The Sales Leader’s Shield: Servant Leadership in a Performance World
Don't lead with fear to deliver results. Lead with purpose, trust, and a shield - not a sword.
Be the shield, not the sword.
It’s a phrase I’ve come to really embrace as a sales leader. Too many leaders swing the sword - cutting down reps to protect optics, pressure, or politics.
Servant leaders? They hold the shield. They absorb heat so their team can thrive. They advocate, protect, and develop.
I’ve shared this before, but I once had a senior leader tell me flat out:
“Grant…sometimes you need to throw your reps under the bus.”
That moment stuck. I was floored. My jaw dropped. I felt the deep, moral repulsion in my gut.
I knew I could never trust that person. Not with my team. Not with my growth. And definitely not with my leadership reputation.
⚔️ The Myth of Tough-Love Leadership
There’s a common sentiment and style in sales management it seems:
Numbers > People
Pressure > Trust
Fear > Safety
This path can sometimes get results in the short term. Reps grind. Forecasts may get hit. But over time, the cracks form:
High performers turnover
Low engagement from reps
A brittle, fear-driven culture instilled
Leaders who confuse control with respect
It’s not love. And its not sustainable leadership.
🛡 Servant Leadership: High Standards, Human First
Servant leadership isn’t soft. It’s not coddling.
It’s rooted in the idea that the best leaders serve their team, not the other way around.
It means:
Advocating when it’s hard
Listening when it’s inconvenient or doesn’t toe the company line
Coaching beyond the number
Seeing the person behind the rep
When leaders do this, something powerful happens: Trust flows. Vulnerability opens. Performance follows.
🤝 Empathy is a Strategic Advantage
Here’s what I believe - because I’ve seen it, lived it, and led with it:
Trust and empathy aren’t “nice-to-haves.” They’re force multipliers.
Thinking about the best leaders I’ve had in my career, they all:
Went to bat for me
Cared about me beyond the quota
Led from the front, shoulder to shoulder
Had my back - and my best interest in mind
And what did I give in return?
Not softness. Not slowness. But hunger, heart, and high performance.
I was more dialed in, more disciplined, and more focused. I wanted to CRUSH it because they were not only in the trenches with me, but they GOT me.
🧠 Real World: Servant Leadership in Action
How does this work in the real world? Need proof? I got you…
In Sales
🧩 Caroline Franczia from MEDDICC calls it out: the best leaders use data to support, not suffocate. Metrics matter - but empathy drives action.
🔗 Read her take
In Sports
🏀 Gregg Popovich built the Spurs dynasty not just with X’s and O’s, but by knowing and defending his people. HUMAN CONNECTION
🔗 Pop’s coaching philosophy
⚽ Jurgen Klopp leads Liverpool by caring about who his players are, not just what they do. He embodies servant leadership in cleats. Remind anyone of Ted Lasso?
🔗 Klopp on empathy in leadership
In Business
💼 Satya Nadella rebuilt Microsoft’s culture by anchoring in empathy, not just innovation. He said it plainly:
“Empathy makes you a better innovator.”
🔗 Nadella’s turnaround story
From Brené Brown
Brené Brown’s Dare to Lead is basically a masterclass in servant leadership:
“Clear is kind. Unclear is unkind.”
“You can’t get to courage without rumbling with vulnerability.”
🔗 Explore Dare to Lead
*Side note - one of my most admired and respected leader ( Shout out Yohai ) gifted this book to me when I was a leader under him. He practiced what he preached.
🧩 The ACES of Servant Leadership
Now…last week I introduced my ACES framework for hiring stellar reps. But you can also leverage the same memorable acronym to keep you on track to temperature check how you are doing as a leader.
Check it out:
A – Authenticity: Let them see the real you. You’ve been there. Be a human.
C – Connection: Know your people. Know their why. Know their real self outside of work.
E – Empowerment: Set clear expectations, then trust them to rise. They’ll perform better knowing you trust them.
S – Support: Be the shield. Fight for your team in rooms they’re not in. Go to battle for them in front of customers, executives, and their peers.
Great leaders don’t bark from the top. They build from the middle. They serve, so others can shine.
ACES ya’ll.
🎯 Final Thought
We live in a results-driven world. I get it. I’ve led those teams, hit those targets, sat in those boardrooms. It’s often kill or be killed.
But I’m telling you - the best reps and the ones I’m the most proud of, are the ones I served most.
They are the ones that you are most excited about them growing professionally, personally and coincidentally the ones that you still keep in touch with and hear from. #IYKYK
Not because I made it easy. But because I made it safe. To grow. To fail. To rise. And to believe they mattered more than just the number.
If you're a leader trying to do the same - keep going. Hold the shield. (William Wallace anyone?)
Lead the way.
Thanks for reading!
— Grant 👋
📥 Want to instill Servant Leadership in your org without losing performance momentum? DM me or reply “EDGE” for upcoming workshops and custom team playbooks.
STRETCH SNIPPETS
Selma Wilson identifies signs of wounded leadership, such as being constantly defensive and anticipating conflict. She advocates for leaders to share their hurt, seek wise counsel, and engage with people to heal and lead effectively.
Servant Leadership Institute shares various articles emphasizing the importance of listening, leading with heart, and adapting servant leadership in modern contexts.
TeamGantt provides a comprehensive guide on servant leadership, detailing 10 key principles including listening, empathy, and healing. They emphasize that servant leaders prioritize team growth over personal ambition. Access the guide.
When I Work offers insights into the servant leadership model, highlighting the shift from traditional top-down leadership to a people-first approach. They stress the importance of serving a higher purpose and leading by example. Learn more here.
Thanks for reading!
P.S. If you found this helpful, consider forwarding to a fellow sales leader or founder.
📥 Want to instill Servant Leadership in your org without losing performance momentum? DM me or reply “EDGE” for upcoming workshops and custom team playbooks.
— Grant 👋
About stretch vp: confessions, learnings, and insights from sales leaders in SaaS
Compiled and aggregated from a network of sales leaders in SaaS, Stretch VP showcases learnings, insights, and experiences as well as best practices to overcome common hurdles, obstacles, and setbacks in your quest for excellence as a sales leader in SaaS.
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As always, great stuff Grant! In this climate, where transaction appears to be king, I’m grateful for this focus on servant leadership.