In this conversation, we meet Zac Sutherland, President of Sutherland Insurance—a 5th-generation family-run brokerage based in Guelph, Ontario. He started his journey with the family business after 4 years at Wilfrid Laruier where he obtained my BBA. Since joining, they have been able to triple the size of the business and look forward to meeting and servicing more clients as they continue to grow. Sales has always been at the heart of Sutherland Insurance, but for Zac, it’s never just been about closing deals. It’s about building trust, listening well, and creating long-term relationships that stand the test of time. In this episode, Zac shares the sales strategies that have helped our team grow in a competitive market—rooted in values, sharpened by experience, and proven by results.
He emphasizes the importance of building relationships over mere transactions in sales, discusses the metrics that define growth, and outlines his strategies for lead generation, including the use of AI. Zac reflects on the challenges faced with CRM implementation and the importance of training and mentorship in sales effectiveness. He also shares insights on hiring the right talent and offers advice for business owners on maintaining strategic focus amidst distractions.

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– Paul and the Sales Leader’s Playbook podcast team

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Welcome to Sales Leader’s Playbook, the podcast that dives into the minds of Ontario’s most driven owner-led businesses. Hosted by Paul Tindall, CEO of Phoenix Coaching Works, this show explores how entrepreneurs in industries from industrial supplies to software, agencies to manufacturing are building, leading, and selling in a constantly changing market. Each episode shares practical insights from business owners still in the trenches — covering lead generation, sales strategies, team management, operational challenges, and the growth lessons learned along the way. Whether you’re running a small sales team or leading a growing firm, Sales Leader’s Playbook delivers real-world stories and strategies you can apply to drive results, overcome obstacles, and seize opportunities.