barriers in a male-dominated industry by focusing on skill, work ethic, and mentorship. Encourages young women to be persistent, seek mentorship, and not be intimidated by the lack of female representation. Actively recruits women and encourages them to engage with the industry through career fairs and personal outreach. Hiring and Intern Programs: Focuses on passion, engagement, and initiative when hiring. Developed a program for college students to explore different areas of commercial real estate and intern in various roles. Company Culture and Success: NAI Puget Sound Properties has been recognized as one of the best companies to work for, emphasizing teamwork, support, and personal growth. The company fosters a culture of appreciation and empowerment, with initiatives like commemorating employees' anniversaries and milestones. Prioritizes work-life balance, offering flexible scheduling and events that cater to various employee needs. Team-Oriented Leadership: Emphasizes collaboration over competition, with a focus on supporting one another for the greater good of the company. Celebrates individual and team accomplishments, such as the "team photo" event for employees’ sports achievements and company anniversaries. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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119: Richard Cogswell – The Cultural Sales Leader
12/30/2024
119: Richard Cogswell – The Cultural Sales Leader
Guest: Richard Cogswell Guest Bio: Richard Cogswell is a people-first sales leader. He is an organizational team builder who believes that people, vision, values, and behaviors build winning sales cultures. Richard has held multiple senior sales leadership positions within a number of industries, working across EMEA, the United States, and APAC, within startups and listed multinational companies. Whether newly hired or promoted, or for those with experience already gained on the journey, Richard aims to show a methodology focused on how you might best lay down the foundations for exponential and sustained growth through the sales leadership function, and critically through the catalyst of culture. You can find out more from Richard at Guest Links: Email Rich, , for a free chapter from his new book, The Cultural Sales Leader. Guest Points: The Importance of Sales Leadership Training: Companies often promote high-performing salespeople into leadership roles without training, assuming natural sales ability translates to management skills. Leadership training is crucial as it equips individuals to manage teams, strategize, and build a successful sales environment. Just as salespeople ask customers for investment in products, leaders need to ask their companies to invest in their development to ensure long-term success. Key Challenges for Sales Managers: As a sales leader, you must understand the motivations of individual team members and how to align them to broader business goals. Leadership requires thinking beyond personal sales performance to focus on the larger company objectives and sales strategies. New sales managers may face pressure to meet numbers without sufficient training or guidance, often leading to "busy work" rather than effective leadership. Sales leaders must align different departments to the sales strategy and ensure that everyone is working towards common goals. The Importance of Sales Culture: Culture is the "how" and "why" of an organization. Strong, lived culture creates behaviors that lead to results. Culture is delicate and can easily deteriorate if not actively maintained. Leadership must tend to it and ensure that it is consistently reinforced throughout the organization. A cultural sales leader must ensure that the team is aligned with the company's mission and values. Building a High-Performance Sales Team: Sales teams need clarity on priorities, key behaviors, and the strategies to win. Simplifying objectives helps teams focus and drive results. Asking team members for their own sales plans fosters ownership and buy-in. It ensures that they think strategically and have a stake in achieving the targets. Creating a simple, one-page document outlining key objectives, behaviors, and strategies ensures everyone in the organization is aligned and working towards the same goals. Leadership and Responsibility: Sales leaders should empower their team to think creatively and solve problems independently. Sales leaders should continuously engage with the team to understand their challenges and provide support. Leaders must ensure that sales efforts are aligned with broader company goals, incorporating feedback from all departments and focusing on long-term growth, not just short-term targets. Long-Term Success and Ambition: A strong sales culture can coexist with ambition and high performance. The most successful teams combine cultural alignment with long-term strategic thinking, creating a sense of growth and success over time. Sales leaders should look beyond the immediate financial year and think in terms of three-to-five-year goals, including opening new markets or enhancing products based on customer feedback. These "big bets" shape the future of the company. About Salesology®: Conversations with Sales Leaders Download your free gift, The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to and connect on and follow us on and and check out our website at
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