Interview with Paul Cruise, Head of Sales Performance at Flume Sales Training

1. Hello! Please introduce yourself and your current role

I’m Paul. I’m Head of Sales Performance at Flume. I spend most of my time working with salespeople and leaders. Ultimately, my job is about delivering great training and coaching that helps them win at work. 

2. If you had to highlight one thing you’re most proud of achieving over the course of your career, what would you say?

There’s been a couple of things that stand out from my time in sales, but as a coach, the highlight has been watching young salespeople that I’ve worked with go on to have great careers. It feels good when they cite you as having really helped them progress. 

3. What are the main initiatives you’re currently working on relating to sales engagement?

We’re always working on our content and ensuring that we deliver great learner experiences. Training must be more than just enjoyable time away from the day job though. At Flume, we’re obsessed with outcomes. That is our main initiative. 

4. What do you think the biggest opportunities are within the industry at the moment?

This one’s easy. Most salespeople are missing target because they’re failing to adapt to the needs of the modern buyer. Those that can, are pulling further and further away from the competition.  

5. On the flipside, what do you feel are the biggest challenges that organisations need to overcome?

Selling is harder than it used to be. More competition, more complex solutions, bigger client decision making groups, tighter budgets. The list goes on… Simply assuming that sales is the same as it always was, is a big mistake. More than ever before, salespeople need ongoing support. That’s the challenge.

6. Do you have any advice or top tips for anyone reading this who’s starting out in the industry and wanting to become a senior leader?

Selling is harder than it used to be. More competition, more complex solutions, bigger client decision making groups, tighter budgets. The list goes on… Simply assuming that sales is the same as it always was, is a big mistake. More than ever before, salespeople need ongoing support. That’s the challenge.

7. What would you say is the key defining factor that will shape the industry going forward?

I guess the obvious answer is AI. Increased automation within sales is having benefits, but its already having a negative impact on human connection and personalisation, and these are two things that buyers want from sellers. Getting that balance right will be vital.