Krista Gustafson

Enthusiast
DISC Type : i

Head of Sales MM/SMB at Sonder

Australia

Overview

Krista Gustafson is the Head of Sales for MM/SMB at Sonder, focused on proactive employee wellbeing and safety. She rose from Account Executive to Director of Sales at SafetyCulture, building deep expertise in sales leadership and strategy. She holds a degree in Marketing and specialized training from the Medical Sales College.

She is passionate about building and developing talented sales teams. Krista focuses on coaching, creating a motivating culture, and using data to guide smarter decisions. She is an advocate for fixing systemic workplace issues and champions honest conversations around leadership and career journeys.

Krista trained in Orthopedic Reconstruction and Trauma at the Medical Sales College.

Personality Overview

Story Driven

Optimistic

Amiable & Agreeable

They are generally friendly, so be careful when relying on their word.  Unlike D or C types, they are convinced more by stories and testimonials. They are more about building relationships than just cutting deals.

Topics They Care About

Proactive Employee Care
Her role at Sonder is focused on providing proactive wellbeing and safety support. Her posts emphasize mental health and fixing the work, not the worker.
Sales Team Leadership
She expresses a strong passion for hiring talented AEs, coaching them to reach their potential, and building a successful team culture.
Women in Leadership
She recently spoke on a panel for International Women's Day, sharing honest stories about her experiences and what 'balancing the scales' looks like in practice.

Media Appearances

Krista has no verified media appearances

Work History

12-2025
Head of Sales MM/SMB at Sonder
4-2022 - 12-2025
Director of Sales at SafetyCulture
2-2021 - 4-2022
Enterprise Sales Manager at SafetyCulture
1-2020 - 6-2021
Senior Enterprise Account Executive at SafetyCulture
12-2018 - 1-2020
Account Executive at SafetyCulture

Education

2012 - 2016
Marketing from University of Dayton
Orthopedic Reconstruction/ Trauma from Medical Sales College

More Information

Social Presence :

Prographics :

Exp : 9 Location : Australia Job Level : Mid-senior Designation : Head of Sales MM/SMB at Sonder
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Insights For Selling To Krista

During A Call Or A Meeting

DO's

  • Maintain high, positive energy and convey confidence
  • Ask them how their day is going or exchange some other pleasantries
  • Compliment them about their personality if you get a chance

DONT's

  • Don’t ask too many questions in one go, weave them into the flow
  • Don't be critical or challenge them openly, they can react defensively
  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Krista is

  • Relationships and rapport matter to them, but so does the value of the product.
  • Will you ever get a clear answer from Krista

  • They will hardly ever say a direct no.

Insights For Deal Planning

    How fast (or slow) will Krista move?

  • Even when they are constantly engaged, they do not reach decisions quickly.
  • Can Krista take some risk or not?

  • If it seems really necessary, they can take small risks.

You And Krista

Personality Compatibility


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