Purpose Under Pressure

Hosted by Bryan Lefelhoc

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206

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Oct 2026

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About the show

Purpose Under Pressure is a podcast about developing Sales and Leadership Success…on Purpose and under Pressure. Each week we'll air short monologue's with strategies, analogies and stories meant to inspire sales, marketing and business professionals. We'll also feature weekly high-impact interviews with Sandler sales trainers, and long form interviews with business leaders who have been there and done that, under pressure. Purpose Under Pressure is brought to you by The Ruby Group/Sandler Training in Akron and in Columbus, Ohio, Jacksonville, Florida and Capital Region, NY. Visit https://www.therubygroup.sandler.com/ for more information.

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November 5, 202620 min

Developing Solutions to Problems Through RACI, On Purpose with Tom Thon

You know what needs to change in your business. You've talked about it, tried different solutions, and maybe even assigned people to fix it. So why does the same problem keep coming back? Could it be that the problem isn't your solution, but how your team is working toward it? In this episode of Purpose Under Pressure,Bryan Lefelhoc, founder of Bryan Media Strategies is joined by Ton Thon, Senior Partner and Trainer at Sandler by The Ruby Group to explore RACI, team based model for problem solution development. It's a framework that helps businesses identify who's responsible, who's accountable, who should be consulted, and who needs to be informed. Tom explains why communicating the why behind decisions matters, how poor communication can affect morale and execution, and why some of the best ideas come from people who aren't making the final decisions. They also explore how the process works in smaller businesses, where one person may wear several hats. 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 7 Takeaways — Problems Need More Than Solutions. Knowing what success looks like doesn't mean your team knows how to get there. — Communication Starts With Why. Employees are better equipped to execute decisions when they understand the reasoning and expectations behind them. — RACI Clarifies Four Important Roles. Identifying who's responsible, accountable, consulted, and informed helps organize the problem-solving process. — Accountability Goes Both Ways. Leaders must provide the support and information their teams need while holding them accountable for execution. — Good Ideas Can Come From Anywhere. Consulting people throughout the organization can uncover perspectives leadership might otherwise miss. — Small Businesses Can Use RACI Too. One person may fill multiple roles, but identifying those responsibilities still brings clarity to the process. — Sales Leaders Must Lead by Example. Demonstrating the activities and accountability expected of the team gives leadership greater credibility. ——————- Helpful Links: Tom Thon, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

November 2, 202610 min

Salespeople, You are not Alone

Sales is hard. The pressure to hit goals, close deals, satisfy customers, and support the people counting on you can take a toll. And when things aren't going well, it's tempting to keep it all to yourself, work harder, and tell everyone that everything is fine. It’s not, and you’re not alone. In this episode of Purpose Under Pressure,Bryan Lefelhoc, founder of Bryan Media Strategies challenges salespeople to reconsider how they approach problems. A struggling seller may need to improve their skills or effort, but the real obstacle could also involve marketing, operations, leadership, or circumstances beyond their control. Working harder won't necessarily fix a problem that requires someone else's involvement. Bryan introduces RACI, a framework commonly used by organizations to clarify who is Responsible, Accountable, Consulted, and Informed. He explores how individual salespeople can use those same questions to identify problems, involve the right people, and build a team around finding solutions. 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 7 Takeaways — Sales Pressure Is Real. Salespeople carry expectations from customers, employers, families, and themselves, often without sharing their struggles. — Working Harder Isn't Always the Answer. Poor results can stem from individual performance, but they can also reflect problems with marketing, operations, territory, or organizational processes. — Responsibility Means Identifying Who Does the Work. Determine who can actually address the problem rather than automatically assuming every solution falls on the salesperson. — Accountability Requires Ownership. Identify who owns the improvement and should help ensure progress, whether that's the seller, sales leadership, or someone else. — Consult People Who Can Help. Sales trainers, experienced colleagues, leaders, and even former customers can provide valuable insight into challenges and solutions. — Keep the Right People Informed. Managers, accountability partners, and family members can provide support when they understand what's happening and what you're doing about it. — Build Your Own Team. Applying RACI to individual sales challenges helps sellers move beyond struggling alone and take the lead in finding solutions. ——————- Helpful Links: Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 29, 202613 min

