Ace Coustal – Building the Next Generation of Sales Talent (Without Losing the Human Edge)

Camp Jennings sits down with Ace Coustal, Director of Business Development at Malin, to explore how the material handling industry must evolve to attract, develop, and retain the next generation of sales talent—without sacrificing grit, accountability, or results. From rethinking onboarding and training timelines to bridging the widening gap between veteran sellers and Gen Z hires, Ace shares what it really takes to build a sustainable sales bench in a rapidly changing market. Ace walks through Malin’s approach to early-career development, why curiosity beats credentials in warehouse selling, and how sales is shifting from pure art toward a blend of intuition, data, and systems thinking. He also offers candid insight into why many reps quit just before success hits—and how patience, structure, and clearer expectations can change that outcome. Beyond business, Ace opens up about family, balance, and the long-term mindset required to succeed both professionally and personally. From talent strategy and automation to leadership humility and purpose-driven work, this conversation is a thoughtful look at where the industry is headed—and who will thrive along the way. Follow Ace on LinkedIn. [05:01] If Ace had a blank check: solving the biggest sales productivity problem[07:17] What it really means to lead business development at Malin[09:53] Why early-career sales training needs a complete rethink[11:09] Who Malin is—and how the company approaches intralogistics differently[12:48] Moving from “selling forklifts” to solving warehouse systems problems[13:57] Ace’s unconventional career path into material handling[15:42] Canada vs. Texas: finding home while building a career[17:19] Family, travel, and redefining work-life balance[19:31] Investing time in kids—and reframing success long term[22:39] Big family road trips and choosing memories over margins[26:22] Recruiting Gen Z: what’s actually working (and what isn’t)[28:47] Why young talent is more capable—and more purpose-driven—than we think[29:47] Grit, upbringing, and where resilience really comes from[32:14] Why security matters more to today’s graduates[34:38] The brutal truth about year one (and why most reps quit too early)[36:48] Advice for reps on the brink of success—and companies hiring them[39:25] The future of sales: blending art, data, and intellectual curiosity[42:43] Automation, systems integration, and evolving go-to-market strategies[45:53] Load It or Leave It: pickleball, AI outreach, trade shows, and base salaries[49:38] Advice for anyone considering a career in material handling[50:25] The one interview question Ace trusts most[51:56] Outreach that actually gets Ace’s attention[53:45] The advice people should be asking for—but rarely do[56:46] Ace’s alternate career path—and why speaking matters to him