Hi, I’m Amy Sulka, and for over 25 years, I’ve been coaching and developing salespeople in various capacities. It’s been a journey filled with lessons, challenges, and ultimately, the joy of helping others succeed in sales. Let me share a bit about how I got here and what drives my passion for sales training.
How It All Began
People often ask me how I ended up as a Sandler Sales Trainer. My story starts back in the 1990s, when I was working as a field trainer, teaching leasing consultants about feature and benefit selling. Back then, I was introducing the “20 types of closes” and other techniques that have since evolved.
Over the years, I’ve worn many hats—mentoring, shadowing, coaching, and managing salespeople. No matter the role, the one thing I loved most was helping others advance their deals, prepare for meetings, and build confidence. That’s where I thrived.
The Turning Point
As my career progressed, I found myself in more management-heavy roles, and while they came with valuable experiences, they also came with responsibilities that didn’t light me up the same way. I realized I wanted to focus on the parts of my work that I truly loved: developing salespeople and coaching them through their challenges.
That’s what led me to Sandler. This opportunity allowed me to double down on the parts of the job that I’m most passionate about—without the distractions of management tasks. Now, I get to work directly with salespeople, helping them strategize for meetings, advance deals, and develop the skills that make them successful.
Learning Through Experience
I believe what makes me effective as a coach is that I’ve walked in the shoes of the people I train. I’ve been through the struggles of sales—showing up unprepared, missing the mark on understanding customer needs, and even “throwing up” a presentation without a clear focus on the client’s goals.
I’ve kept deals in my pipeline that didn’t belong there, and I’ve experienced the lows of rejection and the highs of winning big. Those experiences taught me a lot, not just about sales but about resilience, self-awareness, and the importance of preparation.
Breaking Old Habits
One of the toughest but most rewarding parts of my journey was learning to undo bad habits. Coming back to training after years in sales forced me to confront the habits that weren’t serving me—and that’s made me better equipped to help others do the same. I understand firsthand how difficult it can be to change, but I also know it’s possible.
Why Attitude Matters
If there’s one thing I’ve learned, it’s that attitude is everything in sales. The emotional rollercoaster is real—winning a big deal can be exhilarating, and staring at an empty pipeline can be incredibly stressful. Understanding how to maintain the right mindset through those ups and downs is critical, and it’s something I focus on with every person I coach.
Why I Love What I Do
I’m passionate about helping salespeople succeed because I’ve been there. I know what it’s like to face rejection and to celebrate success. I’ve learned how to move past setbacks and refine my approach, and I love helping others do the same. Being part of their growth and watching them thrive is the most rewarding part of my job.
If my journey resonates with you, or if you’re looking for support in your sales career, I’d love to help. Let’s connect on LinkedIn and work together to refine your skills, boost your confidence, and tackle the challenges ahead.