You can set the goal.

But your team decides whether it actually goes anywhere.

Your team will develop a mindset, quickly, in some cases instantly. It’s powerful. Does your team believe in your goals, and do they buy in that they can make it happen?

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, sits down with Derek Neiding, Vice President of Sales at Razorleaf, to talk about team buy-in. Or the lack thereof.

Most leaders face this, even when it’s not said out loud: the “we’ve never done that before” mindset. Negativity spreads faster than belief, and strong teams can fall apart when leadership hesitates.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

–People need to see themselves in the goal to generate buy-in

–“We’ve never done it before” is one of the most dangerous mindsets in growth

–Negative thinking spreads quickly and often starts at the leadership level

–Goals tied to people (families, careers, futures) carry more weight than

–Mindset drives execution more than tools, systems, or strategy

–Growth often requires stepping into work you haven’t done before

–Strong culture can either reinforce belief or quietly erode it

–Sales teams will default to the path of least resistance without a strong “why”

–The best leaders create ownership before they create expectations

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Helpful Links:

Derek Nieding, VP of Sales, Razorleaf Corporation: www.razorleaf.com

Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Pressure comes from trying to control outcomes you can’t control. You end up hoping, praying, wishing for the right result. And you don’t know, because you aren’t in control. So, what can you control? When you figure that out, you can release the pressure before it blows.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, challenges sales professionals and leaders to stop obsessing over outcomes and start owning the activities that can actually move the needle.

Stop worrying about whether a prospect will say yes when the real issue is a weak pipeline. And stop worrying about the weak pipeline when it can usually be traced back to inconsistent prospecting. That…is the one thing fully within your control.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– Pressure increases when you focus on outcomes you can’t control

– You cannot control whether a prospect says yes, but you can control your actions leading up to it

– A thin pipeline is usually a prospecting problem.

– Prospecting is always within your control: calls, emails, events, referrals

– Activity creates opportunity, and opportunity creates results

– Doing the work consistently reduces pressure naturally

– “You don’t have to like it. You just have to do it.” -Ken Guest

– Control your process. The results will take care of themselves

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Helpful Links:

Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Most salespeople love to sell. They like to talk about their products and services, especially to someone who’s willing to listen. But they jump in too fast, explain too much, and try to convince someone who hasn’t even decided if they care yet. And while the seller is busy "selling, maybe the buyer is just too polite to say “no”.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, welcomes Matt Rocco. Partner and Trainer at Sandler by the Ruby Group to talk about negative reverse selling. Instead of pushing a prospect toward a decision, negative reverse selling goes the other way. It can create space for honesty, clarity, and truth to surface.

Professional salespeople seek first to understand. They ask better questions, listen longer, and aren’t afraid to hear “no” early if it means getting to the truth faster. Negative Reverse selling is an advanced concept and a skilled technique, but it’s worth it for professional sellers to learn, as it can help get to the real truth in every situation.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– When you push buyers, it’s human nature that they resist

– Negative reverse selling creates space instead of pressure

– The goal is to uncover the truth, even if that truth is that the customer is not interested

– Pattern interrupts grab attention and lead to more honest responses

– If a prospect feels you need the deal, you’ve already lost leverage

– Disqualifying early can be just as valuable as closing

– Authenticity matters. Used poorly, this technique feels fake instantly

– You have to be willing to lose the deal for negative reverse selling to work

– Great sales conversations are built on curiosity

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Helpful Links:

Matt Rocco, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Pressure builds from within, often inside your own head. You start thinking about what has to happen, what you need this deal to do for you, and suddenly the moment feels bigger than you can handle. Before you know it, you’re not trying to do the right thing anymore. You’re just trying to hold on.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, makes the case that most pressure, especially in sales, is self-inflicted. We put it onto ourselves. And it shows up strongest when you’re trying to avoid hearing “no.”

Pressure fades when you stop needing every deal to work. When you don’t mind hearing “no”, sales becomes less about forcing outcomes and more about finding the right fit.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– Pressure in sales is usually self-created, not driven by the buyer or external factors

– The fear of hearing “no” is one of the biggest sources of that pressure

– Needing a deal too badly leads to poor behavior, like talking too much, ignoring signals, and chasing weak opportunities

– Buyers rarely create pressure to purchase; that tension comes from the seller’s expectations

– Asking for “no” can actually create clarity and move conversations forward

– Giving prospects permission to say no often reveals the real objection

– Truth is more valuable than a dragged-out maybe

– A full pipeline reduces pressure and improves decision-making

– Strong prospecting helps eliminate dependence on any single deal

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Helpful Links:

Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Too many salespeople are ready to pitch before they’re ready to listen. But a product or service is only as valuable as the problem it solves. And if you don’t slow down long enough to uncover what’s really going on beneath the surface, you’re not solving anything. At best, you’re just hoping you guessed right.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, welcomes Robert Perry, partner and trainer at Sandler by the Ruby Group, to talk about pain. Not surface-level problems, but the kind of personal, emotional, and financial impact that actually drives someone to make a decision.

