Eric Larocque in

Eric Larocque

Login to view DISC.
Founder at CultivateWinning
📍 Kelowna, British Columbia, Canada

Eric Larocque is the founder of CultivateWinning, where he fixes underperforming sales teams using a proprietary auditing system he developed over 15 years. At his previous role with BigSteelBox, he tripled revenue from $9M to $27M. Colleagues describe him as an inspiring leader, an energetic mentor, and adaptable.

Based on his interests, Eric is a sports fan who follows the Buffalo Bills. He also shows an appreciation for high-performance German engineering, with an interest in the automotive brand Audi.

He successfully increased sales conversion rates from 17. 6% to an impressive 38% while at BigSteelBox.

Read the full overview →
Experience
18 Years
Current Role
Founder
Job Level
Leadership
Location
Kelowna, British Columbia, Canada
Personality Overview

How Eric shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

Login to view personality overview.
Priorities

Topics Eric cares about

Sales Coaching
Believes teams often fail because managers can't coach effectively and has held roles dedicated to coaching and mentoring sales agents.
Healthy Team Culture
He has written about the dangers of celebrating toxic "top performers" who disrupt team cohesion, prioritizing a positive and collaborative environment.
+4 more topics Login to view topics
Career

Work history

4-2025
Founder
CultivateWinning
5-2019 - 4-2025
Sales Manager - Inside Sales and Customer Success
BigSteelBox
3-2018 - 5-2019
Sales Coach
BigSteelBox
2-2018 - 3-2018
Storage Consultant
BigSteelBox
11-2016 - 1-2018
Senior Digital Account Executive
Cheeky Monkey Media
In the press

Media appearances

No media yetWe could not find public media appearances for this person.
Education
1-2024 - 5-2024
Associate's degree
Columbia Business School
9-2003 - 5-2005
Marketing/Marketing Management
Algonquin College of Applied Arts and Technology
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

Login to view DISC.

More profiles

Discover additional public profiles from our index.

Unlock the full playbookSee exactly how to sell to Eric. Free, 10 seconds.