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December 2, 2025 13 mins
In this episode of Breakthrough Business with Dr. John Oda, we dive into one of the most common — and most dangerous — challenges facing companies today: how to lead high-earning veteran salespeople who believe they don’t need training, leadership, or accountability. Dr. Oda breaks down why comfort destroys performance, how identity shapes sales behavior, and why companies with no true sales leadership unknowingly create cultures of resistance and entitlement.   You’ll discover the exact strategies to shift a stagnant sales culture, rebuild alignment, and introduce powerful compensation models that attract hunters, elevate performers, and transform your organization from the inside out. Whether you're a CEO, VP, founder, or business owner, this episode gives you the framework to create a championship-level sales team.   If your team is comfortable, uncoachable, or stuck in old habits — this episode is your roadmap to breakthrough leadership.

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Dr. John Oda is an International Best-Selling Author and Business Growth Strategist who has helped businesses uncover hidden millions by blending neuroscience and business mastery. Get a free chapter of his book *Unlimited Business Growth* plus $10,000 worth of online courses at https://ubgp.pnbcgroup.com/book. Connect with Dr. Oda on LinkedIn and discover more at DrJohnOda.com

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to the Doctor John O The Method where a
neuroscience just me business master.

Speaker 2 (00:05):
Hi, I'm your host, doctor John Lodle.

Speaker 1 (00:08):
I'm international best seller author, business growth strategist, and each
episode I reveal strategies and frameworks and breakthroughs to help
you uncovered hitting the moves inside your business leadership, sales,
mental barriers. Today, Guys, is gonna be a really phenomenal show.
The show is called how to Transform a veteran sales
team that thinks they don't need training?

Speaker 2 (00:30):
How many of you owners face that before? It exactly?
So here it goes in this episode.

Speaker 1 (00:36):
My minem one goal is add value to make sure
that that you subscribe give me a five stars because
it's gonna help my rating and hit my mom no
more outcomes to reach one entrepreneurs like yourself. So if
you can pass us down to three to five of
your friends, and you can also download a free chapter
of my book, uh The Numbness of Business Growth. Plus

(00:59):
if you buy the book, you get ten thousand dollars
a bur nine courses. You can go to doctor John
lue dot com. There's a picture of the book, click
it and then you walk you through beautiful guys, let's
start this program. Now, I know a lot of you
guys probably face the exact same thing when you have
seasoned veterans.

Speaker 2 (01:14):
Uh. You know, these guys's been in the business for
thirty forty years. I don't think that they need literally anything.

Speaker 1 (01:19):
So then they explain to you this whole process about
what took place and everything else.

Speaker 2 (01:25):
See, here's a question to laugh.

Speaker 1 (01:27):
How do you deal with a team of hiring and
veterans who think they don't need no leadership, they don't
need system, and they definitely don't need training. This episode
came from June uh, a VP of sales in the UK,
and this situation is exactly what thousands of companies face

(01:48):
experience right now. As I said, I w I worked
with them for the last thirty years. I worked with
Fortune five hundred companies. I worked with smaller companies. I
worked with uh Chet Holmes, Tony Robbins, j Abrahm.

Speaker 2 (02:02):
So we run this a lot all the time. Right.
So here's what I want to you guys to do.

Speaker 1 (02:07):
Grab your notebook right or because the solutions I'm about
to give you is an trance from your entire team,
your culture, increase revenue and change the identity of your team.
So let me tell you what is what was said?
This came from a Jude right, she said, doctor John

(02:29):
as hired as VP of sales.

Speaker 2 (02:31):
Uh, the company have never had VP, had a VP.

Speaker 1 (02:35):
The salespeople are seasoned veterans, you know, thirty plus years.
They're making about twenty thousand dollars per year. They don't
think that they need training. I want to change the
model one hundred K and salary and the rest of
the commission.

Speaker 2 (02:48):
How do I pull this off? Well, Jude man, you
came to the right person.

Speaker 1 (02:52):
I got you on this one, right.

Speaker 2 (02:56):
And as I told everybody, this happens everywhere.

Speaker 1 (02:58):
Veterans are are who are comfortable, teams who bear their
own rules, cultures that formed before the leadership arrives, hire
high earners who don't.

Speaker 2 (03:10):
Want to be involved.

Speaker 1 (03:12):
Right, So you guys, so let me break it down
part one. Right, here's the real problem. You don't have
a sales problem, you have an identity problem. So here
let me break it down the cell.

Speaker 2 (03:24):
The company have never had hired a VP of sales.

