Some things in sales leadership are easy to say but hard to do. Like being brave enough to push back on customers. Or helping your team give up short-term comfort to build long-term pipeline. In this episode, I’m joined by Zsike Peter, a powerhouse revenue leader at Cognism, to talk about how to lead through those challenges. Zsike shares how she supports her team to stay consistent under pressure, make the right calls even when it’s tough, and keep leaning into the work that drives pipeline and growth. We talk about building a high-performance culture, the importance of clarity and repetition, and how to create space for both accountability and compassion. If you’ve ever felt the tug between being liked and being effective, this one’s for you. How to help your team do the hard things that matter Repetition builds belief. Keep saying the same message especially when you’re leading change or growth. Don’t avoid the uncomfortable. Whether it’s a tough customer call or a difficult coaching moment, lean in. Build a culture of care and challenge. Your team should feel supported and stretched. Stay in the trenches. You earn trust by staying close to the work not just shouting from the sidelines. Remember: consistency beats charisma. Day in, day out leadership is what wins. Timeline summary [03:02] – Zsike’s take on what separates high-performing teams from the rest[06:44] – “Saying the hard thing is one of the most important skills”[09:58] – Coaching SDRs to push back with customers respectfully[11:36] – Creating a team environment that supports accountability[13:04] – How Zsike builds trust by staying close to the team[15:22] – Leadership isn’t a vibe, it's a series of repeatable, clear behaviours[18:00] – Balancing empathy and high standards in a performance culture Links & resources Learn more about Cognism Follow Zsike Peter on LinkedIn https://www.linkedin.com/in/zsike-peter/ http://thinkbait.co.uk/ If you got value from this episode, don’t forget to rate, follow and review the podcast. It helps more sales leaders lead first and sell more.