Sales Hustle is now Sales Transformation
March 24, 2021

Episode #75 S1-EP75 Leading Digital Transformation Projects with Rosie Purr

Rosie Purr joins Collin Mitchell in this episode of the Sales Hustle podcast. Join us as she tells her sales story of being on the field that she felt naturally drawn to with her multilingual approach and how she excels in the craft by perceiving it as her passion and her professional vocation.

Rosie Purr is a top- performing, multilingual tech Account Executive who is passionate and curious about sales innovation, always on the lookout for the next best approach. Her craft is mostly dedicated to leading digital transformation projects, cool tech clients, and global collaboration conferences. 

As someone who refers to sales as a hobby, Rosie currently works hand in hand with Israel-based companies - Syte, the world’s first product discovery platform that’s set to redefine online and in-store retail experiences with next-generation visual AI,  as their full-time Enterprise Account Executive and SixFigures, a training school dedicated to teaching high-tech sales to anyone wishing to pursue a career in one of the most challenging, fulfilling and profitable fields in the market, as their Tech Sales Mentor & Instructor. She’s also featured in Top 100 LinkedIn Sales Star 2020. 

Apart from fulfilling her role as an all-around sales tech person, Rosie also creates video content on LinkedIn that tackles sales and corporate life with a satirical twist. 

Find out more and reach out to Rosie Purr through her LinkedIn -

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Episode 75 - Rosie Purr

Welcome to the sales hustle. The only no BS podcast, where we bring you the real raw uncut experiences from sales change makers across various industries. The only place where you can get what you're looking for too. Uh, your sales game today's episode is brought to you by sales cast sales cast helps sales professionals transformed the relationship building process and win their dream clients.

[00:00:30] I'm your host, Colin Mitchell. Uh, right. What has happened in sales hustlers. Welcome to another episode. I've got an exciting guest for you today. I've got rosy PIR. She is an enterprise a, I caught one of her videos on LinkedIn. That was hilarious and knew that I had to have her on the show. Rosie. Thanks for coming on.

[00:00:49] How are you doing great. Thank you. Thanks so much for inviting me. I'm excited. Yeah. Awesome. So before we hop into the tactical things, which we've got some exciting topics, um, just give us the short version of your sales story, like how you got into sales and kind of go from there. You know, w we, salespeople love to talk a lot.

[00:01:07] So whenever we're asked to, you know, to give the short version, I'm going to try my best. So I was born in Georgia, the country, by the way, near Russia. Um, and I moved to Israel as a child and both my parents work in high-tech. So since young age, I kind of saw all the cool stuff, technology that we're working on, but too bad.

[00:01:24] I didn't like anything that is too technical. So I knew I wanted to work with people. Sales was a natural choice. Also by the way, me being an only child, my parents dragged me anywhere pretty much where they went because they, you know, that nowhere to leave me. So I also picked up different languages. Uh, so fast forward a few years, um, you know, for the past, Six or seven years I've been working in sales.

[00:01:48] I love this profession. Uh, it sounds very corny to say it, but I'm going to say it anyway. It feels like a hobby. I get paid for it. Um, it's nice. I really feel lucky to have found my passion, my vocation professional vocation, uh, early. Uh, so I started my career at Beswick international largest telco managing 45 international partnerships.

[00:02:09] So there was a lot of the Hunter aspect of. Recruiting new blood into, into the portfolio, but also that, that management, that relationship management, that was cool. A lot of traveling, which allowed move then onto LivePerson. LivePerson is an American company doing chatbots and AI and it's life, life person.

[00:02:28] I served as an account executive. And the cool thing about that is that, uh, that was my, you know, hardcore introduction into complex sales. So if 5% are in sales cycle where like six, nine months, very complex projects around chatbots, large budgets, I had to involve so many different stakeholders from my team work with, uh, external stakeholders.

