How to Build a Winning Sales Culture – Aaron Cullip & Carson Heady on “Salesman on Fire”

Creating a Winning Sales Culture: Insights from Aaron David Cullip

Sales is a highly competitive field, and the success of a sales team is determined by several factors, including the right attitude, momentum, and belief. In an interview with Carson Heady, Aaron David Cullip, a sales leader, discusses how to build a winning sales culture.

According to Cullip, a winning sales culture begins with positivity and attitude. As a sales leader, he emphasizes the importance of working with someone who has a positive attitude and a winning mindset, rather than someone who has exceptional sales skills but lacks the right attitude.

Cullip likens sales to sports, where success comes down to momentum. He has developed a formula for momentum, which he believes is the key to building a winning sales culture. The formula begins with success, which is achieved by having the right attitude and following the sales process. Success breeds confidence, which leads to a belief system that nothing will stop the salesperson from closing a deal. This belief system is what creates momentum.

Cullip cites the example of college football, where an unranked team can beat the number one team on any given Saturday. He explains that the reason for this is that the unranked team has the right attitude, which leads to momentum, and ultimately, a belief that they can win the game. The same principle applies to sales. A sales team with the right attitude, momentum, and belief can close any deal.

To build a winning sales culture, Cullip recommends that sales leaders focus on promoting their team and empowering them to win. He emphasizes that sales leaders should not exist to close deals for their team but should be advocates for their team and their brand. Sales leaders should also spend time with their team in the field, listening to them and understanding how they conduct business. This helps build trust and transparency and creates a solid foundation for momentum.

Cullip also emphasizes the importance of finding the right team members. He looks for individuals with a killer instinct, hunger, motivation, and a clear understanding of their “why.” These individuals stop at nothing to win and have a belief system that nothing will stop them from closing a deal.

In conclusion, creating a winning sales culture is all about attitude, momentum, and belief. Sales leaders should focus on promoting their team and empowering them to win. They should also spend time with their team in the field, building trust and transparency. Finding the right team members who have a positive attitude and a winning mindset is also crucial. By following these principles, sales leaders can create a winning sales culture that leads to success.


About cvheady007

I am a Christian, Husband, Dad, workaholic and author. Biography Carson Vincent Heady was born in Cape Girardeau, MO, graduated from Southeast Missouri State University and moved to St. Louis in 2001. He has served in sales and leadership across Microsoft, AT&T, Verizon and T-Mobile. Carson is best-selling author of the Birth of a Salesman series, the first book of which was published by World Audience Inc. in 2010. He released The Salesman Against the World in 2014, A Salesman Forever in 2016 and Salesman on Fire in 2020. He is also featured in Scott Ingram’s B2B Sales Mentors: 20 Stories from 20 Top 1% Sales Professionals. Carson is a 7-time CEO/President’s Club winner across 5 roles at AT&T and Microsoft and National Verizon Rockstar winner. He has been recognized as a top social seller at Microsoft and is consistently ranked in the top 25 sales gurus in the world on Rise Global. He is included among the Top 50 sales authors on LinkedIn. With over 330K social followers, Carson has also been interviewed on over 30 sales and leadership podcasts, by such luminaries as Jeffrey & Jennifer Gitomer, Jeb Blount, Brandon Bornancin, Sam Dunning, Larry Levine, Darrell Amy, Scott Ingram, Thierry van Herwijnen, Jim Brown, Sam Jacobs, Luigi Prestinenzi, Donald Kelly, Marylou Tyler, George Leith, Pat Helmer, Eric Nelson, Ron Tunick, Jeff Arthur, Mary Ann Samedi, Jean Oursler, Andre Harrell, Marlene Chism, Bill Crespo, Matt Tanguay, Josh Wheeler and Chad Bostick. He has also co-hosted the Smart Biz Show on EG Marketing Radio. His articles have appeared in several noteworthy publications such as SalesGravy, Smash! Sales, Salesopedia and the Baylor Sports Department S3 Report. Carson lives in St. Louis, MO, with his wife Amy and daughters Madison, Sidonia and Charlotte.
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