# Building a Winning Sales Culture │ Thomas Waites

Page: https://stenobird.com/podcast/art-science-of-complex-sales-6734980/building-a-winning-sales-culture-thomas-waites
Text version: https://stenobird.com/podcast/art-science-of-complex-sales-6734980/building-a-winning-sales-culture-thomas-waites.md
Podcast: [Art & Science of Complex Sales](https://stenobird.com/podcast/art-science-of-complex-sales-6734980)
Published: 2026-04-10T06:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/membrainpodcast/episodes/Building-a-Winning-Sales-Culture--Thomas-Waites-e3hlgfg
Audio file: https://anchor.fm/s/10348ff54/podcast/play/118194096/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-9%2F421723229-44100-2-37eb49a0b051f.mp3
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JSON: https://stenobird.com/v1/public/podcasts/art-science-of-complex-sales-6734980/episodes/building-a-winning-sales-culture-thomas-waites
Duration seconds: 1957

## Resource

In this episode, Thomas Waites joins Paul Fuller to explore what it takes to build a winning sales team culture in high-growth companies. Together, they discuss why team-first thinking matters, how belief and coaching outperform pressure, and why the best sales leaders create environments built on both high care and high expectations. In this episode, you’ll learn: Why strong sales culture starts with winning together How belief can drive performance better than pressure Why coaching should be a leader’s primary tool How high care and high expectations work together Why simple metrics often outperform complex dashboards How sales leaders can help teams grow faster and perform better Listen in to learn how to build a stronger, healthier, and higher-performing sales team.

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## Transcript

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