Speaker 1 (03:27):
So it takes place is the team creates their own standards,
They create their own rules, they define what's good look like.
They normalize as comfort, They resist change, They protect the
systems that keep them safe.

Speaker 2 (03:45):
They don't think that they need.

Speaker 1 (03:46):
Training because training threatens their identity.

Speaker 2 (03:51):
Part two. High earners resistance change.

Speaker 1 (03:56):
Two hundred k per year. That comforts became their identity.
So your job as a as a leader is not
to motivate them, is to raise their standards of the environment.
So the culture shifts. So Part three, understand what moved them.
So here's what I would do. I would gain rapport.

Speaker 2 (04:18):
Ask them what drives you, what inspires you, what scares you?

Speaker 1 (04:22):
What do you want for your family? What do you
want from uh, your legacy?

Speaker 2 (04:28):
Right?

Speaker 1 (04:29):
So the so the outcome has to try to gain
report with them. What I would probably do is to
do a deep dive and I would do what I
cause a supervision. Figure out. Okay, guys, what's going on?
What's taking place? Get to know these people, right? You know,
you know who's your favorite sports team? You know, you
know why'd you pick this job? Ask them more open
end questions and get to know him a little bit better,
right because you know, you know, you gotta know the

(04:52):
person before you can make the change. Nope, So then
Once you get past that and figure out what they
are and everything else, then uh then uh, then what
I would would go to 'em is three programs so
that I have and I said, okay, guys, we got
three programs.

Speaker 2 (05:10):
Here's the programs that I have.

Speaker 1 (05:12):
The first program we tay to say, you make your
two hundred k per per actually.

Speaker 2 (05:18):
Per year twenty thousand dollars.

Speaker 1 (05:20):
Program two we make a salary plus commission, so we
make a hundred k per month I mean per year
and commission, and you can make.

Speaker 2 (05:29):
Up to two fifty.

Speaker 1 (05:31):
And then when you'd say, program three is a click
down program, right, The clickdown program starts at t tw
hundred thousand dollars sixteen thousand dollars sixteen six per month.

Speaker 2 (05:42):
And then one year to go down. But in that
one year, if you do so, it is right, you
can make up to two hundred and fifty thousand dollars.

Speaker 1 (05:49):
The second year is straight commission you make up the
half million dollars.

Speaker 2 (05:55):
Right, So you give them three.

Speaker 1 (05:56):
Options to do. Now, let me explain you what's gonna
take place. The farmers is gonna stay at the same
level twenty thousand dollars. The farmers man they're comfortable, they
don't wanna really grow, and they're used to the money
and they don't wanna push themselves. Right, then you have
a hunter. A hunter's gonna take either program two or

(06:17):
three right now. The real hunter will take no. Program
number three. They have a click down. They start off
to two thousand dollars.

Speaker 2 (06:25):
At the end of the year.

Speaker 1 (06:27):
They don't they aren't making nothing at all, but they
can make up to three fifty in a in one year.
Those are gonna be the hunters. Hunters are are want
gonna be, onna wanna grow. Hunters are are are th
ones that's gonna feel your business. Now, in program two,
you gonna get a person in between a farmer and
a hunter.

Speaker 2 (06:46):
No farmer's gonna like ten. A farmer's great. You know,
if you have a huge company and you just wanna
keep the clients. Farmer's perfect.

Speaker 1 (06:52):
They're not gonna go out and grab clients cause they
cause they're there. They don't wanna get rejection. They don't
want the ego to be hurt. Right, So that's pretty
much what you.

Speaker 2 (07:02):
Have right there. Free enough. So here it goes.

Speaker 1 (07:06):
Here is my frame, it's framework. Right First, you have
to install a new vision.

Speaker 2 (07:13):
What do you want? What's your outcome for the company?
Which outcome for them? Right?

Speaker 1 (07:18):
Then you have to train it train them without doing training.
You can call it, you know, a mastery. You could
call it. We are uh hot seed, you know we
are uh coaching, but something besides training?

Speaker 2 (07:30):
Right then stirds up. You have to be transparent.

Speaker 1 (07:36):
And and transparency what you do your outcome on? Write
it down, y'all come not to be the friend. Y'all
come the iss to be friendly to of 'em and
to go to the business. Cause that's what they hired
you for. It's step number five four. You need to
hire more hunters. You interview for a job, you wanna
hire hunters who wanna take I like three, but uh,

(07:59):
but at least two or three? Right, You don't want
no farmers, You want hunters. You want in number two
is a hybrid is a farmer slash a hunter. But
at last he's taking some risk. Myself, I don't want
to hire a program. Number three. They start of making
money and you know, and then you track and measure

(08:20):
to see what they're doing. Right, So that would be
my OUs thing about it. Number Part six, guys, we
have to have a whole identity shift. So the rights
is down. Your sales team would never perform beyond the
identity of the leader, so as a leader if you're

(08:44):
not pushing them as a leader.

