In the latest episode of The Art and Science of Complex Sales podcast, Paul Fuller interviews Dr Yekemi Otaru, Co-founder & Chief Growth Officer of Doqaru Limited. From engineering's hidden problem-solving to marketing's customer-centricity and sales' emphasis on listening, Yekemi shares her strategies and insights on how to tackle problems that truly matter within the B2B industry.
During the podcast, Yekemi discusses the cruciality of adapting the communication approach to engage with different groups of people. For instance, when speaking to engineers, providing more technical details is essential, while when communicating with senior managers or decision-makers, focusing on simplicity and conveying the value and benefits of the offering becomes paramount. By tailoring the message to each audience and addressing their specific needs and priorities, one can effectively communicate the value of a product or solution.
When it comes to developing a mindset focused on perseverance, success, and discipline in sales, Pete notices that many salespeople overlook the importance of setting written personal goals. According to Pete, keeping personal goals in mind is crucial for staying motivated, and managers should take the time to understand what motivates each team member individually.
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In a research she conducted, Yekemi's findings highlight the challenges faced by B2B salespeople in technical sectors. She reveals that companies often prioritize hiring from personal networks due to perceived sales-related risks, which unfortunately restricts the talent pool and undermines the recognition of crucial sales skills. Furthermore, the pressure on salespeople to bring in contacts and generate immediate sales exacerbates the problem, leading to inadequate support and training.
Yekemi's research calls for a reevaluation of hiring practices and a stronger commitment to providing comprehensive support and coaching for sales professionals. By providing strong support, comprehensive training, and fostering a culture that values sales professionals, companies can unleash their true potential and drive remarkable growth.
Prepare to be inspired as you delve into this insightful episode of The Art & Science of Complex Sales Podcast, where Yekemi Otaru offers a compelling vision for the future of sales.
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
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