Timestamps

00:43 How did you get into sales, leading teams, and then building companies?

01:26 How has being an engineer influenced you in sales?

02:14 Transitioning from being an individual seller into leading teams

03:16 How did you build a winning team despite COVID-19?

07:13 What advice would you give to a seller who tends to get caught in a technical conversation but wants to scale up?

08:03 Importance of verticalising territory in a go-to-market strategy

11:29 How important is discovery as a skill for an account exec?

13:37 Training reps on being good at discovery

15:03 What's a good strategic engagement that will set you up for a win?

18:01 How do you build a roadmap

About Andrew Mellor

Andy Mellor is a seasoned leader and double-digit Club Achiever through his career across, Peoplesoft, Oracle, Netsuite, Kofax, and Sumo Logic. Recently he turned around the Kofax ANZ business and achieved Club twice (during COVID) and achieved the Highest Performing region globally in 2021.

6 Lessons from a President's Club Achiever

Andrew, originally from the UK, studied electronic engineering and initially worked as a systems engineer for 12-18 months before transitioning into sales and selling manufacturing MRP systems. Since the early nineties, he has been involved in selling enterprise applications and leading teams in the sales and building companies industry.

In this episode, he shared some wonderful insights into using technical expertise to succeed in selling and leading teams:

1. Engineering Principles in Sales: Decoding the Customer Buying Process

Enterprise Sales and Engineering: More Similar Than You'd Think

In both engineering and enterprise sales, a systematic approach to solving problems is key. Andy's engineering background equipped him with the capability to break down the customer buying process like a complex engineering problem. He would dissect each phase, apply theories, run tests, and iteratively enhance strategies to improve outcomes.

Understanding User Needs

Andy believes in understanding the technical specifics as much as the business objectives. The goal is to recommend solutions that are technically sound and commercially viable. Each customer's challenges are studied in detail, almost like an engineering project, to provide a tailored solution that can become a game-changer for the client.

Adaptive Sales Strategies

Constant adaptation is another principle he carries from engineering. He encourages his team to view each client interaction as a prototype for future strategies, iterating and optimising as they go along. This constant refining process creates a sales approach that is highly aligned with ever-changing customer needs.

2. Crafting a Dream Team: Every Person Matters

Character Beyond Skills

Hiring the right talent goes beyond just assessing industry knowledge. He emphasises the significance of cultural fit and a resilient attitude, especially in challenging situations like the COVID pandemic. Recognising the need to navigate unforeseen hurdles, he understands that attitude often outweighs skill. A team aligned with the company's core values, combined with the resilience to adapt, creates an unstoppable force.

Elevating Team Dynamics

Diversity in expertise and thought is essential. Andy promotes a holistic hiring strategy that doesn't solely depend on experience but looks for diversity in thoughts, backgrounds, and expertise. Such a combination ensures the team has a varied perspective, fostering creativity and enhancing problem-solving capabilities.

Continuous Learning and Adaptability

Change is the only constant, and in the rapidly evolving sales landscape, adaptability is crucial. He ensures regular training sessions, not just about the product or service but also about evolving sales strategies, industry trends, and customer behaviours.

3. Persona-based Messaging: Speaking the Customer's Language

The Power of Customisation

Andy recognises that each stakeholder has unique needs. Whether it's a seasoned executive or a budding sales professional, he emphasises the need to customise the message to resonate with each persona. This tailored approach ensures more effective communication, fostering trust and understanding.

Deep Dive into Stakeholder Roles

Instead of a one-sise-fits-all method, his team deeply understands different roles within a client's organisation. By doing so, they can tailor conversations that highlight specific benefits relevant to each stakeholder's challenges and objectives.

Building Authentic Connections

Authenticity fosters trust. By truly understanding and addressing the individual needs of stakeholders, this approach builds genuine relationships, making clients feel understood and valued.

4. Verticalised Use Cases: Tailoring Solutions to Industries

Specialised Solutions for Unique Challenges

Industries have their own set of challenges. Andy's emphasis on verticalisation means solutions are designed with specific industries in mind. This level of detail ensures that the product or service meets the unique demands of each sector, from finance to healthcare.

Innovation Beyond Tradition

Rather than relying solely on existing solutions, he promotes innovation based on industry insights. As with the example of Kofax, identifying new opportunities within industries can open new revenue streams, positioning the company as a pioneer.

Deep Industry Knowledge

The importance of truly understanding industry nuances can't be understated. Andy's team members are sales experts and industry specialists, ensuring they speak the same language as their clients and can address specific pain points effectively.

5. CXO Level Engagement: Building Strategic Partnerships

Elevating Conversations

Real decision-making happens at the strategic level. Engaging with CXOs ensures that the conversation revolves around business strategies and long-term objectives, providing a platform for meaningful partnerships.

Trusted Advisory Role

It's not just about selling a product or service. Andy emphasises the need to position oneself as a trusted advisor. With this approach, salespeople offer insights, suggest strategies, and build a rapport that goes beyond a typical vendor-client relationship.

Win-Win Strategies

Engaging at the CXO level means understanding and aligning with their vision. His team ensures that the solutions they offer not only benefit their company but also drive substantial value for their clients, creating a win-win scenario.

6. Roadmap Creation with Customers: A Collaborative Approach

Building Together

Andy's emphasis on collaboration ensures that clients are a part of the solution-building process. Through demos, proof of concepts, and extensive discussions, customers are involved at every step, ensuring alignment and buy-in.

Accountability Through Engagement

Once a roadmap is agreed upon, he believes in holding both parties accountable. This ensures that both the seller and the buyer are on the same page, progressing together towards a common goal.

Staying Ahead of the Curve

In the ever-evolving landscape of sales, staying ahead of the competition is crucial. His approach to roadmap creation, combined with customer buy-in, ensures that his team remains ahead, paving the way for continuous success.

Final thoughts

My conversation with Andrew was packed with insights that will open the eyes of sales professionals, whether they’re just starting out or transitioning to leadership. The insight that stood out the most was building an engagement plan and holding customers accountable. This is great advice for building a bona fide business relationship with the customers.

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