Don't Have 5 Billion Opportunities if You Need 1 Million in Revenue: A Conversation with Paul Schuler

Paul Schuler, of Carollo Engineers, a leader in the water infrastructure space with over 30 years of experience, recently shared his insights on strategic planning, sales leadership, and industry partnerships in a conversation with Citylitics.

Schuler, who has grown businesses from $200 million to $900 million, emphasized the importance of culture, strategic planning, and building strong relationships for success in the water industry.

Schuler stressed that a strong company culture is the foundation for successful strategic planning. He believes that engaging the team early in the planning process, fostering trust, and ensuring everyone has buy-in are crucial. “Culture comes from the team that you’ve assembled,” Schuler explained. He highlighted the importance of a growth mindset and ensuring the team possesses the necessary skills and knowledge for the markets they are targeting. He also emphasized the importance of deciding what not to do, as this focus leads to a stronger culture of success.

Schuler is a firm believer in collaborative strategic planning. He argues against the top-down approach, where leadership dictates the plan. Instead, he advocates for bringing key team members together to brainstorm, contribute, and ultimately own the plan. This approach fosters a sense of ownership and strengthens team cohesion. “Getting buy-in from multiple people is always key,” Schuler stated. He believes that a team that trusts each other can better navigate challenges and move forward together.

Schuler discussed the challenges of managing sales teams, particularly in remote environments. He stressed the importance of hiring self-motivated individuals with key traits like resilience, persistence, strong listening skills, empathy, and emotional intelligence. He also emphasized the importance of making growth a full-time job for someone, rather than a part-time responsibility, to ensure consistent progress.

For companies with a “seller-doer” model, Schuler recommended carving out dedicated time for selling, even when project workloads are heavy. He also suggested that as companies grow, they should consider establishing full-time sales teams to focus on business development.

Motivating remote teams, according to Schuler, starts with hiring the right people. He looks for individuals who are self-motivated and possess the traits necessary for success in sales. He also highlighted the importance of strong communication and support from sales leadership. “My job is to make sure you succeed,” Schuler stated, emphasizing his commitment to supporting his team.

Schuler shared his approach to finding the right salespeople, emphasizing emotional intelligence as a key factor. He believes technical skills can be taught, but understanding people and their emotions is crucial for building trust and rapport. He also suggested that teams should “look like their customer” to ensure better communication and understanding.

Schuler addressed the critical topic of sales pipeline management. He emphasized the importance of management understanding the sales process and the need for a robust pipeline to achieve sales goals. He cautioned against having an overly large pipeline, instead advocating for focusing on high-probability opportunities. “Don’t have 5 billion opportunities if you need 1 million in revenue,” Schuler advised. He believes in categorizing opportunities by likelihood and focusing resources on the most promising leads.

Schuler highlighted the importance of building strong industry partnerships. He emphasized the “win-win” approach, ensuring that all parties benefit from the relationship. He stressed the importance of adding value, building trust, and maintaining open communication. He shared an anecdote about going the extra mile for a contractor, which resulted in long-term, mutually beneficial partnerships.

Schuler discussed the evolving trends in the water industry, highlighting the shift towards progressive design-build and alternative delivery methods. He emphasized the importance of early collaboration among all stakeholders, including contractors, technology partners, and consultants. He believes that bringing diverse perspectives to the table leads to better project outcomes.

Schuler offered valuable career advice, emphasizing that careers are not linear. He encouraged individuals to take risks, try new things, and prioritize their mental health. He also stressed the importance of continuous learning and building strong relationships.

Schuler shared his thoughts on what sales leaders and teams should be focusing on in the coming year. He emphasized the importance of staying informed about political and regulatory issues, addressing the workforce challenges in the industry, and continuing to advocate for the value of water.

Paul Schuler’s insights provide valuable guidance for sales leaders and teams in the water infrastructure industry. His emphasis on culture, collaboration, and building strong relationships underscores the importance of a holistic approach to sales and business development.

If you would like to see the entire interview, watch the full webinar.