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B2B Startup Sales Podcast

B2B Startup Sales Podcast

By SalesPlaybook
We want to help you become 1% better every day. If you work in sales or have anything to do with sales in a BtoB tech startup or scaleup, you get tactical and strategic advice from this podcast. Additionally, it helps B2B Tech entrepreneurs find product-market-fit faster and accelerate their sales efforts.

For more free resources please visit thesalesplaybook.io/blog/.
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Currently playing episode

#6 Moritz Aemisegger, Regional Director Transperfect / The Evolution of A Life-Long Sales Career

B2B Startup Sales Podcast

#6 Moritz Aemisegger, Regional Director Transperfect / The Evolution of A Life-Long Sales Career

B2B Startup Sales Podcast

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#59 How to convince your prospects to buy and not give up too early with Saša Savic, CSO at Cobrainer
Saša is a passionate salesman. One can definitely feel that from the way he speaks about such topics as "pitching", "resilience" and "persistence". You can put more pressure on your prospects than you think. How you do that? We guess you have to listen to learn that :)
38:44
September 16, 2021
#58 How to build up a sales team from scratch and why transform from sales to product-led growth with Timo Flemming, VP Sales Jobmatch.me
Timo and Patrick talk about Timo's journey at Jobmatch.me when he joined the startup 1.5 years ago. The company made a shift from sales-led to product-led growth and at the same time, Timo had to build up a well-oiled sales team that can follow-up with leads from the free trial as well as are able to reach out cold to the most important accounts. If you want to know what it takes to build a team that wants to work together every day, listen to that episode. 
38:03
September 10, 2021
#57 How to crack large enterprises and get C-level meetings with Daniel Kravtschenko, Manager ACH Enterprise Sales Team for Zoom
Daniel worked for all the well-known companies in the tech industry: Microsoft, IBM, AWS, SAP, Gartner and recently became the Manager of the Enterprise Sales Teams in Switzerland and Austria for Zoom. Daniel and Patrick talk about his approach to defining an ICP and focus the sales team on the best opportunities, what difference to expect when selling to large corporation and how to reach out to prospects with those restrictive data protection laws in Europe. 
47:01
September 6, 2021
#56 How to consistently create great LinkedIn content with Finn Thormeier
Finn Thormeier claims to still have no clue about life after just turning 25. We heartily disagree and think he has more clues about life than 99% of 25-year olds. Especially about creating consistency in video content creation and publishing. Stephanie Biebel and Manuel discuss with Finn about different ideation and content creation strategies and mindsets, but also the variable effort behind what it takes to publish attractive content consistently.
24:49
September 6, 2021
#55 Aaron Ross / Why B2B sales in 2021 is all about human conversations
Aaron Ross is one of the true grandmasters of B2B Outbound Sales after building it up at Salesforce, writing Predictable Revenue and Impossible to Inevitable and more than a decade helping sales teams coach and build SDR teams. Here are 3 things among the many more I learnt from him: 1) "Done for You" is not a silver bullet: Predictable Revenue offers both "teaching you how to fish" and "going fishing for you", but running both at the same time is hard. Also, it is a lot about expectation management. 2) Western Europe is still attractive for cold outbound: Applying state-of-the-art cold email outbound practices in the US yields
44:57
August 30, 2021
No. 5 of "The 10 Commandments of Sales" - The Special Series with applicable sales tactics
One of the most underestimated assets you have as a company is the value you can bring to your customers not only with the product but also with a sophisticated sales process and well-trained and knowledgable salespeople. Your reps need to be in a mindset to be useful to your prospects and customers. Are you looking for sales tips you can apply immediately? Then this is series for you. Markus Eilers and Patrick Trümpi talk about the 5th commandment in sales: Be useful first! 
26:08
August 25, 2021
#54 Mark Colgan / How to hit 60% reply rates by having a conversation
Patrick and I loved interviewing 50+ sales leaders for our B2B Startup Sales podcast. But we honestly never imagined to build a demand generation business out of it. Mark did so very successfully with Speak on Podcasts to help B2B Tech Brands increase brand awareness and generate more demand by speaking on podcasts your audience listens to and trusts. After spending 12 years in B2B sales, marketing and recruiting, Mark and I talked about the value of having conversations instead of pitches, always be connecting and why cold email is not dead at all. Here are 3 things among the many more I learnt from him: Always be closing is dead. It’s 2021 and ABC means always be connecting as the new decade is all about building long-term, trusted relationships, resulting in increased customer lifetime value, referrals, case studies and more 60% reply rates on cold email are still possible...if you invest the time, focus and energy to personalise your messaging and connect with human beings instead of just “spray & pray” 8-12 step sequences Sales is about having two-way conversations and not a sales person pitching. Enough said on that (Elephants vs Lions anybody?)
35:04
August 24, 2021
#53 Silvan Krähenbühl / How to sell 4- to 6-figure deals remotely and some things he learnt from 150+ Swiss entrepreneurs
Silvan successfully founded and sold GymHopper cold-calling independent gyms and closing deals quickly. He then moved on to sell 6-figure deals for RenTouch 100% remote from Switzerland to +/- 50% US customers. He also interviewed 150+ Swiss entrepreneurs on the Swisspreneurs podcast and shares with us his insights he gained from successful entrepreneurs such as Ariel Lüdi and Tobias Häckermann.
