What happens when the science of performance meets the art of human connection? In this episode of the Sales Trajectory Podcast, Jason Howes talks with Michael Larsen – co-host of the Rental Journal podcast and a second-generation leader in the equipment rental industry, Larsen Hire – about building high-performance sales cultures that thrive in today’s competitive market.

Michael shares insights from interviewing hundreds of global operators and explains why the fastest-growing companies don’t just supply great products – they invest in elite salespeople. Together, Jason and Michael explore:

• Consultative Selling vs. Pitching: Why leading with curiosity and asking the right questions beats cleverness every time.
• Defining Your Ideal Customer: How clarity accelerates growth and removes guesswork from your sales strategy.
• Proactive vs. Reactive Sales: Why anticipation and structured systems outperform firefighting and inbox-driven activity.
• Recruiting and Retaining Top Talent: Why hunger, coachability, and resilience matter more than tenure or pedigree.
• Sales & Marketing Alignment: How collaboration creates credibility and drives pipeline velocity.
• Culture and ROI: Why strong onboarding, coaching, and leadership are non-negotiable for sustainable success.

Plus – Crystal Ball Recruiting:
Jason introduces his new book Crystal Ball Recruiting, designed to help business leaders hire with confidence and move beyond outdated recruitment methods. With failure rates climbing to 75%, the book focuses on three pillars: Attract, Recruit, Retain. Learn how to identify elite sales professionals based on traits like curiosity, resilience, and coach ability, remove bias from hiring, and build systems that ensure ROI on your sales team. If you want to win dream accounts and future-proof your sales strategy, this is a must-listen.

Jason Howes sits down with Brendan O’Shea, National Sales Manager at Knotwood Australia & New Zealand. Brendan shares his journey from WA to the Gold Coast, the growth opportunities within Knotwood, and the company’s unique culture that empowers its people. Discover how Knotwood solves real-world challenges with aluminium systems that combine aesthetics, durability, and sustainability. From product innovation and rigorous testing to marketing strategies that inspire, this episode explores why Knotwood is leading the way in architectural solutions and what it takes to align sales and marketing for success.

I've had the privilege of recruiting Brendan into Knotwood, supporting the team with training and development, and now continuing to help the business attract and hire top performers. Seeing Brendan progress into a national leadership role is a perfect example of what happens when you combine the right culture with the right people. 

Jason Howes goes solo on this short episode to update listeners on the past and future of sales recruitment.  

• Why I left the corporate world in 2018:
  To solve two persistent challenges—ineffective sales training and over-reliance on industry experience in recruitment.
• The current sales talent crisis:
  • Average salesperson tenure is 18 months and falling.
  • 50% of hires fail.
  • Many companies settle for average performers instead of the top 20%.
• My mission:
   Helping leaders, HR managers, and business owners recruit smarter using science, data, and mindset shifts.

About the Book

• Crystal Ball Recruiting is more than a guide—it’s a call to action for leaders to stop guessing and start recruiting with clarity and confidence.
• Built from thousands of candidate interactions and hundreds of interviews.
• Focused on alignment, ROI, and building stronger teams.

We hope you enjoy! 

In this episode of the Sales Trajectory Podcast, Jason Howes sits down with Troy Cleyne, VP of the Australian Deck and Handrail Association and National BDM for Everdeck by Timberlink, to explore the evolution of the composite wood product market in Australia.

We unpack the market dynamics, explore why quality assurance matters, and discuss how brand failures can reshape the competitive landscape. 

Key Highlights:

• Troy’s Journey: From sports and Puma to timber and composites, and how early training in sales and presentation shaped his career.
• Composite Decking Growth: From skepticism at home shows to becoming 40% of the decking market, driven by sustainability and innovation.
• Environmental Impact: Everdeck uses FSC-certified timber and recycled plastics, reducing landfill and supporting climate-conscious building.
• Market Challenges: 67 brands now compete, but inferior products risk consumer confidence—education and quality matter.
• Everdeck Innovation: Australian-made, dual-sided boards (six colors, three SKUs) and competitive pricing thanks to local production.
• Sales Insights: Why relationships and educating customers are critical for launching new products successfully.
• Future Outlook: Installers leading creative trends, social media driving awareness, and Timberlink’s investment positioning Everdeck as a major player.

