Sales Leader’s Playbook: In Their Words

E22 The Journey from Engineer to CEO | Amit Sahni

In this episode of the Sales Leaders Playbook, host Paul Tindall engages with Amit Sahni, CEO of Evron Computers, to explore the intricacies of sales leadership and business growth. They discuss the importance of understanding client needs, the definition of growth beyond just revenue, and the challenges of scaling a business. Sunny shares insights on the significance of trust in client relationships, the evolution of the sales process, and the critical role of hiring the right team. The conversation also touches on the impact of AI on the software industry and offers valuable advice for business owners facing growth challenges. Takeaways Understanding clients is key to creating value. Growth means trust with clients, staff, and partners. Sales is about establishing trust, not just selling. We need to understand client problems deeply. The sales process must match the buyer's journey. Hiring the right team is crucial for scaling. A bad hire in sales can be very costly. We want to be the single point IT department. We need to innovate to help clients survive. Vision for growth includes strategic planning and execution. Connect with Amit: https://www.linkedin.com/in/amit-sahni-00a1a115/ I hope you enjoy this episode!  Give it a like, share, and subscribe to not miss the content coming your way weekly.  – Justine and the Sales Leader’s Playbook podcast team  Visit Phoenix Coaching Works here: https://sandlertrainingsystems.com/book-a-call #SalesLeadership #BusinessDevelopment #FinancialServices #WealthManagement #B2BSales #SalesStrategy #Entrepreneurship #StartupGrowth #FinancialAdvisors #InvestmentManagement #SalesTraining #LinkedInMarketing #DirectMail #SalesEffectiveness #GrowthStrategy #CanadianBusiness #OntarioBusiness #SalesLeaders  #salesleadersplaybook #paultindall #phoenixcoachingworks #salesleadership #entrepreneurship #businessgrowth #leadershipinsights #salesstrategy #growthmindset #ownerledbusiness #salescoaching #businesssuccess #marketstrategy #leadgeneration #businessleadership Welcome to Sales Leader’s Playbook, the podcast that dives into the minds of Ontario’s most driven owner-led businesses. Hosted by Paul Tindall, CEO of Phoenix Coaching Works, this show explores how entrepreneurs in industries from industrial supplies to software, agencies to manufacturing are building, leading, and selling in a constantly changing market. Each episode shares practical insights from business owners still in the trenches — covering lead generation, sales strategies, team management, operational challenges, and the growth lessons learned along the way. Whether you’re running a small sales team or leading a growing firm, Sales Leader’s Playbook delivers real-world stories and strategies you can apply to drive results, overcome obstacles, and seize opportunities.

E21 The Art of Lead Generation in Pharma | Nicola Lloyd

In this episode of the Sales Leaders Playbook podcast, Justine Tindall interviews Nicola Lloyd, president of Meducom Health. They discuss Nicola's entrepreneurial beginnings, the meaning of growth in business, challenges in lead generation, the importance of human engagement, and the role of technology and AI in the pharmaceutical industry. Nicola shares insights on sales effectiveness, the significance of measuring processes, hiring challenges, and leadership adjustments in a growing company. She concludes with advice for business owners facing growth ceilings, emphasizing the importance of returning to fundamentals and leveraging strengths. Takeaways Nicola's entrepreneurial spirit began at a young age with a card-making business. Growth in business encompasses more than just revenue; it's about people and relationships. Lead generation has become more complex due to digital clutter and competition. Human-to-human engagement is essential for successful partnerships. Innovation in the pharmaceutical industry is often stifled by regulatory challenges. Sales effectiveness requires a relationship-based approach rather than a transactional one. Measuring processes is crucial for predicting outcomes and success. Hiring the right people is more about alignment with values than just experience. Leadership requires balancing operational decisions with team growth. Returning to fundamentals can help overcome growth ceilings.  Connect with Nicola - https://www.linkedin.com/in/nicola-v-lloyd/ I hope you enjoy this episode!  Give it a like, share, and subscribe to not miss the content coming your way weekly.  – Justine and the Sales Leader’s Playbook podcast team  Visit Phoenix Coaching Works here: https://sandlertrainingsystems.com/book-a-call #SalesLeadership #BusinessDevelopment #FinancialServices #WealthManagement #B2BSales #SalesStrategy #Entrepreneurship #StartupGrowth #FinancialAdvisors #InvestmentManagement #SalesTraining #LinkedInMarketing #DirectMail #SalesEffectiveness #GrowthStrategy #CanadianBusiness #OntarioBusiness #SalesLeaders  #salesleadersplaybook #paultindall #phoenixcoachingworks #salesleadership #entrepreneurship #businessgrowth #leadershipinsights #salesstrategy #growthmindset #ownerledbusiness #salescoaching #businesssuccess #marketstrategy #leadgeneration #businessleadership Welcome to Sales Leader’s Playbook, the podcast that dives into the minds of Ontario’s most driven owner-led businesses. Hosted by Paul Tindall, CEO of Phoenix Coaching Works, this show explores how entrepreneurs in industries from industrial supplies to software, agencies to manufacturing are building, leading, and selling in a constantly changing market. Each episode shares practical insights from business owners still in the trenches — covering lead generation, sales strategies, team management, operational challenges, and the growth lessons learned along the way. Whether you’re running a small sales team or leading a growing firm, Sales Leader’s Playbook delivers real-world stories and strategies you can apply to drive results, overcome obstacles, and seize opportunities.

