About this episode

Peter Wheeler discusses the reasons behind underperforming sales teams and offers solutions for improvement.

Why do so many sales teams stumble despite talented hires? In this episode, Peter Wheeler, serial entrepreneur and expert in scaling revenue velocity for early-stage organisations, explores the decline of apprenticeship in modern sales and the impact it has on team performance and long-term growth. We examine why the traditional player-manager model often fails, how role siloing prevents junior staff from learning the ropes, and why leadership needs to move beyond administrative tasks to actively coach and support teams in the field. Peter highlights the systemic dysfunctions caused by shareholder primacy and short-term thinking, including the hidden costs of high sales turnover, conflicting departmental metrics, and the erosion of trust and integrity in organisations. He explains why senior executives, not just salespeople, must engage with customers to understand real-world challenges and make informed strategic decisions. We also discuss practical solutions to restore apprenticeship and learning in sales, including aligning teams around customer outcomes, leveraging AI as a personal coaching tool, and fostering a culture of trust, integrity, and long-term thinking. Listeners…

People in this episode

Guest: Peter Wheeler

Topics covered

• sales performance
• team dynamics
• leadership
• coaching
• customer engagement

Keywords

• apprenticeship
• revenue velocity
• high turnover
• trust
• integrity

Mentioned in this episode

Products: AI coaching tools

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