How to build high-performance sales teams

This episode is a discussion with Gus Quiroga – Head of Cognitive Applications at IBM and one of the best sales professionals I know. We talk about sales strategy, leading sales teams, selling into enterprise and everything in between.


You’re listening to The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits – a digital growth consultancy that helps global and national businesses attract, acquire, and retain customers through digital marketing.

Hosted by Alex Cleanthous.


  • 00:00:51 Gus’ introduction to the Growth Manifestation Podcast
  • 00:03:06 How do you define sales?
  • 00:03:53 How do you identify the need & value of customers for sales?
  • 00:05:28 What’s the first step in the process to fix a sales problem?
  • 00:07:49 How do you identify the things you need to know about a customer that they’re not telling you?
  • 00:13:57 How has sales changed since the 70s and since the last 5-10 years?
  • 00:16:51 Everybody hires salespeople. You just don’t give them the title of “salespeople”
  • 00:20:05 When does the negotiation start?
  • 00:22:02 “The Trust Equation” + How to Build Trust
  • 00:26:12 How does selling change depending on who you’re selling to?
  • 00:34:36 What are some of the biggest mistakes you see in the sales process?
  • 00:39:38 What’s the most important thing in leading teams?
  • 00:51:11 What do you do if the culture is not productive in the team?
  • 00:52:49How do you change yourself as a sales leader and make your team know it’s not just a fad or that you’re faking it?
  • 00:57:03 As a leader, how do you approach it when a team member isn’t performing as well as they once were or should be performing?
  • 01:01:05 How do you actually find and recruit the best salespeople?
  • 01:08:11 Hunters, farmers, and sales design
  • 01:10:01 What are some of the best methods or places to learn and improve your sales skills?
  • 01:15:59 Quickfire questions with Gus
  • 01:20:08 How to get in touch with Gus
  • Adrian Clark

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