29:33
August 19, 2021
#52 The nine stages of the sales process that help you get people through the funnel and close more deals with Simon Severino, Founder Strategy Sprints and long-time Salesman
Simon and Patrick talk about the nine stages in Simon's sales process that help you to categorise your Leads/Opportunities to get your prospects through the funnel and engage with them the right way at the right time. Simon has been in sales for more than 18 years and loves the profession. You can feel that with every word that crosses Simon's lips.
42:38
August 18, 2021
#51 Julius Göllner / How to accelerate growth from Pre-Seed to Series A with external FTE
Julius Göllner was at Zalando while the company was growing from roughly 200 to 10’000 employees and since then founded, advised and invested in multiple B2B SaaS companies himself. Here’s 3 things we learnt from him: Sales coaching is crucial for a sales team’s success, but the DACH market is quite intransparent on what’s worth investing in. Founders are often not 100% clear on what they require at which stage regarding product-market-fit, hiring sales talent and how to sell to which buyer personas. Figured out sales is a lot about cooperation and long-term trusted relationships and  not living an “Ellbogenmentalität” as many people believe (and would have loved to know this at 20 years old already).
28:55
August 2, 2021
#50 Dan Englander / The anti-fragility of email in today's noisy world
Dan Englander is doing truly impressive work on finding a fine line between personalization and scale in outbound sales. We talked with him about how to execute relationship-based sales at scale, why most sales people fail due to inconsistency and also how email is still the most anti-fragile sales channel in today's noisy world.
26:47
June 25, 2021
#49 Natalie Luneva / Leveraging virtual summits and community-led growth
Hosting an online summit is one of the smartest growth strategies and lead generation tools on the market today.  In this session, Natalie shares step by step how you can organise an online summit for your SaaS to promote your thought leadership, grow your email list, build partnerships while generating a year's worth of content.  Besides that, we talk about how to validate an idea with first paying customers before building and failing in months instead of years.
23:20
June 15, 2021
#48 Alen Cerovina / Always be coaching to always be closing
You start to hire. You want experts – sales talents with experience. They will reduce your effort and increase revenue at the same time. They know how to sell, right? And there the problems start. This myth is very common in growing organizations. And that’s in a lot of cases the reason why the growth is slowing down or even stopping. It’s like hiring an expensive player for your football team and expecting him to train himself. Which is why we wanted to learn from Alen why it is worth the investment to move to “ABC² -> “Always be coaching”  if you want to “always be closing”.
29:58
June 11, 2021
#47 How to get the basics of selling as a engineer with Andrea Schlapbach, CCO at Daedalean AI
Engineers usually underestimate the importance of selling after they built their first product. Andrea and Patrick talk about Andrea's experience in sales after he got into the profession with a master's degree in physics. 
33:41
June 10, 2021
#46 Tactical advice for prospecting in though situations with Jonas Wälti, VP Sales EMEA at Lionstep
Jonas and Patrick are talking about techniques that will help you get into a cold call with the right mindset, and use the right tricks to get that person on the phone you actually want to. 
31:14
June 8, 2021
#45 On fact sheets, pitches and sales coaching with Ryan Frederick, Principal at AWH in Dublin
We got the following learnings from that episode: First, collateral, fact sheets, and other sales tools can actually become crutches that actually make salespeople less effective. This is also why Ryan wrote a book called "Naked Selling", convinced that the most natural sale can and often does happen with 0 technical aid. Secondly, Salespeople often start pitching way too early. As they don't understand the prospect's problem well enough, they fail to craft a compelling story and build enough trust to successfully sell. Thirdly, ongoing sales coaching is better than one-off sales training. People benefit from accountability over time instead of a single "motivation shot".
29:24
June 4, 2021
No. 4 of "The 10 Commandments of Sales" - The Special Series with applicable sales tactics
Are you looking for sales tips you can apply immediately? Then this is for you. Markus Eilers and Patrick Trümpi talk about the 4th commandment in sales: "Become a student of your customer"
30:60
June 1, 2021
#44 How to truly identify your customers challenges and help them solve those with Enzo Wälchli, Head of Trade Marketing at Hilti
After his studies at University St. Gallen, Enzo went into sales at the large corporate Hilti. What he learned about sales and why he has not yet transferred to a startup, you can learn in this episode. 3 things we learnt from him: 1) Focus on customer success: Selling is not about the product. Every HILTI sales person spends several months, typically more in field sales, being on construction sites, talking to real customers every week. 2) Empower champions, understand skeptics: Help positive, high-energy change agents “spread the love” with success stories, but also be open and transparent to understand negative emotions to not derail an initiative. 3) Sales is about listening, not pushing: Learning sales is helpful for any professional, but the perception from “the pushy car sales guy” still needs to change in Switzerland. Once it does, this shall get more people into sales.
34:59
May 14, 2021
No. 3 of "The 10 Commandments of Sales" - The Special Series with applicable sales tactics
Are you looking for sales tips you can apply immediately? Then this is for you. Markus Eilers and Patrick Trümpi talk about the 3rd commandment in sales: "Pick a fight" - which basically means that you have to choose your niche before you get selling going. How and why you can do that, we explain in this episode.
