In this episode of Psyche of Sales, Johnny sits down with David Nash, founder of The Wine Room by David Nash, to explore the parallels between sales excellence and exceptional hospitality: first impressions, the role of storytelling, team culture, and why the smallest details have the biggest impact.

David shares how a career in design and advertising has shaped his thinking about communication, customer experience, and influence. He talks through what he has learnt from building The Wine Room from the ground up, the behaviours behind a remarkable customer experience, and how hospitality principles translate directly into sales: from reading the room to setting expectations and creating small moments that shift how people feel.

Together, Johnny and David cover:

• Why transferable commercial instincts matter more than industry experience
• How sales excellence shows up in hospitality, including pace, preparation, follow-through and customer care
• The power of detail, discipline and consistency in earning trust and repeat business
• How pressure, risk and uncertainty sharpen capability when you’re accountable for every outcome
• The difference between “activity” and real progress, and how to stay intentional when things get noisy
• Why shortcuts erode credibility, and how high standards become a competitive advantage
• What founders and sales professionals can learn from hospitality about presence, emotional intelligence and service

About the Hosts

Johnny Lee is the Founder and CEO of EnableSE, a digital sales enablement company that leverages technology to change the way the world sells. Johnny has decades of experience providing training and coaching to organisations across the globe, which has led to the development of EnableIQ, an online sales enablement platform that utilises best practice training and blended learning methods to enable sales teams to become high performers.

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David Nash is the founder of The Wine Room by David Nash in Auckland, a boutique hospitality space known for its focus on quality, detail and experience. His career spans global advertising agencies, brand strategy and design, before moving into wine, viticulture and now venue creation. David blends commercial discipline with a deep appreciation for craft, people and storytelling, which shapes the way he builds brands and customer experiences.

Results don’t always show up straight away, and that’s what makes consistency hard.

In this episode of Psyche of Sales: Snapshots, Johnny Lee and Rachael Valtwies share lessons from recent coaching sessions on how to stay focused and confident when progress feels slow. They unpack why sales results are rarely linear, how to build daily discipline that compounds, and why progress — not perfection — is the real driver of performance. From early frustrations when effort doesn’t equal outcomes, to managing team motivation through the “lag phase,” Johnny and Rachael share how to stay in motion, measure what matters, and build confidence through practice and preparation.

Key Takeaways

• Results follow rhythm. Sales performance isn’t a straight line. Trust the process, stick to the plan, and focus on small, repeatable actions that build momentum over time.
• Define what “winning” really means. Shift your focus from lag indicators like revenue to controllable actions: daily planning, quality calls, consistent follow-up, and progression of live opportunities.
• Doubt kills energy. Clients can sense when you’re chasing results. Stay calm, stay consistent, and lead with clarity — not desperation.
• Celebrate progress, not pressure. Momentum is built on the smaller wins: preparation done, conversations advanced, habits held. Recognise and reward effort you can control.
• Leaders set the tone. Motivation flows from structure, accountability, and support. Keep feedback grounded in facts, make progress visible, and balance discipline with fun.
• Confidence is a skill. It comes from doing the work — not winging it. Preparation, practice, and stakeholder insight create genuine confidence in pitches and conversations.
• Practice daily, not occasionally. Ten minutes of role play, reflection, or planning a day will change your capability by Christmas. Improvement is earned in small, consistent reps.

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About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

In this week's Snapshots episode, Johnny Lee and Rachael Valtwies tackle one of the most loaded words in sales — hustle. Is it something people are born with, or can it be built? In this episode, they unpack what separates those who move from those who wait, explore how structure fuels motivation, and share practical ways to build daily drive that lasts longer than a motivational quote.

Key Takeaways

• Hustle is built, not born: Drive isn’t a fixed trait — it’s a discipline. The “wired” ones simply have stronger habits and clearer goals.
• Structure beats mood: Don’t wait to feel ready. Block prospecting, follow-ups and hard tasks into your diary. Rhythm builds results.
• Visibility drives accountability: Track every contact and follow-up. Whether it’s a CRM or a spreadsheet, clarity keeps you consistent.
• Stretch your comfort zone weekly: Call a new prospect, attend a networking event, or role-play your next pitch. Each stretch expands your threshold for discomfort and builds confidence.
• Reward effort, not outcome: Success follows sustained quality action. Celebrate consistency — not one-off bursts.
• Practice, don’t perform: The best salespeople don’t wing it. They rehearse, role-play and refine. Reps build rhythm; rhythm builds confidence.
• Leaders: create momentum, not micromanagement: Accountability and encouragement are key. Make it fun, model the behaviour, and remove the friction that stops progress.
• Progress beats perfection: Hustle isn’t about working more hours — it’s about working with intent. Clear goals, consistent actions, and reflection turn effort into impact.

