LINKEDIN without automation 🔥 How to SELL in the EU in 2025 | Sales Mates Podcast #84

💸 Hey friends!

In episode #84 of the Sales Mates Podcast, we explore how to sell in the European B2B market without using “grey” LinkedIn bots. Together with Iryna, Head of Sales at LexisNexis, we discuss which channels actually generate pipeline in 2025. We explain the differences between Ukrainian and European sales professionals, and why the #1 skill today is the ability to listen, ask the right questions, and build trust in negotiations.

We also talk about hiring in the EU, salaries, taxes, and expectations, as well as a real mentoring case that helped a salesperson improve their performance from 20% to over 50%.

You’ll learn how to build a B2B funnel without LinkedIn automation, which lead generation channels work best in Europe in 2025, how to use AI for call and pipeline analysis, how to set up email outreach in Gong Engage, how to approach hiring, probation, and compensation in the EU, how to improve negotiation skills, and which CRM metrics to track to close deals faster.

📌 In this episode:

00:00:00 – Intro

00:01:10 – About our guest, Iryna

00:06:08 – How Ukrainian and European salespeople differ

00:12:06 – The skill of listening: questions, icebreakers, and humor in negotiations

00:20:08 – Can LinkedIn be automated in public companies?

00:21:17 – Why mass outbound doesn’t work in the EU and what to do instead

00:21:36 – AI in sales: call recording and analysis, CRM pipeline prioritization

00:25:06 – Outreach practices: Outlook + AI drafts, re-approaching lost deals

00:27:44 – Mentoring case: how to raise a salesperson’s performance from 20% to 50%+

00:31:09 – Hiring in the EU: Belgium vs France, probation periods

00:38:24 – Sales salary levels: base, bonus, and OTE in Belgium/France

00:44:04 – Channel mix: email vs LinkedIn, roadshows vs conferences

00:46:08 – Lemlist case: when to scale inbound and add outbound

00:50:38 – Main takeaways and what to test next

Summary

In this episode of the Sales Mates Podcast, the conversation focuses on Iryna’s role at LexisNexis, her experience in sales and marketing, and the challenges she faces while building a team in Europe. Iryna shares her thoughts on the specifics of sales in Ukraine and Europe, adaptation to online sales, and the use of AI in sales processes. The discussion covers various aspects of sales, including the use of technology, team adaptation to new tools, employee support, hiring challenges in different countries, professional development, issues with staff qualification, differences in salaries across regions, the importance of communication, and the need to adapt approaches to clients.

Takeaways

• Iryna works at LexisNexis as Head of Sales.

• Team selection in Ukraine and Europe has its own specifics.

• Adapting to online sales is crucial for success.

• AI can help with call analysis and automation.

• Communication with clients requires a psychological approach.

• A salesperson should know how to ask for help.

• Structure is essential for successful sales.

• Using ChatGPT can enhance sales skills.

• Ukrainian salespeople are highly adaptable.

• It’s important to evaluate people based on results, not personal standards. Technologies like ChatGPT can significantly reduce time spent on routine tasks.

• Team adaptation to new tools is a key factor for success.

• Supporting employees can improve their productivity.

• Hiring challenges in different countries can be significant due to varying legal frameworks.

• Professional development in sales is becoming increasingly important.

• Qualification issues among staff remain relevant.

• Salary differences across countries can be striking.

• Communication is a key element in sales.

• Communication formats should be adapted to client needs.

• There is no universal approach to all clients – knowing your audience is essential.

⚡️ Guest contacts (Iryna):
YouTube – /@headofsales_diary
Telegram – Sales Talk Channel
LinkedIn

🎙️ Hosts: Anton Fedulov & Oleksii Sinichenko

Practical advice from two experienced sales managers who share the secrets of their success, personal experiences, and strategies – plus inspiring guests, fun stories from real sales life, and valuable insights.

Watch and listen online on our Sales Mates Podcast YouTube channel.

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