When Steve Craig's father drove him through the wealthiest neighborhood in town and revealed that most residents were salespeople, it planted a seed that would shape his entire career philosophy. Now as VP of Sales at Solmedics, Steve shares hard-won wisdom about what actually builds championship sales teams—and it's not what most leaders think.

The uncomfortable truth? Your obsession with hiring A-players might be sabotaging your team's success. Steve breaks down why cohesive teams of solid B-players consistently outperform collections of individual stars, drawing parallels from championship sports teams to Navy SEAL units. The difference comes down to role clarity, discipline in the basics, and a willingness to make teammates better rather than chase individual glory.

This conversation challenges conventional sales leadership wisdom at every turn. Steve explains why nothing truly sells itself, how to conduct interviews that reveal grit over resume polish, and why the hiring process should start by talking candidates out of the job. He shares the framework for reverse-engineering personal goals into actionable sales plans, and reveals why your team should be your number one customer—not your actual customers.

For founders and sales leaders tired of the talent revolving door, Steve offers a radically different path: stop chasing rock stars, start building rowers who understand their seat in the boat, and create an environment where B-players can become champions through consistency and discipline in the boring fundamentals.

Stop sacrificing people for numbers. Learn how the best sales teams win through others, not despite them.

Connect with Steve Craig on LinkedIn: https://www.linkedin.com/in/stevecraig20/

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

Listen to Revenue Unscripted on these podcast platforms:
Spotify: https://open.spotify.com/show/7AUBIk1HFgUO6Cci4YFhKM
Apple Podcasts: https://podcasts.apple.com/podcast/revenue-unscripted/id1869568856
Amazon Podcasts: https://music.amazon.com/podcasts/5892af04-ab67-4379-9638-6a3aba17f953/revenue-unscripted

#RevenueUnscripted #JennicaDixon #SalesLeadership #RevenueGrowth #B2BSales #SalesStrategy #SalesPerformance #ForecastAccuracy #SalesManagement #RevenueLeaders #FounderInsights #SalesCoaching #MarginProtection #SalesDifferentiation #RevenueOptimization Revenue Unscripted is the podcast where sales fiction meets reality. Hosted by Jennica Dixon, President of Slattery Sales Group, this show pulls back the curtain on what really drives revenue growth in complex B2B sales environments. Through candid 30-45 minute conversations with founders, CEOs, and revenue leaders, Jennica explores the real stories behind sales challenges, breakthrough moments, and the blind spots that quietly drain growth, margin, and valuation. Jennica brings over 40 years of combined client experience working with more than 2,400 companies across 170 industries. Her firm specializes in behavior-based sales transformation, helping organizations turn unpredictable pipelines into reliable revenue engines. From forecast accuracy and margin protection to sales team performance and competitive differentiation, Revenue Unscripted tackles the messy realities of human selling that traditional sales training glosses over. Whether you're a founder scaling your first sales team, a CRO rebuilding forecast credibility with the board, or a revenue leader trying to protect margins while accelerating growth, Revenue Unscripted delivers practical insights from leaders who've faced the same battles.

In this episode of Revenue Unscripted, host Jennica Dixon sits down with Steve Taneman of Food Group International Inc. by A&M Global Solutions to unpack what it truly takes to build a high-performing sales organization in today’s competitive B2B landscape.

This conversation goes beyond product and pricing to explore the people, behaviors, and collaboration required for sustainable revenue growth. Jennica and Steve dive deep into understanding the buyer agenda, crafting meaningful unique selling points, and leveraging data-driven sales strategies to stand out in crowded markets.

You’ll learn why price alone will not get you there, how sales silos hurt growth, and why active listening and asking the right questions are non-negotiable skills for modern sales leaders. The episode also tackles change management, outward thinking, and the pain buyers experience during decision-making—insights every B2B sales professional needs.

Whether you’re leading a sales organization or selling on the front lines, this episode delivers practical insights you can apply immediately.

🔑 Key Takeaways:
Sales success is about people and behaviors, not just products
Strong sales organizations extend beyond the sales silo
You must stand out against 50+ competing brands
Price alone will not get you there
You’re never selling in a vacuum
Validating assumptions improves close rates
Asking probing questions beats yes/no conversations
Collaboration across teams drives better sales outcomes

Connect with Steve on LinkedIn: https://www.linkedin.com/in/steve-taneman-2685a614

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

I hope you enjoy this episode! Give it a like, share, and subscribe to not miss the content coming your way weekly.
– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

Listen to Revenue Unscripted on these podcast platforms:
Spotify: https://open.spotify.com/show/7AUBIk1HFgUO6Cci4YFhKM
Apple Podcasts: https://podcasts.apple.com/podcast/revenue-unscripted/id1869568856
Amazon Podcasts: https://music.amazon.com/podcasts/5892af04-ab67-4379-9638-6a3aba17f953/revenue-unscripted

#RevenueUnscripted #JennicaDixon #SalesLeadership #RevenueGrowth #B2BSales #SalesStrategy #SalesPerformance #ForecastAccuracy #SalesManagement #RevenueLeaders #FounderInsights #SalesCoaching #MarginProtection #SalesDifferentiation #RevenueOptimization Revenue Unscripted is the podcast where sales fiction meets reality. Hosted by Jennica Dixon, President of Slattery Sales Group, this show pulls back the curtain on what really drives revenue growth in complex B2B sales environments. Through candid 30-45 minute conversations with founders, CEOs, and revenue leaders, Jennica explores the real stories behind sales challenges, breakthrough moments, and the blind spots that quietly drain growth, margin, and valuation. Jennica brings over 40 years of combined client experience working with more than 2,400 companies across 170 industries. Her firm specializes in behavior-based sales transformation, helping organizations turn unpredictable pipelines into reliable revenue engines. From forecast accuracy and margin protection to sales team performance and competitive differentiation, Revenue Unscripted tackles the messy realities of human selling that traditional sales training glosses over. Whether you're a founder scaling your first sales team, a CRO rebuilding forecast credibility with the board, or a revenue leader trying to protect margins while accelerating growth, Revenue Unscripted delivers practical insights from leaders who've faced the same battles.