22:30
May 3, 2021
#43 How to incentivise your sales and customer success with Mathijs Ruigrok, GM at Vainu Netherlands
Mathijs started and built up the branch in the Netherlands for Vainu. In this episode, you learn about his journey and how he is setting goals, measures success, and incentivizes his sales and customer success teams. 
24:35
May 3, 2021
#42 How to start a cold call and handle the most difficult objections with Patrick Trümpi, Head of Sales @ LARI
Cold Calling is really tough. At least that is what Patrick thought five years ago, a time he has not practiced cold calling almost every day. Much is about how you approach it and with what mindset you go into a cold call. In this episode, Patrick talks about principles in cold calling, shows simple techniques on how to launch a call, handle objections and build raport - and how not to mess up.
39:43
April 26, 2021
#41 How to build a LinkedIn audience +20k by focusing on value rather than engagement engineering with Finn Thormeier, Co-Founder of Project 33
Finn, 24, has built up a large LinkedIn audience over the past two years and is now helping CEOs of Startups to build their own. In this episode, he explains why posting valuable stuff is much more important than engagement engineering (or: playing with people's emotional triggers to generate followers) when we look into such variables as "generated leads" or "revenue" and why he is not wasting time convincing people to start themselves who have not bought into the idea yet. 
32:41
April 22, 2021
#40 How to build a company in your early twenties without exactly knowing how to solve the problem you want to solve / with Jo Dietrich, Co-Founder of Zeam
Yaël and Jo started their own agency in their early twenties. They knew what problem they wanted to solve but did not exactly know how exactly they can achieve this. As Simon Sinek taught us, the "why" is more important than the "how". In his episode, you learn about their impressive journey and might be inspired by what they have achieved at a very young age.
31:02
April 21, 2021
#39 How to talk less on outbound generated discovery calls / Patrick Trümpi, Head of Sales @ LARI
Are you familiar with this problem: You are reaching out to prospects (cold email, call, or LinkedIn) and booked the first meeting with them, and they almost always come to that meeting "wanting to hear about your product and what you can do for them?" Most salespeople struggle to really have their prospects do most of the talking in those first meetings. In this special episode, Patrick Trümpi (CSO LARI) is sharing tactical advice on how to increase the time your prospects talk and, thus, make that time most valuable for both, the sales and the prospect. 
26:02
April 19, 2021
#38 Why people don't use CRMs and how to fix that with Jeroen Corthout, Co-Founder Salesflare
"The best CRM user is often the worst-performing sales rep" is an extreme quote from a VP Sales we know. But the reality is, CRM adoption is an issue most, if not all entrepreneurs struggle with to get value from technology and not only wasted efforts. 3 things we learnt from Jeroen Corthout, Co-Founder of Salesflare are 1️⃣ Don't over-integrate: No-code, vendor-agnostic solutions like Zapier can often help you setup workflows and transparency quicker, easier, at a lower investment than (over-)paying for Enterprise / Ultimate editions from established CRM providers. 2️⃣ Confidence is king: Many sales people seem to talk more than they listen because they are not confident enough to ask questions or "lose the deal by not selling enough". 3️⃣ Product-led-growth works!: After 2-3 years of founder-led sales, Jeroen managed to build Salesflare to 2'000+ customers mainly via product-led- growth. Still today, he only has 1 other sales person besides him getting customers.
38:25
April 16, 2021
#37 About the biggest traps BtoB SaaS startups fall into regarding their early marketing/sales initiatives with Andrew Allsop (founder Wunderkind)
In this episode, Andrew and Patrick talk about how Andrew supports Startups with their marketing activities - with a focus on data-driven decision making. 
26:52
April 16, 2021
#36 Automation vs hyper-personalisation in outbound lead with Max Romanchuk, Founder Leadgen-Close
How to balance automation vs personalisation in lead generation. An interesting trend we see is that people like Max Romanchuk from https://leadgen-close.com/ with a ton of automation go back to (hyper-)personalisation. 3 things that we learnt from him: 1️⃣ Outbound lead gen is very local: Things that work in the US don’t work in Western Europe and vice versa. Also, database-based automation options (say Apollo.io) are great for non-GDPR geographies, but should be avoided 2️⃣ Stop selling, start having a conversation: Automation via Dux Soup, snov.io etc. has its charms. But salespeople should use technology wisely not to pitch, but to open a personal dialogue based on great prospecting 3️⃣ Commitment is a two-way street: Max experimented with commission-only collaborations, but noticed also clients were less committed to put in the required work to succeed
27:19
March 25, 2021
#35 How to build a hyper-growth sales organisation from 5 to 50 sales within 24 months with Björn Schäfer (Head of International Sales at Urban Sports until March 2021)
In case you are planning to build a fast-growing startup and need some advice on how to structure your sales organization and what metrics (in and out) to use, this episode is for you. Björn built Urbansports from 5 to 50 salespeople within 24 months. An amazing achievement. You can probably learn from him - as we could as well. 
