How Sales works as an engine to support the whole organisation and not just clients-How Sales works as an engine to support the whole organisation and not just clients

How Sales works as an engine to support the whole organisation and not just clients

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Video Summary

Dennis Shacko, a sales manager at the British Board of Agrément, shared insights from over 20 years in sales across India, Dubai, and the UK, with a focus on construction-related products and certification. He explained BBA’s role in independently testing, inspecting, and certifying products to build trust, reduce risk, and support industry standards.<br /><br />The main theme of his talk was “selling beyond the product.” He argued that sales success depends heavily on attitude, optimism, and understanding the customer’s needs. Using examples like the “king of the jungle” and a car engine, he compared sales performance to engine health: salespeople must avoid “overheating,” poor process, weak communication, bad timing, and the wrong “fuel” by staying positive, organized, and customer-focused.<br /><br />He also stressed the importance of managing both external stakeholders—clients, influencers, regulators, supply chains, and trade associations—and internal stakeholders such as customer service, marketing, technical teams, finance, and delivery. Dennis emphasized that salespeople are ambassadors of their company and should go the extra mile to solve problems, share feedback, and improve service.<br /><br />He concluded by highlighting lean thinking, digitalization, and continuous improvement as ways to add value and create long-term customer satisfaction.

Keywords

sales management

construction products

product certification

customer relationships

stakeholder management

lean thinking

digitalization

continuous improvement