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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Jul 21, 2021

Paula White is a globally recognized sales leader with experience in scaling Inside Sales Teams into multi-million stand-alone sales channels. Using unique perspectives and a forward-thinking approach, she achieves 8% – 10% compounded yearly growth leading from a foundation of heart and mind. Her passion for people, purpose, and results has lent itself to experience in various industries: travel and tourism, investments, veterinary and healthcare distribution.

Paula began a consulting business in 2021 to bring a new innovative way to explore leadership
legacies and knowing each leadership style is as unique as one of your music playlists. She
uses music as a metaphor and tool to enhance your experience through her company, Side B Consulting. Paula currently serves as a member of the AA-ISP Advisory Board and has been recognized as a Top 25 Most Influential Sales Leader for three consecutive years by AA-ISP. She was the award winner of ‘Excellence in Execution’ in 2017, ranked amongst the ‘Top 100 Coaches to Watch’ for two consecutive years by Ambition, and has been honored with the 2020 Mentor of the Summer for #GirlsClub. Paula served as President of the AA-ISP Columbus Ohio Chapter from 2015 – 2018 and is currently a mentor for #GirlsClub and a SalesClass.ai Contributor.

On this episode of Destination on the Left, I talk with Paula White, who discusses the human side of the sales process and where she believes current problems lie. She shares some of the details of her new company, Side B Consulting, and why and how she uses music as a motivator and a tool to help clients understand their leadership style. Paula also provides some actionable tips for keeping the human connection in sales and outlines her approach to understanding and stepping into your legacy behaviors.

What You Will Learn:

  • Why we should re-humanize the sales process
  • Actionable tips on how to connect with potential clients
  • How to use music as a leadership tool
  • How to understand a walk in your legacy behavior
  • How putting together the right playlist can shift your mindset

Humanize the Sales Process

Travel professionals love what they do because they’re helping people by serving the communities they work in and the visitors who spend time with them — which is why it’s much more helpful to be a consultative salesperson than a purely transactional one. Sales is a process, but it is also a very human experience. Paula shares her philosophy on why we need to re-humanize sales and describes the rule of three by three by three that helps her connect with clients.

Legacy Behavior

Music is a potent leadership tool — if you’re stressed out, you can quickly change your mindset by playing the right songs to get you in the correct headspace for the task ahead. Paula explains why after 30 years working in corporate America, she was inspired to use music to motivate herself and her team and why she decided to help leaders figure out and walk into their legacy behavior and exemplify their ideal qualities through the metaphor of music.

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