29:12
March 22, 2021
#34 Dominic Blank / Tackling the shortage of B2B tech sales talent with Headstart Academy
Finding, attracting and ramping sales talent as an entrepreneur is really hard. Turns out the root cause for this is not the above task, but the shortage of overall available trained sales talent in relation to demand. Dominic co-founded https://www.headstartacademy.co/ to tackle exactly this problem and these are 3 things that we learnt from him: 1️⃣ Great sales talent shares 5 traits: coachability, curiosity, drive, resilience and prior success. These do NOT need to be sales-related, but e.g. top 1% of class, in sports, in vocational training or similar (Source: Dominic & Team interviewed 50+ VP Sales) 2️⃣ Both self-care in terms of discipline, self-organisation and hunger COMBINED with a strong team spirit is crucial for success 3️⃣ Entrepreneurs need to validate their sales approach themselves by winning the first 10, in some fields even 100 customers, and that cannot be outsourced. Only once product-market-fit is there, it makes sense to get senior, but hungry sales talent - if you can afford it and de-risk it. Otherwise invest into junior, but trained sales talent.
30:54
March 19, 2021
#33 Garrett Jackson / Creative selling done right
Garrett Jackson won our unofficial "LinkedIn Cold Outreach Award of 2020"...but does not consider himself a sales person!? 3 things that we learnt from him: 1️⃣ Vary your messaging: Be very aware on the impact of your marketing. Broadcasting the same single ad to a person too many times can even result in bad Google Reviews because people appreciate variety and added value. (5') 2️⃣ Invest into customers: Garrett focuses on over-deliver on great service to clients (we can confirm) but not overcharging to establish long-term relationships (9')  3️⃣Focus on hands-on execution, but invest into technology: Don't overthink things and stay hands-on on the human side, but also be aware where technology can help you automate your outreach. (16')
19:37
March 17, 2021
#32 Helmut Käser / Stop selling, start solving problems
Was a true pleasure to discuss B2B startup sales with Helmut Käser who leads SMB sales for Avrios and why "stop selling, start solving problems for customers" matters to him. 3 things that we learnt from him: 1️⃣ "Nature vs Nurture" in sales: Talent is great, but without training you will not become an outstanding professional - be it in sports, be it in sales. The process can be learnt, but a well-developed "sensory system" in client interactions, especially remote are soft factors. (5')  2️⃣ Start...and continue with WHY: Sales people often jump to quickly into "closing mode" and don't dig deep enough into WHY a prospect is doing or thinking a certain why. It is totally worth it to ask Why even 10 times to better understand the situation (12') 3️⃣Be patient but persistent: Helmut is very fond of taking the speed out of the process, let it grow and adapt but then follow-through and do it properly (21')
28:46
March 16, 2021
No. 2 of "The 10 Commandments of Sales" - The Special Series that gives you an unfair advantage
Are you looking for sales tips that help you gain an unfair advantage? In that case, this series is for you. Markus Eilers and Patrick Trümpi talk about the 2nd commandment in sales: "Win before the battle" (Sun Tzu) - why and how to prepare for a sales call. Following that advice may increase your sales success more than 2-fold. Have fun and give us some feedback.
41:11
March 12, 2021
#31 Why sales should become more human / James Harper, Founder of Agencyflare.com
James is an expert in Marketing and Sales. We talk about how to make the best out of both worlds to help your company grow. Additionally, we embrace to use speers when it comes to outbound BtoB sales and tell you the reasons behind this. It will automatically make the sales and buyer journey more human - which is really necessary.
26:06
March 11, 2021
#30 Robert Anders / Getting Sales Demos, Hiring & Onboarding right in 2021
True pleasure discussing how to improve sales demos, tackle sales hiring and onboarding and more with Robert Anders, VP Sales Services at Cremanski and former Head of Sales at Comtravo. 3 things that we learnt from him: 1️⃣ Sales is about interaction: A company he advises is called Demodesk, but out of a 30min "demo" call, only the "middle" 5-10min should be about your solution while the time before is spent on discovery & qualification and the time after to define the further process. (7') 2️⃣ Hire two sales reps at a time: Hiring 2 SDRs (Sales Development Reps) at the same time can help to not only set expectations, but also compare performance while performing the same role (18') 3️⃣ How to assess coachability: Let them pitch, give constructive feedback, ask for self-diagnosis, go again and assess improvements. Quite simple, but powerful (24')
31:58
March 8, 2021
No. 1 of "The 10 Commandments of Sales" - The Special Series that gives you an unfair advantage
Are you looking for sales tips that give you an unfair advantage? Then this is for you. Markus Eilers and Patrick Trümpi talk about the 1st commandment in sales: "you should have a "why" sooooo big that any "how" will surrender". Following that advice may improve your mindset and sales success immediately. Have fun and give us some feedback.
16:31
March 4, 2021
#29 Fredrik Ström / Learning B2B SaaS sales in a unicorn
Was a true pleasure to discuss B2B SaaS Scaleup sales with Fredrik Ström who before coaching entrepreneurs at Plug and Play Tech Center helped Dataiku in enterprise sales to hit a $2.8B valuation. 3 things that we learnt from him: 1️⃣ Enter the client's world: Empathy and active listening are are essential to understand how clients understand, evaluate and buy in THEIR world, instead of trying to "map" them onto your sales process, deal stages or similar 2️⃣ Selling is learning. The co-founder & CEO needs to remain close to customers to learn quick enough and feed back these insights to enable quick but efficient growth 3️⃣Unlearning takes time: Fredrik favours hiring younger sales people as experienced reps often need to unlearn certain behaviors or change the mindset into a completely new sales approach.
