Here’s an experience I had over the weekend that further confirms why culture will always outperform quota and is the linchpin that ignites motivation, engagement and an authentic desire to win.

“Pitch me,” I barked to the reps managing their booth. As I enjoyed my walk on the Long Beach boardwalk, Sunday was vendor day. Booths and tents lined parts of the boardwalk. Distracted by the displays, I realized my buddy, Steve, was far ahead.

“I’ve got to catch up,” quickening my stride. Then something caught my eye. A display and sign that read, “Andersen Windows and Doors.” Other than being the top producer of windows and doors in the U.S., the Andersen Corporation is one of my most valued clients.

I walked to the booth. Rather than sitting at a table staring at their phones, two young men stood in the front of the booth, no phone in hand. Neither could’ve been older than twenty-three.

“What’s up, guys? Pitch me,” I said.

They didn’t get flustered, stumble, and they didn’t pitch. Instead, they started to sell with questions.

* How familiar are you with Andersen?
* Is this new construction or existing?
* What’s the current condition of your windows?
* How many windows and doors do you have?
* What’s your color preference?
* What’s your timeline for this project?

That’s when I stopped playing the role.

“Wow, you guys did a great job,” I acknowledged.” I work with Andersen’s managers and salespeople to make you champion sellers. It looks like you’re well on your way.”

Their faces lit up. Wide smiles, a mix of relief, surprise, and excitement.

As we talked, I sensed they were beginning to see a bigger picture than generating leads at a vendor event, but that they were part of a larger story, a shared vision and a culture that believes in developing people, not just selling product.

When we finished our walk and turned around to exit the boardwalk, we passed by the booth. “Keith! Right after you left, we got our first lead of the day!”

An important reminder. Coaching isn’t an event.
It’s not confined to a scheduled call or daily performance conversation.

Leadership is your presence and how you show up. It’s the heart-centered desire to coach, engage and elevate people, even the ones you don’t know, in the most ordinary of moments.

These young reps didn’t just walk away with a lead. They walked away feeling seen, supported, and connected to something bigger than their script.

People don’t rise because you tell them what to do. They rise because you help them see who they are, who they can become, and the impact they can make.

Great companies like Andersen know a thriving culture isn’t built in the boardroom but during every conversation. At work, on the boardwalk, at a restaurant, in a store, and in a chance encounter.

As a leader, you can chase the number, or you can build a culture where numbers take care of themselves because people feel part of something bigger.

Great companies hire for skill and character. That’s why their people sell with care, smile with authenticity, and win as a team.

As I was walking off the boardwalk, I heard one of the reps call out to me, “Hey Keith. What about the windows in your home?” We both smiled, although I knew he was serious. 😊 The A.B.C’s of selling? Always be Coaching.

Making others feel valuable, seen, and supported, is the greatest gift you can give. When you show up with curiosity and care, greater opportunities show up, too.