Growth Targets VS Growth Plans for Leaders, On Purpose with Lauren Valentine

Your boss hands you a sales target for next year. It's ambitious, maybe even twice what you expected. But where's the plan to make it happen? Setting a number is easy. Figuring out how to reach it takes some work. In this episode of Purpose Under Pressure, Lauren Valentine, partner and trainer at Sandler by the Ruby Group, joins Bryan Lefelhoc, founder of Bryan Media Strategies to discuss how sales leaders can build realistic growth plans instead of simply handing their teams bigger numbers. Lauren explains why growth requires looking beyond new leads and additional salespeople. Poor conversion rates, ineffective coaching, customer churn, and weak account management processes can all stand in the way. Sometimes the best opportunity for growth is improving what's already happening inside the business. As leaders prepare their 2027 goals, Lauren encourages them to work backward from their revenue targets and identify the activities and systems needed to succeed. 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 7 Takeaways — A Target Isn't a Strategy. Setting a revenue goal doesn't explain how your organization will achieve it. — Look Inside Before Adding More. More leads or salespeople won't necessarily fix weak processes or poor conversion rates. — Find the Gaps. Examine your systems, coaching, and customer management practices to identify what's holding back growth. — Protect Your Existing Customers. Understanding churn and recognizing early signs of dissatisfaction can help improve retention. — Make Account Management Consultative. Focus on understanding customers' business objectives rather than simply selling them more products. — Work Backward From the Goal. Determine the conversations, qualified opportunities, and conversion rates needed to reach your revenue target. — Measure What Leads to Revenue. Revenue is a lagging indicator. Tracking the activities that drive it gives leaders an earlier opportunity to make adjustments. ——————- Helpful Links: Lauren Valentine, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 27, 202625 min

Improve Your Pitch by Knowing Your Voice, On Purpose with Barbara McAfee

You spend a lot of time thinking about what to say to a prospect or customer. But how much thought do you give to how you say it? Your tone, inflection, and even the habits you've developed over the years can influence how your message is received. In this episode of Purpose Under Pressure,Bryan Lefelhoc, founder of Bryan Media Strategies welcomes Barbara McAfee, voice coach, speaker, performer, and author of Vocal Intelligence and Full Voice . Barbara explains how developing greater awareness and control of your voice can help you communicate more effectively, especially in sales and leadership. From projecting confidence and authority to showing empathy, telling stories, and being heard in a crowded room, she shares practical examples of how small changes in your voice can make a meaningful difference. 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 7 Takeaways — Your Voice Can Help or Hurt a Sale. The words you choose matter, but your tone and delivery can influence how a prospect receives your message. — Adapt Your Voice to the Prospect. A confident, energetic approach may work with one buyer, while another conversation calls for a calmer, more empathetic tone. — Use the Five Elements of Voice in Sales. Earth communicates authority, Fire conveys enthusiasm, Water builds connection, Metal helps you be heard, and Air brings stories and possibilities to life. — Project Confidence, Even When You're Feeling Rejected. Hearing "no" is part of sales, but practicing your vocal delivery can help you approach the next conversation with confidence. — Listen for What's Behind the Prospect's Words. Vocal tone and inflection can offer clues about how someone thinks and feels, helping you ask better questions rather than make assumptions. — Recognize When Your Sales Approach Isn't Working. If a prospect begins to disengage, changing your tone rather than pushing harder may help get the conversation back on track. — Practice Your Voice Before It Counts. Role-playing, experimenting with vocal styles, and getting feedback from colleagues can prepare you for sales calls, presentations, and networking opportunities. ——————- Helpful Links: Barbara McAfee, Voice Coach and Author: www.BarbaraMcAfee.com Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 26, 202610 min

Whether Leader or Seller, We're All Holding the Short End of the Stick

Sales leaders blame their salespeople for missing their numbers. Salespeople blame leadership for making their jobs harder than they need to be. And both sides are convinced they're getting the short end of the stick. Maybe they're both right. In this episode of Purpose Under Pressure,Bryan Lefelhoc, founder of Bryan Media Strategies takes on the sometimes rocky relationship between sales leaders and their teams. Leaders can't keep demanding new customers while broken processes drive existing ones away. And changing commission plans or territories without considering the impact on sellers doesn't help matters. But salespeople aren't off the hook. Not every management decision is a conspiracy, and ignoring CRM requirements, forecasts, or other responsibilities only makes things worse. Sometimes sellers need to stop complaining, take ownership, and do the work. Leaders owe their teams a fair opportunity to succeed, and sellers owe their leaders effort, accountability, and cooperation. We’re all working toward the same goals. Let’s act like it. 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 7 Takeaways — We're All Holding the Short End of the Stick. Leaders and sellers both face pressures and frustrations that deserve some understanding. — Leaders Must Fix Broken Systems. Demanding new business while poor service and processes drive customers away makes success harder for everyone. — Consistency Matters. Frequent changes to territories and commission structures can undermine the relationships and momentum sellers have worked to build. — Not Every Change Is a Conspiracy. Salespeople need to recognize that management decisions sometimes serve a larger business purpose. — Do Your Job Before Assigning Blame. Sellers should examine their own effort, behaviors, and accountability before pointing fingers at leadership. — Both Sides Have Responsibilities. Leaders owe clear expectations, functioning systems, and honest communication. Sellers owe effort, adaptability, and accurate reporting. — Success Requires Working Together. Leaders and sellers share the same business goals, and both have a role in achieving them. ——————- Helpful Links: Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 22, 202612 min

