Tristam Brown, CEO of LSA Global, spoke at our October 16 and 17 Sales Performance Management Conference in San Francisco about the importance of aligning talent, culture, and strategy. We caught up with Tris (as he’s called) onsite for this quick interview. Here are some of his thoughts on networking, staying connected, and closing deals.
How many events like this do attend?
Tristam Brown (TB): I haven’t done one of these in years because I have not found them valuable in the past. The reason I did it is because Gerhard [Sales 2.0 Conference host] is a connector. He’s really good at connecting people at the right levels and he gets it.
And why do you think it’s important to be connected?
TB: For our business, it’s all about meeting the right people and trying to make a difference for them and their company. It all starts with good connections and conversations.
Tell us about one great conversation you’ve had since you’ve been here.
TB: So my favorite conversation so far was with Jenny Dearborn. It was about making sure that everything you do impacts the business and measuring that impact. She put it this way, which 100% aligns with how we work with clients: ‘If you’re not moving a metric, you are not adding value to the business.’ In fact, we guarantee that we will move a metric for each and every client engagement.
If you’re not adding value, then you’re subtracting value.
TB: I can tell you’re in editorial. You said it really well.
That one’s for you. You can tell everyone you made that up.
TB: Thank you
Can you share a quick networking tip for sales leaders?
TB: Always be genuinely curious about your client, their business and their customers. Anyone you talk to, find out what that person is about, what is important to them and their company.
So, considering it’s been seven years since you last came to an event like this … what changed for you? Have you come back around to curiosity?
TB: I’ve come back around to curiosity about whether or not these events can drive business for us.
What’s the specific metric you’re looking for to indicate success?
TB: Getting new clients from connections at this conference.
Are you working on anything?
Can we help you out? We love success stories.
TB: You’re good! I will let you know. I really appreciate all the support from you and your team.
Awesome. Good luck, and thanks for the interview.
TB: Thank you very much.