Ep 10 - Strategy Changes the Game

Are your sellers busy — or are they actually executing a strategy? In Episode 10 of Think Big, Win Bigger, host Dennis Sorenson — CEO of Cove Group and architect of the process-driven sales system — makes the case that strategy is the pillar that changes everything. Drawing on his own evolution as a seller, from door-to-door beauty supplies in college to strategic account selling at NCR Corporation and Teradata, Dennis delivers a framework that is direct, personal, and immediately applicable. His central question is sharp: "If they're busy, but are they busy operating from a strategy or are they just busy simply reacting to what's in front of them?" This episode breaks down what strategy actually is — and what it is not. Dennis draws a clear line between transactional sellers and strategic sellers, covering how strategy transforms prospecting, discovery, and relationship building. He unpacks the danger of becoming single-threaded in accounts, the power of relationships built high, wide, and deep, and why writing your strategy down is the moment it becomes real. He also references the foundational selling disciplines of his good friend Mike Weinberg — New Sales Simplified and Sales Management Simplified — and explains how Horizons West layers intentional growth strategy on top of those fundamentals. Whether you sell paper rolls or enterprise infrastructure, the principles, as Dennis puts it, are all the same. In This Episode: (00:00) Strategy is the second pillar of the process-driven sales system (03:00) Ambition discovers the opportunity — strategy creates the path (05:30) What strategy actually is and what it is not (07:00) From hustle to strategy — lessons from NCR Corporation and Teradata (11:30) How strategic sellers think differently than transactional sellers (15:00) How strategy changes prospecting and discovery at every level (19:00) Building relationships high, wide, and deep inside customer accounts (23:01) How strategy gets built — writing it down makes it real (28:00) Strategy forces prioritization and creates leverage (29:54) Stop sounding like a vendor and start competing as a partner Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes! About the Show Think Big. Win Bigger is hosted by Dennis Sorenson, CEO of Cove Group, a strategic partner for companies seeking to optimize sales performance and achieve sustainable growth. With deep expertise in enterprise sales and fractional CRO leadership, Dennis specializes in addressing challenges at the point of friction—where inefficiencies, misalignment, or resistance occur within the sales process. The podcast is built on Process-Driven Sales and the three pillars of Ambition, Strategy, and Execution. Each episode breaks down the systems and operating rhythms that drive predictable performance, giving leaders and sellers practical insights they can use immediately. This is for professionals who are ready to stop improvising, start operating with intention, and build repeatable success over time. Resources: Dennis Sorenson: LinkedIn   / dennisdealsorenson   Cove Group https://www.linkedin.com/company/cove... Horizons West http://horizonswest.com