Selling Smart in a Tough Market

Profits Over Promises in the Startup World

Gary West has spent decades immersed in the world of tech sales, from leading high-performing teams at global companies to advising startups on how to achieve sustainable growth. As a seasoned sales professional, his ethos has always revolved around profitability and delivering long-term value, even in a market dominated by the unicorn-chasing mentality.

In a recent episode of Tech Salescraft, Gary shared his wisdom with host James, unpacking how CEOs and sales leaders can navigate today’s turbulent business environment.

A Shift in Focus for Startups

The startup landscape has undergone a seismic shift since the boom of 2021, where unicorns were declared at an unprecedented rate. With credit now tighter and market conditions tougher, Gary emphasised that the metrics of success have evolved:

“It’s no longer about how fast you grow, but about how smart you build.”

This shift has forced founders to rethink strategies, focusing on building sustainable, margin-driven businesses. Unicorn valuations alone no longer carry weight—what matters is a model that can thrive in leaner times.

Sales as the Bedrock of Growth

Gary underscored that strong sales capabilities are at the heart of every successful startup. He encouraged founders to view sales not just as a revenue driver but as a tool for building trust and long-term customer relationships.

For CEOs assembling sales teams, Gary shared a key piece of advice: hire for personality first, skills second. While technical knowledge can be taught, the drive and adaptability needed to thrive in challenging markets are harder to instill. The best sales professionals, he said, are those who can handle adversity and find opportunities where others see roadblocks.

Navigating Leadership Challenges

Startup CEOs face immense pressure to sell not just their product but also their vision to employees, investors, and customers. Gary believes that great leaders excel by asking the tough questions early:

• What value does my product bring to the customer?
• Who in the organisation benefits most from it?
• When will the customer see a tangible return on their investment?

Addressing these questions helps founders define a clear path to market, ensuring they focus their resources on opportunities that matter.

The Power of Strategic Partnerships

Another critical takeaway from Gary’s conversation was the importance of partnerships in scaling a business. Startups should collaborate with partners who bring complementary value and open doors to new opportunities. Partnerships, Gary explained, can act as force multipliers, enabling startups to reach broader markets without overextending their internal resources.

“A good partnership isn’t just about sharing the workload—it’s about amplifying the results.”

When choosing partners, Gary stressed the importance of alignment. Both sides should bring something valuable to the table, and the relationship should be built on mutual benefit.

The New Rules for Success

For startups navigating the current market, Gary’s advice is clear: adapt to the times by prioritising value over hype. Profitability, scalability, and customer satisfaction should form the foundation of any startup’s strategy.

Unicorns may still have their allure, but as Gary’s experience demonstrates, businesses built on solid fundamentals are the ones that truly stand the test of time.

Want to learn more about Gary’s strategies and insights for building resilient startups? Catch the full episode of Tech Salescraft and equip yourself with the tools to thrive in today’s evolving landscape.