MISLIŠTE Stjepan Špeljko

Guest Stjepan ŠpeljkoHosted by Sandro KraljevićMay 3, 2026

Stjepan Špeljko

About this episode

What you'll hear in this conversation

Stjepan Špeljko has spent nearly 40 years in sales, witnessing its evolution from a different era entirely. He began his career in a system that emphasized comprehensive product knowledge and a "culture of service," a stark contrast to many modern approaches. Today, working at Harvey Norman, his philosophy isn't to "sell to people" at all. Instead, he sees his role as a supporter, helping customers navigate their options and make their own choices, even if it means they walk away to think about it. This conversation explores the enduring principles of connecting with customers, even as the tools and expectations change. Špeljko shares how adaptability has been central to his own career, moving from electronics to carpets to butchery, always finding success in unfamiliar categories. He also explains why sincerity and a deep commitment to post-sale support are more crucial than ever in an age where customers arrive already informed. You’ll walk away reconsidering what "sales" truly means and how trust, not technique, drives lasting relationships.

Insights from the conversation

What to take from this episode

Šuvar's education reform, often criticized, gave Špeljko a positive start with three days of school and three days of practical work in stores, learning "culture of service" and "product knowledge." Formal education, when integrated with deep practical experience, can produce genuinely skilled professionals, even if the system itself is controversial.

After training in electro-metal, Špeljko’s first job at Nama assigned him to the carpet department, a shock that quickly turned into a preference. He never wanted to go back to electronics. Your initial career path or training might not reveal your true aptitude; sometimes the most unexpected assignments lead to your strongest skills.

Špeljko’s career path included a 17-year stint in a butcher shop, a complete departure from his previous retail experience, yet he adapted quickly and became successful. The core skill in sales often transcends specific product categories; genuine sales ability is about understanding people, not just the merchandise.

Facing burnout after 17 years, Špeljko quit his job despite his brother’s resistance, even with 300,000 people on the unemployment registry. He declared, "My job doesn't depend on three hundred thousand people. My job depends on me, and I will find a job." True career agency comes from a deep personal conviction that your success depends on your own initiative, not on external market conditions or others' approval.

Špeljko’s current sales philosophy is not to "sell to people" but to be their "support" in choosing. He allows customers to "think about it until tomorrow" rather than pushing for an immediate decision. Modern sales success comes from facilitating a customer's decision-making process, not from applying pressure or trying to influence them into a purchase.

He dismisses the "American system" of finding customer weaknesses to influence them, stating it no longer works in Croatia today. Sales tactics that rely on manipulation or exploiting vulnerabilities are outdated; today’s informed customer seeks authenticity, not persuasion.

Even with customers arriving educated about products from online research, Špeljko finds they still seek a salesperson's help with details like dimensions, setup, and to "break the decision." The internet has shifted the salesperson's role from information provider to a trusted advisor who helps customers solidify their choices and address practical concerns.

Špeljko considers credibility and honesty paramount, openly sharing what he knows about a product and giving his personal mobile number to customers for post-sale support. Sales extends beyond the transaction; building trust through transparency and unwavering post-sale commitment is what creates lasting customer relationships.

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