Entrepreneurs: All Salespeople? Yes! According to Inès Grillault Laroche
“No, a salesperson is not just an extroverted person with endless speeches!” To dispel the myths about salespeople, let’s explore the journey of Inès Grillault Laroche.
An expert at the HEC Paris Incubator Program, Inès has been selected to launch a series of articles highlighting those who actively contribute to the incubation and acceleration of startups at the HEC Paris Entrepreneur & Innovation Institute, including our experts, mentors, and professors.
Founder of ADRECA Consulting and a volunteer expert at the Incubation & Acceleration Center, Inès has been working for years to enhance the image of 'salespeople' and to help individuals from various backgrounds embrace the role. Through her dual roles, she redefines the boundaries of the sales profession, imparting her humanistic vision to a new generation of entrepreneurs, viewing sales as a subtle art of human relationships.
Who are you, and how did you specialize in sales?
Inès, 37 years old. I started my career in management control and auditing, then joined Saria, a company specializing in waste valorization. It was there, in 2014, that I transitioned to sales. This shift was both a new challenge and a revelation that changed my view of the sales profession. Far from stereotypes, I quickly understood that sales is primarily about building relationships.
Why did you decide to venture into entrepreneurship?
While working alongside Saria's salespeople, I learned the trade. However, I noticed that they were intuitive field workers who couldn’t necessarily explain their methods. So, I began creating a method, a kind of toolbox, to help myself and share with my colleagues internally. This led to the launch of ADRECA Consulting in 2019, aimed at helping sales teams and executives improve their selling skills and redefining the often-maligned image of salespeople.
You are now a consultant and volunteer at the HEC Paris Incubator. Can you tell us about these dual roles?
For over five years, through ADRECA Consulting, I have assisted many executive teams, consultants, founders in startups, team leaders, and project managers in growing their businesses, even if they don’t hold the title of 'salesperson.' Our offering helps them become independent by transferring skills. Beyond attending training sessions and workshops, we provide ongoing support, advice, and coaching over several months. My first clients were incubated at Station F, which introduced me to the startup world. The fluid relationships led me to volunteer as a sales expert at the HEC Paris Incubator.
“If I had known this sales method earlier, I would have saved a lot of time! Hence my desire to share it widely.”
What is the most frequent question you get from startup founders?
The most common question is, "I had good initial meetings but no conversions. How do I reach the next level?" To guide them, I challenge them with key questions:
- What makes you think the meeting went well, and how do you document this?
- Did you listen to your client? Startups often talk about themselves and their product, forgetting to engage with the other party due to a lack of training. Without information about the other party, follow-up is challenging.
- Is your product or service accessible to everyone? While the product is obvious to the team, it often isn’t for others. There’s a need for education and simplification to make it accessible.
The key lies in attracting people, knowing what to tell them, and strengthening the business relationship.
What is the biggest misconception about the role of a salesperson in startups?
There are several. Some think it’s not their job and hire an intern or apprentice. Big mistake! As beginners themselves, they won’t know the ins and outs of the sales job and can’t manage the person properly. Others claim business development isn’t important or they don’t want to do it. Some have high expectations but don’t invest the necessary resources, while others think their idea is so brilliant it will sell itself. Often, I notice many rely heavily on marketing for customer acquisition but don’t know how to convert leads.
“My two biggest pieces of advice are: practice first, delegate later! And listen to your prospects and clients.”
In your experience, can anyone become a good salesperson?
Yes, but with some prerequisites. You need to like people and want to interact. You don’t need to be extroverted or talkative. Introverts often have excellent listening skills. With the method I developed, even the most reluctant find themselves enjoying sales because it follows step-by-step processes. It’s a rather gentle approach.
A book you would recommend to entrepreneurs?
Books that bridge personal development and psychology or focus on non-violent communication, NLP (neuro-linguistic programming), and the Enneagram. These are tools for self-knowledge. Understanding yourself better greatly facilitates interactions.
About the HEC Paris Incubator
The HEC Paris Incubator welcomes ambitious entrepreneurs aiming to develop their innovative projects! Located at Station F, the world's largest startup campus, and also available online, the Incubator provides all the resources needed to achieve in four months what usually takes a year. Our ‘learning by doing’ approach is custom and evolving, offering unlimited access to our ecosystem's resources: a community of 800 entrepreneurs, 500 startups, 800 mentors like Inès, our network of investors, qualified meetings with leaders of our partner companies, and much more!
Discover everything our program has to offer and join the September 2024 cohort!