Eric Larocque

Visionary
DISC Type : Ds

Founder at CultivateWinning

Kelowna, British Columbia, Canada

Overview

Eric Larocque is a Fractional VP of Sales who builds robust hiring, coaching, and pipeline systems for B2B companies. He has a proven history of scaling sales organizations, notably growing a team from $9M to $27M while maintaining 80% retention. Colleagues describe him as strategic and inspiring.

Outside of work, Eric is an avid follower of the NFLs Buffalo Bills. He is also a prolific writer on professional networks, where he shares his insights on sales, leadership, and team building with a large and growing audience.

He successfully challenged conventional HR wisdom by hiring servers and ex-athletes, which proved to be a key factor in his teams high retention and revenue growth.

Personality Overview

Direct & Assertive

Risk Tolerant

Objective Evaluator

Reading between the lines and seeing beyond your words comes naturally to them.  They are very professional in their approach and can weigh multiple perspectives together. They might take some time to make their mind up but once they do, they don't change it easily.

Topics They Care About

Sales Infrastructure
He believes sales problems are system problems, not talent problems, and focuses on building scalable infrastructure for hiring, coaching, and pipeline management.
Unconventional Hiring
He champions hiring candidates with the right intrinsic traits, such as ex-athletes and servers, over those with traditional sales backgrounds, achieving remarkable retention.
Outcome-Driven Culture
He advocates for celebrating closed deals and concrete results rather than just sales activity, believing top performers are motivated by respect for their outcomes.

Media Appearances

Eric has no verified media appearances

Work History

4-2025
Founder at CultivateWinning
4-2025
Director of Sales at Confidential
5-2019 - 4-2025
Head of Sales and Customer Success at BigSteelBox
3-2018 - 5-2019
Sales Coach at BigSteelBox
2-2018 - 3-2018
Storage Consultant at BigSteelBox

Education

1-2024 - 5-2024
Associate's degree from Columbia Business School
9-2001 - 5-2005
Associate's degree from Algonquin College of Applied Arts and Technology

More Information

Social Presence :

Prographics :

Exp : 18 Location : Kelowna, British Columbia, Canada Job Level : Leadership Designation : Founder at CultivateWinning
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Insights For Selling To Eric

During A Call Or A Meeting

DO's

  • Suggest clear next steps with confidence, don't be vague or hesitant
  • Ask them at the end if they see a strong value prop in your product; expect an honest answer
  • Focus on the results that your product produces, expect some strategic questions in return

DONT's

  • Don't go over them unless you are left with no other option
  • Don't take their patience for granted, avoid long-winding sermons
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Eric is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Eric

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Eric move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Eric take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Eric

Personality Compatibility


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