An interview with Matthias Zastrow, VP Sales at EQS Group

Firstly, could you introduce yourself and tell us where you work?

I'm Matthias and I run the global sales organization for EQS Group. We are a software SaaS company of around 5600 people. We are based across the world, but the focus is Europe.

How did you get into sales?

I started my career over 30 years ago with a dual study program at IBM, where I pursued a master’s in administration, business, and IT. I didn’t begin in sales—my first job was in coding, which I was terrible at! I recall my first project for a bank in Hamburg; I had to complete a coding assignment, and it was a disaster. I couldn’t finish it, so I moved on quickly.

I started in consulting, gaining valuable experience in senior consulting and project management before gradually moving into tech sales and eventually into sales management. My technology background and diverse role experience have been invaluable. It has allowed me to avoid the 'he's just the sales guy, so I need the tech guy' scenarios. Understanding what's happening behind the scenes gives me credibility when talking to customers.

What’s the one piece of advice you would give your younger self when starting your sales career?

Be patient, appreciate the learning and you will grow. Having different roles and seeing different types of industry and business helps so much. Being patient can be hard when you’re eager to develop, but at the end of the day, sales is a science, not an art. The more you experience, the more you learn how the various stages work and the more successful a seller you’ll be.

On a similar note, what's the best piece of feedback or advice you’ve received that has stuck with you?

It was from a mentor in Singapore who said that when hiring, make sure you either want to work for this person or you want to buy from this person. Very simple to understand, but so helpful to remember when building a successful team.

Specifically for sales, it’s to track everything- your opportunities, sales cycles, and qualification data for customers. What do I have? Where am I? Be honest with yourself and then track it. Where am I missing? What do I know? What do I need to disqualify? What you don't track and review doesn't happen.

Data is key. Conversion rates at each stage can tell you what you need at the top of the pipeline to get a certain amount in sales, but good data is needed for that to be effective.

Is there any other advice that you received from mentors that has really changed your career?

Be authentic. Some people talk about trust but I think trust is a result. If you're authentic, you walk the talk and people build that trust with you. It’s key in every role, not just sales or management.

People often say that being authentic is important in sales. But what does it really mean to be authentic?

Authenticity is about behavior. You can't just say, 'I'm authentic.' It's about being honest, avoiding deception, following through on your promises, and being diligent and persistent. People will recognize your authenticity through your actions over time.

When hiring salespeople, what key qualities do you look for?

Do I want to buy from them? Do I feel empathy, positivity, engagement, energy, and passion from them? Those are things I cannot teach or train, so they need to bring those with them. I  also look for a growth mindset. Do people want to learn? Products, markets and industries change so you need to be able to quickly adapt.

What do you think is essential for someone to transition from SDR to account executive?

In an SDR role, you need to hook someone into a conversation and make them want to work with you in just 20 seconds. If you can do that—though it's difficult—that's great, but it's not the same as selling. To advance, you need to understand the full sales cycle: how to demonstrate business value, navigate legal and IT processes, and handle security issues. Growth mindset is important again. If people are wanting and willing to learn, they will transition successfully. If people think “I've done SDR now, I'm a good salesperson” then they won’t. It’s a different role. Not all good SDRs make good account executives in the same way that not all good account executives make good sales leaders.

It also ties back to being patient. Often, SDRs want to change roles after just 3 or 6 months, but that’s too soon to fully understand the role. SDR work is some of the toughest in sales, but those who’ve done it know how it goes. It’s the best experience you can get. Embrace it, learn from it, and then you’ll be in a great position to become an excellent salesperson.

What learning and development do you think sales professionals should be investing their time in?

Learning never stops, and there's no single book that tells you everything. To succeed with your clients, you need to understand them deeply. Who are they? What is their business? What keeps them up at night? These are things you need to continually learn. Research is key. I usually start on LinkedIn, and now I also use ChatGPT for deeper insights. With the right prompts, it can provide amazing results.

What do you think is the biggest myth about working in sales or pursuing a career in it?

Many people think you need to be an extrovert—someone who talks a lot, takes clients out to dinner, and can close any deal. However, that's not how sales works. There's room for introverts in sales because they tend to listen more, which is crucial for understanding what the customer wants. We analyze sales calls, and many salespeople interrupt, assuming they know the answer. A pause is more powerful, allowing customers to share more. We hired an opera singer to coach salespeople because he understands the impact of voice and communication, which has delivered amazing results. It emphasizes that it’s not just what you say, but how you say it. Are you smiling on the phone during meetings? Are you engaged? Can you feel the energy? Are you using the power of a pause?

Are there any books or podcasts you recommend salespeople investigate?

The Challenger Sales by Matthew Dixon and MEDDICC by Andy Whyte are two books I really recommend. The first because it illustrates how customers now want to learn with you and be challenged as to what they want and the second because it explains the science behind the sale which every great salesperson needs to understand.

Is there any other piece of advice that you would like to give to people that are in the process of building their sales career ?

Staying humble is crucial because no one is the greatest. You can make mistakes; you can have a bad quarter. You may feel down and need support, so it's never wise to claim all the success when things are going well. Being on stages, receiving awards, and joining the President’s Club is great, but remember you needed the engineers, legal teams, etc., to get there. If you treat them poorly, they won’t help you. You can’t succeed alone in sales.

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