If you’ve ever felt like leadership requires you to “put the suit on” and pretend you’ve got it all handled, this one will hit you right between the eyes. In this episode of Leadership That Sells, I’m joined by Will Steel, RAF veteran, high-performance coach, and author of Free to Lead. Will’s worked with close to 100,000 people, and he has a gift for getting underneath the surface fast.

We unpack the masks leaders wear, why so many founders burn out before they ever get a breakthrough, and how the real bottleneck is almost never “the business”. It’s you. Your energy, your health, your beliefs, your need for approval, your fear of being seen. Will’s core message is simple and confronting: stop performing leadership and start being you. Not the polished persona. The real you. That’s where sustainable performance and real impact comes from.

• Notice the “act” you put on at work, and where it stops working (often at home first).
• Get brutally clear on the vision: once you’re clear, the path becomes clear, then it’s action and accountability.
• Stop telling people what to do; make them accountable for outcomes and let them self-generate the “how”.
• Replace drifting with structure: schedule your life, follow your schedule, and treat exercise and sleep like non-negotiables.
• Strip back limiting beliefs by tracing the story to its origin (often a childhood interpretation posing as “truth”).
• Practise real authenticity: acknowledge when you’ve been inauthentic, apologise, and choose a better way forward.

[01:00] - Leadership without slogans: surfacing the patterns that actually create momentum [02:17] - The “strong leader” mask: confidence as performance, and the cost of wearing it [03:37] - Founders build a monster, then feel trapped inside it [06:06] - Clarity creates action: vision first, then accountability [07:20] - It’s never the business problem: start with sleep, exercise, food, and time [10:39] - Stop telling people what to do: hold them accountable for outcomes instead [13:27] - Real leadership is causing others to be leaders, not acting like you’ve got it all figured out [18:51] - Will’s RAF story: “you’re like a ghost” and the moment he chose to be himself [22:01] - Fitra: your true essence, and why leadership is being your true self in any environment [23:58] - The only real authenticity: being authentic about being inauthentic [28:32] - Limiting beliefs: the three-year-old decision that quietly runs your adult life [33:41] - Reading isn’t enough: the book works when you do the exercises and take action [38:09] - The final message: just start. Risk going too far, and find out how far you can go

• willsteel.com
• Free to Lead (book + audiobook)

https://www.amazon.co.uk/Free-Lead-Unleash-Hidden-Leadership/dp/1967587051

https://www.audible.co.uk/pd/Free-to-Lead-Audiobook/B0FY7J6T9Q

If your best rep walked out tomorrow, would you lose just a number... or a method? In this episode of Leadership That Sells, I welcome back Darren Mitchell sales leader, coach, and host of the Exceptional Sales Leader Podcast to dig into a painful truth: most sales organisations are built on individual heroics, not systems. And that’s costing you.

We talk about what really happens when top reps get promoted, why sales teams aren’t teams at all, and how to finally stop "renting" revenue from your best players. Darren and I rip into the leadership traps that stall performance from public pipeline beatings to pointless President’s Clubs and lay out a smarter, more scalable approach: codify what works, coach for contribution, and turn your sales force into a learning organisation. Expect strong opinions, sharper insights, and a few very uncomfortable questions for the old guard.

• Stop building hero culture – If your top rep leaves and takes their method with them, that’s not a people problem, it’s a leadership failure.
• Record everything – Use Zoom, Teams, even your phone to capture real sales conversations. That’s your goldmine.
• Codify what works – Use AI and human analysis to extract patterns from top performers and build a playbook that evolves.
• Reward sharing, not just winning – Add a “coach’s badge” to your President’s Club. You’re only elite if you help others win too.
• Separate the levers – Keep deal inspections, coaching, and team learning as distinct meetings with distinct goals.
• Don’t confuse presence with performance – The loudest person in the room isn’t always the best coach. Create space for real development.

[01:12] – Sales teams aren’t teams. They’re golfers on their own course. [04:39] – “Would you lose their method too?” – the hidden IP risk in sales [06:32] – Why top performers often can’t teach what they do [07:50] – The double failure of promoting your best rep to manager [09:16] – Codifying excellence: how to use AI to extract the playbook [13:34] – The case for rewarding contribution, not just revenue [16:24] – Flip the sales meeting: learn together, don’t punish publicly [19:07] – The 3 types of meetings every sales leader must separate [21:03] – Coaching is the highest ROI activity – and the first to get cancelled [25:01] – Do we even need President’s Club anymore? [26:14] – Should we stop paying commission? (Yes, we went there) [30:39] – We’re renting success from individuals instead of building systems [35:00] – The power of giving: build a team that shares, not hoards

• https://au.linkedin.com/in/sales-leadership-coach
• 🎙 Listen to The Exceptional Sales Leader Podcast

What separates top producers from everyone else? In this episode of Leadership That Sells, I sit down with master sales trainer and performance coach Jim Effner to find out. Jim’s been at the top of the game as a top-producing advisor and now as the coach who helps financial professionals break through their own ceilings.

