Could Your Past Trauma Be Killing Your Sales? Walter Roth’s Eye-Opening Perspective
When it comes to mastering sales, most people focus on scripts, closing techniques, and objection handling. But what if the real reason you’re struggling to close deals has nothing to do with your pitch—and everything to do with your past?
In a deeply revealing episode of Greater Good Radio, executive coach and founder of Simple Lens, Walter Roth, sits down with Evan Leong to explore a concept that’s often overlooked in high-performance business circles: how unresolved trauma—especially from childhood—can silently sabotage your sales, leadership, and personal relationships.
The Invisible Force Behind Sales Anxiety
Walter shares how, earlier in his career, he felt extreme dread walking into pitch meetings—comparing it to walking to his own execution. Despite being outwardly successful (he raised \$9.8 million in venture capital at just 23), inside he was battling with a nervous system on high alert, shaped by old emotional wounds.
He now believes that many founders, entrepreneurs, and sales professionals experience a similar inner struggle. “I have a theory,” Walter says, “that entrepreneurs are the ones who want to change the world because the world as it is, is painful to them. They need to change it—and they need to be part of the force that does it.”
How Trauma Shows Up in Sales
According to Walter, trauma isn’t just about dramatic, life-altering events—it can be as subtle as a moment of emotional neglect or feeling unseen as a child. These early experiences shape how we interpret risk, connection, and rejection.
In a sales context, Walter explains, trauma often shows up as “closing”—shutting down emotionally, mentally, or even physically in moments of stress or uncertainty. This automatic response limits creativity, presence, and connection—all vital ingredients for successful selling.
“When we close,” he says, “we lose access to our full range of thoughts, emotions, and instincts. And when that happens, we disconnect—not just from ourselves, but from the person we’re selling to.”
Founder-Led Sales: A Mirror of the Inner World
Walter coaches high-growth startup founders not just on sales strategy, but on emotional presence and nervous system awareness. He’s found that by watching founders during sales calls or deal discussions, he can pinpoint the exact moment they emotionally “close”—often without realizing it.
His signature insight? “If it’s messing up your deal, it’s messing up your life.”
That same pattern of contraction—whether it’s due to fear of failure, imposter syndrome, or old shame—likely shows up in relationships, decision-making, and even physical health. Healing these patterns doesn’t just lead to better sales. It leads to a better life.
Why Trauma-Informed Coaching Matters
Throughout the episode, Walter makes a compelling case for integrating trauma awareness into professional development. From Internal Family Systems (IFS) therapy to ketamine-assisted healing (which his wife, a medical doctor, facilitates), Walter emphasizes the importance of creating safety in the body before addressing deeper wounds.
He’s not just talking about theory—his approach blends sales methodology with emotional healing, helping clients achieve breakthrough results by accessing their full, authentic presence.
And the results speak for themselves. “Founders tell me they’ve tried every kind of coach—technical, emotional—and I’m the first to bring both together. That’s when real transformation happens.”
The Takeaway: High Performance Starts with Inner Work
Walter Roth's perspective turns traditional sales training on its head. Instead of just sharpening techniques, he invites us to look inward. To get curious about the moments we shrink, deflect, or disconnect—and to explore the deeper reasons why.
Because the truth is, your ability to close a deal is directly tied to your ability to stay open. And sometimes, the most powerful sales strategy is healing the parts of you that learned to close in the first place.
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