In episode 52 of AmplificaCast, titled “Transforming, leading and innovating in B2B sales,” Gustavo Pagotto, a recognized executive in the market, shares valuable insights about his experience and strategies in B2B sales. Gustavo begins his participation by highlighting the importance of sharing knowledge as a form of learning and evolution, especially in the sales context. He recalls his family roots, mentioning how his father, an entrepreneur in the technology sector, influenced his mentality and professional trajectory.
Growing up in an entrepreneurial environment
Gustavo grew up in an environment where entrepreneurship was the norm, shaping his outlook on business from an early age. His father founded a retail software company the year he was born, which was later sold to Totvs. This family experience provided Gustavo with a practical perspective on the difficulties and challenges faced by entrepreneurs, such as customer service, product evolution, recruitment and financial management.
The importance of exposing yourself to new situations
Throughout his career, Gustavo has always sought to learn and develop in different areas. During his technical high school in Foreign Trade, he completed internships that expanded his knowledge and skills. Gustavo emphasizes the importance of exposing oneself to new situations and learning from other people, highlighting that it is essential for any professional who wants to continually develop.
Being a “jack of all trades” in B2B sales
In the field of B2B sales, Gustavo emphasizes that a good salesperson needs to be a “jack of all trades,” that is, willing to roll up their sleeves and constantly learn. He shares a personal example of when he wanted to do an internship in Germany, but faced bureaucratic obstacles. Instead of giving up, he looked for alternatives, demonstrating proactivity and determination, essential characteristics for a successful salesperson.
Effective sales management
Gustavo also addresses the importance of sales management, highlighting that the manager's work is crucial for the development of the team. He mentions that many managers fail to train and guide their salespeople properly, which negatively impacts the team's performance. According to Gustavo, it is essential that managers clearly define key activities and monitor daily execution to ensure sales success.
Ideal structure for B2B sales teams
The conversation delves into the ideal structure for a sales team, especially in smaller companies. Gustavo explains that, initially, it is common to have generalist salespeople who take care of the entire sales process. As the company grows, it is important to specialize roles, creating pre-sales teams (SDRs), salespeople (Hunters) and account managers (Farmers). This specialization allows for greater efficiency and focus at each stage of the sales process.
Technology and B2B sales
Gustavo highlights that technology plays a crucial role in optimizing sales. CRM and marketing automation tools are essential for managing leads and tracking team performance. He mentions the use of ActiveCampaign as an example of a platform that integrates several functions, facilitating lead management and process automation.
Personalization in prospecting
When addressing the issue of prospecting, Gustavo emphasizes that personalization is fundamental in the Brazilian market. Unlike the American market, where automation is widely accepted, Brazilian customers value a more personalized approach. He suggests using well-crafted prospecting messages and social selling techniques to build solid relationships with customers.
Continuous development of B2B sellers
Gustavo also talks about the importance of continuous development for salespeople. He mentions that Pipe Lovers, his sales education company, offers a continuous learning platform for salespeople and managers. Through live classes, recorded content and discussion groups, professionals can improve their skills and exchange experiences, creating a collaborative learning community.
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