Developing a Prospecting Plan, On Purpose with Sandler's Matt Rocco

A prospecting plan doesn't have to be complicated. But it does have to be written down, built around specific activities, and followed consistently. And when the results aren't what you expected, you need to know whether to change the plan or to give it more time. 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 creating a prospecting plan that salespeople can follow. Matt explains why a written plan matters, how to choose the right prospecting activities, and why tracking your behaviors is just as important as measuring your results. 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 7 Takeaways — Put Your Plan in Writing. A prospecting plan needs to be something you can see, follow, and measure. — Focus on Behaviors First. Identify the specific prospecting activities you'll consistently perform to create new opportunities. — Learn From Successful Sellers. Find out what's working for others in your organization or industry instead of reinventing the wheel. — Choose Activities That Fit. Calls, networking, trade shows, and other methods can work differently depending on your strengths and industry. — Give It 90 Days. Track your activities and results long enough to see meaningful patterns before making changes. — Tweak Before You Toss. When an activity isn't producing results, consider changing your approach, timing, or target audience before giving up. — Do the Work. A great prospecting plan accomplishes nothing unless you consistently follow through. ——————- Helpful Links: Matt Rocco, Sandler by the Ruby Group: https://go.sandler.com/therubygrou Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 19, 20269 min

Finding New Ways to Prospect

Remember when prospecting meant grabbing a phone book, picking up the phone, and making calls? Those days aren’t over, but they’ve changed. Cold calls and knocking on doors still work, but there are plenty of other ways to find new customers. And some of the best opportunities don't even look like prospecting. In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies , shares some practical ways to build relationships, meet new people, and start conversations that can lead to new business. From asking satisfied customers for referrals to becoming a helpful resource in your community, prospecting doesn't always have to feel like selling. Of course, none of these approaches work without a plan. Make time for prospecting, use the tools available to you, and follow through. Finding your next customer starts with simply being someone worth knowing. And that’s a pretty good way to live your life anyway. 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 7 Takeaways — Prospecting Has Changed. Cold calls still work, but there are more ways than ever to find new customers. — Ask for Referrals. Satisfied customers often know people who could benefit from your help. Give them a chance to introduce you. — Become a Resource. Help people solve problems, even when there's no immediate sale involved. — Look for Everyday Opportunities. Community events, conversations, and personal connections can open doors to new business. — Use LinkedIn Like a Human. Build relationships through genuine engagement instead of connecting just to deliver a sales pitch. — Share What You Know. Newsletters, articles, podcasts, and workshops help demonstrate your expertise and start conversations. — Have a Prospecting Plan. Schedule the work, use a variety of tools, and follow through on your commitments. ——————- Helpful Links: Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 15, 202615 min

