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Most professional services firms have systems for operations, finance, and delivery, but sales is often still driven by personality, instinct, and inconsistent habits. Steve Heroux believes that’s one of the biggest reasons firms struggle to scale predictably.

As the creator of The System of Selling™, Steve works with leadership teams at B2B and professional services companies to install structure, accountability, and visibility into the sales function. His framework focuses on helping firms move away from reactive, founder-dependent selling toward a repeatable growth system built for long-term scale.

In this conversation, Steve breaks down why traditional sales training often fails, what consulting and advisory firms misunderstand about sales leadership, how trust is built with clients over time, and why the firms that win long-term are the ones that systemize growth without losing the human side of relationships.

Proposed Interview Structure:

1. What got you into sales consulting in the first place, and what experiences led you to build The System of Selling™?

2. What specific problem are you helping professional services firms solve today, and why does solving that problem matter so much to you personally?

3. Who are your ideal clients today, and inside those firms, who usually makes the decision to bring you in?

4. You’ve built strong visibility through Vistage, speaking engagements, LinkedIn, and your books. What’s worked best for you when it comes to attracting consulting and advisory clients? Current Acquisition Channels: Speaking engagements Sub Question: What do you think about podcasting as a marketing tool for consultants and professional services firms?

5. Professional services firms often have long sales cycles, multiple stakeholders, and a lot of trust-building before a deal happens. How do you personally approach sales conversations and bring opportunities across the finish line?

6. Once a client starts working with you, how do you make sure they continue seeing value, stay engaged long term, and keep coming back over time?

7. Where do you find yourself most stuck right now as a consultant and business owner, if at all?

8. Looking ahead, where do you see the biggest opportunity for sales consulting and professional services firms over the next few years?

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Know more about Steve Heroux

Website Link: https://thesalescollective.com/

Connect with Steve Heroux on LinkedIn

LinkedIn link: https://www.linkedin.com/in/steveheroux1

Apply to be a guest on The Principal Podcast:

https://ghapodcast.com/application-to-be-a-guest-on-consulting-leaders/