[00:02:51] And I think the fact that I really love. This profession and I had a great team has, um, you know, allowed me to, to reach the top 1%, uh, for sales performance, um, president's club as well, which is nice for condition for our hard work. Move to then onto site a site is a visual AI startup. It's an Israeli startup.

[00:03:13] Really cool. It's basically the ability to take an image and to scan it for different objects with within it. So then you can do the matching. Um, that was cool. I mainly worked with retailers, fashion companies, uh, which was a big benefit because I'm a huge, um, Fan of fashion and, and yeah, and I'll just mention about site.

[00:03:38] 90% of the projects were completely outbound, cold, no active projects. The technology is so new and innovative that not many companies, even you, what sort of valued could provide. So inside the head and insane. Process of, um, you know, turning nothing into a closed deal within a few months. So that was a valuable skill and I'm about to start something new soon, um, which I'll be able to share it.

[00:04:06] And on the side, I really like to make fun of salespeople on LinkedIn.

[00:04:13] Yeah. All right. So I'm curious to dig into like, You know your experience in these long sales cycles and complex sales, like enterprise sales is not for everybody. I'm one of those people that doesn't even have the patience for enterprise. So, um, I'm curious, like what skills have you picked up and learned along the way that you could share with people that are in that place and maybe struggling a little bit, or thinking about con you know, trying to, you know, go in that direction.

[00:04:41] Yeah. So enterprise price sales, I feel like everyone has their own interpretation of what enterprise sales really means. Uh, so to me, what it means is that the deal is structured as a sort of puzzle with many different parts. And it's your job to see the sort of full picture and to. Uh, manage the different moving parts, right?

[00:05:03] So we're talking about complex sales, sometimes longer cycles, but by the way, it's site, even though it was enterprise sales, they managed to design such a great process that we would even, you know, go from zero awareness almost to close deal within two or three months. Like huge tools. So I would say one thing that is critical, uh, from what I've seen works best is to become a real expert.

[00:05:28] Okay. In the industry or for the industry you're trying to serve. So with site, if I was working with retailers, You know, I can't expect to get an, a call and there's no active project, perhaps. Uh, it was outbound. It was kind of cold. I can't get them the coal without being super prepared. So there is this sort of industry knowledge level.

[00:05:49] We actually have to dedicate time as AEs, or even as SDRs as anyone in that, you know, in our sales department to research, to learn our industry. What's trending, you know, what are typical retailers for instance, struggling with, or, or, you know, banks, maybe you work with learn your industry, literally go and dedicate a few hours per week to do that.

[00:06:12] And then how it's level. You have to do that as well. So let's say, you know, I want to work with Levi's. There's no chance in the world. I'll get an Nicole with Levi's and I'll get one of their executives. And I won't be super prepared. I won't know what they're working on, you know, and you cool project that they're released with a Tik TOK.

[00:06:32] For instance, I need to understand both the Aqua system and on the account level. What's going on to be able to share the most crisp, relevant, fun, exciting insights. Mm. Mm. Okay. And something you mentioned early on is like becoming a consultant. There's something that we talked about before we started recording is, is really just becoming a consultant for your clients.

[00:06:55] So tell me, what does that mean? All the salespeople has changed massively since the rise of internet. I mean, the new currency is not really information anymore. It's not knowledge anymore. But actually insights how to apply that knowledge. You know, how to connect the dots, how to take X to help you do Y so information's not enough, right?

[00:07:19] If we get a Kohl's that all we do is just, you know, vomits, everything we know about the product and just, you know, statistics and cherishes shirt. That's not enough. We need to tailor that to the specific priority challenge. Off the specific prospect we're speaking to. So a good test for that is ask yourself, does every conversation I'm having some different from the previous one I had.

