“When you have a general interest in the work you do on a day-to-day basis, you naturally want to look for new information that drives that excitement. And I think that’s exactly what I do.” Introducing UK-based Enterprise Advertising Manager Sade Hatcher, who sat down with Sistas a Sales CEO Chantel George to chat about infusing creativity and authenticity in sales relationship building and the importance of that plays the role of listening and seeking information to be effective. sales partner and customer.
Adaptation of the customer approach
The conversation opens with Chantel and Sade connecting over their shared love of jazz, and we soon discover how music plays a unique role in Sade’s sales approach. Sade stresses the importance of tailoring the sales approach to individual customers. He emphasizes the importance of building relationships, understanding customer needs, and asking the right questions to establish a true partnership. By delving into discovery questions, Sade expresses how other sales professionals can uncover critical insights to drive campaign success.
Sade shares an example of how adaptability once led her to successful client acquisition. He adds, “I inherited a client a while ago, and while everything looked great on paper, I realized there was a huge mismatch after meeting the client.” By actively listening and absorbing information, he aligned Taboola’s offering with the client’s goals, resulting in a tailored solution that met their needs. Sade walks listeners through the importance of discovery questions, learning about key customer focus metrics and understanding what success looks like from their perspective.
How cultivating inclusion contributes to Taboola’s culture
When discussing diversity and inclusion, host Chantel asks Sade how she contributes to an inclusive and respectful culture in today’s culture. Sade emphasizes the power of knowledge sharing and active participation in Taboola’s Employee Resource Groups (ERGs). By educating her peers about cultural celebrations and historical events through her involvement with ERG, Taboola InCulture, Sade fosters an inclusive environment that values diversity, knowledge sharing and respect. “Being that person who is able to communicate and share key ideas about a celebration or the history of the subject is an important ingredient in building an inclusive environment among the team.”
Stay ahead of the curve
As the conversation turns from company culture to being a strategic client partner, Sade sheds light on its approach to staying abreast of industry trends and technology advancements to better support clients and drive and create successful campaigns for them. By maintaining a genuine interest in his work and actively seeking out new information, he ensures that he brings value to conversations with clients. “It could be anything from browsing LinkedIn, joining forums or going to events and talking to people.”
“Taboola has a lot of internal product updates, and really understanding the backend of why these products are being developed and their impact helps build a 360° approach to how you deliver value to customers.”
Infuse creativity to personalize interactions
Drawing inspiration from her love of music, Sade shares a creative example of how she approaches customer interactions. She shares how her mother was a huge fan of the singer Sade in the 80s (hence her name), so she’s leaned on that connection by adding her favorite Sade song to her signature when sending an email email to a new prospect or customer. “It’s a great conversation starter when meeting new customers and naturally opens up the conversation.” Sade adds: “Meeting someone recently on a video call, they said they were a big Sade fan. We swapped favorite songs and during the call, a Sade song came on the radio – there was a level of synchronicity !
Closing thoughts
Sade ends the interview by emphasizing the importance of creativity and authenticity in sales. It encourages listeners to be true to themselves, as this can help spark genuine interest in another person and generate meaningful customer engagement. Listen to the full video interview here and stay connected with @Sistas in Sales and @Taboola on social media for the next video with other women in sales at Taboola.
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