When sales targets are missed, most leaders look at the pipeline, process, or personnel. But what if the real issue is a lack of psychological safety? In this episode of Coach to Scale, host Matt Benelli sits down with John Walston, author, entrepreneur, and founder of the Keep On Movement, to explore how vulnerability, empathy, and consistency in leadership can transform sales outcomes. Walston shares how personal adversity reshaped his leadership style, making him a more effective coach and culture builder.

This episode is a must-listen for CROs, VPs of Sales, and frontline managers navigating burnout, underperformance, or high turnover. You’ll walk away with tactical ways to shift from transactional management to human-centered leadership, without sacrificing accountability. Topics include managing anxiety in high-pressure environments, turning 1:1s into developmental moments, and why “get over it” is the fastest way to lose trust and performance. If you lead teams, this conversation will challenge how you measure success and show how culture is a quota strategy.

Takeaways 
1. “Just stop it” doesn’t work, especially in sales leadership.
Telling someone to push through stress or anxiety without support not only fails, but it also damages trust and culture.

2. You can’t lead people effectively if you don’t understand what they’re carrying.
Empathy isn’t a soft skill; it’s a leadership multiplier that directly impacts motivation and consistency.

3. Physical movement drives mental clarity and performance.
Exercise helped Walston recover from a personal crisis, and research shows it’s as effective as medication for many mental health issues.

4. Positivity isn’t the same as being happy.
Leaders can model resilience by moving forward with optimism, even while acknowledging discomfort or hardship.

5. Your team won’t grow if your 1:1s are just pipeline inspections.
Coaching conversations should go beyond deal reviews to include skill development and personal connection.

6. Culture is built in the moments between numbers.
Asking your reps about their weekend and remembering what they said builds trust that translates into accountability.

7. Positive self-talk is a skill leaders must model and teach.
Verbalizing functional thoughts (especially out loud) has a 10x psychological effect compared to internal dialogue.

8. Gratitude changes how you lead and how people follow.
Being grateful for struggle, not just outcomes, shifts the mindset and allows leaders to better support their teams.

9. Even one moment of connection can shift someone’s trajectory.
Whether it’s a smile, a T-shirt slogan, or a question at the right time, leaders have the power to influence more than they realize.

10. “Easy is not best,” and your reps need to hear that.
High standards, not hand-holding, are what help people rise. But they must be delivered with belief and support.