Welcome to the Authentic Sales Leader podcast, where we bring on exceptional sales leaders to dig into their stories and experiences, get their advice, and most importantly, learn what it means to them to be an authentic sales leader. In this episode, our host Jeff Kirchick is joined by Steph Sanders, the Head of Sales for the Americas at ContractBook. Steph discusses her background in sales, her role at ContractBook, and the challenges of building the go-to-market strategy for a European company in the United States. Additionally, she shares insights on hiring for sales roles, managing in a challenging sales environment, and the impact of artificial intelligence (AI) on sales.

## Background and Role

Steph Sanders has been in sales her entire career, graduating from college in 2009. She started working for a company that provided outsourced business development (biz dev) services for companies. She fell in love with the sales process and sales training and has since worked in various sales leadership roles in the software tech industry. Currently, she is the Head of Sales for the Americas at ContractBook, a Danish-based company, where she is responsible for managing the revenue function for North America and helping the company scale and go to market in the United States.

## Challenges of Building Go-to-Market Strategy

Steph has experience with European companies expanding into the US market and acknowledges that there are both pros and cons to this endeavor. One of the pros is that an established European company already has a playbook and go-to-market strategy for its home region, providing a sense of security. Additionally, being backed by prominent US-based venture capitalists (VCs) adds credibility and support in the US market. However, there are challenges, including cultural differences and time zone disparities. Steph highlights the importance of fostering unity within the company and facilitating open communication to minimize these challenges. Monthly town halls, meetups, and team-building activities are some of the strategies used to bridge the gap between the European and American teams.

## Hiring for Sales Roles

As a sales leader, one of the critical aspects of the job is building a strong sales team. When hiring, Steph looks for individuals who possess hunger, grit, and a strong work ethic. She focuses on candidates' stories and experiences, particularly those that demonstrate commitment and dedication, which are essential qualities for success in a startup or scale-up environment. Steph also values coachability and the ability to work well within a diverse team. She emphasizes using situational and behavioral questions to assess candidates' suitability and to gauge their personality and interpersonal skills, as these are crucial for building connections and rapport with clients.

## Managing in a Challenging Sales Environment

Sales professionals are currently facing unique challenges, with a downturn in the SaaS world and a decrease in hitting quotas. Steph acknowledges the difficulty this presents for sales managers, as it affects the team's morale and motivation. To address these challenges, she emphasizes the importance of transparency and empathy. Communicating openly about the situation and being transparent about the company's goals and numbers is crucial in alleviating uncertainty and doubt. Steph spends more time working on deals with her team to gain a deeper understanding of the sales process and to provide support. Additionally, she acknowledges the possibility of adjusting goals and compensation plans to align with the changing landscape and provide the team with a sense of support and solidarity.

## The Impact of Artificial Intelligence (AI) on Sales

AI is revolutionizing various industries, including sales. While many tools and technologies claim to automate salespeople's work, Steph believes that AI cannot replace the human element of sales. Instead, it can augment and support sales teams. Experimenting with AI tools for tasks like list building and prospecting research can help streamline processes and provide valuable insights. However, Steph emphasizes the need for sales professionals to embrace AI creatively and find ways to differentiate themselves from the competition. Simply replicating what others are doing with AI won't lead to success. Understanding buyer personality data and utilizing AI tools to personalize messaging and make data-driven decisions can be valuable in keeping up with the evolving sales landscape.

## Conclusion

Authentic sales leadership plays a crucial role in building and scaling sales teams. Steph Sanders emphasizes transparency, empathy, and open communication as essential qualities of effective sales leaders. Hiring individuals with hunger, grit, and coachability is vital for success in a startup or scale-up environment. Sales managers must adapt to challenging sales environments by being transparent about goals and compensations, providing support, and working together with the team to overcome obstacles. While AI has the potential to enhance sales processes, it cannot replace the human touch in sales. Sales professionals must embrace AI creatively and use it as a tool to stand out from the competition. By embracing authenticity and leveraging the power of technology, sales leaders can build successful sales teams and drive growth in the ever-evolving sales landscape.