For many sales professionals, the key to success is having a “secret” strategy or approach.
This secret recipe is different for everyone, Brad Viernow, a senior director of sales at Piaggio Fast Forward, notes. His is, “people buy from people.” For him, tailoring the sales relationship to each customer is important. The same principle applies to being a people manager.
“This principle applies just as much to sales management as it does to selling,” Viernow said. “Customers aren’t all the same, and neither are the individuals on a sales team. A one-size-fits-all approach doesn’t work — whether you’re closing a deal or leading a team.”
For Stephanie Diamond, renewals manager at SmartBear, the secret ingredient is to position yourself as a partner rather than a vendor.
“Customers turn to you not only for a product or service but for solutions to their challenges,” Diamond said. “By understanding and addressing their pain points, you build a partnership that fosters trust and ultimately drives long-term results. This focus on collaboration and partnership is key to both sales and sales management success.”
As a sales player coach at TravelPerk, Cailey McManus considers listening to be the secret to successful sales.
“Customers don’t want to feel like you’re simply telling them what they want to hear — trust me, it will backfire,” McManus said. “They want to feel heard, understood and confident that they’re investing in a solution that genuinely addresses their needs. In management, strong relationships with your team create a supportive and motivating environment. When reps feel valued and empowered, they perform at their best.”
Built In spoke with all three sales leaders about their secret to sales success.
SmartBear provides a portfolio of trusted tools that give software development teams around the world visibility into end-to-end quality through test management and automation, API development lifecycle and application stability.
Tell us about your journey into sales management. What specific roles, networking opportunities and projects helped you get to where you are in your career today?
I began my sales career in 2014 and always had a strong aspiration to eventually move into a management role. Early on, I recognized that excelling in sales wasn't just about personal performance, but also about inspiring and guiding others to reach their full potential. This realization really advanced my interest in leadership and management.
Over the years, I actively sought out opportunities to build on my leadership abilities, whether through formal training, collaborating with senior colleagues, or taking on additional responsibilities that allowed me to work closely with other teams.
The more I observed successful leaders within the organization, the more I understood that managing people requires a balance of empathy, strategic thinking and the ability to see the bigger picture beyond individual day-to-day sales tasks or targets. Through these experiences, I began practicing the skills necessary to lead and drive results not only for myself but for my team as well.
What advice, skills or best practices do you find most valuable in sales? How do those skills translate into sales management?
In sales, one of the most valuable skills is the ability to work collaboratively, both with customers and colleagues. Embracing a collaborative mindset helps in building strong relationships and ensuring success through shared goals and efforts. This approach becomes even more important in sales management, where working cross-functionally with other departments is essential for achieving organizational objectives.
“In sales, one of the most valuable skills is the ability to work collaboratively, both with customers and colleagues.”
Additionally, positioning yourself as a partner rather than just a vendor is critical. Customers turn to you not only for a product or service but for solutions to their challenges. By understanding and addressing their pain points, you build a partnership that fosters trust and ultimately drives long-term results. This focus on collaboration and partnership is key to both sales and sales management success.
What is your top advice for sales professionals interested in breaking into sales management?
In sales, one of the most valuable pieces of advice I can offer is to be a coach. People management is not just about overseeing performance, but about mentoring, coaching and upskilling your team to help them grow in their careers. An effective manager helps individuals reach their full potential, and fostering an environment where people feel supported and encouraged is essential for success.
Piaggio Fast Forward — founded by the Italian manufacturer that created the iconic Vespa scooter — is a robotics company that focuses on robotic interaction with people in dynamically changing environments.
Tell us about your journey into sales management. What specific roles, networking opportunities and projects helped you get to where you are in your career today?
Like many others, my path into sales management began as an individual contributor, focusing on honing my skills and delivering results. I was fortunate to work for a company that offered an exceptional Leadership Development Program, which played a crucial role in shaping my ability to lead. This program helped me develop the soft skills necessary to transition from a top performer to an effective leader. With this foundation, I stepped into my next role, where I had the opportunity to apply these new skills in a real-world setting. I started as a solo contributor but was soon tasked with gradually building a team — one that encompassed both sales and support functions. This experience taught me how to recruit, mentor and lead a team toward shared success, ultimately solidifying my passion for sales leadership.
What advice, skills or best practices do you find most valuable in sales? How do those skills translate into sales management?
The best advice I ever received in sales was that “people buy from people.” This principle applies just as much to sales management as it does to selling. Customers aren’t all the same, and neither are the individuals on a sales team. A one-size-fits-all approach doesn’t work — whether you’re closing a deal or leading a team.
Successful sales management requires understanding and adapting to each team member’s strengths, motivations and challenges. Just as a great salesperson builds relationships with customers, a great sales leader builds trust with their team. By taking the time to engage with each individual in a meaningful way, you create an environment where people feel valued, supported, and empowered to succeed.
"Successful sales management requires understanding and adapting to each team member’s strengths, motivations and challenges."
What is your top advice for sales professionals interested in breaking into sales management?
One of the biggest misconceptions about leadership is that you need a team reporting to you to be a leader. In reality, leadership starts long before the title. If you’re looking to break into sales management, begin by acting like a leader within your current team. Take initiative, support your colleagues, and demonstrate problem-solving skills that go beyond your individual role.
Seek out a mentor who embodies the leadership values you admire, and, if possible, find opportunities to mentor junior employees. These experiences will help you develop key leadership skills while also proving to your organization that you're ready for the next step. Leadership isn’t just about managing people — it’s about influence, guidance and fostering growth in others.
TravelPerk is a SaaS company that builds a travel booking platform.
Tell us about your journey into sales management. What specific roles, networking opportunities and projects helped you get to where you are in your career today?
I spent over eight years as an individual contributor, always knowing that I wanted to transition into sales management. However, I understood that leadership roles aren’t simply given — they must be earned. I began developing the necessary skills by mentoring other account executives on my team, actively stepping into a leadership role whenever possible. Throughout my career, I was fortunate to have managers who provided insight into their daily challenges and responsibilities, further solidifying my passion for sales leadership.
At TravelPerk, I made my aspirations clear from the start while also taking initiative beyond my core responsibilities. I identified gaps in the sales process between internal teams and took the lead in creating the North America Impact Team. Our mission was to strengthen cross-functional relationships, streamline the sales process and foster a culture of open feedback — all of which contributed to increased sales effectiveness. The initiative was well received and continues to thrive today.
What advice, skills or best practices do you find most valuable in sales? How do those skills translate into sales management?
Relationship-building is one of the most important skills to have. Building trust and rapport with clients is essential throughout the entire process. Customers don’t want to feel like you’re simply telling them what they want to hear — trust me, it will backfire. They want to feel heard, understood, and confident that they’re investing in a solution that genuinely addresses their needs.
In management, strong relationships with your team create a supportive and motivating environment. When reps feel valued and empowered, they perform at their best. Being approachable, honest and open with your team fosters trust and encourages a culture of collaboration and growth.
“In management, strong relationships with your team create a supportive and motivating environment.”
What is your top advice for sales professionals interested in breaking into sales management?
Be the trusted rep your manager can always rely on and be proactive with creating new resources and creating projects — not only does this help you grow, but it also positions you as a leader. By stepping up, you establish yourself as a trusted voice for your team — a go-to resource for guidance, support and mentorship. This positions you well for future promotions, as you'll have concrete examples of how you're already demonstrating leadership and management skills.
