Helping small businesses thrive

Winston Larson didn’t come to Central Michigan University knowing what he wanted to do. In fact, he started out as a finance major—because someone once told him, “Study money to make money.”

But that changed quickly.

“I was just hanging around Grawn, and Professor Ken Cherry was trying to drum up people to sign up for the professional sales concentration,” Larson said.

“I wouldn’t say he bullied me,” he laughed, “but he was very assertive. He told me, ‘You would do better at professional sales,’ and he didn’t even know me. But he sold me on the career path—and it was absolutely the right choice.”

That shift ultimately led Larson to his current role as Senior Director of Membership and Business Development at the Small Business Association of Michigan (SBAM), the nation’s largest state-based small business organization.

A different kind of sales career

“At SBAM, our mission is simple: the success of small business in Michigan,” Larson said. “We have members in all 83 counties, and we serve small businesses in three main ways—advocacy, growth support, and access to business services.”

Larson splits his time between driving strategic membership growth and cultivating partnerships with what the organization calls “Friends of Small Business”—larger organizations like Enbridge, Doordash, or Meijer that share a vested interest in the success of Michigan’s small businesses.

“At SBAM we use our buying power to negotiate deals on products and services that a small business couldn’t get on its own,” he said. “We’re also a bipartisan advocacy organization and work tirelessly to foster an environment of success for our members. Those benefits, combined with events that help foster connection, give our members a lot of value for their membership investment.”

Larson’s background in professional sales prepared him for the work—and gave him an edge in a space not always known for innovation.

“Sales training helped me understand the psychology of how people make decisions,” he said. “That’s served me really well, especially in the nonprofit space. I’ve been able to bring a new perspective and show the value of a different way of doing things.”

Leading with relationships and results

“I manage a team of sales associates and directors who work on strategic partnerships, and we’ve seen real results. We added 200 paid members this year—even in a [national] downturn,” Larson said. “That’s something I’m really proud of.”

He also works with large-scale sponsors and corporate supporters to bring resources and events to Michigan entrepreneurs.

“A big part of my day is storytelling,” he said. “Whether I’m talking to a small business owner or a corporate sponsor, it’s not about trying to bring them around to my way of thinking. It’s about uncovering what their goals are and how we can help them get there.”

Advice for students

Larson credits his CMU experience for giving him not only the skills—but the confidence—to succeed.

“The professional sales program really helped sharpen a skillset I already had,” he said. “You’re giving presentations in front of your peers, learning how to listen, handle objections, and understand people. I still use those skills every day, even if I don’t think about it.”

He also encourages students to stretch outside their comfort zones—both academically and socially.

“Take classes that don’t seem like they’re for you at first. You’ll meet people you never would have met and be exposed to new ideas,” he said. “Some of my favorite classes weren’t even part of my degree path, but they helped me become more well-rounded—and a better salesperson.”

And when it comes to making career decisions?

“Don’t be afraid to take risks. And don’t let fear of failure stop you,” he said. “My first two jobs out of college weren’t the right fit, but I learned a lot from them. Most business owners don’t get it right the first time either. But if you’re 20 years old and you take a risk and it doesn’t work out—you still have plenty of time to get it right.”

Finding purpose

Larson said he never imagined working in the nonprofit space, but it’s turned out to be the best fit.

“I thought, what could a nonprofit use a salesperson for?” he said. “But nonprofits need to generate revenue to fulfill their missions—and I believe in what we do.”

His motivation is simple: to help others succeed.

“I feel good about the work I do. If something we offer makes a small business owner’s life easier or saves them time or money, that means a lot,” he said. “And when I get home, I recharge by spending time with my wife and daughter. She’s nine months old, and I want to give her every advantage I can. That’s a powerful motivator.”