Udit Shanker, a sales veteran with over three decades of experience, argues that true business success extends beyond technical expertise. He reveals how mastering soft skills, understanding processes, and defining your personal brand are critical for career growth and influence.
It's not that I should treat you nicely because I want to be treated but I should treat you nicely because you want to be treated.
To truly excel, whether in a large organization or a personal venture, individuals must develop deep expertise in one of three core areas: products, processes, or people. Becoming an 'encyclopedia' in at least one of these domains makes you an indispensable asset.
Udit Shanker, for instance, identifies himself as a "people-oriented person," leveraging his interpersonal skills to drive work effectively. Others might naturally gravitate towards a deep technical understanding of products or a meticulous mastery of systematic operations and workflows.
Identify your core strength (product, process, or people) and master it to become an indispensable resource.
Just as successful companies thrive on their Unique Selling Proposition (USP), individuals must cultivate their own distinct strengths. This personal USP serves as a powerful differentiator in the professional marketplace, defining your unique brand.
Think of Apple, whose USP is unwavering quality and security, a standard set by Steve Jobs' insistence on end-to-end excellence. Tata's USP is trust, built over decades. As an individual, you must articulate what unique value you bring – be it work ethic, emotional intelligence, or a specific skill – and continuously build upon it.
Understand your unique strengths and continuously build on them to differentiate your personal brand.
Professional courtesy has evolved. Moving beyond a self-centric "treat others as you want to be treated," the modern approach emphasizes empathy: "treat others the way they want to be treated." This requires understanding individual preferences and extending universal respect to everyone.
Udit Shanker recounts how his boss redefined this rule, shifting focus to the recipient's desired treatment. This principle applies universally, from superiors and colleagues to service staff like waiters, drivers, and security guards, by acknowledging and greeting them in a way that resonates with them.
Universal respect, tailored to the individual, builds stronger relationships and a more positive environment.
The traditional sales cycle, covering technical stages like identification, prospecting, and operations, is fundamentally incomplete without a strong emphasis on "sales soft skills." These interpersonal abilities are the crucial, yet often overlooked, component for driving true growth and successful outcomes.
While business schools teach the "black" (technical) aspects of sales, such as bid preparation and sales operations, Udit Shanker's personal learning highlights the "missing" aspect: soft skills. These are vital for navigating complex client relationships, understanding unspoken needs, and effectively closing deals where human connection is paramount.
Technical sales processes are incomplete without mastery of interpersonal soft skills.
Processes are the backbone of systematic work, ensuring comprehensive coverage and preventing errors. However, their effectiveness is entirely dependent on proactive adoption and understanding from the very beginning. Attempting to learn or implement processes midway through a task often leads to inefficiency and mistakes.
Udit Shanker likens complex processes, such as those at Oracle, to driving a Ferrari. You must read the manual and understand its controls *before* starting the car if you want to win the race, not try to figure it out as you're speeding down the track. This underscores the critical importance of upfront process knowledge and preparation.
Master the manual before you hit the gas; proactive process understanding leads to success.
Sales is primarily about technical product knowledge and closing deals.
While technical aspects of the sales cycle, such as identification, prospecting, and operations, are taught in business schools, Udit Shanker argues that the interpersonal 'soft skills' are the missing link. These skills enable effective communication, relationship building, and differentiation, ultimately leading to more successful outcomes beyond just product features.
The Golden Rule: Treat others as you wish to be treated.
This evolved perspective moves beyond a self-centric application of courtesy to an empathetic, other-centric one. It emphasizes recognizing and respecting individual differences, applying universally to everyone from colleagues and bosses to service staff like waiters and security guards, thereby fostering stronger, more genuine relationships.
Your company's product is the only 'product' you need to focus on selling.
Just as companies like Apple (quality) or Tata (trust) define their brand through a USP, individuals must understand their unique strengths, work ethic, or emotional intelligence. Cultivating this personal USP is essential for personal branding, career advancement, and standing out in a competitive professional landscape.
Before proposing a solution, have I truly understood the client's unspoken needs and their preferred communication style?
Purpose: Tailoring respect & communicationWhat unique value do I bring to this interaction that differentiates me from others, beyond just product features?
Purpose: Defining personal USPAm I proactively familiar with all the internal processes required for this deal, or will I be learning them mid-flight?
Purpose: Proactive process masteryHow can I build genuine rapport by treating this individual (client, colleague, support staff) exactly how *they* want to be treated?
Purpose: New Golden Rule applicationBeyond the 'what,' have I considered the 'who' and 'how' of this project, focusing on the people and process aspects?
Purpose: Three Pillars of MasteryWhat specific soft skill (e.g., active listening, empathy, negotiation) is most critical right now, and how can I intentionally deploy it?
Purpose: Integrating soft skillsShift your focus from just product specs to understanding the *person* across the table. Cultivate empathy, active listening, and adaptable communication to build lasting relationships that transcend transactional sales. Your soft skills are your strongest closing tool.
Before your product sells itself, *you* must. Define your unique value proposition as a leader. Whether it's your vision, resilience, or ability to connect, leverage this personal USP to attract talent, investors, and early adopters, setting a strong foundation for growth.
Go beyond demographics. Understand how your target audience *wants* to be engaged and respected. Integrate this "New Golden Rule" into your messaging and customer journeys, creating personalized experiences that build genuine loyalty and resonance.
Early in your career, identify if you naturally excel with products, processes, or people. Double down on that strength to become an indispensable expert. Simultaneously, begin articulating your unique personal USP – what makes *you* irreplaceable?
You've got to identify where you fit in well and just go ahead and crack it build your competencies.
Join thousands of Indian professionals learning from industry experts.
Explore All Courses →