300% Sales Growth: How Ajax Builds International Sales and Enters New Markets | Sales Mates Podcast #76

💸 Hey friends!

In Episode 76 of the Sales Mates Podcast, we break down the Ajax Systems case – how a Ukrainian company plans to achieve 300% sales growth in international markets this year. Ajax’s Head of Sales shares their experience entering new countries: from conducting research and competitor analysis to building a team of 27 salespeople and implementing AI-powered sales analytics.

How does Ajax overcome monopolized markets, build strategies through local business developers, and what KPIs help them keep up the pace?

Win a prize – a security kit from Andriy for the best comment on distribution and international sales. Andriy is looking for partners, distributors, and your advice or questions could help him. Please include your email address in brackets in your comment about distribution so we can contact you.

This episode is a must-watch for executives and sales professionals who plan to scale beyond their home market and automate sales processes with AI in 2025!

📌 In this episode:

00:00:00 – Introduction

00:02:56 – Background: 9 years at Ajax, managing sales in 9 countries

00:04:51 – Discussion on the hiring process at Ajax and the importance of diverse experience in the team

00:07:53 – Ajax’s strategies for entering new markets and working with distributors

00:14:40 – Challenges and specifics of hiring local business developers

00:24:21 – How Ajax helps its partners grow and develop their business

00:26:03 – Structure of the ideal sales team at Ajax

00:26:53 – Using data and analytics to improve sales

00:29:22 – Discussion on training and developing the sales team

👉 Watch the episode to learn how to systematically enter new markets, build distribution before marketing, and use AI analytics for explosive sales growth!

Summary

This episode discusses the experience of Andriy Rusan, Head of Sales at AJAX, in building a team, entering new markets, and developing distribution strategies. Andriy shares his journey in the company, emphasizing the importance of hiring the right people and adapting to local markets. He also highlights the role of marketing and brand building for success at the international level.

The conversation covers challenges related to hiring and evaluating candidates, strategies for boosting team productivity, the specifics of sales in different regions, developing partnerships and providing consulting, using data to improve sales, as well as training and developing the sales team.

Takeaways

• A 300% growth target is an ambitious goal for the company.

• Experience across different niches can benefit the team.

• It’s important to hire people with experience, not just education.

• Local distributors must understand the market’s mentality.

• Marketing is key to successfully entering new markets.

• AJAX has a unique product that stands out from competitors.

• The team must be independent and self-motivated.

• It’s crucial to have a clear understanding of KPIs for each team member.

• Distribution requires active effort and marketing initiatives.

• People often don’t understand a product’s value until they try it. The person you see at an interview can be very different from the one who actually performs on the job.

• I don’t fire people just for not meeting the plan.

• Calls for us are more of a way to arrange a meeting.

• We encourage partners to grow their business.

• We actively look for growth opportunities in the market.

• Using data helps understand why sales have dropped.

• Training the team is important for improving productivity.

• Continuous development is key to sales success.

• Market specifics influence sales strategies.

• Team motivation is essential for achieving goals.

Hosts: Anton Fedulov and Oleksii Sinichenko.

Practical tips from two successful sales managers who reveal the secrets of their success, share personal experiences and strategies, plus engaging guests and funny stories from the daily life of salespeople. Watch and listen online on our YouTube channel, Sales Mates Podcast.

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