[00:07:42] Does it sound, am I tailoring? So that's a good test that I like. I like to ask myself that in every call and if I didn't do that, It means I, I, I wasn't sharp enough. I wasn't tailoring that enough. So our role has changed from simply providing information, which was what salespeople were doing in the seventies, eighties, nineties, to actually helping our prospects navigate extremely complex buying environment, buying processes, helping them understand what makes sense for them.

[00:08:13] What doesn't make sense because buying today and especially June COVID is really hard. It's really hard. I mean, we have to get into the shoes of her buyer. They need to engage so many stakeholders. Many times. They don't even know who they need to engage. Maybe it's their first time buying software. Maybe it's a first time buying software in that company.

[00:08:31] So there's so much uncertainty. There's so much complexity. We need to become the sort of guiding light for a prospect to help them connect many dots. And we can only do this when we understand them. Okay. We, we it's hard to do because we've probably never worked at Dane or life in therapy, specific position, but to get as close to that as possible.

[00:08:53] Yeah, no, I totally agree. I love, uh, I don't know if you follow Josh Braun, but I'm a big fan of Josh Brown and he talks about really understanding, you know, the job to be done, you know, like understanding, you know, what is the job that your prospect does and, and really, um, you know, to be better at being that consultant for them, you really need to understand what problems they have, you know, where do they hang out?

[00:09:15] What do they do? What are their goals? Um, and, and that helps you. B H drive those more dynamic conversations than just, you know, hitting play on your demo or just running through the playbook, um, or, you know, live and dying by your script. Um, and I think that's where a lot of people, a lot of sales people really want to have that silver bullet and all the answers and like having relationships with people, especially in sales is just too dynamic to have a one size fits all.

[00:09:43] I agree. I agree. And, you know, calling, I love it when, you know, sales leaders, sales managers, when they ask their reps to go deeper in conversations, right? No, you know, ask more questions, get to the bottom of the thing and find their motivation. Find the real problems, issues, pains, right. There are sales that word.

[00:10:00] We can't the pains. Uh, we can't do that if we're not equipped with enough. Knowledge and insight and understanding. Otherwise, when we do ask those good questions and the prospect answers, we're like, Oh my God, what does that mean? What I don't understand. So, um, The fact that many of us do not go deep and we kind of use this sort of old record.

[00:10:22] That's just playing and playing on sort of autopilot mode is because of lack of confidence in our ability to handle deeper conversations. We can do that without actually dedicating on a weekly basis. Time for research sharing information, we used to have a Slack channel, for instance, that was very active, whatever really good article we found, we shared boom.

[00:10:44] That was. Such a game-changer I used to get on calls with retailers and I used to like, Hey, congratulations for that cool project you just launched. And my, you know, my contract was like, w what project? I wasn't even aware of it. And then some of them would write to me, Rosie, you know, you're our conversations.

[00:11:02] They keep us updated because they used to share stuff that I see around the industry, their company. And that's not only is it, you know, huge compliment for a sales person to be helpful, but also it positions you. Uh, as an expert. Oh yeah, absolutely. It's like selling without selling and just focusing on adding value to the relationship.

[00:11:23] Yes, exactly. Adding value. That's gonna lead, um, at some point to your cure, to your solution, to helping them change the status quo, because what's a real job as salespeople. Our real job is to help people, people, not businesses. It all starts with people to make changes. And to make changes always hard. Uh, and we can only do this if we're equipped with the right tools, with the understanding, with the knowledge, and we're able to shed light on the.

[00:11:54] You know, painful status quo on why it's so important to change because we're risk averse. Most of us don't like change. We try to avoid that. Even if we know it makes sense where look off, but yeah, the risk. So we have to start thinking of ourselves more of these sort of guiding experts, a bit of psychology.

[00:12:13] You know, we need to get back to basics. A lot of project management. Maybe that's the less sexy side of sales, a lot of project management. Getting all the right people together, uh, helping them plan the timelines, you know, good summaries, not the fluff, you know, here's a product brochure or whatever, PDF actual, you know, summaries, according to their timelines, what we need to do.

