Intro

FOUR ACTIONABLE TAKEAWAYS:

1. Use the "Why, What, How" framework to communicate hard changes—always start with the why to reduce the shiver effect and maintain trust.

2. Don't sugarcoat bad news—treat your team like adults, be honest about challenges, and frame positives where appropriate.

3. Create a lever cheat sheet for your sellers so they know what they can give (discounts, services) and what to ask for in return to protect deal value.

4. After major changes like a RIF, give the team a week to process, then reset expectations with managers leading the charge into the "new normal."

PATH TO PRESIDENT’S CLUB:

• Chief Revenue Officer, Postal

• VP of International Sales, Wrike

• Senior Director of Sales, Wrike