Developing a Sales Success Formula, On Purpose with Robert Perry

Too many salespeople start their day with a to-do list that looks more like a list of fires to put out. They stay busy, make a few calls, handle whatever comes their way, and hope the results follow. But there's a difference between being busy and having a plan for success. 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 creating a personal formula for sales success. Robert explains Sandler's Behavior, Attitude, and Technique (BAT) triangle and why those three elements need to work together. Whether you're struggling to hit your numbers, preparing for a new quarter, or simply looking for a more predictable way to grow your business, this conversation offers a practical place to start. You don't need to reinvent your entire sales process overnight. You need to identify what's missing from your formula, commit to the right activities, and hold yourself accountable. 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 7 Takeaways — Being Busy Isn't the Same as Being Productive. A day filled with putting out fires and chasing yesterday's problems isn't necessarily moving you closer to your sales goals. A success formula creates structure and direction. — Success Begins with Behaviors You Can Control. You can't control the economy, whether someone buys, or how a prospect responds. You can control the calls you make, the conversations you initiate, and the meetings you pursue. — Behavior, Attitude, and Technique Work Together. Sandler's BAT triangle connects daily activity, personal beliefs, and selling skills through commitment, conviction, and consistency. — You Don't Have to Feel Good to Do Good Work. Waiting until you're motivated to prospect can be a costly mistake. Taking action, even when you don't feel like it, can improve both your attitude and your technique. — Consistency Beats Occasional Brilliance . A spectacular presentation or an occasional big win isn't a substitute for consistently executing the right sales behaviors and techniques. — Don't Let Head Trash Derail Your Success . Thoughts like "Nobody ever answers my calls" can become excuses for giving up too soon. Sometimes the problem isn't your ability. It's that you haven't done enough of the right things. — Your Sales Problems Probably Aren't a Mystery . When results fall short, look at three possibilities: you're not doing enough of the right activities, your belief system is getting in the way, or your selling skills need improvement. ——————- Helpful Links: Robert Perry, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 12, 20269 min

Did You Fail Enough This Week?

We all know what success looks like. More appointments. More sales. More revenue. More “Yeses” But what if we deliberately chase something that feels like failure? Instead of spending your day trying to avoid rejection, maybe you should start keeping score of it. Let’s go get some “No’s”! In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies , looks at the numbers behind sales success, and why simply hitting your goal may actually cause you to stop too soon. Because rejection looks a lot different when it’s part of the plan. A “no” isn’t necessarily evidence that something went wrong. It may simply mean you’re doing enough of the right activity to create more opportunities for a yes. Figure out your formula for success, then ask yourself one more question at the end of the week: Did I fail enough? 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 7 Takeaways — Know your numbers. Track your activity long enough to understand exactly what it normally takes to create an appointment or make a sale. — Don’t stop when you’re hot. If you hit your sales goal in five calls instead of 30, that’s a reason to keep going, not call it a day. — A great closing ratio isn’t always great. If almost everyone is saying yes, you may be cherry-picking opportunities or simply not talking to enough people. — Make “no” part of the goal. Instead of chasing two sales, try chasing the 24 noes it normally takes to produce those sales. — Rejection changes when you keep score differently. If getting a no moves you closer to your goal, rejection stops feeling quite so much like failure. — More noes can mean more yeses. Increasing the number of people you ask will create more rejection, but it also creates more opportunities to succeed. — Ask whether you failed enough. At the end of the week, don’t only measure your successes. Ask whether you took enough chances to get better at your craft. ——————- Helpful Links: Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/

October 8, 202617 min

Identifying More and Better Opportunities, On Purpose with Jordan Mullet

Every salesperson knows they need to prospect. And yet it’s often the task we avoid the most. We tell ourselves people won’t answer the phone, emails will be ignored, gatekeepers will shut us down or we’ll hear “no” again. Pretty soon, we’ve built a pretty convincing case for doing nothing. The problem is, your pipeline doesn’t particularly care how you feel about prospecting. In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies , talks with Jordan Mullet, partner and trainer at Sandler by the Ruby Group, to talk about why prospecting creates so much resistance, even for experienced salespeople. A bad call doesn’t make you a bad salesperson. A lost opportunity doesn’t reduce your value. When you can separate who you are from how you performed today, you become freer to take risks, make mistakes and keep going. Prospecting may never become your favorite part of sales, but you don’t have to feel good about it before you do it. 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 7 Takeaways — Action can come before confidence. Waiting until you feel ready to prospect can make the resistance stronger. Taking action can actually change the way you feel. — Don’t let a full pipeline fool you. Today’s business doesn’t guarantee tomorrow’s. Consistent prospecting helps prepare you for changing markets, customers and competition. — Stop demanding a sale from every contact. Prospecting is a first conversation, not a marriage proposal. Look for enough interest to determine whether another conversation makes sense. — Plant more seeds. You can’t know which prospect will respond, which relationship will develop or who needs what you offer. Your job is to consistently create opportunities to find out. — Redefine the win. A prospect who now knows your company exists can be progress, even if they didn’t immediately respond or buy. Prospecting works through a series of steps. — Separate your identity from your performance. You have value regardless of whether today’s call went well. Failure at an activity does not make you a failure. — Do the behavior and let the results follow. Like calling yourself a runner because you got up and ran, being a salesperson means doing the work — including prospecting — regardless of how today’s results turn out. ——————- Helpful Links: Jordan Mullet, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/ Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/