Why Listen: If you’re a builder, reseller, or installer looking for sustainable, innovative decking solutions—or insights on launching new products—this episode is packed with practical advice and industry perspective.

Season Two of the Sales Trajectory Podcast kicks off with an exciting theme: Where Innovation Meets Sales Execution. Host Jason Howes welcomes Paul Fuller, Chief Revenue Officer at Membrain, to explore how companies can overcome today’s toughest sales challenges through innovation, enablement, and alignment.

Paul shares how Membrain is leading the way with new tools like Flow, and advanced CRM solutions designed to empower sales teams and improve execution. Together, Jason and Paul dive into why traditional CRMs fail, how systematic processes protect against turnover, and why aligning sales and marketing is critical for sustainable growth.

Key outcomes from this conversation:

• How Membrain’s innovative enablement tools drive better forecasting and execution.
• Why aligning sales and marketing accelerates revenue and improves customer experience.
• Practical steps to build scalable processes that retain knowledge and boost performance.
• How leaders can empower teams to adapt and thrive in changing markets.

If you’re a business leader, sales manager, or rep looking to future-proof your strategy and deliver measurable results, this episode is packed with actionable insights.

Episode Overview

In this episode, recorded back in early 2025, Jason Howes sits down with Jason O’Hagan, CEO of Weathertex, to explore leadership strategies during challenging market conditions. We talk about the importance of mental health initiatives, and how Weathertex continues to innovate and thrive. From safety and sustainability to sales excellence and team culture, this conversation is packed with insights for business leaders and sales professionals navigating today’s building industry.

What You’ll Learn

• Mental Health Advocacy: How Weathertex partnered with TIACS to start meaningful conversations in the building industry.
• CEO Perspective: Jason O’Hagan’s top priorities—safety, productivity, and navigating one of the toughest market cycles in decades.
• Market Insights: Comparing today’s downturn to past challenges like GST and GFC, and why Jason sees signs of recovery.
• Sustainability Leadership: Why Weathertex’s 97% timber product is a true green solution with third-party certifications.
• Sales Strategy: Inside Weathertex’s national sales structure, export growth, and focus on high payoff activities.
• Recruitment & Culture: How strong brand reputation attracts top talent and why culture matters more than ever.
• Compensation & Incentives: Weathertex’s innovative team-based incentive model and why achievable targets drive motivation.
• Sales Excellence: The role of CRM transparency and measurable growth in building a high-performing team.

Key Takeaways

• Safety First: “Safety is paramount—keeping everyone safe in our factory and across the business.” – Jason O’Hagan
• Resilience Matters: Market cycles are tough, but strategic leadership and optimism pave the way for recovery.
• Culture Wins: A strong brand and positive culture attract quality people, even in competitive markets.
• Activity Drives Results: Focus on high payoff activities and measurable KPIs to stay ahead in challenging times.

Why Listen?

If you’re a business leader, sales manager, or industry professional looking for practical strategies to lead through uncertainty, this episode delivers actionable insights and inspiration. Jason O’Hagan shares decades of experience and a forward-thinking approach that will help you navigate today’s challenges and prepare for tomorrow’s opportunities.

Connect with Us

• Jason Howes: # | https://arrowexec.com.au
• Weathertex: https://www.weathertex.com.au
• TIACS Mental Health Initiative: https://www.tiacs.org

Call to Action

Enjoyed this episode?
✅ Subscribe to the Sales Trajectory Podcast for more conversations where innovation meets execution in sales.
✅ Share this episode with your network and help spread the message of resilience and mental health in the building industry.

Learn how to craft a standout resume, optimise LinkedIn, and position yourself for the role you truly want.

More than six months after this conversation which was back in late 2023 Pam and Jason worked together at Arrow Executive for over 12 months. Pam is not only an expert in her field but also a great friend, and we to collaborate again on special projects in the future.

In this episode, Jason reconnects with Pam Foster, an expert in career storytelling and transition. Pam shares her journey from a decade-long corporate career to founding Career Styler, where she helps professionals craft compelling resumes, optimise LinkedIn profiles, and navigate career changes, especially for those at a crossroads in their 40s and beyond.

Pam discusses:

• The art of resume writing: Why two pages, a strong elevator pitch, and quantified results matter.
• LinkedIn strategies: Building authentic connections with recruiters through personalised outreach.
• Career transitions: Inspiring stories, including a health and safety professional who became a vet nurse.
• Redundancy support: How companies can go beyond payouts to truly empower employees during change.
• Personal branding tips: Using taglines and keywords to stand out in competitive markets.