We go deep on the three essential levers of sales success: mindset, systems and language. Jim explains why most people overlook mindset, how to build unshakeable confidence through competence, and why you’ll never outperform the person you see in the mirror. Expect powerful truths on how to rewire your beliefs, ditch scripts for language mastery, and create the environment that fuels consistent high performance. This one’s packed with quotable, practical gold.

• Start with mindset: Know your ‘why’ and keep it front and centre. Your mind leads, your body follows.
• Environment is everything: What you read, who you hang out with, and what you listen to shapes your mindset.
• Confidence comes from competence: Reps don’t need scripts, they need to know their language so well it flows under pressure.
• Practice, drill, rehearse: The top performers crave feedback and accountability they ask to be tested.
• Transformational growth starts in the mirror: Change the belief about who you are and where you’re going, then commit to the journey.
• Serve first: Sales isn’t about pushing. It’s about understanding someone’s goals, solving their problems, and letting your own success follow.

[01:52] – Start with your ‘why’ real mindset work begins here [03:00] – “Our mind leads and our body follows” the foundation of success [04:35] – The three levers: mindset, systems and language [07:14] – Why environment is your most powerful mindset tool [08:28] – Fast recovery = elite sales performance [10:44] – Belief shift: you become who you see in the mirror [13:10] – “Don’t drift” how to avoid settling into mediocrity [15:06] – Language mastery isn’t about scripts it’s about earned confidence [17:36] – “Salespeople wing it” and it’s killing their results [19:09] – How great managers build confidence through testing and accountability [22:00] – Humble confidence and service-first selling [24:05] – Let go of shame: sales is service at its best [27:00] – Know what fills your tank and walk away from what doesn’t

• https://www.linkedin.com/in/jimeffner
• P2P Group

Most sales leaders are driving themselves into burnout while still trying to lead others. In this episode of Leadership That Sells, I sit down with performance strategist Robin Keller to unpack why that’s backwards and how reclaiming your energy is the ultimate leadership advantage.

Robin works with high-achieving men to help them transform how they show up physically, mentally and energetically. We go deep into why mastering your body is the fastest path to confidence, presence and, for many of his clients, unexpected promotions. No fluff here. Robin shares his science-based, practical framework for taking control of your sleep, stress, nutrition and appearance and how that one shift ripples across every part of your leadership and life.

• Prioritise your body: presence starts with how you look and feel in your own skin.
• Energy, confidence and leadership presence are downstream of sleep, nutrition and recovery.
• You don’t need to live in the gym 2 sessions a week and smarter eating is enough.
• Master your evening routine: your wind-down matters more than your morning routine.
• If you lead others, you must lead yourself first physically and emotionally.
• Don’t rely on motivation rely on systems, tracking and support.
• Start with small, high-impact shifts that fit your lifestyle. Then build from there.

[01:48] – “Mastering your body is the fastest path to mastering your performance” [03:00] – The leadership impact of how you physically show up [04:35] – You always sell yourself first and that starts with presence [07:26] – “Put on your own mask first” why self-leadership is non-negotiable [08:07] – Case study: how one client dropped 11kg and became a sales director [11:57] – “Eat wise” why training doesn’t matter if your nutrition is off [17:45] – The 6-part Fit High Performer system: simple, science-based, sustainable [20:00] – Recovery routines: why better sleep outperforms any hack [22:32] – Why lifestyle integration is the key to lasting change [23:42] – The real reason Robin’s clients land promotions without doing more [27:58] – Another client lost 23kg, ran a half-marathon and made the news [29:12] – “I put myself first” how that mindset shift transformed his marriage [31:09] – Men lead at work, but often abdicate at home how to fix that

• https://www.linkedin.com/in/robinkellerofficial/
• Instagram: @robinkellerofficial
• thefithighperformer.com/strategy

What if I told you that the most powerful sales tool you’re not using is sitting in your Zoom recordings and sales calls? In this episode of Leadership That Sells, I sit down with Danny DelVecchio – sales leader turned content strategist – to unpack how your everyday conversations can become the foundation of a trust-building, pipeline-driving content machine.