22:53
March 3, 2021
#28 Bootstrapping SaaS lead gen startup from 0-2M ARR within 3 years / Steven Brady, former VP Sales Interseller
Here are a few take-aways from the discussion with Steven: Founder-led growth is exciting but many startups rush into scaling and struggle with the initial motion. "From impossible to inevitable" is an amazing book that helps avoid many struggles founders have with early sales. When he joined Interseller, the first thing Steven did is raise the price. Because the founders got into "fighting for price". He promised to keep the closing rates - and was successful. Focus on driving one metric after another.  Even if you have a really good and easy-to-use tool, you may want to go with sales-led instead of product-led growth at the beginning. That is what Inerseller was doing, after an unsuccessful focus on product-led growth. You can learn your customer's pains best with a good discovery and adapt your messaging to these. The impact on adaptation is huge. If you want to improve your Prospecting capabilities, Becc Holland is an expert you want to follow and learn from Have fun and please provide some feedback.
29:47
February 28, 2021
#27 Julian Jobstreibizer / Empathy & Value in Selling Automation
We had the pleasure of learning from a great Sales Leader with Julian Jobstreibizer who helps to build sales at UiPath in Switzerland. 3 things that we learnt from him 1️⃣ The vision of the CEO or Sales Leader and the ability to get people to buy into this is essential to retain great sales talent. Great sales people want to get paid, but money is not the primary driver. (2’) 2️⃣ You’re always selling, no matter what. If the CEO does not connect to sales, he or she does not connect to the customer. (5’) 3️⃣You need to work hard TO party hard. Start small, keep it simple, focus on value, become a trusted advisor. This will generate the best referrals, revenue growth and more. (20)
34:59
February 28, 2021
#26 Philipp Ströhemann, Co-Founder & CEO of ComX / First Hunt, THEN Farm!? The struggle with predictable prospecting
We all struggle with prospecting. What are the right tools? The right messages? Are there cultural differences among countries? How do I increase the likelihood of being heard significantly? With Philipp from ComX, a company that provides outreach for a lot KMUs as a service, we are talking about the big struggles in prospecting and how you can better predict the outcome of your messages.
28:36
February 28, 2021
#25 Sam McKenna / BDR Hotline, All-Female Salesforce & more
Learn from a true Sales Leader with Sam from https://www.samsalesconsulting.com/ who built an all-female salesforce (not even by design) and a “BDR as a Service” offering + a helpdesk for clients’ BDRs. 4 things to be learnt from her 1️⃣ LinkedIn is still people-rich, but content-poor. Personalisation when reaching out to people with an authentic desire to help still matters - a lot. And no “More sales, less time, mutual connections” is not working (anymore). (5’) 2️⃣ Why a BDR hotline makes sense. “Delegating” daily Q&A of regular BDR (Business Development Representative) questions to a “helpdesk” in a subscription model can be highly useful for a busy CEOs / VP Sales. (10’) 3️⃣Hourly Rates: It is truly a matter of demand and supply. Sam raised her hourly rate from $200ish / h to currently >$600 to make sure she spends time on high-leverage activities. 4️⃣Sam built an all-female salesforce (which at least I’ve never encountered before). Empowering and supporting more women to go into sales is a leadership responsibility.
30:34
February 19, 2021
#24 Christoph Schittny / Understanding Procurement
This is about learning from a true Procurement Leader with Christoph - who started his career in sales and since then “moved between both worlds” intensely over the last 15 years 3 things to be learnt from Christoph 1️⃣ “Procuring is necessary, (Traditional) Procurements is not”: Professionals buy digitally for even 7-digit amounts and procurement people need to move towards providing solution and a consulting role (3’) 2️⃣ Less than 1(!) out 10 people typically ask Christoph about his internal buyer journey. Dear sales people, please strive to understand before wanting to be understood - people like Christoph are more than happy to help you sell - if you ask! (5’ + ongoing) 3️⃣ Sales is not a “one-time-thing”, but should be - especially in DACH - an activity of continuous value creation for the client. Culture matters (so much) in sales - North America might be a few years ahead in regards to technology, but DACH requires a local approach to succeed. (28’)
40:03
February 18, 2021
#23 Max Breckbill / Sourcing Top Sales Talent
"How to find, attract and retain great B2B Tech Sales Talent without paying CHF 150-300k per year?" The root cause of extraordinarily high salaries for sales people in DACH might actually be a lack of "talent supply"...due to a lack of sales culture + education...
44:23
January 27, 2021
#22 Joël Capt / Mastering Growth Hacking and Product-Led Growth
We had the pleasure of learning from one Switzerland’s best growth hackers with Joel Capt, who built up the growth team at Beekeeper and just launched his own market offering in the space. 2 things that we learnt from Joel 1️⃣ Growth Hacking done right is not a “black box” and also not a scam or hype, but a sound, coherent method to generate B2B leads at scale by using best practices, technology and data combined with a genuinely curious mindset of people that are embracing continuous learning. 2️⃣ Why moving from a sales-led to a product-led organisation is hard and takes time as time-to-value without human intervention needs to decrease… ...but is essential to consider if you want to have (potential) customers using your product without requiring sales reps, especially for smaller accounts.
