In this episode of Selling in the Paddock, Georgia chats with Jonathan Leslie, GM Sales at Bunzl—a multinational distributor serving healthcare, hospitality, commercial cleaning and “process & industry,” including horticulture, abattoirs, food processing and logistics. Jonathan shares how a career that began in merchandising and veterinary pharmaceuticals led to leading national sales teams, and why the simplest (and hardest) sales truth still holds: actually care about your customer.

• Bunzl 101: Aggregating business essentials to simplify complex supply chains, with a strong focus on sustainability and compliance.

• Career arc: From Boehringer Ingelheim (NZ production animal focus) to poultry (Specialised Breeders Australia), veterinary pathology, and into distribution at Bunzl.

• Authenticity > tricks: The most impactful sales training lesson — caring about customer success beats any gimmick.

• Agriculture is different: Why owner-operators “never clock off,” pride matters, and emotions (and seasons) shape decisions.

• Trust under pressure: Front-foot communication during supply chain hiccups; owning mistakes strengthens relationships.

• The long game vs the monthly KPI: How to balance targets with relationships by progressing the next step (trial, partial order, technical visit) and managing deal velocity.

• Leading teams: Dialled-in sales process, recognising the moment to move from rapport to business, and coaching newer reps without turning them into clones.

• Humbling moments: Trying to copy someone else’s “leadership style” and why it fell flat.

• Advice for emerging leaders: Learn the whole business — finance, working capital, ROE — and ask for favours to build genuine internal networks.

• What’s next: AI’s impact on targeting, insights and how fast-moving teams will gain outsized advantage.

“The way to make customers think you care is to actually care about their success.”
“Be yourself. Customers spot ‘techniques’ a mile off.”
“Always move the interaction forward — even if it’s just one clear next step.”

• Bunzl (distribution across healthcare, hospitality, commercial cleaning, process & industry)

• TV: Slow Horses (Apple TV+)

• Book: George Orwell, Homage to Catalonia

• Also mentioned: Tulsa King, Yellowstone

• Coffee: Extra-shot flat white with full-cream milk (before 8am — one a day)

• Currently watching: Slow Horses

• Reading: Homage to Catalonia (Orwell)

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Hosted by Georgia Stormont — Ag Sales Coach, facilitator and MC. New episodes weekly.