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About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

It’s the final run home for 2025. Johnny Lee and Rachael Valtwies map out a practical 10–12 week “fight camp” to finish the year strong and set up January for momentum. From setting your finish line to tightening daily rhythms, they cover how to stay intense (not frantic), create urgency without pressure, and avoid the end-of-year fade that costs deals now and pipeline later.

What We Cover

• Why “sprint windows” (10–12 weeks) work—and how to use them.
• The daily/weekly actions that compound into a strong year-end.
• Referral language that invites more work (and what shuts it down).
• How to balance closing now with building January’s starting line.
• Tactics to reignite stalled deals and counter “deal fatigue.”
• Team cadence for leaders: goals, visibility, and constructive pressure.

Key Takeaways:

• Set your finish line Decide exactly where you want to be by your break (work and life), and how you want the first weeks of January to look. Work backwards to the actions required.
• Focus on the 80% Double down on the basics that move the needle: speak to enough of the right people, follow up with rhythm, nurture consistently, and lift conversation quality.
• Be “open for business” (referrals) Stop signalling “flat out”. Use confident, capacity-positive language and ask for introductions from your warmest sources. Small tone shifts change referral flow.
• Pipeline reality check Split deals into: close before Christmas vs stage for early Jan. Prioritise by readiness, value, and next clear step. Track nurture in your diary—don’t wing it.
• Create constructive urgency Your speed, tone, and conviction matter. Turn things around fast, ask for specific next steps, and let your belief show. Urgency starts with you.
• Know the driver Objections and delays often mask a core driver (risk, timing, capacity, emotion). Uncover it; the path forward becomes obvious and trust increases.
• Leaders: model intensity + accountability Set personal goals with the team, live the sprint yourself, and hold regular check-ins on commitments. Make it structured, supportive—and a bit fun.
• January isn’t a write-off Many clients are reachable. Book now for early-year meetings, offsites, and reviews so you hit the ground running (not warming up).

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

Follow Johnny Lee on LinkedIn

Follow Rachael Valtwies on LinkedIn

Follow EnableIQ on LinkedIn

Follow Johnny Lee on LinkedIn

Follow Rachael Valtwies on LinkedIn

Follow EnableIQ on LinkedIn

Objections aren’t rejection — they’re usually a sign of engagement. In this episode, Johnny Lee and Rachael Valtwies reframe objections as opportunities to understand motivation, build value, and move the conversation forward. They cover how to spot the real issue behind surface pushback (“too busy”, “no budget”, “price”), how to reduce tension by getting on the same side as the client, and four practical techniques you can start using immediately.

From first-call “busy” deflections and early price questions to pace mismatches and last-minute negotiations, Johnny and Rachael walk through real examples and show how preparation, presence, and practice change outcomes.

Key Takeaways:

• Objections = engagement People don’t object to things they don’t care about. Treat objections as chances to clarify, add value, and progress.
• Diagnose before you respond Ask: Is it real? What’s the underlying objection? What’s the driver (risk, time, uncertainty, credibility)? Solve the driver, not just the line you heard.
• Mind the stage & pace Early price questions are often premature — build value first. Match the client’s pace; don’t try to close too soon (or too slowly).
• Purpose of the call In prospecting, the first 5–10 seconds are about earning more time, not selling the whole solution.
• Four techniques to use in the moment
  • Acknowledge & Explore – make them feel heard, then ask targeted questions to understand impact and cause.
  • Acknowledge & Ignore (Redirect) – park premature/low-value objections (e.g., price too early) and continue building value.
  • Explore the Opposite – “Let’s assume price is equal — what matters next?” to reset criteria and reduce tension.
  • Ask ‘How would you solve it?’ – co-create the next step and bring the buyer to your side.
• Reduce tension; align sides Tension can help — but only if you’re positioned with the client, solving the problem together.
• Practice makes permanent Role play short, focused scenarios (openings, objections, Q&A) weekly. Confidence and clarity in objections come from rehearsal, not hope.

