The Sales CONTRARIAN - Steve Heroux

Steve Heroux is a sales thought leader, author of The Sales Contrarian, and founder of The Sales Collective. Known for his humorous and no-fluff approach, Steve challenges outdated sales methodologies and champions a people-first philosophy. With roots in comedy and admiration for icons like Bob Ross and Larry David, Steve brings heart and honesty into the world of sales, coaching, and leadership.

1. "He didn’t paint to show you how good of a painter he was. He painted to show you how good of a painter you could be." – On Bob Ross’s influence and philosophy.

2. "Selling ice to an Eskimo doesn’t make you a great salesperson. It makes you an asshole." – On ethical, value-driven sales.

3. "You have to teach people how to swing like them, not like you." – On individualized coaching and leadership.

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Steve Heroux joins the podcast to dismantle traditional sales myths, challenge robotic training, and advocate for purpose-driven selling. From detaching from outcomes to building self-awareness, Steve shares personal stories and strategies that ignite self-leadership and redefine success—proving that joy, ethics, and humility are the real game changers in sales.

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🔑 5 Key Takeaways

1. Sales Isn’t About Scripts—It’s About Humanity

• Robotic scripts kill connection; human presence builds trust.

• Salespeople should call audibles, just like smart quarterbacks do.

• Be you—your unique voice is your catalyst.

2. Detach from Outcomes to Drive True Performance

• Obsessing over quotas leads to burnout and misalignment.

• Focus on inputs you can control: preparation, practice, and care.

• Daily performance indicators (DPIs) matter more than KPIs.

3. Failure Is Not the Opposite of Success—It’s Part of It

• Real learning comes from being wrong, not being right.

• Self-awareness starts with admitting mistakes.

• Humor and humility unlock better performance.

4. Gamify What Matters—The Process, Not Just Results

• Use point systems to reward meaningful actions (thank you notes, learning).

• Make the work fun and joyful—like fishing or painting.

• Execution creates consistency; passion sustains it.

5. Leaders Must Coach the Individual, Not the Group

• One-size-fits-all training is outdated and ineffective.

• Great leadership develops the person’s swing, not the leader’s swing.

• Sales DNA assessments reveal unique strengths and blind spots.