Sales culture that delivers - from values to behaviors with Daniel Rouydel
How often do you try to solve a sales problem with more method - when what's really missing is culture? You recognize the signs: objections grind, meetings become unclear, motivation falters. In this episode, Daniel Rouydel shares how he shifted the focus from "more technique" to "the right culture" - and what happened to behaviors and results. With 20 years of experience in the workplace, a background shaped by two cultures, and years as a sales and growth consultant, Daniel puts his finger on what really matters: "Maybe focus on culture and then sales will follow."
In the conversation, Daniel shares several invaluable strategies. Here are 3 of the insights you don't want to miss:
Culture first: Celebrate all wins - big and small
Once the team understands why and gets social proof of the right behaviors, the pace changes. Daniel puts it bluntly: "I can't practice objection handling with a customer if they haven't really bought into the culture." So he starts with a simple ritual: create a wins channel in Teams where all positive progress is visible - orders signed, key meetings booked, procurement invitations. The effect is immediate: "I feel seen... I got applause." Link to Adviser Partner: In the Way of Sales, we work with thoughtful sales rituals that build momentum. Define what counts as a win, set frequency (daily/weekly), and make the whole team co-players in paying attention to behaviors that drive business.
Catching up on roles: Clarity before speed
Unclear titles and diffuse responsibilities slow down sales. Daniel makes it concrete with "hats": "Clear job description. Who am I? What do I do? And what is the result I should get out of my role?" When each key person knows their role before-during-after the customer meeting, the coordination becomes obvious: who is going in when, with what contribution and what outcome is required. This creates quality, speed and security in every business meeting. Link to Adviser Partner: We recommend that you develop role cards for the critical steps of the sales process (prospecting, qualification, meeting, offer, follow-up). For each role: purpose, responsibilities, deliverables and metrics. Share the role cards in the team and use them in meeting planning.
Visible targets and the 30% rule for culture
Goals only become real when they are said out loud. Daniel is clear: "Dare to stand up for your goal and dare to say it to everyone..." This creates ownership, support and positive pressure from colleagues. At the same time, you don't need to convince everyone - just ignite enough people to carry the culture: "If I can identify 3-4 people... who really carry the company's flag, then I at least feel that I have won." Link to Adviser Partner: Work with visible goal management (quarterly goals published, weekly pulse with short check-ins, request and offer help). Identify and coach your culture carriers - those who live the values in everyday life. 30% who go first is enough for the rest to follow.
This is just a fraction of the knowledge Daniel Rouydel shares. Want to hear the full conversation, get more concrete examples and dive deep into sales culture, roles and goal management? Listen to the full episode of We love salespeople - Sales Conversations with Jonas Olofsson in your podcast player.
Do you and your sales team want the tools to implement these strategies and reach new levels? Adviser Partner helps you build a sales culture that performs. Get in touch to learn more about our proven methodology.