36:46
January 21, 2021
#21 Christian Krause / Social Selling Done Right
1’ How the “Salesforce Sales MBA” works 6’ How interactive small-group work triggered Christian to look into sales 10’ Why asking great questions is crucial in sales 16’ How to gather valuable prospect information from LinkedIn 22’ Why he values and facilitates warm introductions as much as possible 28’ Why he thinks Switzerland’s “LinkedIn Maturity” is not there yet 34’ What he teached 100 Salesforce reps about social selling 39’ Why he sees health as extremely important especially in sales 43’ Why Christian fiercely defends his calendar
45:39
January 13, 2021
#20 Umar Hameed, Founder No Limits Selling / Getting the right mindset for sales
1’ Why the right mindset is what differentiates A- from B-players 3’ Why for Umar mindset and not sales training is the new frontier for sales success 8’ How to connect to what’s unconsciously going on and fix limiting beliefs 13’ Why moving from “I know what to do” to “I do it” is so essential 19’ Why showing up fully present is crucial for sales success 23’ How to boost one’s self-esteem before a important sales conversation 31’ How Umar found his mission to help people positively change their mindset
36:05
January 6, 2021
#19 Valentin Splett, Founder Peak Spirit / How to shorten your sales cycle and build a good process at the beginning
Are you a startup founder and do not really know where to start with building up your sales or you are not happy with the revenue goals you reached so far? This episode will help you: We talk about why it is important to start with your ICP, tactics that help you shorten the sales cycle, and how a sales process actually could look like. There are some special tips in this episode for startups who have a physical product such as healthcare.
44:49
December 18, 2020
#18 Constantin Papadopoulos & Cyrill Kressibucher, Food & Beverage Sales Leads / How to accelerate F&B sales
1’ Why Constantin & Cyrill founded a Sales Accelerator for Food & Beverage (F&B) 4’ How the opportunity for F&B is still the same as people still consume the same, but differently 7’ Why getting access to and feedback from the right distributors is crucial 9’ How F&B startups can get their products listed faster now than ever 12’ Why startups need to understand when customers now consume their products 15’ Why focus is key for sales 19’ How to spread out from local ambassadors towards big retailers 21’ How to balance opportunity and threat of scaling fast with production partners 24’ How word of mouth and key influence persons can boost your brand 28’ Why directly approaching “the big fish” is often the way to go 30’ Why nailing down a niche can help you not drive your price down 32’ How Planted got a lot of things right in 2020 while going B2B and B2C at the same time 33’ Why Cyrill loves “AldIPA” from Brewdog
34:49
November 10, 2020
#17 Kajal Sanghrajka, Entrepreneur & Director LSE Accelerator / Hyper-local, people-driven, customer-centric sales
1’ How Kajal launched her own startup with next to no B2B sales experience despite her MBA 4’ Why the narrative around sales is often misunderstood 7’ Why sales is a people-driven process 12’ How performance-driven incentives are not necessarily commission payments 16’ Why getting clear and transparent on one’s mission is crucial for sales success 19’ The role of being hyper-local on the ground is important in sales 23’ How customer segmentation got smarter over time 27’ Why - and how - writing a monthly newsletter can still work 33’ How understanding what’s top of mind for people enables outbound sales 37’ How operational activities can change but your DNA should not 39’ Why the biggest mistake of founders is (still) often overbuilding and not investing enough into customer discovery
44:45
November 10, 2020
#16 Matthias Erhart, Ex-Senior Account Executive Avrios / Building sales from 500k to 5M ARR
1' How Matthias' inherently curious mindset brought him into Car Fleet Management 4' How Avrios' failure-tolerant culture helped young people with litte experience to prosper 9' Why being vulnerable in sales creates trust 14' Why customer-centricity is very key in sales 18' How feeling if and how a customer can buy now or later is crucial 22' How having a champion at the customer can help you get even through the Betriebsrat 26' That finding driven & persistent, but also empathic & coachable sales people is really hard 30' How the ego of corporates talking about themselves hurts sales success 34' Why startups need to see hiring through the lens of great sales people 39' That we have all the tools in Switzerland to thrive in B2B Startup Sales, but need to put it together 46' How getting a customer story online took up 9 months in a corporate vs 1/2 day in a startup
54:58
October 16, 2020
#15 Stephanie Cox, VP Sales & Marketing Lumavate / From Sales to Product Led Growth
1' What brought Stephanie from Salesforce Marketing Cloud (back) to the startup world 6' Why starting product-led growth is a lot easier if you started out that way 10' How product-led growth can cause anxiety in Type A sales people losing control 15' Why really good sales reps might struggle at first with product-led growth 19' How Lumavate defines product-market-fit industry-agnostically 23' How marketing initiatives like custom baseball trading cards stand out 27' Why Stephanie cares about brand awareness instead of conversion for paid ads 31' How to leverage own personas even better 37' How creativity and rapid growth are difficult to combine 41' Why sales people hired as a startup need to have their hands dirty 46' When Stephanie was done being quiet and asking for permission
50:04
October 9, 2020
#14 Dirk Schuran, former Chief Sales Officer COMATCH & Business Angel / How to grow a company from 3 to 130 employees
1' Dirk's start as a call center agent 2' What Dirk learned during his career 5' How to go about the sales processes at a Startups 10' Why consultants never learn to sell 13' Why sportspeople make great salespeople 20' How to balance salespeople's goals with long term goals of the company 22' What makes a good bonus system 25' How to shorten and define the sales cycle 30' How to improve onboarding time 35' Why Dirk joined a startup 38' Lead generation at Comatch 41' Dirk's last advice to you as a sales leader
