From event sales rep to consultant: technology as a salesperson's edge
A salesperson who uses technology doesn't sell more because they're more charismatic; they sell more because they let the machine handle the volume and spend their own time on the people who showed interest.
Quick answer: a salesperson who uses technology doesn't sell more because they're more charismatic; they sell more because they let the machine handle the volume and spend their own time on the people who showed interest. That logic is what made me perform better as a sales executive and what later became my work with CRM and automation.
Where this story begins
Most of my career was in the corporate events market, as a sales executive. I have a degree in marketing, an MBA in sales management, and after college I went on to study programming, partly out of curiosity, partly because I wanted somewhere to go after work.
That put me in a curious place: between business and technology. But always with one foot firmly in sales. I really like technology, but my real thing is selling.
What I did differently
The company would hand me a list with a thousand contacts. The team would take that list and start going one by one: call, send an email, take notes, call again.
I did something else. My first move was to email the entire list. From there, I managed whoever replied. And while the campaigns hadn't come back yet, I kept calling the rest. When WhatsApp arrived, I applied the same logic there, at a time when almost nobody saw it as an option.
From the start I leaned on technology, back from the days when we looked up company names in printed directories. The math was simple: if I used technology in my favor, I could do things others didn't and make better use of my time.
The result was that I sold more. And the customers themselves started asking: "how do you sell like that?" That's when I fell in love with this world of CRM, automation and sales process.
An honest warning: what I did years ago shouldn't be copied to the letter today. Bulk sending on WhatsApp is subject to platform rules and requires consent, and email also has good practices for deliverability and unsubscribing. The logic still holds; the execution has to follow today's rules.
The logic I bring to any sales operation
1. The machine handles the volume
Everything that's repetitive, text-based and predictable can be done by a system: the first contact, the reminder, the follow-up. That's not laziness; it's what frees the salesperson for the part that needs a human.
2. The salesperson handles whoever raised their hand
The salesperson's time is the most expensive resource in the operation. They need to be in the conversation with whoever replied, asked a question or requested a proposal. Not trying to remember to send email number 37 of the day.
3. Technology designed with a salesperson's mindset
When I talk to a developer and to a salesperson, each one speaks their own language. It makes a difference to design and adapt technology around the sales journey, not just around what the tool can do. The right question isn't "what does this system do?" but "where is my salesperson losing time today?"
Checklist: does your team use technology as an edge?
- The first contact with a list or with new leads happens without depending on someone remembering.
- Follow-ups go out on their own, on a defined cadence.
- The salesperson clearly sees who replied and needs attention.
- The CRM shows what's stuck and what's moving, with no side spreadsheet.
- Calls go to people who have already engaged or whom the campaign didn't reach, not blindly.
- Sends respect consent and each channel's rules.
- Someone from sales took part in designing the automations.
If you checked fewer than half, your team is probably doing a machine's work.
From salesperson to consultant
Over time, I started recording videos about sales and CRM casually, leaving my contact. People started reaching out for mentoring, for implementation and for in-company training. All of it came from the same place: I performed well because I used technology when most people didn't.
That's why we weren't born as a technology company. We were born in sales. Technology is the means.
Frequently asked questions
Will technology replace salespeople?
No. It takes the repetitive work off the salesperson so they have time to talk, understand the pain and close. The human part is still for humans.
Can I send bulk WhatsApp messages to a purchased list?
That's not the way. WhatsApp has usage rules and requires consent; ignoring them can get your number banned. The "machine handles the volume" logic has to be applied within each channel's rules.
Where should I start using technology in sales?
Start with what the salesperson does every day that doesn't require thinking: first contact, reminders and follow-ups. Then organize the CRM to show who replied and who's stuck.
Do I need to know how to code to automate sales?
No. Understanding the logic helps, but what matters most is knowing the sales process. Well-configured automation and CRM tools handle most of the work.
Keep reading
- CRM and sales process implementation
- Sales automation
- Sales Sprint: guided sales structuring
- Technology and Sales Productivity: What Actually Changed (and What Nobody Tells You)
- Business Process Automation: How Companies Are Eliminating Hours of Manual Work
Want to apply this logic to your sales team?
If you want to find out where your team is spending time on a machine's work, talk to Aurora, our AI assistant, and book a conversation: Talk to Aurora on WhatsApp