E20 The Future of Sales & Hiring: Why AI Alone Won’t Work | Jordan Goure

What if the hiring system is completely broken and AI is making it worse? In this episode of the Sales Leaders Playbook, host Justine Tindall sits down with Jordan Goure, Founder & CEO of Picsume, to unpack the future of sales, hiring, and AI-driven recruitment. From launching his first business at 19 to scaling multiple companies across hospitality, real estate, and tech, Jordan shares how his journey shaped a powerful insight: traditional hiring methods, especially resumes are outdated, inefficient, and now flooded with what he calls “AI slop.” They dive deep into: Why resumes are no longer reliable predictors of success How AI automation is breaking hiring systems The truth about “AI slop” and fake applications Why human-led sales is more important than ever How Picsume is redefining recruitment with dynamic profiles & structured data The biggest opportunity and threat in AI and SaaS today Real lessons from scaling multiple businesses and building high-performing sales teams Jordan also reveals why automation alone won’t win deals and how combining AI tools with human connection is the real competitive advantage. To connect with Jordan - https://www.linkedin.com/in/jordangoure/ I hope you enjoy this episode!  Give it a like, share, and subscribe to not miss the content coming your way weekly.  – Justine and the Sales Leader’s Playbook podcast team  Visit Phoenix Coaching Works here: https://sandlertrainingsystems.com/book-a-call #SalesLeadership #BusinessDevelopment #FinancialServices #WealthManagement #B2BSales #SalesStrategy #Entrepreneurship #StartupGrowth #FinancialAdvisors #InvestmentManagement #SalesTraining #LinkedInMarketing #DirectMail #SalesEffectiveness #GrowthStrategy #CanadianBusiness #OntarioBusiness #SalesLeaders  #salesleadersplaybook #paultindall #phoenixcoachingworks #salesleadership #entrepreneurship #businessgrowth #leadershipinsights #salesstrategy #growthmindset #ownerledbusiness #salescoaching #businesssuccess #marketstrategy #leadgeneration #businessleadership Welcome to Sales Leader’s Playbook, the podcast that dives into the minds of Ontario’s most driven owner-led businesses. Hosted by Paul Tindall, CEO of Phoenix Coaching Works, this show explores how entrepreneurs in industries from industrial supplies to software, agencies to manufacturing are building, leading, and selling in a constantly changing market. Each episode shares practical insights from business owners still in the trenches — covering lead generation, sales strategies, team management, operational challenges, and the growth lessons learned along the way. Whether you’re running a small sales team or leading a growing firm, Sales Leader’s Playbook delivers real-world stories and strategies you can apply to drive results, overcome obstacles, and seize opportunities.