43:52
October 7, 2020
#13 Vijay Viswanathan, former VP Marketing Starmind / Marketing for a BtoB Startup
1' Vijay's story 3' Why Vijay is on a one-year sabbatical 6' Urgency vs. importance 10' Founders: The most important trait looking for the first sales/marketing hire 14' What should or should not be outsourced in marketing 19' KPIs 25' What channels Vijay would go about first as a BtoB startup 35' Recent changes in BtoB marketing 37' Top skills needed in marketing
46:55
October 2, 2020
#12 Markus (Max) Eilers, Co-Founder MikeMax / The three secrets to selling in a downturn
2' How Max started his first company... 11' ...and got into a burnout 16' The first "secret": Meaningful conversations & summarizing 21' The one thing that helps to shorten the sales cycle 24' How salespeople's actions led to a broken model of selling 28' The technique to start a meaningful sales conversation 32' The second "secret": The irresistible offer 37' The third "secret": Sell results that are relevant in a downturn 44' summarizing the most important points 45' What an irresistible offer needs to consist of
53:29
September 3, 2020
#11 Nicolas Witt, Co-Founder Netlight Consulting Zurich / Why sales without commission is better in the long run and how to handle objections
3' How Nico got into sales 11' Why a great company culture is the solution for most corporate challenges 14' What Nico learned in his first sales job 18' On the most important task to succeed in sales 25' The one universal rule in sales 27' On sales salaries and commission 43' Salary Intransparency 44' How Nico grew the consultancy from 2 to 30 people 53' The four layers of objection handling
01:02:37
August 31, 2020
#10 Daniel Jordi, Founder Leadersbridge / Care, Trust and Purpose in Sales
1' Why entrepreneurship is a lifestyle for Daniel since he was 16 years old  4' Why recruiting is sales at the very core and why trust is key  8' Why "care" is the most important aspect Daniel cares about in recruiting  14' How performance also in sales is more than just numbers  18' Why observing behaviour is a process, making recruiting fundamentally difficult  24' Why Daniel asks less about characteristics and more what they mean to a person  27' Why he was and is impressed by the recruiting process of his new employer  35' Why understanding time is crucial for startup hiring  38' How he finds fulfilment in the process itself without an end-result  42' Why he went from self-employed to employee after 7+ years
47:48
August 19, 2020
#9 Antoine Amiel, VP Sales Europe Starmind / The Art of closing a Deal and important Traits of successful Salespeople
1' How Antoine got from a Hotel School into Tech Sales  5' What Antoine likes most about sales: Andrenaline, human contact, and pressure  8' When is the Adrenaline pike in a sales cycle and why it matters  11' How COVID impacted sales  13' When you should mention price in sales  14' why mimicking is important and what to do about it  21' Why you should talk openly about your competition  23' What are key traits to look for in salespeople  27’ Why sales is not for everyone  34’ What makes a good closer and why it is important  40’ Tactics to shorten the sales cycle
45:07
August 14, 2020
#8 Maddy Agrawal, Founder startuptoscaleupnow / Building Sales Funnels That Work
2' What sales and software engineering have in common  5' Why Maddy stopped MVPs but believes in Minimum Sellable Products  8' Why founders should differentiate between numbers and process  13' Why skipping steps in the sales process of building relationships does not work  19' What "Differentiate or Die" really means for sales  23' How building funnels bottom-up but executing them top-down matters  31' Why customer acquisition costs is not (only) a job of sales & marketing  32' Why you should only ever automate what already works   36' Why closing knowledge gaps can help shorten sales cycles - if prospects feel comfortable  44' How starting to build a sales funnel in an Excel file or a canvas works perfectly well
49:46
July 29, 2020
#7 Martin Peters, Co-Founder Xtatio / The value of customer feedback in sales
1' How sales reps increased revenue by up to 89% after gaining real-time insights from customers 3' How relative feedback scales such as a Likert scale can help sales reps set the right learning priorities  7' What 5 key traits Martin looks for when hiring sales reps  11' Why sales people should adopt the same mentality of constant iterations and learning as in agile, scrum etc.  14' How sales people using the right technology and tools have a competitive advantage  19' How remote sales forces sales people to transition to a value-delivering advisor  22' How people fixing 2-3 key improvement areas instantly increase their conversion rates  28' How sales people in DACH are fundamentally working against a relatively change-resistant culture  31' Why Martin thinks the sales profession will gain more recognition and attractiveness in the years to come  35' What value he got from having worked with sales coaches and when leveraging tools make sense
39:28
July 23, 2020
#6 Moritz Aemisegger, Regional Director Transperfect / The Evolution of A Life-Long Sales Career
2' How Moritz experienced a cold call-heavy, "push-style" sales approach early in his career  4' How he went from cold calling to "Cold Looming" and why videos are underused in sales in Europe  7' Why sales people need to be driven for success - and need to be successful in itself  12' How he sees the importance of competitiveness and curiosity as key traits for sales  17' Why people that experienced severe failure see sales as an opportunity to prove something  20' Why Moritz is a super big fan of hiring door-to-door sales people  24' How buying something at a street food festival convinced him of the value of sales coaching  27' Why all the content is out there to consume, but execution is key  33' How he implemented sales habits changing behaviour by practicing real-life scenarios (40x...)  38' How local culture have a direct influence on how you approach prospects  43' Why building strong relationships is crucial especially in Switzerland  45' How Moritz actually started his sales career in primary school with candy and Pokemon cards...
