Make Growth a Full-Time Job: Insights from Water Industry Leader Paul Schuler

Paul Schuler, a veteran leader in the water infrastructure sector at Carollo Engineers, shared invaluable insights on fostering growth in a recent conversation with Citylitics. With over 30 years of experience, Schuler has witnessed the industry’s evolution and offers practical advice for sales leaders navigating today’s dynamic market. His core message: Make growth a full-time job.

Schuler emphasizes the importance of culture in driving strategic planning. “Culture eats strategy for breakfast,” he asserts, quoting Peter Drucker. He believes that a strong, collaborative culture is paramount for successful growth. This involves:

• Team Engagement: Involving the entire team in the strategic planning process fosters buy-in and ownership. Schuler advocates for collaborative planning sessions where team members contribute their expertise and perspectives.  
• Trust: Building trust within the team allows for open communication, risk-taking, and learning from mistakes. A supportive environment encourages innovation and resilience.  
• Focus: Deciding what not to do is as crucial as deciding what to do. Prioritization and focus are essential for effective execution.

Many firms in the water industry operate on a seller-doer model, where individuals are responsible for both project delivery and sales. Schuler acknowledges the challenges this presents and suggests:

• Dedicated Time for Sales: Even with project responsibilities, seller-doers must carve out dedicated time for sales activities. He recommends allocating 10-20% of their time to pursuing new business.
• Scalability: As the company grows, consider transitioning towards a dedicated sales team to ensure consistent focus on growth.

With the rise of remote work, Schuler highlights the importance of adapting leadership strategies. He emphasizes the following traits in successful salespeople:

• Resilience: The ability to bounce back from rejection is crucial in sales.
• Persistence: Maintaining motivation and consistently following up are essential for long-term success.
• Listening Skills: Effective communication involves actively listening to understand customer needs.
• Empathy: Understanding customer emotions and motivations is key to building trust.

Schuler stresses the importance of a well-managed sales pipeline. He advises:

• Realistic Expectations: Management must understand the complexities of the sales process and the time required to close deals.
• Focused Pipeline: Prioritize high-probability opportunities over a large, unwieldy pipeline.
• Hands-on Leadership: Sales leaders should actively engage with the team and key customers to understand opportunities and address roadblocks.

Schuler views industry partnerships as essential for growth. He advocates for win-win relationships built on trust and mutual benefit. He emphasizes the importance of adding value to partners and maintaining open communication.

Schuler highlights the following trends in the water industry:

• Alternative Delivery Models: Progressive design-build and other collaborative approaches are gaining traction.
• Early Collaboration: Engaging stakeholders, including contractors and technology partners, early in the project lifecycle is crucial for success.

Focus on Value: Articulating the value of water and investing in infrastructure are essential for the industry’s continued growth.

Schuler offers the following advice for sales leaders and teams in 2025:

• Stay Informed: Be aware of political and regulatory developments that may impact the industry.
• Address Workforce Challenges: Actively recruit and attract talent to the water sector.
• Embrace Innovation: Explore new technologies and approaches to solving water infrastructure challenges.

Paul Schuler’s insights provide a valuable roadmap for sales leaders navigating the complexities of the water industry. By prioritizing culture, fostering collaboration, and embracing innovation, organizations can position themselves for sustainable growth in the years to come.

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