Selling with Integrity: Steve Heroux on Redefining Success in Modern Sales
In this powerful and eye-opening episode of The Big Fish Cares Podcast, we sit down with Steve Heroux, Founder of The Sales Collective and author of The Sales Contrarian, to uncover what it truly means to sell with authenticity, integrity, and purpose in a world dominated by outdated sales tactics.
Steve shares his raw personal journey—from growing up with anxiety, navigating a turbulent childhood, and discovering painting as an emotional lifeline, to becoming a Top 1% performer at Cutco and Aflac. At the height of corporate success, Steve made the bold decision to walk away from traditional sales culture and rebuild the profession from the ground up.
Key Moments:
00:00 Introduction to Steve & Episode Overview
03:00 Steve's Childhood: Anxiety, Family & Bob Ross
11:00 Breaking Out of the Shell: School & Early Jobs
19:00 Journey into Sales: Cutco, Cafeteria & Cars
27:00 Rising at AFLAC & Discovering Ethical Sales
35:00 Teaching, Training & The Birth of a Contrarian
44:00 The Sales Contrarian Brand & Process vs. Personality
53:00 Debunking Toxic Sales Tactics & Movies
01:02:00 Redefining Success: Inputs, DPIs, and Progress
01:09:00 New Course & Selling with Heart for Veterans
01:14:00 Giving Back: The Million Veteran Mission
01:18:00 Personal Growth, Emotional Mastery & Closing Thoughts
Steve also breaks down the real psychology behind objections, why traditional closing tactics fail, and how to sell in a way that actually strengthens trust instead of damaging it.
If you’ve ever felt that traditional sales didn’t align with who you truly are—this episode will validate, challenge, and empower you.
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