Speaker 2 (08:46):
So rights is down. The speed of the leaders, the
speed of the pack.

Speaker 1 (08:51):
When you tell your group and when you tell your
team that you of that you mean business. You need
to keep business right because those are the only things
of that they're gonna actually focus on. And that's not
these guys. If your sales team is comfortable and uncoachable.

Speaker 2 (09:12):
And stuck in old habits, which I see a.

Speaker 1 (09:14):
Lot of them, d m me the world sells or
email me at John at doctor Johnalder dot com and.

Speaker 2 (09:23):
I'll show you how to actually transform your team in
the next ninety days. So here it goes the ice.

Speaker 1 (09:29):
Let me do a recap about what I talked about
so we could be all on the same page.

Speaker 2 (09:34):
Right. The first thing is this is a real problem.

Speaker 1 (09:38):
And right down, and they're making two chy cap per
year and they have no sales team and they're going
to be their own sales team.

Speaker 2 (09:46):
What they just did, they created their own environment.

Speaker 1 (09:49):
And their and their own environment is that you know
they you know they create their own standards, their own rules.
They define what's good look like, what's We don't wanna
be good, we wanna be outstanding, We wanna raise above
the rest. Right, they normalize everything. They resists change and
to protect the system that keep them safe. Now, I

(10:11):
have a question for you guys, and I think about this.
Have you ever had a team like that? Or have
you had a veteran like that? The question I have
for you got what did you do to 'em? Did
you let 'em stay there? And imagine you gotta a
u a a full team and you have a couple
veterans and they're like spoiled apples.

Speaker 2 (10:29):
Uh, they stay on the team.

Speaker 1 (10:30):
Guys, what's gonna take place if you see is it's
gonna affect the whole team.

Speaker 2 (10:35):
Absolutely it will. So the leader you have.

Speaker 1 (10:38):
To step up right stop number part number two. Right,
These guys are making two two thousand dollars per year,
So that becomes the identity as a leader.

Speaker 2 (10:49):
You have to change it.

Speaker 1 (10:50):
First you have to do is gain report with them,
figure out a lot what's going on?

Speaker 2 (10:54):
Uh, what's taking place?

Speaker 1 (10:56):
What drives 'em? What what inspire them? When you gain
report is is is with them? Do what I call
the deep guy, and do I figure out who they
are right at as a person, right, and then come
up with the three programs program wants. They're to say
no if they stay the same guys, red flag alright,

(11:17):
If they number two salary to us is commissioned, Okay,
that's fine.

Speaker 2 (11:22):
But if they're three, you wanna hire more threes, you
wanna hire hunters.

Speaker 1 (11:25):
Hunters is gonna grow their business, but now to manage
it a hunter and a hire one is amazing cause
they think completely differently. Right, and part number five, as
I mentioned, install the new vision that you have training
without calling it training, that you douce transparency and hire

(11:46):
more hunters. Let's do step number two again, training without
calling it training. As honest with you, my number one
goal is also I would I wo would do that
at first. When you get a new team that have hunters,
I'd call it training cause that's what they want. That's
what they thrive for. They want to make money. They
want to make crazy amount of money because that's just
who they are, right, and their attitudes are completely different,

(12:08):
their mindsets completely different.

Speaker 2 (12:10):
Right, that's the people that I'll let you want to
hire more.

Speaker 1 (12:14):
And of course, guys, if you guys want to go
up front, it's perfect faster and you see these issues
on your sales team. They're more comfortable, they're uncoachable, they're
stuck inside the old happens.

Speaker 2 (12:24):
I got you right. This is when you that's.

Speaker 1 (12:26):
When you DM me the word sales or email me right, guys,
listen to me.

Speaker 2 (12:32):
It's been a pleasure. Now. If you guys have kids,
we do have another program.

Speaker 1 (12:35):
It's called the Doctor's Corner with doctor John Oto Uh
talk about parenting issues and parenting strategies and x Y
and z sey how to go further faster again. If
you like this program, give me five and subscribe and
hook your brother up. Send us to three to five
of your other business partners. We have a different shows

(12:57):
and if you have a show idea, let me know
and I do want until next time, take care and
you're to make this day, this morth this week magnificent
and bye renown
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