152: Tom Dee – The Unexpected Sales Manager

Guest: Tom Dee

Guest Bio:

Tom began his sales management career over eight years ago, and he is passionate about turning underperforming teams into high-performing, revenue-generating ones.

Tom loves using tools like AI-driven sales insights to stay sharp and ahead of the game. His approach to leadership is all about mentorship, making smart decisions, and keeping the focus on the customer, building relationships that last.

Key Points:

Career Journey

Started in sales by accident. Studied TV and radio production at the University of Dayton, but couldn't find work in that field. While waiting tables, he met the president of a copier company who was impressed by his "sales pitch" and hired him. Learned cold calling and sales fundamentals in copier sales. Connected through the Chamber of Commerce to Ryden, where he started as a sales account representative. After two successful years, he was promoted to sales manager despite having no prior management experience. His boss recognized his leadership potential and sales acumen. Has been with Ryden for nine years, discovering his true calling in leadership, mentorship, and sales management.

Music and Sales

Tom is also a musician and band singer. Believes music and sales share core similarities: both require creativity, persistence, and appreciation of the process, not just the outcome. Says the best salespeople, like musicians, hone their craft over time — success isn't innate; it's developed through discipline and practice. Comparing recording music ("you don't see how many takes it took") to the sales process, the journey matters as much as the final result.

Sales Philosophy

Rejects the myth of the "born salesperson." Emphasizes that sales success comes from process, practice, and consistency, not innate talent. Says the best reps "get out what they put in". Hard work and repetition pay off. Values creativity, resilience, and self-belief in sales performance.

Leadership & Coaching Approach

Focuses on individualized coaching to help each rep become "the best version of themselves." Builds on strengths and raises the floor on weaknesses, progress can mean moving from a D to a B, not perfection. Believes in incremental improvement - small, consistent gains lead to big results. Encourages trust-based coaching by explaining the "why" behind feedback. Promotes two team types:

· Business Development Reps: Need direction, creativity, and fresh energy.

· Account Reps: Need structure, process optimization, and focus on managing existing clients.

Overcoming Sales Call Fear

Recognizes fear of cold calling as common, "there's no magic wand." The only real solution is repetition and desensitization: pick up the phone, make calls, and learn from experience. Sales managers often act like psychologists, helping reps shift their mindset from "I'm bothering people" to "I'm helping people." Acknowledges that sales isn't for everyone, and that's okay.

The Power of Process

Process brings structure and rhythm to an unpredictable job. Encourages reps to block time and eliminate distractions during call sessions. Teaches that routine builds confidence and consistency, helping overcome discomfort. Note the moment of breakthrough when reps see results from their effort; that's when confidence clicks.

Use of Scripts

Provides scripts to new reps, especially since Ryden is in the print industry with its own terminology. Scripts help reps learn the "language" of their customers. Encourages reps to act as if, use scripts as training wheels until they internalize the message and make it their own. "Fake it till you make it… But eventually, you have to make it."

Management Philosophy

Believes in meeting people where they are, not forcing everyone into one mold. Success comes from helping each rep develop in their own authentic way. Leadership is about guidance, empathy, and helping others grow, not control.

Guest Links:

LinkedIn: https://www.linkedin.com/in/tom-deee/

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