Culture Over Tactics: Richard Cogswell’s Formula for Sales Success

Negotiate Anything

American Negotiation Institute

Education, Careers, Business

4.8 • 659 Ratings

🗓️ 3 March 2025

⏱️ 29 minutes

🔗️ Recording | iTunes | RSS

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Summary

Request A Customized Workshop For Your Company In this episode of "Negotiate Anything," Kwame Christian engages in a compelling conversation with Richard Cogswell, author of "The Cultural Sales Leader: Sustaining People, Attaining Results." Richard shares insights from his book, drawing from his extensive experience in sales leadership across the Asia Pacific region. He emphasizes the importance of culture within sales teams, explaining how effective leadership goes beyond mere tactics to foster an environment where teams can thrive. Listeners will gain an understanding of how to align sales strategies with organizational culture to achieve lasting success. What will be covered: Richard Cogswell's journey and career insights in the payments, data, and technology industry. The significance of culture in transforming sales teams for long-term success. Challenges and solutions in sales leadership, including dealing with high performers and aligning cross-functional teams. Connect with Richard Cogswell www.richardcogswell.com Buy the book: The Cultural Sales Leader: Sustaining People, Attaining Results Contact ANI Request A Customized Workshop For Your Company Follow Kwame Christian on LinkedIn The Ultimate Negotiation Guide Click here to buy your copy of How To Have Difficult Conversations About Race! Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life!

Transcript

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0:21.4	From LinkedIn News, I'm Jesse Hempel, host of the Hello Monday podcast.
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0:41.2	So you don't even have a basis to start with, apart from your competencies where you perceive you might be good, how you might.
0:49.2	You know, in my case, I've always considered myself a bit of a servant leader.
0:52.8	So, you know, I was trying to convey to
0:55.1	others some of those ninja sales tactics that you mentioned at the beginning, because that was all I could do, right?
1:02.0	So yeah, absolutely. It's unfair in many ways that this is the way that it happens. And sales is not taught in
1:07.8	school. It's not taught at university. It should be. Right. And equally,
1:11.8	sales leadership should be as well. So that's what I'm, effectively, what I've tried to do is write
1:16.2	the book that I was looking for at these three stages of my sales career, right? And couldn't find.
1:23.7	Incredible. Yeah, Rich, I'm following. I agree 100%. And it seems like if we're going to
1:29.0	encapsulate these challenges, one way to think about it is when you are an individual contributor
1:34.1	on a sales team, your primary function is to sell and negotiate externally. But now as a sales
1:41.2	leader, your primary function is selling and negotiating internally within your team and within the cross-functional apparatus of the organization.
1:52.9	Hey, I'm Kwame Christian and you are about to step into the world of Negotiate Anything, the number one negotiation podcast in the world where we teach you how
2:02.0	to make difficult conversations easier while getting more of what you want in the process.
	...

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