We get straight into it: why most salespeople avoid video (and why that’s costing them), how to make content creation stupidly simple, and the unfair advantage you get when prospects say “I feel like I already know you.” Whether you're camera shy, time-poor or just don’t know where to start – Danny breaks down a no-fluff, no-fuss approach to video-led content that actually works. Plus, he shares how video testimonials are the most underrated conversion tool in your kit.

• Record your sales calls, workshops or client consults – that’s your raw material.
• Clip 20–60 second moments that speak directly to customer problems.
• Repurpose those clips into written posts, newsletters, tweets, infographics and more.
• Focus on conversational content – it’s easier, more authentic and faster to produce than “talking head” videos.
• Use tools like Fathom to extract pain points, objections and desires from transcripts – this becomes your content strategy.
• Build trust by showing up as you – not some influencer version of you.
• Use video testimonials from real clients answering: Why you? What was it like working with you? What changed as a result?

[02:20] – The 3 big reasons salespeople avoid video (and why they’re wrong) [05:33] – “I feel like I know you” – the trust shortcut video gives you [07:32] – Why video is the foundation for all content, not just another channel [13:35] – The real reason your content isn’t converting: you’re guessing [16:13] – The 2 types of video content (and which one works faster) [20:00] – Set up a side camera – you’re already saying smart things on calls [22:09] – The AI tool that turns every sales call into a content roadmap [27:12] – Video testimonials: why they boost conversions 30–40% [30:19] – Want a good hook? Spoil the ending and reverse engineer the “how”

• • coachdannyd.com
  • contentoneasymode.com

• My LinkedIn https://www.linkedin.com/in/dannydelvecchio/

• My YouTube https://www.youtube.com/@coachdannyd?sub_confirmation=1

• My Instagram https://www.instagram.com/danny.delvecchio/

• My TikTok https://www.tiktok.com/@coachdannyd?lang=en

If this episode gave you a nudge to finally press record, do us a favour: follow, rate and share Leadership That Sells with someone who needs to hear it. Let’s help more sales leaders lead first and sell more.

My guest this week is Bruce Temkin – founder of the XM Institute, host of Humanity at Scale, and often referred to as the godfather of customer experience. Bruce has spent decades helping global leaders humanise their organisations. In this episode, we bring that wisdom straight into the world of sales leadership.

We break down what it means to be a human-centric leader – someone who doesn’t just drive outcomes, but does it without leaving a trail of emotional destruction behind. If you’re managing a team under pressure, leading remotely, or just trying to build loyalty and performance without burnout, this one’s for you.

We cover trust, empathy, digital charisma, and how to lead without being a robot. Get ready for practical ideas, deep insights, and a much-needed reminder that sales leadership isn’t about controlling people – it’s about creating space for them to succeed.

1. Start with purpose – Purpose gives direction. Without it, people scatter. Define where you’re going and why.

2. Practise empathy – It’s not about being soft. It’s about understanding the human impact of your actions – especially when giving tough feedback.

3. Build trust through ability, benevolence and integrity – Your team will only follow you if they believe you're competent, care about them, and behave consistently.

4. Adapt your leadership for remote teams – You can’t rely on proximity anymore. Build digital charisma. Be explicit with empathy and trust-building signals.

5. Pause and reflect – Use the power of metacognition. Daily and weekly reflection helps you lead with intention, not reaction.

[02:52] – What human-centric leadership really means [06:20] – The three foundations: purpose, empathy, trust [09:13] – Trust explained: the leap of faith your team takes every day [10:59] – The trust triangle: ability, benevolence, integrity [14:09] – Why proximity matters – and what to do when you don’t have it [17:03] – Build digital charisma and make empathy explicit in remote settings [21:19] – “Invite the unspoken” – asking what people aren’t saying [23:32] – Stop watching yourself on video – it’s draining your empathy [30:03] – The leadership superpower: pause and reflect [32:00] – Most people drift. Leaders who reflect, win.

Newsletter: https://humanityatscale.substack.com/, LinkedIn: https://www.linkedin.com/in/brucetemkin/, Website: https://temkinsight.com/

In this episode of Leadership that Sells, I’m joined by Dr Jaime Goff – a therapist turned executive coach and author of The Secure Leader. Jaime shares how childhood patterns and internal stories quietly shape the way we lead, and more importantly, how to change them.