50:23
July 21, 2020
#5 Raphael Nerz & Yves Terrier, Co-Founders Innohack / Validate value with Virtual Brands
3' Why Yves & Raphael are obsessed about customer centricity  7' Why gathering evidence along the way is key to succeed for iterative product development 11' How they design experiments to test assumptions and hypotheses of their clients  16' How they make pivoting as cheap as possible 21' When Virtual Brands with thought-up products make a lot of sense  25' Why inviting a bunch of people to your innovation laboratory is a completely different ballgame  29' Why spending a little money upfront is great value-for-money to "bet on the right horse"  34' How product validation and B2B sales are in some ways very similar  39' Why "keeping it up" on learning is crucial to get maximum value from market validation  44' Why sales is an essential part of product development
48:08
July 16, 2020
#4 Lisa Starita, former Head of Product Marketing Beekeeper / Building Customer Success & Product Marketing From Scratch
2' How Lisa started building up Customer Success Management (CSM) from scratch  5' Why doing CSM initially for free makes sense until figuring out what people want to pay for  9' Why reflecting if and how your product can generate Customer Lifetime Value without people  12' What to consider when assigning responsibility for renewals to sales vs CSM  18' Why sales needs to be ambitious and creative on how to sell the product in the market  22' How she channeled customer feedback from sales to product management over time  28' What a Product Marketing Manager is actually doing  32' How fast-changing companies require fast-changing adaptations and methods  35' How sales, marketing and product marketing can collaborate to figure out what to build next  38' Why the usual job interview answer "patience is my weakness - which is OK" does not work for CSM  40' What Lisa is up to next...
42:16
July 14, 2020
#3 Lars Mangelsdorf, Co-Founder & CCO Yokoy / Onboarding sales reps in weeks instead of months
3' Why he let's new sales reps join sales calls even before formally starting at the company  7' Why starting a sales career as a BDR (Business Development Rep) makes sense  11' When hiring senior sales people makes total sense 16' Why sales is about having a conversation and not pitching  20' Why starting hunting a startup only when you are "ready" is too late  25' Why measuring BDRs in SQLs (Sales Qualified Leads), but also revenue contribution makes sense  30' How culture influences sales compensation structure - "0 vs 2x commission?"  34' How an ARR leaderboard is motivating the whole sales team daily  39' Why keeping the whole team together is key especially when scaling  43' Why evaluating bad sales performance is sometimes like having a bad hand in poker
48:59
July 14, 2020
#2 Thibaut Souyris, Founder SalesLabs / T-Shaped SDRs, Self-Awareness and fighting a "Deutsche Industrienorm Mindset" in sales
0' How Thibaut came up with the name SalesLabs and why he became an entrepreneur  4' How he moved from 2.5k to 10k+ LinkedIn followers within 6 months  9' How he balances automated outreach and tools with high-quality engagement  14' Why building habits is key for consistency to achieve sustainable success  21' Why self-awareness is key to be(come) a good VP Sales  25' How he found out that is easier to selling to SDRs than VP Sales   28' Why it is very tough but crucial to make sales person-independent  31' Why your job in sales enablement is building products for the sales team  37' How you can technically find phone numbers online, and why you should be careful with it  40' Why "the DIN (Deutsche Industrie Norm) mindset" is hindering sales innovation in DACH
45:19
July 2, 2020
#1: Lars Mangelsdorf, Co-Founder & CCO Yokoy / Quarterly quotas, Kodiak bears and expenses in startup sales
0’ How he installed Beekeeper’s sales-driven attitude at Expense Robot 4’ How breaking down annual goals helps driving continuous sales performance 8’ Why customers need to accept the closing plan and fully commit to it 12’ Why Business Development Reps (BDRs) are a sales guys best friend 16’ Why he is not afraid of signing Kodiak bears now but have them start later 19’ Why attitude is much more important than degrees in sales 22’ Why there is nothing more honest than selling to sales guys 28’ Why it makes sense to have introverted tech people at the sales table 33’ Why sales is all about seeing what works, scale it and then not break it 37’ Why investing into a CRM and data is essential for everybody in sales 40’ Why laziness can be an asset 44’ Why culture shapes how many startups have too many expenses
50:37
June 22, 2020