E19 Why Enterprise Value Matters More Than Revenue in 2026 | Susan Richards

What does real business growth look like in 2026? In this episode of the Sales Leaders Playbook, host Justine Tindall sits down with financial strategist and Numbercrunch CEO Susan Richards to unpack a powerful shift from chasing revenue to building true enterprise value. With over 25 years of experience in the tech and SaaS space, Susan shares how founders and sales leaders can rethink growth beyond vanity metrics like headcount and top-line revenue. Learn why profitability alone isn’t enough, how AI is reshaping operational efficiency, and what it takes to build a business that delivers long-term value and a successful exit. You’ll discover: • Why enterprise value is the ultimate growth metric • The problem with focusing only on revenue or profit • How AI is changing the meaning of team growth • What makes a business truly scalable and transferable • Insights from working with 100+ startups as a CFO & advisor Whether you’re a founder, sales leader, or scaling a SaaS business, this conversation will change how you think about growth. Connect with Susan Richards - https://www.linkedin.com/in/susan-richards-fcpa-fcma-53b2176/ I hope you enjoy this episode!  Give it a like, share, and subscribe to not miss the content coming your way weekly.  – Justine and the Sales Leader’s Playbook podcast team  Visit Phoenix Coaching Works here: https://sandlertrainingsystems.com/book-a-call #SalesLeadership #BusinessDevelopment #FinancialServices #WealthManagement #B2BSales #SalesStrategy #Entrepreneurship #StartupGrowth #FinancialAdvisors #InvestmentManagement #SalesTraining #LinkedInMarketing #DirectMail #SalesEffectiveness #GrowthStrategy #CanadianBusiness #OntarioBusiness #SalesLeaders  #salesleadersplaybook #paultindall #phoenixcoachingworks #salesleadership #entrepreneurship #businessgrowth #leadershipinsights #salesstrategy #growthmindset #ownerledbusiness #salescoaching #businesssuccess #marketstrategy #leadgeneration #businessleadership Welcome to Sales Leader’s Playbook, the podcast that dives into the minds of Ontario’s most driven owner-led businesses. Hosted by Paul Tindall, CEO of Phoenix Coaching Works, this show explores how entrepreneurs in industries from industrial supplies to software, agencies to manufacturing are building, leading, and selling in a constantly changing market. Each episode shares practical insights from business owners still in the trenches — covering lead generation, sales strategies, team management, operational challenges, and the growth lessons learned along the way. Whether you’re running a small sales team or leading a growing firm, Sales Leader’s Playbook delivers real-world stories and strategies you can apply to drive results, overcome obstacles, and seize opportunities.

E18 From Startup to Scale: The CEO’s Role in Sales Success | Jay Bousada

Most companies think growth comes from hiring more salespeople… but they’re missing the point. In this episode, Jay Bousada (CEO & Founder of ThrillWorks) breaks down why CEOs must stay directly involved in sales and how that mindset helped him build a 26-year, award-winning agency. From landing a massive first deal to turning down major clients like Tim Hortons and BlackBerry, Jay shares real-world lessons on what actually drives long-term growth. You’ll learn: Why CEO-led sales creates stronger, longer-lasting client relationships The real reason most agencies lose clients after 3–5 years How to identify and remove “bottlenecks” killing your conversions Why more leads won’t fix a broken sales or marketing system The importance of simplifying complex solutions to win deals How to hire the right salespeople (and avoid costly mistakes) The balance between working in vs. on your business How AI is both a massive opportunity and a real risk for companies This conversation is a must-watch for: CEOs and founders scaling service-based businesses Agency owners struggling with client retention Sales leaders looking to improve close rates and relationships Business owners navigating growth, hiring, and leadership challenges 💡 Key takeaway: You don’t need more leads you need better alignment, clearer strategy, and stronger leadership in sales. Connect with Jay Bousada: https://www.linkedin.com/in/jaybousada/ I hope you enjoy this episode! Give it a like, share, and subscribe so you don’t miss upcoming conversations. – Justine and the Sales Leader’s Playbook podcast team Visit Phoenix Coaching Works here: https://sandlertrainingsystems.com/book-a-call #SalesLeadership #BusinessGrowth #DigitalAgency #SalesStrategy #Entrepreneurship #B2BSales #Leadership #GrowthStrategy #AIinBusiness #SalesEffectiveness #AgencyGrowth #ClientRetention #OwnerLedBusiness #SalesLeadersPlaybook