Every entrepreneur understands the critical importance of sales to business success. But often, in the early stages of growth, teams tend to focus on marketing without having a strategic plan or process for how to turn leads into sales. Yann Le Beux, co-founder of a research and design firm in Senegal, and Zia Yusuf, a senior advisor at Boston Consulting Group and Stanford Seed consultant, share their experiences and strategies for building and strengthening your sales strategy.

Yann Le Beux’s company, YUX Design, focuses on creating user-centered designs that address the unique needs of African markets, helping their clients to bridge the gap between global tech and local context. But Le had his own gap to bridge — between marketing efforts and sales conversions. Zia Yusuf, who has taught at Stanford’s renowned Hasso Plattner School of Design, lent his expertise in innovation and design thinking to help Le Beux and his team realize that their marketing and sales strategies must be aligned with the needs of specific customer segments. “You don't sell to companies, you sell to human beings,” Yusuf advises. “You're selling to very large organizations, but they're not your client and it's not even the business unit that's your client. It's not even the head of that business unit. There could be actually two, three different roles – and understanding how to sell to those people and individuals was kind of a little bit of a breakthrough as well.”

Le Beux admits that his small company didn’t grow quickly because it was  constrained by talent issues. “But as soon as you start growing, you realize you have to feed all these people ready to work and you need to be much more consistent in your approach to business development and stop behaving like a spoiled child where clients come to you naturally,” he says.

Le Beux’s process started with creating a strong product-market fit for each of his business units, honestly assessing the competition, and transitioning from targeting companies to connecting with key decision makers. Yusuf also advises entrepreneurs to think about the true cost of sales and the effort required to get something. “When you're at an early stage as a company, you feel that every dollar that comes in is fantastic, but it may have taken 60 percent of the company working for three weeks to respond to an RFP which leads to a small dollar amount of revenue. You want it. So you're excited, but should you have spent those three weeks and 60 percent of your team pursuing a different opportunity in a different way?”

Hear how Le Beux and Yusuf worked together to balance marketing and sales while trying to scale, plus stories of partnering with Google and meeting the demands of a tech giant, along with strategic pricing during a global recession.

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