[00:12:36] What's left. Where are we in the process? Um, yeah. Yeah, no, I love it. That is, that is how you become a consultant for your client right there. So, uh, all right, so let's talk, let's switch gears a little bit. Um, I know something that you're you're you're passionate about is like sales and marketing, collaborating.

[00:12:57] Better together. Right. Rather than kind of just working in their own little worlds and pointing fingers at each other. So, so talk to me a little bit, like how do you work better and collaborate with your marketing team and what are some problems that you see that, you know, and what are some possible solutions.

[00:13:16] Yeah. So that's definitely a topic that's close to my heart. You know, sales and marketing traditionally have very problematic relationships. I mean the four pointing, you know, the, the added loss city it's, uh, There either directly or subliminally, but you know, now it's not even nice to have anymore to have your sales and marketing collaborating well together.

[00:13:43] It's a must have it is critical. It's going to be. That make her break off of companies and I'll explain why things. So, so according to Gartner's later latest research on B2B sales. I mean, it's a huge report, but totally recommend, you know, reading through, um, 80% of the research or prospect do they're done with before they come and talk to us sales folks.

[00:14:12] 80% of it. So we in sales, I mean, we never get a fair chance of, you know, starting with a clean slate and building this nice process and everything and, and explaining we don't get that. They already come with some sort of understanding with research even bias. Right. Because when you're researching, yeah.

[00:14:30] You kind of like this company more that competitor. The bias. So where do they get the information from about us? They get it from our website, from YouTube, from social media who is responsible for that. Most of our marketing. So we now in sales and in marketing need to collaborate much better because actually marketing has a huge role in the sales process.

[00:14:52] It's not just about brand building and raising awareness and educating the market. They're actually actively there way down to the sales funnel and. We need to start speaking the same language, for instance. So marketing and sales, by the way, as well. We use a lot of fluff. We as a lot of fluffy more words that don't make sense.

[00:15:14] I mean, I go on a website I'm like, I don't understand what this company does. They all sound the same cutting edge enterprise award-winning market-leading AI fueled analytics. Oh, my goodness. You know, we need to get back to basics. We need to speak the same language. We need to speak fresh, crisp language, uh, to stand out.

[00:15:37] And that's just one example. Yeah, no, I do agree with that. There is a lot of fluff that's used and it's so frustrating when you hit a website and you're like, I have no idea what you do. Like it all. It sounds cool, but I still have no idea what you do. And like the, the worst thing for a prospect, um, regardless of what stage they're at is if you send them something or they hit your website and they're just confused.

[00:16:05] Um, it just sets a horrible example and it's, it's a really bad first impression. All right. So this is a topic that I want to bring up cause you, you love creating these videos and it's what caught my attention. So when did you start doing this and, and, and why, and, and, and has it helped you. Um, in, in any of your roles and let's kind of talk about that a little bit.

[00:16:26] Yeah, sure. So I was always having LinkedIn user, I mean, working on sales, it's just a great tool. I still operate. Unfortunately, I was one of those salespeople that was also using automation, sending, you know, a hundred messages to complete strangers and getting a lot of, you know, mean comments back, which I, I deserved.

[00:16:46] Um, So back in summer of 20, 20 June, I mean, COVID, um, you know, a crazy situation. The world is like locked down and I mean, the third lock done already here and Tel Aviv. Uh, anyway, I, I felt a little bit, uh, stuck. What's a sort of number one. Objection. We heard in 2020. We heard projects are stalled. Projects are in hold.

[00:17:10] Everyone is in panic mode. We have no budget, no money everyone's dying. I was like, okay. So after sending my eighth, just following up email or a phone call and understand that right now is not the best time to close and to my, what can I do? To stay top of mind for whatever the gate opens up again, whenever the funds are there again.

