In this episode we explore how leaders create the conditions for high-performing sales teams. We talk with Susan Heiser, VP of Sales at MaryRuth Organics, about the habits that scaled a startup into a top retail brand: radical transparency from the top, empowering people to make decisions, and building a safe “try-and-learn” environment. Susan shares practical routines—brief daily check-ins, visible calendars, and public praise plus private correction—that keep teams aligned under pressure. She also describes how she turned a weakness (data fluency) into a strength by training and promoting from within, and why loyalty and willingness to learn often trump raw ability.

Susan Heiser brings 20+ years in food & beverage sales leadership to the conversation. As VP of Sales at MRO MaryRuth, LLC, she’s driven brand growth, managed national sales teams, and built strategic retail programs. With a law degree from Universidad de San Carlos de Guatemala, Susan combines legal rigor with commercial savvy and a people-first approach. Her track record shows how coaching leaders can develop talent, retain employees, and turn setbacks into new opportunities.

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