What if sales could be transformed from a high-pressure, toxic grind into an uplifting, collaborative, and deeply rewarding experience?
Max Cates
In this practical episode, host Nicole Jansen welcomes Max Cates—award-winning author, nationally recognized sales leader, and founder of Servant Leaders in Sales—for a powerful conversation on revolutionizing the world of sales through the principles and practices of servant leadership. Drawing from 37 years of proven sales management success, Max reveals how empathy, sacrifice, teamwork, and accountability can supercharge your sales teams and turn conventional wisdom on its head.
Dive deep into practical strategies for fostering lateral accountability, building a culture of constructive competition, and leading sales conversations with authenticity and lasting value. Discover how the Four Steps to Supercharged Sales Teams can change not only how you approach sales, but how you lead in every area of your life.
Tune in for actionable wisdom—whether you’re a seasoned sales manager, a business owner, or someone eager to transform their relationships and results through service-based leadership.
What We Discuss in This Episode
- What propelled you to combine servant leadership with sales management—and what did you discover along the way?
- How can sales leaders remove toxicity and build a joyful, team-oriented environment?
- What are the three core words that define servant leadership in sales?
- Why is lateral accountability a game-changer, and how do you actually implement it?
- How do you reward teamwork without sacrificing individual motivation and fairness?
- What does it look like to apply servant leadership in a real sales conversation with a prospect?
- How do you reconcile metrics/scoreboards with long-term vision and purpose?
- Why do humility, empathy, and sacrifice give your team and sales process a decisive edge?
- What mindset shift can move your organization toward win-win, “worthy competitor” thinking?
- How do you integrate spiritual principles with everyday business leadership?
10 Key Takeaways
- Servant leadership in sales boils down to “help others succeed.” When you focus on supporting your team, providing resources, and creating a safety net, innovation and success follow.
- Toxic sales cultures are not inevitable—constructive competition, mentorship, and open sharing spark genuine collaboration and higher performance.
- Mutual and lateral accountability are essential for building self-sustaining, high-functioning sales teams. It’s not just downward or upward—it’s all directions.
- True servant leadership requires sacrifice: putting others first, even when it’s inconvenient or uncomfortable for you as a leader.
- Success is redefined—not as hitting short-term metrics, but as stretching toward meaningful, purpose-driven goals.
- Practical tools, such as incorporating teamwork into performance reviews and compensation plans, reinforce a culture of collaboration.
- Don’t script or force your sales process—prepare thoroughly but engage authentically in every conversation to build genuine connection and trust.
- The best salespeople often aren’t the most talkative or aggressive; rather, they are empathetic, humble, and skilled at aligning with the client’s needs.
- Spiritual and personal principles deeply enhance professional life. When you empty yourself of ego and focus on service, every relationship improves.
- Leadership “tough love” means sometimes embracing discomfort for the long-term growth and benefit of your people—not just pleasing them in the moment.
Podcast Highlights
0:00 – Introduction: Transforming Sales Through Servant Leadership
2:07 – Max’s Journey: From Toxicity to Teamwork in Sales
6:25 – The Heart of Servant Leadership: “Help Others Succeed”
9:40 – Ego vs. Service: The Power of Sacrifice in Leadership
11:52 – Redefining Success: Vision, Purpose, and Metrics Addiction
14:56 – Constructive Competition: Teamwork vs. Lone Wolves
20:10 – Lateral Accountability: A New Standard for Sales Teams
28:45 – Rewarding Teamwork: Assessment, Pay, and Culture Shifts
33:02 – The Servant Leader’s Sales Conversation: The PERC Model
46:00 – Humility, Authenticity, and Service as the True Sales Superpowers
49:50 – Final Thoughts, Closing Prayer, and Action Steps
Join us for this transformative conversation with Max Cates and discover how servant leadership can elevate your sales—and your life—to their highest potential.
Favorite Quotes
- “There are three words that describe servant leadership in sales: help others succeed.”
- “The scoreboard is not your goal. The metrics system is a tool. Your goal is your vision.”
- “Love and seek the best for others. That’s servant leadership—at work and everywhere else.”
Resources & Next Steps 
- Learn more and get Max’s book: servantleadersinsales.org
Take action: Revisit your sales process, simplify it, and lead with service, preparation, and authentic engagement. Your next level of success—and fulfillment—awaits.
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