Meet the CEO of Bravado, Sahil Mansuri, a trailblazer who has built a career on understanding the nuances of what it takes to succeed in this cutthroat field.
As both a leader and an investor in cutting-edge sales technologies, he offers a unique perspective on the future of sales – a future where AI plays a pivotal role, but can never truly replace the artistry of elite salespeople.
The Tale of Two Sales Approaches: Fast Casual vs. Michelin Star
At the heart of our conversation lies a fundamental distinction between two sales philosophies: the "fast casual" approach and the "Michelin star" approach. The former represents a replicable, process-driven methodology, akin to the assembly line of a fast-food chain.
It's a systematic way of selling that can be taught and replicated across a sales team.
In contrast, the "Michelin star" approach is a highly personalized and tailored experience, where each elite salesperson is an artist, crafting their own unique style and approach based on their strengths and the specific needs of the customer. As our sales visionary explains:
"There are two levels to sales. There is the fast casual sales process and there's the Michelin star sales process. The best salespeople, the Michelin star sales process looks completely different person to person. So you shouldn't worry about that. Don't worry about what any of the conversational people are. They're just telling you how to make Panera Bread. They're not telling you how to make Atelier Crenn, you know, they're not telling you how to make lazy bear."
The implication is clear: while the "fast casual" approach may be suitable for entry-level or transactional sales roles, the true masters of the craft operate at a level of artistry that transcends any predetermined process or methodology.
The Irreplaceable Value of Elite Salespeople
One of the core ideas that emerges from our conversation is the irreplaceable value of elite salespeople. These individuals possess a rare combination of skills, including the ability to build deep relationships, navigate complex deals, and provide visionary guidance to their customers.
As our sales leader explains, while AI will undoubtedly automate many repetitive and administrative tasks in sales, it cannot replicate the human touch and emotional intelligence required to truly connect with customers and close high-stakes deals.
"I'm arguing that we're going to replace the majority of bad salespeople with AI and and and the majority of salespeople are not that great at what they do. But ultimately it's going to take a person to sit down, you know, belly to belly face to face with the prospect and actually sell them.... And so the shift is gonna happen where SMB sales jobs, transactional sales jobs are gonna be the first that'll get automated away."
Rather than rendering top salespeople obsolete, the advent of "GTM AI" (go-to-market AI) and the resulting "GTM Velocity" (increased efficiency in go-to-market efforts) will only amplify the value of these elite professionals.
By automating the more mundane aspects of the sales process, AI will free up time and mental bandwidth for salespeople to focus on what truly matters: building relationships and closing deals.
Hiring for Success: Prioritizing Track Record Over Pedigree
Another key insight from our conversation revolves around the art of hiring top sales talent. Our sales visionary emphasizes the importance of prioritizing a seller's proven track record over pedigree or credentials when evaluating candidates.
"Ultimately the only thing that really matters is making sure that you're hiring salespeople who actually can sell your product to your buyer in this market today."
This philosophy is rooted in the understanding that success in sales is highly contextual. A salesperson who excelled at a large, established company may struggle in a fast-paced, early-stage startup environment, and vice versa.
"Where people get in trouble is when they hire salespeople who have been really successful at selling at a much larger company and then they try to bring them into a smaller organization."
Instead, our sales leader advocates for a laser-focus on identifying candidates who have a proven track record of closing deals in similar market conditions and company stages.
"I think the stage of company is so critical because if you get the stage of company right, you know that someone who succeeded in a series A, series B environment in the past is likely to be able to do it again."
This approach not only increases the chances of hiring a top performer but also speaks to the entrepreneurial, "get shit done" mindset that often characterizes the best salespeople.
How to Implement This Advice
For go-to-market professionals looking to stay ahead of the curve, embracing the principles outlined in this conversation is crucial. Here are some actionable steps to consider:
- Identify and nurture your "Michelin star" salespeople: Recognize the unique talents and approaches of your top performers, and provide them with the support and resources they need to continue honing their craft. Resist the temptation to force them into a one-size-fits-all process.
- Leverage AI to streamline repetitive tasks: Explore "GTM AI" solutions that can automate time-consuming research, administrative work, and other repetitive tasks. This will free up your salespeople to focus on what they do best: building relationships and closing deals.
- Prioritize track record in hiring: When evaluating sales candidates, place a heavy emphasis on their proven ability to close deals in similar market conditions and company stages. Look for entrepreneurial, "get shit done" mindsets that align with your organization's culture and goals.
With these strategies, go-to-market teams can position themselves to thrive in the rapidly evolving sales landscape, leveraging the power of AI while recognizing the irreplaceable value of elite salespeople.
The Future of Sales: A Symbiosis of Human Artistry and AI Efficiency
As our conversation with this sales visionary comes to a close, one thing becomes abundantly clear: the future of sales is not a zero-sum game between humans and machines. Rather, it is a symbiotic relationship where AI streamlines and automates the more tedious aspects of the sales process, allowing elite salespeople to focus on what they do best – forging deep connections, navigating complex deals, and providing visionary guidance to their customers.
While the "fast casual" approach may suffice for certain sales roles, the true masters of the craft will continue to operate at a level of artistry that transcends any predetermined process or methodology. These "Michelin star" salespeople are irreplaceable assets, and their value will only continue to grow as AI takes on a more prominent role in the sales ecosystem.
As we navigate this exciting new era, it is essential for go-to-market teams to strike the right balance between leveraging the power of "GTM AI" and nurturing the unique talents of their top performers. By doing so, they can position themselves at the forefront of the sales revolution, combining the best of human ingenuity and artificial intelligence to drive unprecedented levels of success.
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