[00:17:30] And what can I do? And I started thinking about like, din was like community building, brand building. Okay. Let's try that. So I started following, uh, a lady. Uh, you probably know her is Sarah Browseo from gong and S she was an SDR at gong and she was running really cool, fun content. And I was like, LinkedIn fun.

[00:17:48] Like what's, what's the connection. But anyway, I started writing and I started getting to the habit and posting consistently, and really consistency here as corny as it sounds is the key. I started finding my voice, like what I liked talking about writing about and what my audience seems to engage with.

[00:18:09] So that's how I came up was sort of making fun of either fluffy, you know, corporate jargon and emails or, you know, life as a salesperson. And honestly, I was shocked. I was shocked at how fertile the grounds work right now on LinkedIn. And to share with you only 0.05% out of 600 million users. Share content on a weekly basis.

[00:18:34] So, you know, it was able to generate over 1.5 million or getting compressions. And that was last year. I need to count it for this year. Um, you know, hundreds of messages for partnerships, collaborate prospects. I used to chase, Oh my God. That was like the biggest prospects that used to chase are engaging with me, liking what I post.

[00:18:54] So that was nice. Yeah. Yeah. I mean, it's, it's definitely a way to entertain your audience. Right. But having the right audience and building the right network, uh, is definitely important. So I love that. And I loved your, your video on pitch, uh, which goes into a little bit of that. Like, Stuff. That's still going on with, uh, making fun of, you know, these long, you know, pitch vomits messages that people are still sending on LinkedIn, which I don't even understand why people are still doing it because it doesn't work.

[00:19:26] Um, and so I'm, I'm, I'm will be happy to see when that thing starts to go away. And people stopped doing that. Honestly, there's so much shaming going on right now that it wouldn't even dare to do that. And I think not only it doesn't work, it actually does a lot of damage to your brand. Uh, I mean it just, you know, it's completely misunderstanding the context of LinkedIn today, which is social media platform.

[00:19:53] Uh, so we can't do that anymore. And. I think a lot of companies are still stuck there. Just, you know, send more messages, increase the reach. I mean, how much more, I mean, you can buy software for $5 and send, you know, hundreds of thousands of emails with like tiny, tiny conversion rates. So, Hey, Mr. Maybe it's not the reach problem.

[00:20:14] Maybe it's your copy. Maybe it's your approach. Um, creativity standing out doing something fresh, doing something you. And I love what, um, here's a guy, Ryan Scalera. I'm not sure if I'm pronouncing his name right where it did on LinkedIn. He was actually pitching and company, um, not really pitching, but he was pitching company through a LinkedIn video that he posted.

[00:20:37] Yeah, he does raps. Yeah. How cool is that? Yeah, it's so cool. And it's worked really well for him. I've had him on the show as well and, uh, and, uh, love the stuff he's doing too. It's just an in and it's just a way to really stand out and be different. Like nobody else is doing this stuff. Um, yeah. So th this was a ton of fun.

[00:20:57] Thank you so much for coming on. I really appreciate it. Uh, anything, any final thoughts? Anything you want to let folks know before we let you go? Oh, I would say if I were to sort of, uh, give my best tip would be to slow your conversations down a little bit, tone it down a notch, um, active listening, which is so hard to do.

[00:21:17] It's not as soft skill at all. It's a hard skill to master. So I would say focusing on that using pauses, slowing down. Uh, has been tremendously helpful for me, but thank you for having me call it. That was a pleasure. Yeah, thank you so much. And if you're listening to the podcast and enjoy today's episode, please write us a review, share it with your friends, and we're always listening for your feedback.

[00:21:40] Thank you for tuning in to this episode of sales hustle. Are you a sales professional looking to take your sales career to the next level? If the answer is yes, then I want you to go over to. Sales check us out. And if you feel that you are ready, set up a time to talk with me and my co-founder Chris, I'm your host collum Mitchell.

[00:22:04] And if you enjoyed this episode, feel free to leave us a review and share the podcast with your friends.