Too many reps hear a problem and rush to a solution after asking just a couple of questions. Robert explains why that approach falls short, and how elite performers go deeper.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

–Most salespeople stop once they understand the problem. Elite salespeople go deeper until the buyer feels the impact

–No pain, no sale

–Surface-level issues are usually symptoms of something bigger

–The average salesperson asks about 2.2 questions before pitching a solution

–Real buying decisions happen when there’s financial, emotional, or professional and personal impact

–Asking about the cost of inaction is just the starting point

–Emotional labels (frustration, overwhelm, concern) help bring clarity to the buyer’s situation

–Silence is a powerful tool. Don’t rush in to “save” the conversation

–Buyers respect salespeople who care enough to truly understand their situation

–Consultative selling is less about your product and more about how the buyer experiences their problem

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Helpful Links:

Robert Perry, Partner, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Some business relationships are transactional. But the lasting ones that move the needle, those are personal. When people show up for each other, push each other, and figure things out together. These relationships define friendships, and those are the best kinds of sales relationships there are. That’s the goal!

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, sits down with Chad Honaker, CEO of Ashtonne Packaging, and Jason Reynolds, Partner and Trainer at Sandler by the Ruby Group. Sure, they talk about sales. But they end up talking about relationships and how the right partnerships can transform a business from good to growing.

Never forget: Sales is about people. And when you invest in people the right way, the business tends to follow.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– Strong relationships in business are built over time

– Success can create blind spots if you stop pushing for improvement

– Bringing in an outside perspective helps break through growth plateaus

– Alignment across a team creates consistency and better results

– Accountability is stronger when it comes from trusted partners

– The best sales relationships evolve beyond vendor into a trusted advisor

– Open-mindedness is essential for growth and development

– Constructive feedback builds trust when delivered the right way

– Real partnerships show their value most when things go wrong

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Helpful Links:

Chad Honaker, CEO with Ashtonne Packaging: https://www.ashtonne.com/

Jason Reynolds, Partner, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Most sellers stay on the surface. They talk features, pricing, timelines. And then they wonder why deals stall, why buyers hesitate, why nothing really moves. Well, here’s the deal…features, pricing and timelines do not equal pain. If nothing hurts, nothing changes. And no one is buying.

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, dives into the art of uncovering pain in a sales opportunity.

There is a difference between surface-level “professional pain” and the deeper, more urgent “personal pain” that actually drives decisions. When doing without your product or service is more painful than the cost of doing business…well, you’ve got yourself a deal!

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– If there’s no pain, there’s no urgency to make a decision or to make a change

– Surface problems rarely lead to real decisions

– Professional pain explains the issue, personal pain drives action

– Most sellers stop asking questions too early

– The best conversations happen just beyond comfort

– You’re not creating pain, you’re uncovering it

– Depth of understanding determines strength of solution

– Buyers act when the cost of inaction becomes personal

– Slowing down often speeds up the sale

– Real selling is about solving meaningful problems

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Helpful Links:

Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

Money. It changes things, doesn’t it? Shoulders tighten, answers get vague, and even the most confident people start choosing their words carefully. It’s not just about dollars, it’s about emotion, upbringing, and the stories we’ve carried about money for years. And yet, we avoid the question

In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, talks with Pat McManamon, Senior Partner at Sandler by The Ruby Group to talk about budgets. How we bring them up, what we think about them, and how we can take the pressure out of the topic entirely.

Professional salespeople bridge the gap on purpose. When both sides are aligned around solving the right problem, money stops being a barrier and becomes part of the solution.

Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida

Key Takeaways:

– Most discomfort around money comes from how we were raised to think about it

– Both buyers and sellers feel pressure when budget enters the conversation

– Budget should never be discussed before the problem is clearly understood

– If there’s no compelling reason to change, price doesn’t matter

– Strong sales conversations help prospects convince themselves first

– “What does this cost?” is often the wrong question at the wrong time

– Upfront contracts reduce pressure and build trust early

– When value is clear, people find a way to invest

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Helpful Links:

Pat McManamon, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/

Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/