Culture Over Tactics: Richard Cogswell’s Formula for Sales Success

Request A Customized Workshop For Your Company In this episode of "Negotiate Anything," Kwame Christian engages in a compelling conversation with Richard Cogswell, author of "The Cultural Sales Leader: Sustaining People, Attaining Results." Richard shares insights from his book, drawing from his extensive experience in sales leadership across the Asia Pacific region. He emphasizes the importance of culture within sales teams, explaining how effective leadership goes beyond mere tactics to foster an environment where teams can thrive. Listeners will gain an understanding of how to align sales strategies with organizational culture to achieve lasting success. What will be covered: Richard Cogswell's journey and career insights in the payments, data, and technology industry. The significance of culture in transforming sales teams for long-term success. Challenges and solutions in sales leadership, including dealing with high performers and aligning cross-functional teams. Connect with Richard Cogswell www.richardcogswell.com Buy the book: The Cultural Sales Leader: Sustaining People, Attaining Results Contact ANI Request A Customized Workshop For Your Company Follow Kwame Christian on LinkedIn The Ultimate Negotiation Guide Click here to buy your copy of How To Have Difficult Conversations About Race! Click here to buy your copy of Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life!

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Transform your relationships. Speak your truth. Get what you deserve—with Kwame Christian as your guide. This is the #1 negotiation podcast in the world with over 15 million downloads, but it’s about so much more than that. This isn’t about manipulation or domination—it’s about showing up more powerfully, leading with authenticity, and speaking your truth with more clarity. Whether you’re leading a team, parenting through stress, or learning to speak up without fear, the skills you’ll build here will transform how you show up in every area of your life.  Kwame doesn’t just teach strategy—he teaches transformation, helping you become the kind of person who moves through life with more clarity, courage, and compassion. Every episode is rooted in empathy, psychology, and Kwame’s signature warmth, blending real-world stories, expert guests, and practical frameworks so you can break through the fears that have been holding you back.  Join millions of listeners who’ve discovered that the best things in life really are on the other side of difficult conversations.  Ready to level up at work and at home? About the Host: Kwame Christian, Esq., M.A. Kwame Christian the founder and CEO of the American Negotiation Institute. He's known for his viral TEDx Talk, “Finding Confidence in Conflict,” and is a bestselling author of two books: • How to Have Difficult Conversations About Race (2022) • Finding Confidence in Conflict: How to Negotiate Anything and Live Your Best Life (2020) As a degrees in law, psychology, and public policy, Kwame brings a wealth of knowledge to every episode. He’s also a LinkedIn instructor with over 2.3 million learners, making complex negotiation concepts accessible to everyone. Why This Podcast? At the American Negotiation Institute, we believe that the best things in life are on the other side of difficult conversations. Our mission is to empower you to negotiate anything, anywhere. Whether you’re a seasoned negotiator or just starting, our podcast equips you with the tools and confidence to navigate any conversation. Tune in to Transform Your Life: Join millions of listeners who have already unlocked the power of negotiation. Subscribe now and start mastering the skills that will transform your professional and personal life. Watch our episodes on YouTube for more visual insights and tips. Connect with Us: • Website: American Negotiation Institute • Email: simon@negotiateanything.com • LinkedIn: Kwame Christian • YouTube: Negotiate Anything Produced by the American Negotiation Institute