Vedran Sorić
Episode · #211
MEDIJATOR Vedran Sorić
Guest Vedran SorićHosted by Srđan ŠimacMay 3, 2026
Vedran Sorić
About this episode
What you'll hear in this conversation
Vedran Sorić doesn't just work in sales; he lives it, defining his existence as "breakfasting, lunching, and dining on sales." This deep immersion has shaped a distinct view on fundamental business tenets, from the nature of failure to the very role of a salesperson. As the founder of Sorbel Group and a seasoned sales educator, Vedran has spent decades dissecting the mechanics of influence and transaction. He shares why every interaction is a sales moment, how true learning comes from setbacks, and why the old adage "the customer is king" no longer serves modern business.
Insights from the conversation
What to take from this episode
01
Vedran Sorić describes his life as "breakfasting, lunching, and dining on sales." This isn't just a job; it's a complete immersion that proves the most effective business builders aren't just passionate, they embody their domain.
02
His personal motto, "Sales is the heart, soul, and bloodstream of every business," originated from an anonymous quote he found, to which he personally added "bloodstream." Even established wisdom benefits from the keen observation of an operator; sometimes, the missing piece is obvious only to those living the daily reality.
03
His first venture, launched at 24, ultimately failed, yet he advises aspiring entrepreneurs to "not be afraid to fall." The fear of failure paralyzes more than failure itself; the true lesson is that setbacks are not endings but essential learning opportunities.
04
Vedran points out that when a problem arises, people often focus on the problem itself rather than actively seeking solutions. The ability to pivot focus from the obstacle to the path forward is a fundamental skill for continuous progress, especially in entrepreneurship.
05
He found that in every sales situation, he "learned an abnormal amount" from the person he was selling to. Approaching sales with genuine curiosity and a desire to understand the other side transforms a transaction into a learning experience for both parties.
06
It took Vedran ten years in various roles to realize he had been a salesperson all along, even before his official title. Sales is not a dedicated department but a pervasive skill; every interaction, whether at home or work, involves selling an idea, a solution, or oneself.
07
Referencing Philip Kotler, Vedran emphasizes that while not all departments are sales departments, "every department within a company should think in terms of sales." A truly customer-centric organization requires proactive, sales-minded communication from every employee, ensuring a consistent and positive experience beyond the dedicated sales team.
08
The host mentions research about satisfied customers telling 12 others, while dissatisfied ones deter 24. Vedran adds the "three, eleven, fifty-five" rule for word-of-mouth. Negative experiences have an exponentially greater impact on reputation than positive ones, making customer satisfaction a critical defense against exponential brand damage.
09
Vedran argues that the traditional "customer is king" approach is outdated, seeing the modern salesperson as an advisor who provides information and "awakens emotion." Contemporary sales is less about pushing a product and more about cultivating a partnership, guiding a well-informed decision, and connecting on an emotional level.