Sales: The most misunderstood function in business (feat. John Betancourt)
Sales is a structured, persistence-driven process with many uncontrollable factors. Success comes from early validation, consistent follow-ups, and adapting to market feedback.
In this conversation, Krish Palaniappan and John Betancourt, CEO of Humantelligence, delve into the complexities of sales, often regarded as the most misunderstood function in business. They discuss the importance of integrating sales strategies early in product development, the challenges of handling rejection, and the necessity of market research. The conversation highlights how sales processes have evolved with technology, particularly the impact of AI tools, and emphasizes that even established companies must continuously adapt their sales strategies to remain relevant. Throughout the discussion, key takeaways include the need for resilience in sales, the significance of networking, and the understanding that a great product alone does not guarantee success in the market.
Takeaways
Sales is often misunderstood as a simple function when it is complex and multifaceted.
A great product alone does not guarantee sales success; marketing and outreach are crucial.
Sales requires a systematic approach with multiple touch points to close deals.
Handling rejection is a significant part of the sales process; resilience is key.
Networking and building relationships can open doors for sales opportunities.
Market research should be integrated early in product development to ensure alignment with customer needs.
Sales strategies must evolve with technology and market demands.
AI tools are transforming the sales landscape, making processes more efficient.
Understanding the nuances of sales can help startups avoid common pitfalls.
Sales is essential for all businesses, regardless of their size or market position.
Podcast
Summary
I’ve gone through the PDF you uploaded and can help sectionalize it into clear parts so it’s easier to follow. Here’s a structured breakdown of the conversation:
1. Introduction
Guest: John Betancourt (CEO of Human Intelligence, Ask Aura).
Topic: Sales – The Most Misunderstood Function in Business.
2. Guest Background
John’s career path:
15 years at major corporations (P&G, Reebok, Puma).
Now CEO in HR Tech, building an AI coach for talent & leadership.
Founder-led sales journey → lessons learned.
3. Why Sales is Misunderstood
Common misconception: “Great products sell themselves.”
Reality: Sales is a structured, multi-step science.
Requires marketing, lead generation, SDRs/BDRs, account execs, and 12+ touchpoints over months.
4. Engineering vs. Sales
Engineers believe building great software is enough.
Sales, unlike coding, is full of uncontrollable factors:
Buyer’s mood, budgets, competing vendors, timing, and economic shifts.
Software: mostly within your control.
Sales: many moving parts beyond control.
5. The Hardship of Sales
Rejection rate: hundreds of outreach messages, only a few responses.
Emotional toll: harder when friends or past connections ignore requests.
Persistence: sequences of 8+ messages (email + LinkedIn).
Rule of touchpoints: ~12 to close a deal over 3–4 months.
6. Timing of Sales
Don’t wait until the product is finished.
Start “selling” early by socializing the idea with potential buyers.
Get validation, feedback, and early product–market fit insights.
Example: Procter & Gamble’s principle → “The market always has the idea, not you.”
7. Challenges in Market Feedback
Ford analogy: People may ask for “faster horses” instead of cars.
The balance: present your idea clearly while validating pain points.
Not about asking customers to invent, but checking resonance.
8. Localized vs. Global Sales
Restaurant analogy: localized demand is easier to test.
SaaS software: global market, harder to validate.
Approach: outbound calls, LinkedIn/email sequences, surveys.
Use scale: talk to 500+ prospects to gauge demand.
9. Fundamentals of Sales Over Time
Core hasn’t changed: listening to customers, validating pain points.
What has changed: technology, automation, data-driven lead gen, touchpoints, funnels.
Sales today = tech-heavy + marketing-driven.
10. Ideas & Iteration (Zuckerberg example)
Ideas are rarely fully formed.
Products evolve drastically after launch.
Difference between:
New disruptive products → heavy market validation needed.
Improvement of existing products → easier, less risky.
11. Closing Thoughts
Sales = hardest but most critical business function.
Requires persistence, structured processes, resilience to rejection.
Start early, validate often, and keep adapting.