Key takeaway: Your career story is your brand. Make it authentic, outcome-driven, and memorable.

Chapter / Key Topic Timeline

• 01:01 – Introduction
  Jason welcomes Pam Foster and shares how they first connected.
• 01:46 – Pam’s Expertise
  Resume writing, LinkedIn profile optimisation, interview coaching, and career transitions.
• 02:26 – Career Styler Journey
  Pam’s shift from corporate to entrepreneurship and her mission to help professionals.
• 03:07 – LinkedIn & Branding
  Why LinkedIn matters and how Pam helps clients create authentic stories.
• 03:42 – Supporting Companies During Change
  Helping organisations manage redundancies with empathy and career support.
• 05:21 – Inspiring Career Transition Story
  From health and safety to vet nursing, finding alignment with passion.
• 07:05 – Resume Essentials
  Two-page rule, elevator pitch, and quantified results.
• 08:33 – Photo or No Photo?
  Regional differences and exceptions for board roles.
• 09:01 – Impactful Work Experience
  Crafting bullet points that showcase results, not tasks.
• 10:39 – Confidentiality & References
  Handling sensitive data and whether to include referees.
• 12:19 – Personal Branding Tagline
  Hooking recruiters with a memorable statement.
• 13:18 – Leveraging LinkedIn for Job Search
  Building relationships with recruiters through personalised outreach.
• 14:09 – Pam’s Process
  Three-step approach: career journey tool, deep-dive branding session, and marketing tools.
• 15:19 – Closing Thoughts
  Jason recommends Pam’s services and reflects on her impact.

This episode was recorded a few years back on the Sales Trajectory Podcast, Jason Howes speaks with Kersten Gentle, CEO of the Frame & Truss Manufacturers Association (FTMA), about the future of the timber industry and the challenges—and opportunities—facing fabricators today. 

Kersten shares insights on:

• FTMA’s strategic plan and initiatives to strengthen the industry
• The Carbon Warrior movement and why timber is key to addressing climate change
• Tackling the skills shortage: new job titles, recruitment strategies, and training programs
• How to attract talent with better job ads, inclusive language, and flexible work options
• Mental health and wellness for business owners during tough times

If you’re in timber manufacturing, construction, or recruitment, this episode is packed with actionable ideas to help you build stronger teams and promote timber as the ultimate renewable resource.

👉 Listen now and join the movement to future-proof the timber industry!

In this episode of the Sales Trajectory Podcast, originally recorded in February 2023 Jason Howes sits down with Gary Walker, Managing Director of Belmont Timber, to discuss the realities of running a timber business through one of the most challenging periods in the building industry.

Gary shares insights from his 44-year career and the legacy of a family business founded in 1952. Key topics include:

• How Belmont Timber managed supply chain disruptions during unprecedented demand
• The impact of skyrocketing timber and EWP prices on builders and suppliers
• Why loyalty to local producers paid off during the perfect storm
• The growing skills shortage in the timber and building industry
• Why investing in training and attracting new talent is critical for the future

If you’re in timber, building materials, or construction, this episode offers practical advice on supply chain resilience, pricing strategies, and workforce development.

👉 Listen now to learn how to prepare for the next industry shift!

This episode was recorded in mid 2024 and we wanted to share it on the Sales Trajectory Podcast. Jason Howes chats with Gavin Williamson, National Sales Operations Manager at Placemakers, New Zealand’s leading building merchant and part of Fletcher Building.

Gavin shares his journey from running a building company during the Christchurch rebuild to leading a national sales team of 240 people across 70 branches. Discover how Placemakers is navigating market challenges and transforming sales operations through culture, technology, and leadership.

Key topics include:

• Building a high-performance sales culture in a competitive market
• Lessons from managing supply chain disruptions post-COVID
• How CRM and sales enablement tools are reshaping the customer experience
• Strategies for balancing price vs. value proposition in a cooling market
• Predictions for the New Zealand building industry leading into Christmas

If you’re in construction, building materials, or sales leadership, this episode offers practical insights on sales strategy, tech adoption, and team development.

👉 Tune in now to learn how to win through disruption and lead with confidence!