We get into the deep but practical end of leadership: how trust issues, micromanagement, people pleasing, and self-doubt often stem from long-forgotten formative experiences. Jaime explains how these unseen narratives impact your ability to delegate, coach, and lead under pressure – and what to do about it.

If you’ve ever found yourself reacting in ways you can’t quite explain – over-controlling, avoiding conflict, chasing approval – this episode is for you.

1. Deconstruct your story: Reflect on early emotional experiences that shaped your beliefs about yourself and others. What patterns are helping? What are holding you back?

2. Build emotional regulation: Learn to recognise your triggers and respond rather than react. Regulation is foundational to secure leadership.

3. Deepen authentic connection: Take small risks to build real trust with your team. Secure leaders connect with others from a place of self-worth.

4. Integrate a new identity: Decide who you want to be as a leader. Build new, reinforcing habits around that identity and keep moving towards it.

5. Start from worth and trust: You can’t truly value others if you don’t value yourself. Leadership that works starts with internal security.

[03:07] – How early emotional experiences quietly shape your leadership patterns [05:03] – Why some leaders micromanage: it’s not about control, it’s about survival [07:00] – You can have all the tools, but mindset still blocks execution [08:22] – Awareness is the first step to rewiring your leadership approach [10:08] – The 3-part framework: regulation, connection, integration [13:00] – “Good leadership starts with seeing your own value” [14:47] – Most people rise to the occasion – if you give them the support [15:57] – Sales is a pressure game – here’s how to lead when it counts [16:35] – Don’t confuse worth with performance: reframing the internal narrative

Website - https://drjaimegoff.com/](https://drjaimegoff.com Instagram - https://www.instagram.com/dr_jaimegoff/ LinkedIn - https://www.linkedin.com/in/drjaimegoff/ YouTube - https://www.youtube.com/@drjaimegoff Goodreads - https://www.goodreads.com/book/show/235737746-the-secure-leader Amazon - https://www.amazon.com/Secure-Leader-Discover-Leadership-Story/dp/B0FBZ39H8Y/ Bookshop - https://bookshop.org/p/books/the-secure-leader-discover-the-hidden-forces-that-shape-your-leadership-story-and-how-to-change-them/f89704d58aefbc84

If this episode hit home, I’d love it if you rated, followed and reviewed Leadership that Sells. And don’t forget to share it with another sales leader who’s ready to grow.

What if the very thing you're doing to reward success is the one thing that guarantees failure? In this episode, I speak with leadership mentor and author William Davis, who’s seen more than four decades of leadership mistakes up close. Together we get straight to the heart of a painful truth: most managers are made, not chosen—and we’re getting it badly wrong.

We talk about the classic disaster promotion—when your best individual contributor gets “rewarded” by becoming a leader, with zero prep and no support. William’s message is blunt and clear: if they don’t want to be a leader, they’ll never be a good one. So how do you spot the right ones? How do you shift that mindset from individual success to team success? And how do you build genuine, trusting relationships that hold up when things inevitably go wrong?

This one is full of practical gold for any sales leader trying to coach their team without losing their top players or their mind.

• Don’t assume success in the role means readiness to lead. It’s a different job.

• Ask the question early: Do you actually want to be a leader? If the answer’s no, don’t push it.

• Great leadership starts with a mindset shift—from my success to my team’s success.

• Build trust through personal connection—get to know your people outside of the office.

• Use humour and humility to lower the pressure and make people feel safe.

• Understand what actually matters to each person—professionally and personally.

[02:04] – William on why wanting to lead is non-negotiable [03:30] – “You’ve just lost your top performer—and you’ve gained a mediocre manager” [05:25] – The tech world’s talent trap: promoting based on skill, ignoring people skills [06:58] – Why sales teams don’t function like traditional teams (and why that matters) [08:43] – “Your job is to make them successful—even on their worst day” [10:30] – Golf, woods, and breaking the boss-worker wall with humour [12:24] – Using intentional lightness to build psychological safety [13:31] – “You’re not leaving this job because of me”: creating real retention [14:58] – Two-step retention: secure them now, then plan their next steps

• William Davis’ book: Building Genuine Relationships

• Download the Parallel Team Playbook: https://www.facebook.com/profile.php?id=61573023334183 https://www.instagram.com/williamcharlesdavis64/ https://whatsapp.com/channel/0029Vb1Tks3DJ6H2ue5B5m3A https://www.linkedin.com/in/williamcharlesdavis/

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