145: Matthew Freed – Simplifying the Complicated

Guest: Matthew Freed

Guest Bio:

​I've spent the last 20 years in sales and sales leadership, and I still find it incredibly rewarding. Most of that time has been in manufacturing and distribution, where I've had the opportunity to lead high-performing teams and work closely with customers. I currently lead a team across the Midwest and am passionate about building lasting culture, driving results, and simplifying the complicated. A big part of my leadership style is helping sellers achieve their goals while supporting them in becoming the best versions of themselves.

I believe consistent habits lead to consistent outcomes, and I aim to lead with energy, clarity, and accountability. I enjoy helping people grow in their careers while building meaningful, long-term relationships with customers and colleagues.

Outside of work, I still love to compete—whether it's on the basketball court or just a backyard game with friends. Most importantly, I enjoy time with my wife and our two daughters.

Key Points:

Career Journey & Sales Background

His dad was in sales and eventually owned a business, which influenced him early. Matthew started with cold calling and door-to-door efforts, learning what real sales was versus the perception. Naturally gravitated toward leadership roles on teams; wanted to shift from individual sales to team success. Moved cities and took a risk to lead a sales team at a manufacturing company, eventually growing in responsibility and geography. He was introduced to Millcraft by a supplier contact and joined over 8 years ago; currently leads sales efforts after transitioning from operational responsibilities.

Sales Philosophy & Simplifying Complexity

Believes the sales team is his "customers" and supports them by removing obstacles and improving processes. Matthew uses what he calls a "Simplify the Complicated" Approach:

· Sales fundamentals (know, like, trust) are still the core, despite evolving technology.

· Use data and analytics to validate feelings and drive decisions.

· Focus on what matters: simplify systems/processes to let sellers focus on selling.

Challenges in Sales Leadership

Reps often react emotionally, inventing stories about prospects. Ask clarifying questions, do a fact-finding mission, and use both data and instinct (e.g., the "sleep on it" approach). Helps reps stay grounded by focusing on facts and controllables rather than assumptions.

CRM/ERP Adoption Success

Successfully implemented a new ERP system that includes a CRM. Tailored the system to serve salespeople and their customers. Positioned CRM is used as a way to better serve customers and make smarter decisions. Gained buy-in by connecting usage to outcomes (e.g., customer satisfaction). Has most of his team (12 people) consistently using the CRM.

Team Composition & Hiring

A mix of new and long-tenured reps (some with 30–40+ years of experience). Has a team size of 12 sellers. What He Looks for in Hires is resourcefulness, values competitiveness, entrepreneurial spirit, and inquisitiveness. Matthew's screening methods are assignments before interviews, looking for how much effort candidates put into research, a sports background is a strong signal (discipline, competition), and relying heavily on referrals.

Team Wins & New Business Growth - 150+ New Accounts Opened

Focused efforts in specific industry segments (e.g., beverage, signage, apparel, nonprofits). Leverages repeatable success models: if one nonprofit buys certain items, others likely will too. Emphasizes selling similar things to similar customers vs. reinventing every sale. Segment-focused selling allows for scalable, repeatable growth strategies.

Leadership Style & Values

Clearly outlines what reps should expect from him and vice versa. Believes in accountability, honesty, and mutual respect. Sees his role as equipping and clearing the path for his team's success. Encourages feedback and builds relationships rooted in trust.

Guest Links:

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