Subramaniam Sundaram, Head of Sales at C ply, argues that sales success in today's dynamic market hinges on continuous learning and adaptability. He emphasizes that salespeople must be perpetual students of evolving consumer behaviors and technologies, rather than relying on outdated techniques.
Selling is not just within the company; it's basically trying to influence somebody's vision so that it matches with your expectations or with your desired results.— Subramaniam Sundaram
In a world where consumer preferences, technological advancements, and market dynamics are in constant flux, sales professionals cannot afford to rest on outdated knowledge. Subramaniam Sundaram emphasizes that continuous learning is not merely a suggestion but a necessity for relevance and effectiveness.
He illustrates this with the evolution of home aesthetics: once, a house might have had a single paint color, but today, each room is expected to have its own unique personality. This shift in consumer expectation demands that salespeople perpetually educate themselves on new trends and client desires, moving beyond traditional selling to adaptive consultation.
Expanding one's professional horizons by embracing diverse geographies is a powerful accelerator for career growth. Sundaram passionately advocates for the value of mobility, highlighting how working in different regions exposes salespeople to a rich tapestry of cultures, business practices, and customer demographics.
He recounts his own extensive journey, having worked across major Indian states like Maharashtra, Kerala, Gujarat, Andhra Pradesh, and Karnataka. This varied exposure, he explains, is crucial for developing a versatile sales approach, fostering adaptability, and building a comprehensive understanding of the market's multifaceted nature.
Selling, as Sundaram defines it, transcends the confines of a formal business transaction. It is, at its core, the art of influencing another person's vision or perspective to align with a desired outcome. This fundamental skill is not limited to the workplace; it's a pervasive aspect of daily life.
He uses the example of the host, Ronit, successfully "selling" the masterclass idea to him, underscoring that we are constantly engaged in influencing decisions, whether pitching a product, advocating for an idea, or even navigating personal interactions. Mastering influence, therefore, becomes synonymous with mastering selling in its broadest sense.
In increasingly saturated markets, where products often become indistinguishable commodities, the salesperson's role shifts from merely presenting features to actively highlighting nuanced value. Sundaram points out that whether it's banks or toothpastes, many offerings appear similar, making differentiation critical.
He cites Asian Paints' strategic shift from a generic "mera wala CREAM" approach to promoting distinct colors for each room as a prime example. This demonstrates how successful selling in a commoditized environment requires a keen ability to identify and articulate unique benefits, adapting offerings to meet segmented and evolving consumer expectations rather than relying on a one-size-fits-all pitch.
Effective sales strategies are intrinsically linked to a product's specific purchase cycle, or "sales window." Sundaram emphasizes that the approach to influencing consumers must be meticulously tailored to how frequently a product is bought, recognizing that a single strategy cannot fit all.
He contrasts the varied sales windows: a toothpaste might be a 25-40 day purchase, a mobile phone 9 months to 1.5 years, a vehicle or refrigerator 7-8 years, and building materials a once-in-a-lifetime decision. Each distinct cycle demands a unique engagement model, from constant reminders for frequent purchases to deep, trust-based consultation for high-value, infrequent buys.
For sales professionals, acting as a perpetual student of the market is paramount. This involves diligent observation and understanding of ever-evolving consumer expectations, emerging design trends, and the competitive landscape. Sundaram stresses the critical need to anticipate customer needs rather than merely reacting to them.
He reiterates the example of home aesthetics, where the shift from single-color homes to rooms with individual personalities showcases the necessity for salespeople to be continually "in touch with the market." This constant gathering of market intelligence enables them to proactively adapt their pitches and product recommendations, ensuring they remain relevant and valuable advisors to their clients.
Subramaniam Sundaram clarifies that the essence of selling—influencing someone's vision to align with your desired results—is a constant human interaction. He emphasizes that "you're doing selling throughout the day," from professional pitches to convincing family members, making it a fundamental life skill.
With many products becoming commoditized (e.g., various bank offerings or toothpaste brands), the expert argues that a salesperson's role shifts. It's their "responsibility to highlight these changes to the consumer," focusing on educating them about unique value and adapting offerings to specific, evolving needs, rather than just transactionally pushing goods.
Sundaram repeatedly stresses the importance of being a "student throughout your life." He highlights that the dynamic nature of markets, rapid technological advancements, and shifting consumer expectations demand perpetual upskilling. Relying on static knowledge is a recipe for obsolescence in today's sales landscape.
What specific changes have you observed in your customers' preferences or buying habits in the last year?
Purpose: Market IntelligenceHow do you differentiate your product/service from competitors when the market is saturated?
Purpose: Value DifferentiationCan you describe a situation where you had to adapt your sales approach for a new region or cultural context?
Purpose: Geographic AgilityBeyond transactions, how do you measure your success in influencing stakeholders or internal teams?
Purpose: Influence ImperativeWhat's the typical purchase cycle for your product, and how does that inform your engagement strategy?
Purpose: Sales WindowIn what ways are you actively investing in your own learning to stay ahead of industry trends?
Purpose: Perpetual Student MindsetActively study shifting consumer behaviors and market trends in your territory. Don't just sell; understand the underlying needs and aspirations that drive purchase decisions. Adapt your pitch from product features to tailored solutions.
Recognize that selling is influencing. Apply this principle to attract investors, motivate your team, and build strategic partnerships. Your ability to align others' visions with yours is key to growth.
Collaborate closely with sales to understand product-specific purchase cycles. Tailor marketing campaigns and content strategies to match these windows, from awareness for long cycles to urgency for short ones.
Seek opportunities in diverse markets and regions early in your career. Exposure to different cultures and business classes will accelerate your learning, broaden your perspective, and build invaluable adaptability.
Being a student throughout your life is a very important aspect of a salesperson.— Subramaniam Sundaram
Head of Sales - SiamPly - Built Differently
Subramaniam Sundaram is a seasoned sales leader with over 30 years of experience in the corporate world, currently serving as the Head of Sales at C ply. He has held significant roles with major brands in the building materials and consumer goods sectors, known for his ability to drive growth and adapt to dynamic market conditions. Sundaram is a strong proponent of continuous learning and strategic market engagement, believing that true sales success comes from understanding and influencing evolving customer visions.
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