Kevin Juza, known as the Tenacious Leader on LinkedIn, is a seasoned sales coach and strategic mentor based in sunny San Diego, California. His wealth of experience, particularly in assisting small business owners, has made him an influential figure for building winning sales cultures for companies with 3-10 sales reps.
Kevin’s personal approach champions the development of strong sales cultures that align with a founder’s vision, emphasizing the crucial role of Business Development Representatives (BDRs) and Sales Development Representatives (SDRs) in building successful sales pipelines. Here, we delve into Kevin’s insights and strategies.
The Journey into Sales Coaching
Kevin’s journey into sales coaching was significantly shaped by the COVID-19 pandemic, which he describes as an “instigator of a lot of new things,” including his own career pivot.
During this period, Kevin realized the importance of repeatable systems and processes for startups looking to expand their sales operations. He observed that many founders make a critical mistake: hiring seasoned sales people without having the necessary systems in place. “The first thing they do, I think, is the wrong thing,” Kevin notes. “Instead of hiring a salesperson with an ego, very confident, ready to go, they need to bring in a BDR or SDR, someone at the lower end of the sales cycle.” By starting with these roles, businesses can create a foundational sales pipeline that is more manageable and scalable.
Active Listening and Curiosity Are Key to a Winning Sales Culture
Success in sales, according to Kevin, hinges on more than just numbers and goals. He stresses the importance of active listening and curiosity.
“Being curious is key because curiosity is the one where you have your passion and heart to learn the person’s situation and then see if there’s a connection or not,” Kevin states.
He believes that authentic questions arise from a genuine interest in others, which translates into lasting relationships and repeat business. Having a clearly defined daily routine insures you have plenty of people to connect with and keep that pipeline full of conversations.
Winning Sales Cultures Celebrate the Sales Journey
Kevin advocates for celebrating the journey of sales rather than focusing solely on the end result. He likens this to running a marathon, where survival and success depend on monitoring progress and maintaining energy at various stages.
“If you’re tracking the hard work it takes to build relationships and follow up, you’ll have more in your funnel at the end than just that one client you got on the first conversation,” he explains.
Kevin believes that building a culture of service and people, rather than mere numbers, yields the most sustainable and rewarding outcomes.
Winning Sales Cultures Build Genuine Connections with Diverse Teams
One of Kevin’s core philosophies is the importance of building genuine connections. He shares that even in the digital age, with rampant automation, authenticity still stands out. “You have to be human to people to kind of connect and catch them along the journey to build relationships,” Kevin advises. This human-centric approach is a cornerstone of his coaching.
Moreover, Kevin underscores the value of diversity within teams. Having team members with varied backgrounds and experiences strengthens the group dynamic and leads to greater innovation. “You can’t have everyone coming from the same background and the same dimensions, or they all just start aligning up,” Kevin explains. A diverse team can push each other to grow and understand different perspectives, which in turn fosters a more resilient and creative sales culture.
Personal Stories: The Power of Music and Memorable Moments
Kevin’s passion for music often parallels his professional ethos. He shares delightful anecdotes, reflecting his deep connection to music and how it influences his approach to life and work. His first concert experience was seeing Michael Jackson during the Thriller tour after winning tickets by selling the most chocolate bars at his school. This memorable event demonstrates Kevin’s early drive and tenacity.
More recently, Kevin surprised his twin daughters with tickets to Taylor Swift’s Eras Tour, a gesture that underscores his commitment to creating lasting memories. “They still tear up when they start thinking about that event,” Kevin proudly recounts. His ability to blend personal passions with professional insights enriches his coaching methodology, making him relatable and effective.
Parting Thoughts on Building a Winning Sales Culture
Kevin Juza’s approach to sales coaching is as multifaceted as it is effective. By advocating for the implementation of structured systems and processes, promoting active listening and curiosity, celebrating the sales journey, and building genuine connections and diverse teams, Kevin has carved a niche for himself as a transformative figure in the sales landscape.
Kevin’s blend of professional rigor and personal passion provides a blueprint for aspiring sales leaders and business owners striving to create more meaningful and successful sales cultures. His insights have broad implications, not just for sales, but for any area where genuine human connections and strategic planning are essential.
For those looking to emulate Kevin’s success, the key takeaways are clear: embrace curiosity, celebrate progress, build diverse and genuine connections, and always keep the human element at the forefront of your strategy. As Kevin illustrates through his anecdotes and professional advice, it’s these principles that ultimately lead to lasting success and fulfillment.
Kevin’s final advice rings true across all walks of life: stay curious, stay human, and never underestimate the power of a well-told story—be it in business or in life.
Make sure to follow Kevin Juza, the Tenacious Leader, on LinkedIn for more insights and strategies to elevate your sales culture and build a stronger, more connected team.
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