Three lessons about sales from our CEO

Team AMI
Team AMI
Oct 7, 2019 · 4 min read

This post was written by our CEO and co-founder, Amal Dar Aziz.

Posing with a mug my parents purchased for me before I started working on Maven, now AMI. It’s hard not to feel confident when sipping from this coffee mug during a sales meeting!

Last week, I chatted with a #poweredbyAMI community member about sales pitches and strategies. I told her about my very first sales call after starting AMI (formerly Maven) and joked about how it was a disaster. Now that it’s been 4 years, I can laugh about how terrible it was, but as I was going through it I remember feeling mortified.

Members of our community often share that they’ve never done any kind of selling before. The same was true for me when my co-founder and I first started AMI. I had experience building products, but I was never on the line to go and sell them; it was “someone else’s job” and always felt outside of my comfort zone as an introvert. Even when I was an Editor-in-Chief of a magazine, I remember giving away free copies because I felt uncomfortable asking people for money.

After leaving my corporate job and devoting 100% of my time to AMI, I quickly learned that knowing how to sell is absolutely necessary to keep your business strong and to continue to grow. When I reflected on that first AMI sales call, I pinpointed 3 key lessons I learned to get to “yes” more easily in the sales process.

An early behind-the-scenes photo op getting ready for a sales pitch. Water on hand is always key, I’ve learned!

Lesson #1: Trying is better than perfect

Lesson #2: Focus on building relationships

I didn’t think to share with the potential customer why they should even care about our app in the first place. This got in the way of my first sales call, especially because I was so focused on getting the app demo right for more than half of the 30-minute call that I didn’t try to learn more about the person I had scheduled my conversation with at all.

Sales is all about relationship building. When I talk to potential customers now, I give a brief introduction but then I spend most of the initial conversation learning about them. What are their challenges? What are their goals? How are they hoping AMI can help? I listen. I use this information to tailor how I talk about the app later, focusing specifically on how it can help them achieve their business goals. This is also why AMI’s follow-up templates to recruit potential team members, for example, don’t focus on making the ask to join immediately. We recognize that it’s so important to first get to know a person that could be a great team member and see how the opportunity can fit into their lives.

After a sales meeting during the Winter of 2017. There were a number of things that got in the way, including not being able to start my rental car because of freezing temperatures. Thank goodness I didn’t give up.

Lesson #3: Sales is a numbers game

I’d love to hear more about your sales experiences. What have you learned about sales since you originally launched your business?

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Sell with AMI

Stories, spotlights, and insights into the changing face of the direct sales industry

Team AMI

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Team AMI

We’re changing how direct sellers build the relationships key to their businesses & transforming the perception of the direct sales industry.

Sell with AMI

Stories, spotlights, and insights into the changing face of the direct sales industry

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