SaaSy Talk Unfiltered: The future of sales
Navigating the Challenges and Opportunities with Richard Harris
S01.E19
In a recent SaaSy Talk Unfiltered podcast interview, Richard Harris, a seasoned sales professional and founder of a consulting business, shared his insights on the world of sales and technology. He discussed his journey into sales and tech, the challenges of transitioning from traditional sales to the tech industry, and the importance of overcoming imposter syndrome. One of the key topics he touched upon was the significance of sales playbooks and the common mistakes made by founders when scaling a sales organization. He also delved into the under appreciation of sales as a function within a business and the future of office work in a post-pandemic world.
The Value of Sales Playbooks
According to Harris, a sales playbook is not simply a collection of product knowledge and company history. Instead, it should be a tactical guide that provides specific guidance on various aspects of the sales process. This includes best practices for email outreach, messaging for different buyer personas, and scripts for cold calls and demos. Harris emphasized the importance of continuously evolving and updating these playbooks based on real-time feedback and market dynamics. He also highlighted the need for founders to recognize that their earliest customers are often buying into them as individuals, not just the product or service. This understanding can help shape the messaging and approach in the sales playbook to resonate with potential customers.
Harris stated, "A sales playbook is not just about product knowledge and company history. It's about providing specific guidance on different aspects of the sales process. It's about continuously evolving and updating based on real-time feedback and market dynamics."
Hiring the First Sales Leader
Harris acknowledged that hiring the first sales leader is often a challenging task for founders. He cautioned against the common mistake of prioritizing industry experience over sales expertise when making this hire. While industry knowledge is valuable, it can be taught to a salesperson, whereas sales skills are more difficult to develop. Harris suggested that founders consider hiring a hungry and ambitious director of sales who is willing to learn and grow with the company, rather than a VP with an impressive pedigree but limited hands-on experience. He also emphasized the importance of aligning the goals and expectations of the sales leader with the stage of the organization and the company's growth trajectory.
Harris advised, "When hiring the first sales leader, don't prioritize industry experience over sales expertise. Look for someone who is hungry and ambitious, willing to learn and grow with the company. Align their goals and expectations with the stage of the organization and its growth trajectory."
The Misunderstanding and Under appreciation of Sales
Harris acknowledged that sales is often misunderstood and underappreciated within organizations. He pointed out the discrepancy in average tenure between sales leaders and other executives, highlighting the high turnover rate in sales roles. He attributed this to the pressure to bring in revenue and the perception that salespeople are solely responsible for the success or failure of a company. Harris challenged this notion and emphasized the importance of recognizing the unrealistic goals and expectations set by founders and executives. He called for a more balanced and nuanced understanding of the sales function and its contributions to the overall success of a business.
Harris stated, "Sales is often misunderstood and underappreciated within organizations. There is a high turnover rate in sales roles due to unrealistic goals and expectations. It's important to recognize the contributions of the sales function to the overall success of a business."
The Future of Office Work and Remote Work
In a thought-provoking LinkedIn post, Harris expressed his views on the future of office work and the return to in-person work. He acknowledged the benefits of being in the office, such as camaraderie and support for local businesses. However, he also highlighted the changing dynamics of work and the increasing preference for flexibility and remote work. Harris urged individuals and organizations to have open and honest conversations about their preferences and needs. He emphasized the importance of considering the impact on employees, particularly those who have built flexible work arrangements to accommodate their personal and family responsibilities. Harris encouraged leaders to be mindful of the brain drain that could occur if employees are forced to return to the office against their wishes, and the potential challenges of finding suitable replacements in a competitive job market.
Harris shared, "The future of office work and remote work is a topic of ongoing debate. It's important for individuals and organizations to have open and honest conversations about their preferences and needs. Leaders should consider the impact on employees and the potential challenges of finding suitable replacements in a competitive job market."
Conclusion
The world of sales is complex and often misunderstood. Sales playbooks play a crucial role in guiding sales teams and ensuring consistency in messaging and approach. Founders must be strategic in hiring their first sales leader, considering the stage of the organization and the specific skills and experience required. The underappreciation of sales as a function within a business can lead to unrealistic expectations and high turnover rates. The future of office work and remote work is a topic of ongoing debate, with various perspectives and considerations. It is essential for individuals and organizations to have open and honest conversations about their preferences and needs, taking into account the impact on employees and the overall success of the business. By navigating these challenges and opportunities, businesses can build strong sales teams and adapt to the changing dynamics of the modern workplace.
As Harris stated, "By recognizing the value of sales playbooks, hiring the right sales leader, and understanding the contributions of the sales function, businesses can thrive in the future of work."
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Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any company mentioned.
