Samantha Mckenna is the founder of SamSales and a leader in building go-to-market strategies. She has spent her nearly 15+ year career in enterprise sales doing two things: breaking over 13 sales records and doing so by leading with a buyer-first approach to sales.
Our team recently sat down with her to discuss why early stage founders should focus on solving challenges for buyers rather than selling, the need for thorough research and personalization in outbound prospecting, and the effectiveness of LinkedIn as a marketing platform.
Some key takeaways from our conversation include:
1. Focus on Solving, Not Selling:
Sam emphasizes that successful sales is about solving problems, not just pitching products. Founders should approach sales conversations with the mindset of understanding and addressing customer challenges. As Sam puts it, "You're not here to pitch and to sell. You're here to solve." This approach helps maintain integrity and leads to more effective sales conversations. When reaching out to potential customers, focus on the challenges you suspect they have and how you can make a difference, rather than just describing your product or company.
2. Leverage LinkedIn Strategically:
LinkedIn is a powerful tool for founders to build their brand, reach potential customers, and generate leads. Sam recommends that founders post valuable content at least twice a week, focusing on educating your market rather than promoting your product. Use LinkedIn's native scheduling tool, avoid posting links directly in your posts, and engage authentically with your audience. Remember that most of your prospects may be silently following you without engaging, so consistent, high-quality content is crucial. As a founder, your voice on LinkedIn can be more impactful than your company page.
3. Be Thoughtful About Early Sales Hires:
When it comes to building your sales team, Sam cautions against rushing to hire high-level executives too soon. Instead, consider what stage your company is at and what specific sales functions you need help with. If you're good at closing deals but need help with outreach, consider hiring a BDR before a VP of Sales. If you're struggling with the entire sales process, you might need a co-founder with sales expertise or a more experienced sales leader. Remember that whoever you hire will likely need management and direction, so be prepared for that responsibility.
For more insights from Sam, check out our entire conversation with her on YouTube!
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