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

For many salespeople, the words role play can spark discomfort. But when done well, it’s one of the most effective ways to build confidence, sharpen skills, and prepare for the moments that really matter.

In this episode of Psyche of Sales: Snapshots, Johnny Lee and Rachael Valtwies break down the role of practice in sales. From quick five-minute run-throughs before a call to team-based practice on objection handling, practice creates the muscle memory that ensures clarity under pressure.

Johnny and Rachael share stories from the field, tips for structuring role-plays, and the dos and don’ts of feedback to ensure you’re building confidence, not breaking it.

Key Takeaways:

• Practice before it counts. If you’re not practising with colleagues, you’re practising on clients. Role play shifts mistakes into safe spaces.
• It doesn’t need to be an event. Even a three-minute practice session with feedback can significantly improve performance across an entire team.
• Consistency beats intensity. A short role play every week will deliver far more value than one-off, high-pressure sessions.
• Practice makes permanent. Confidence comes from rehearsing the right behaviours until they become second nature.
• Leaders set the tone. When leaders join in and go first, they normalise role play and create a safe environment for their teams.
• Feedback builds confidence. Focus on strengths first, then one or two areas to improve. Feedback should feel like support with actionable takeaways, not personalised criticism.
• Role play for real scenarios. Objection handling, pitch openings, and key conversations are perfect practice grounds.

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About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

In this episode of Psche of Sales Snapshots, Johnny Lee and Rachael Valtwies break down the art and science of messaging — what it is, why it matters, and how to make it stick.

From job interviews and high-stakes pitches to press conferences and performance reviews, your message shapes how people see you, remember you, and act on what you’ve said. Johnny and Rachael explore how to design messaging that connects with your audience, lands with clarity, and drives influence — even in difficult conversations.

This episode is full of practical examples, from disarming tense situations to framing value in a salary review, and how to keep your core messages front of mind for your audience long after you’ve left the room.

Key Takeaways:

• Messaging is more than words It’s how you frame reality, shape perception, and create the story people tell about you after you’ve left the room.
• Start with your audience, not your agenda Understand who they are, what matters to them, and the lens they’ll be listening through.
• Use the ROI test Check every message for Relevance, Originality, and Impact. Without these, your audience switches off.
• Delivery is as important as content Humour, empathy, confidence, and authenticity can transform how a message is received, especially under pressure.
• Frame value in terms of impact In negotiations or reviews, shift from “I deserve it” to “Here’s the value I’ve delivered and how it’s helped us achieve results.”
• Bad news still needs clear messaging Acknowledge the situation, share evidence-based reassurance, and keep returning to a small set of consistent key messages.
• Repetition builds influence Repeating core messages makes them stick — and when stakeholders start repeating them for you, you know they’ve landed.
• Authenticity cuts through There’s only one of you — let your personality and genuine connection come through in your message.

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

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In this episode of Psyche of Sales: Snapshots, Johnny Lee and Rachael Valtwies explore a sales skill that’s often misunderstood, undervalued, and yet completely foundational: rapport building.

Drawing on years of experience in live pitches, client conversations, and coaching sessions, they unpack what genuine rapport looks like, how to build it quickly and meaningfully, and why it’s not just about being ‘likeable’ or making small talk.

This episode covers the basics for those getting started or brushing up, but also explores the nuances of separating friendship from business.

Key Takeaways:

• Rapport is not surface-level charm: it’s about creating safety and trust, so clients share what matters, not just polite answers.
• Sales processes aren’t linear: in the real world, rapport doesn’t always come first. Sometimes you build it mid-meeting or even in the last few minutes.
• Tailor your approach to business styles: understanding stakeholder types (driver, analytical, amiable, expressive) helps you adapt tone, pace, and delivery to build a faster connection.
• Don’t underestimate small talk: curiosity and interest matter. Building rapport often begins with asking the right questions, rather than saying the right thing.
• Preparation helps, but presence matters more: you can’t fake a genuine connection. It comes from being present, observing body language, and actively listening in the moment.
• Practice is key: like any skill, rapport can be developed and refined through training. Role-play conversations, reflect on what works, and rehearse building a connection until it feels natural.
• Be warm. Be interested. Be real: people buy from those they trust, and trust starts with how you show up.

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

Follow Johnny Lee on LinkedIn

Follow Rachael Valtwies on LinkedIn